The North American office supplies market, projected to reach $24.94 billion by 2033 with a steady compound annual growth rate (CAGR) of 1.2% from 2025, is brimming with potential. While it may seem like a crowded field dominated by established players, this industry offers unique opportunities for savvy entrepreneurs willing to adapt and innovate.

Consider this market a landscape ripe for transformation, with office supplies ecommerce being a real growth area, where profitability is on the rise. As businesses increasingly shift toward digital efficiency, C-suite leaders have a crucial question: how can you harness technology to turn this typically low-growth market into a high-profit engine?

In this article, we’ll explore strategies to help you thrive in the evolving office supply sector—leveraging technology for innovative products, exceptional customer-centricity, and deep operational efficiency.

The state of play: Low margins, high expectations

The office supplies market is dealing with a near-impossible reality. The industry is being squeezed from both ends—a mature, low-growth core segment and modern B2B buyers who expect a consumer-grade experience. 

According to data from a public company cohort in Q1 2024, the industry saw an operating margin of only 4.39% and a pre-tax margin of just 3.4%. 

When revenue declines by over 7% year-over-year and operating profit drops by more than 27%, there is no room for waste in pricing, costs, or an overly complex operational mix.

The digital mandate

Despite the ongoing return-to-office paradox, the hybrid work model has been a successful experiment: 

• About 22% of US workers worked remotely in 2025. 
• Even for those not fully remote, 88% of employers provide some hybrid work options in Q3 of 2025.
• Approximately 24% of new job postings in Q3 2025 were hybrid and 12% were fully remote.

The shift to remote work created a multi-workplace problem. Businesses manage procurement for disparate locations, which raises complexity and cost. Suppliers who can step in and service this demand through a single, centralized system are reshaping competitive pressure in the market. 

The truth is this: digital is the only meaningful source of growth in the category. In North America, offline channels still account for 89.5% of office supplies sales.

But that bulk is misleading. Brick-and-mortar sales fell by 6% in 2024, and ecommerce accounted for 24% of total office supplies revenue, up from 22% a year earlier.

The digital share may be small now, but it’s compounding quickly. For companies that offer ecommerce, it has already surpassed in-person sales as the top revenue channel. The largest B2B market in the world, North America, accounted for over 40% of global B2B ecommerce revenues in 2024, totaling around $8.5 trillion in sales.

Commerce platforms like Shopify B2B are ushering in this change, helping office supplies brands deliver a more streamlined buying experience and reduce operational costs. 

Diverging growth rates

The traditional office supplies market is operating in a two-speed reality. One segment is stuck in the past, and the other is accelerating into the future of work. Companies that treat themselves as single-category suppliers will find themselves trapped in the former.

The divergence in growth is big enough to lead you to rethink your business strategy.

• The entire global office supplies market is projected to grow at a mere 1.3% CAGR through 2033. North America has a slightly lower forecast at 1.2%. 
• North American office furniture tells a different story, projected to grow at a 5.1% CAGR until 2030, reaching $28.27 billion.

The fastest growth is concentrated in categories that address the multi-workplace reality. Buyers are no longer focused on commodity paper or pens and instead are investing in the infrastructure of flexible work. Ergonomic designs, adaptable furniture, and tech-integrated workspaces drive this growth.

Launched in 2020, Desky tapped into the work-from-home revolution. The standing desk retailer went live on Shopify in just three months. Focusing on ergonomic furniture rather than legacy supplies, the brand took off, driving a 1,227% increase in revenue and a 187% increase in conversion rate.

Forward-thinking executives across consumer and business-product sectors are using product mix and strategic innovation to drive profitable volume. For office supplies, that means:

• Becoming less like a paper company and more like a workspace solutions retailer focused on tech and ergonomics
• Expanding into adjacencies like furniture, tech accessories, and collaboration gear

That’s also why the industry is in an era of convergence—and executives are not sitting still. Around 60% of senior business product executives surveyed planned acquisitions in 2025 to acquire capabilities and high-growth assortments needed to thrive. 

If you are not actively shifting your mix and expanding your capabilities, you risk losing share to—or becoming a target of—a competitor building a broader, higher-growth portfolio.

