The 2025 State of B2B Site Search

From part number lookups to conversational AI, how top B2B brands measure up on the search experience expectations of 2025.

Search is no longer just a utility. It’s a strategic layer of the buyer journey and for many B2B companies, it’s underperforming. We evaluated 30 enterprise websites across six industries and three stages of the search journey to see what leaders are doing right, what laggards are doing wrong, and where the biggest opportunities lie.

In this report, you’ll discover:

• How companies are performing across product discovery and post-search guidance
• Where most B2B search experiences fall short
• A five-part framework to modernize search from SKU lookups to conversational AI
• The biggest challenges holding teams back and how to overcome them
• What a future-ready search experience looks like in 2025