B2B technology reseller market saw a slowdown in sales toward the end of 2024, with total revenue reaching $63 billion—remaining flat compared to the previous year. However, a rebound is on the horizon, as Circana’s latest Future of B2B Technology forecast predicts a 6% overall revenue growth across hardware, software, and cloud market segments in 2025.

“The 2025 economic outlook, while improving, remains clouded in some uncertainty. The commercial PC market is approaching a critical inflection point, where a robust refresh cycle that began in 2024 is expected to accelerate in 2025,” said Mike Crosby, executive director and B2B technology industry advisor at Circana. “With many organizations still operating on pre-pandemic devices, there is significant pent-up demand for upgraded systems that support the latest productivity and security capabilities.”

In particular, hardware sales—which experienced a 5% decline in 2024—are forecasted to recover with a 3% revenue increase in 2025. This growth is supported by strong average selling prices and the continued adoption of AI-powered devices. The B2B PC market showed early signs of momentum in 2024 with a 4% revenue gain, signaling sustained demand. Computers, the best-performing hardware segment, are expected to grow 9% in 2025, adding approximately $1.1 billion in industry revenue.

Beyond hardware, software and services revenue is expected to climb 7% in 2025, building on a strong finish in 2024. Cloud-related investments will be a key driver of this expansion, with projected gains of 31% as businesses continue to migrate to scalable and flexible digital solutions.

Despite the positive outlook, market volatility remains a potential disruptor. “The stage is set for positive performance in B2B technology through 2027; however, changing market conditions have the potential to create disruption on the path ahead,” Crosby added. “Shifts in macro-economic activity will play a role in the timing and trajectory of forecasted demand. Conditions can change rapidly, making data and insights critical for organizations looking to anticipate, understand, and act on those changes.”