The cost of inaction

In a low-margin environment, doing nothing is the most expensive decision you can make. The headwinds facing the legacy office supplies core segments are too strong to ignore.

You still carry high fixed costs: office leases, warehouses, logistics fleets, and manufacturing expenditures. Even though hybrid work is spreading demand across more locations, it hasn’t eliminated those fixed costs—it has introduced complexity in equipping home offices.

A few points of cost inflation, higher delivery fees, or a mix shift to lower-value items can quickly push a business from low margin to no margin. Consumers and business buyers are already highly price-conscious, actively hunting for discounts and shifting to private label brands.

Modernizing B2B in the office supplies market

The question is no longer whether to go digital, but how to master B2B modernization quickly and effectively. The B2B buyer base has changed dramatically, and their expectations are driving the shift. 

Millennials now represent about 73% of B2B buyers, and 44% of them are primary decision-makers. The new generation expects the same online experience they get when shopping on sites like Amazon or Etsy. In fact, 73% of them view self-service as table stakes.

Demand for digital portals

B2B ecommerce has quickly moved into the digital-first realm. The latest portal trends report found that 68% of B2B organizations already run an ecommerce storefront or self-service portal.

For office supplies, portals are where the majority of repeatable contract revenue, subscriptions, and high-value transactions take place.

• On average, about half of B2B revenue now comes from ecommerce or portal orders.
• Buyers are confident spending big online, with nearly 40% willing to spend over $500,000 in a single online transaction.

Using a B2B ecommerce platform is key here. Office supplies providers need a solution that turns a basic website into a full B2B self-service platform for procurement teams. Shopify provides a built-in B2B portal experience for the modern buyer with features like:

• Self-serve ordering: Enable autonomy with quick-order lists and easy reorder capabilities well-suited for high-frequency restocks of office consumables.
• Contract logic: Offer the guardrails procurement needs through curated catalogs and custom pricing per company account, including volume and tiered pricing rules.
• Frictionless B2B checkout: Remove friction with payment terms and PO capture right at checkout, alongside support for credit card invoicing.

Winning the SMB segment

Small and midsize businesses are a growing sector for office supplies providers, and they are optimistic about the future. Some 55% plan to increase their technology spending in the next fiscal year, and 36% expect spending to remain the same. 

SMB buyers behave like a hybrid of DTC consumers and B2B professionals. For example, they mostly rely on digital channels for discovery, with 54% using web search and 39% using vendor application marketplaces as top information sources, according to a 2024 buying report. 

And like most larger clients, they are also looking to solve operational challenges like controlling costs and improving cash flow. Shopify’s platform features map to the SMB buyers’ requirements:

• Blended service model: Use blended stores to serve SMBs either as DTC customers or full B2B accounts with net terms, all running on a single system.
• Team collaboration: Offer company profiles with access controls for small teams. This allows multiple buyers under one SMB account and catalogs for bundles like a 10-person starter office pack.
• Transparent product data: Leverage built-in product information management (PIM) features to display technical specs, warranty information, and sustainability attributes. Or integrate one of Shopify’s PIM apps like Flxpoint or Jasper PIM for more advanced features.

Unified B2B/DTC customer experience

The biggest brands in the office and furniture space, like Herman Miller and Steelcase, have already demonstrated that the future of this sector is not B2B or DTC—it’s unified commerce. The B2B buyer is the same person who shops DTC, and they demand continuity across all touchpoints.

B2B customers use an average of 10 channels, including marketplaces, portals, sales reps, and showrooms, across their buying journey:

• For high-consideration purchases like furniture, the journey often starts online with research specs and pricing, and then culminates in a showroom visit or design consultation.
• Leading brands use online tools to facilitate the digital-to-physical handoff, such as booking design concierge appointments from the website.

Operating a unified commerce model requires a single source of truth. The person buying a single task chair for their home office is the same person specifying a thousand chairs for the corporate contract. You can’t afford to have a fragmented view of that customer. It raises the cost of maintaining consistency across touchpoints.

Shopify’s architecture supports blended B2B/DTC stores, meaning you run your high-volume consumer site and your complex B2B contract portal from a single admin and data model.

