The B2B Commerce Report Health is live: the first check-up for digital health commerce

Munich, September 21, 2026 | The buyer researches with AI, compares online, and wants to reorder in 30 seconds. What he finds instead: prices on request, contact forms in the footer, and platforms that simply don't exist for AI systems. This is shown by the B2B Commerce Report Health published today by the digital commerce agency creativestyle, the first neutral benchmark for the digital commerce maturity of the B2B healthcare market in the German-speaking region. The creativestyle editorial team tested 64 companies, 37 manufacturers and 27 wholesalers, against a uniform catalog of 45 criteria along the customer journey, documenting around 2,900 individual tests. Manufacturers reach 62 percent digital market maturity on average, wholesalers 57 percent. The full report is available free of charge at www.b2b-commerce.report as of today.

The pre-decision is made before the website is even opened

48 percent of the companies examined do not appear in the answers of common AI systems such as ChatGPT, Copilot, and Gemini, even though, according to Forrester (Buyers' Journey Survey, 2025), 94 percent of B2B buyers already use AI in their purchasing process. Whoever is missing from the AI answer is not on the shortlist, and in this case that is every second company.

The forward look is even clearer: the report's agentic readiness check examines whether a platform is orderable for AI purchasing agents, that is, for software to which procurement departments delegate routine orders. This requires machine-readable product data, clean technical endpoints, and clear rules on what agents may read and do. The result: not a single wholesaler fully meets these requirements, and 48 percent deliver none of these building blocks at all, neither machine-readable product data nor endpoints nor agent rules. A platform without this foundation simply does not exist for the most efficient ordering path, no matter how good the assortment and terms are. The entry point is manageable: mark up product data as machine-readable, regulate what agents may read, and ensure indexing in the data sources of AI systems.

„The industry is debating AI while its own platform doesn't even exist for AI systems. Every second company is invisible in the answers, and the best field sales team can't help there, because the pre-decision has long since been made. Our report makes this mercilessly visible. There are no more excuses for not changing it", says Jaromir Fojcik, founder and managing director of creativestyle.

The check-up shows: the shop window shines, the closing stage jams

In the purchasing process itself, the report also documents recurring hurdles, precisely at the points where the buying decision is made: 89 percent of providers offer no immediate digital contact function such as live chat or chatbot during the purchasing process, the weakest chapter in the entire report. 67 percent of wholesalers show no volume pricing or quantity discounts, more than half fail at quick ordering by article number, and 78 percent offer their most loyal customers no visible advantages whatsoever. The pattern runs through both groups: the entry works, but at the decisive moment before the order, the platforms leave their customers alone.

The consequence from the perspective of creativestyle's CX experts: it does not take a radical cure, but a clean digital basic supply. Visible prices, quick ordering, and contact directly at the product already set a company noticeably apart from the market. For every finding, the report delivers concrete quick wins that companies can start with immediately.

Every rating backed by a screenshot

The report is designed as a tool for the industry: a verifiable ranking that shows every company where it stands and where the biggest levers lie. The creativestyle editorial team tested exclusively the publicly accessible live presence from a neutral external perspective, without self-reporting by the companies. Each of the 45 criteria has a predefined test question and a fixed three-level scale: 2 points for fully met, 1 point for partially met, 0 points for not met. All criteria count equally; weighting was deliberately omitted. The ratings are backed by screenshot and timestamp and can be verified in the provider profile down to the individual criterion. Manufacturers and wholesalers are tested against the same catalog but evaluated separately and ranked separately.

The report measures visibility in AI systems via prompt sets of ten standardized prompts per market segment, tracked continuously over a period of seven days; the partner for GEO visibility is the technology consultancy for SEO, AI, and data WOXOW. The collection period for the entire report ran from June 1 to September 4, 2026.

The full report is accessible free of charge at www.b2b-commerce.report: with all findings, rankings, and provider profiles, concrete quick wins for every finding, as well as innovations from the international environment that show what is already possible in healthcare today.

About WOXOW – partner for GEO visibility

WOXOW is a technology consultancy for SEO, AI, and data based in Grünwald near Munich. The expert team led by Johanna and Timon Hartung supports companies with analytical and conceptual solutions and, at the same time, with the practical implementation of their visions: from visibility in classic search engines to AI systems such as ChatGPT and Google AI Overviews. By combining technology, data, and strategic consulting, WOXOW helps companies sustainably expand their digital visibility and successfully leverage the potential of the next generation of search.

As hosts of their podcast ‘MARKETING MEETS TECHNOLOGY’, Johanna & Timon also talk weekly with the most exciting minds in the industry and provide innovative insights into the world of SEO, GEO & AI.

Website: https://woxow.com
Podcast: MARKETING MEETS TECHNOLOGY
Know-How: https://woxow.com/know-how/

WOXOW GmbH, Bavariafilmpl. 7, 82031 Grünwald
Anija Schlichenmaier, marketing@team.woxow.com