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Adobe has extended Product Recommendations to B2B, and added support for PWA Studio storefronts. Two separate changes, both aimed at merchants who could not properly use the feature before.
What changed for B2B
Product Recommendations was built for B2C. B2B buying behaves differently — shared catalogues, company hierarchies, approval chains — and an engine that ignores all of that produces suggestions nobody is allowed to act on. This release adapts it:
Account-based recommendations respect shared catalogues, role-based visibility and company-level purchasing patterns, so a buyer restricted to part of the catalogue is never shown the rest of it.
Bulk order context means the engine understands larger quantities, suggesting complementary products and surfacing the volume discounts that wholesale and enterprise buyers care about.
Purchase history by role factors in what each type of user actually buys, rather than treating every account as a single shopper.
PWA Studio storefront support
PWA Studio, Adobe's open-source toolkit for Progressive Web App storefronts, now supports Product Recommendations in full. If you have built a decoupled storefront, you no longer choose between a bespoke front end and Adobe Sensei's recommendation intelligence — you get both, without the extra engineering.
What this means for you
If you run a B2B store on Adobe Commerce, this is worth testing rather than assuming. Turn it on for a segment, measure average order value and repeat purchase rate, and see whether B2B-aware recommendations behave differently from the generic ones you may already be running.
If you are on PWA Studio, the practical change is simpler still: a limitation you had to design around has gone.