Shopify’s analytics allow you to track the entire customer journey. You can see how DTC behavior, like intensive chair research on your consumer site, feeds into high-value B2B conversions, such as a signed fit-out contract.

✨Shopify Power-Up: ShopifyQL Notebooks lets you query your store’s raw commerce data directly. Analyze customer, order, and product data to build custom dashboards or export it to your own data warehouse for deeper insights into B2B contract performance and customer behavior.

The strategic mandate: Speed, efficiency, and TCO reduction

To counter razor-thin margins and intense competition, executives must drive efficiency and agility across the commerce organization.

Operational efficiency as a priority

Operational efficiency is consistently named the top priority by C-suite leaders. Recent surveys show that nearly two-thirds of executives rank improving operational efficiency as a top strategic priority, and a similar share (62%) prioritizes implementing AI to achieve it.

B2B sellers are looking for ways to rewrite core processes like order management and post-purchase service to free teams from low-value tasks. AI is focused on back-office flows, such as contract pricing, reorders, invoice matching, and warranty claims. 

Shopify Flow is an excellent tool for ecommerce automation, allowing no-code workflows. For example, you can:

• Auto-route and tag orders: If a B2B customer submits an order that exceeds a set threshold, like $25,000, the system can automatically tag the order Requires manual review and send an internal notification.
• Automate payment and invoicing: Send payment reminders for orders with payment terms, plus invoices to collect payment for draft orders. 
• Send data to your ERP: Use B2B integrations and B2B APIs to seamlessly integrate your enterprise resource planning (ERP) or other business systems with your B2B store.

With less administrative burden on a unified commerce platform, you can improve operating margins and focus teams on strategic initiatives like consulting on fit-outs or fine-tuning catalog assortments.

👉 Take advantage of Shopify’s Global ERP Program to connect your commerce operations with major providers like NetSuite and Microsoft Dynamics 365. 

The agility imperative

Increasing agility and speed to market is a high priority for 79% of executives, according to a recent Shopify survey. 

As office supplies blur into electronics and workplace tech, brands win by rapidly testing and launching new SKUs, bundles, and business models, like device-as-a-service or subscriptions. 

Agility in this market means:

• Fast go-to-market: The ability to spin up new channels, micro-catalogs for verticals like education or healthcare, or new geographies quickly
• Centralized merchandising: Using a single, rich product catalog to quickly bundle items around trends 
• Platform simplicity: Choosing a modern platform that makes agility the default, unlike legacy stacks that slow down every launch with custom code

Shopify is engineered for this speed, allowing brands to launch DTC, B2B, marketplaces, and retail/POS on one platform. Workflows in Shopify Flow can even be automated to adjust fulfillment rules during seasonal spikes, like back-to-school shopping.

Staples is a proof of concept. After migrating to Shopify in under 12 months, half the time and cost required by legacy competitors, they gained the flexibility to run four times more daily sales promotions. 

When market demands shifted, this agility allowed them to launch a nationwide click-and-collect program in just 72 hours. The result was seamless handling of Black Friday-level traffic for 30 days straight, setting all-time sales records without a single performance issue.

Competitive TCO advantage

In a low-margin category, your total cost of ownership (TCO) is a competitive advantage. Legacy, custom-coded, multi-vendor stacks create massive hidden TCO from expensive integration, maintenance, and duplicated license fees.

Migrating to Shopify offers lower TCO, plus better agility and automation. Independent research commissioned by Shopify found that enterprises enjoy an average of 33% better TCO versus key competitors, including 23% better platform costs and 19% better operations and maintenance costs.

The benefit comes from a complete tech stack consolidation. With Shopify, you combine B2B and DTC commerce, payments, automation, and core PIM into a single platform, reducing vendor sprawl and implementation costs.

The path to market leadership

It’s clear that the office supplies market is in the midst of a major digital transformation. It’s moving past a slow, price-sensitive commodity space and evolving into a digitally integrated services and technology sector. 

For enterprise leaders, gaining market share requires scalable B2B systems that support profitable growth, speed-to-market, and lower TCO. By moving off fragmented legacy stacks, you can free your team from maintenance cycles and take advantage of the operational excellence brands like Staples and Desky have already achieved with Shopify.