U.S. B2B tech spending rose 10% in H1 2026, but growth is expected to slow as buyers become more selective.
U.S. B2B technology reseller revenue reached $35.3 billion in the first half of 2026, up 10% year over year, according to Circana’s latest Future of B2B Technology forecast.
The market remained resilient despite economic uncertainty, supported by demand across cloud, IT hardware and software as businesses continued infrastructure upgrades and device refresh cycles.
Circana expects second-half revenue to reach $35.7 billion, with growth slowing to 6% as replacement cycles normalize and buyers become more selective.
Cloud was the strongest-performing segment, reaching $1.69 billion in H1 and growing 15% year over year. Circana expects cloud to maintain that pace through the second half.
IT hardware remained the largest category, generating $17.67 billion in H1 and representing about half of total B2B technology revenue. Growth was supported by storage hardware, computers and PC memory, helped by higher component pricing and richer enterprise configurations.
However, the hardware story is not just volume. Unit shipments are declining, while revenue is rising because average selling prices are higher.
Software and services reached $15.98 billion in H1, up 8%. Circana expects growth to slow to 4% in H2, with cybersecurity, managed services and operational efficiency investments still supporting demand.
The outlook points to a more disciplined market. Circana forecasts 5% combined B2B technology revenue growth in 2027, suggesting continued investment but more careful buying.
For vendors, resellers and revenue operations teams, the message is clear: growth is still available, but winning H2 budgets will require sharper pricing, stronger ROI proof and more precise account-level execution.
