
They may be able to purchase your products online through e-commerce platforms that link business-to-business clients.
This also offers a number of benefits for your company. Imagine being able to view both offline and online orders for customers, distributors, and dealers. They can also manage their budgets and pricing and view any promotions and offers.
A B2B ecommerce digital platform can be incorporated by businesses to improve productivity, online sales, and customer satisfaction.
Selection Factors For B2B Ecommerce Platforms

Consider the following factors to help you decide how B2B ecommerce platforms will affect your company.
Types Of B2B Businesses
Different types of B2B businesses will have different requirements. Organizations must understand the differences before they can find a solution.
- B2B2C: Business-to-business-to-consumer (B2B2C) E-commerce eliminates the intermediary, typically between the B2B company and the B2C, bringing the companies in direct touch with the customer.
- Wholesale: Wholesale is an ecommerce business-to-business model that allows you to sell your products in bulk to other businesses at a discounted price.
- Manufacturers: manufacturers produce finished goods at a large scale using parts and raw materials, manual labor, and machines. B2B models allow finished goods to be sold to other manufacturers, wholesalers, or suppliers.
- Distributors: These distributors work closely with manufacturers in order to make their goods more visible, increase sales, and move their products through the distribution channels, a type of eCommerce business.
Adoption And Buy-In From The Sales Team
Your teams ability to use the chosen platform depends on several things.
- The platforms user interface.
- The knowledge level required to fully utilize the platform.
- Before you use the solution, assess your teams skills.
Each platform has a unique interface that is tailored to developers and coders with different levels of knowledge.
Every B2B ecommerce platform is not going to work for you and your team. It is important that you choose the right platform for your team, not just the most popular.
A Plan To Onboard Customers
It is not always an easy transition to switch ecommerce platforms or from an older proprietary platform to one that works better for you.
Make sure you have a plan for how to onboard your existing customer segments when you implement a new solution. It is not a good idea to try to make them feel overwhelmed by a new platform. Some ecommerce companies offer extensive launch services that help ease the transition.
They also provide training to loyal customers and employees who are still getting used to the new workflows. This could make the difference between a slow, tedious implementation and one that is quick and easy for all involved.
Integrate It With Your Business Software
You may use many business software, such as ERP, PIM, and CRM. It is essential to find a platform that integrates with this software.
It is not a good idea to spend money on an ecommerce platform and then find out it does not work with your current software. This is more than a wasteful use of your time and effort. It can also lead to a loss in potential revenue. These platforms are the most highly rated and provide an easy way to connect all your software without any extra effort.
Security
When customers choose a platform, security is their number one priority. It is crucial that they are able to access their data safely in order for your service to be implemented and can be used with confidence.
A B2B ecommerce platform must be able to provide security for:
- Credit card data.
- Customer data.
- Fraud protection.
- Security administrative.
- SSL certificates.
Customer loyalty will be more inclined to choose your Ecommerce Services if they are confident that each item is safe.
Dedicated security programs can be used to protect your website from cyber-attacks and, ultimately, increase your SEO ranking. It pays to be safe.
The Cost Of The Platform
Cost refers to not only the cost of the site but also the cost of maintaining the site, as well as the administrative costs involved in getting it up and running.
One significant differentiator is how software-as-a-service (SaaS) platforms. On-premise platforms offer a lot of customization but require full-time developers who can deal with the intricate details of the buildout.
Additionally, on-premise solutions can be costly due to the added burden of compliance and security for payment methods in ecommerce sales.
A SaaS platform eliminates many extracurriculars that could slow down the process. This reduces costs and simplifies the process.
A SaaS platform that has a history can help you forecast future costs much more accurately. Although there are no simple answers to the question of SaaS vs. On-premise solutions, it is possible that the cost difference may be one-sided.
Customization
Ecommerce platforms that deal with B2B customers must offer a flexible, customizable solution. It is long past the time when companies could just release an all-inclusive solution that would work for everyone.
Technology has advanced rapidly. Specificity is now the king. Ecommerce platforms with extensive customization are more attractive to merchants and customers.
This is the main reason. Scalability is essential for organizations that are experiencing extreme growth or who are planning to do so. Global businesses have realized this and offer solutions that are more functional and attractive -- with no additional cost.
The desire for customization is growing with new methods such as headless commerce.
Customer Data And First-Party Data
Being more data-driven is essential to maintaining or building business success in todays modern world. You can differentiate yourself from your competitors by understanding the data you already have and looking for new sources.
This will help you grow your business. It is now easier than ever to understand customer behavior through the use of Google Analytics and interactions with different online channels.
This includes where they are located, their interests, and what drives them to convert sales. A successful ecommerce platform should have extensive data-driven decision-making strategies.
Read More: How eCommerce is Changing the B2B Sector
Essential B2B Ecommerce Platform Features

Let us look closer at the essential elements to be looked for on B2B ecommerce platforms and websites.
Ability To Sell B2B As Well As B2C Via The Same Platform
B2B and B2C sales do not always need to be distinct silos in your business. In todays ecommerce world, it is possible to sell both on the same platform.
You can do this to save both money and time. It is not a standard feature on all ecommerce platforms, so it is important to research potential solutions.
It Is Easy To Add Channels Or Technology Partners
Modern ecommerce has seen a shift in the way it operates. Businesses can now operate across multiple channels, including online platforms, physical stores, and social media.
Unified customer experiences across all channels can increase sales and create a better customer experience. It is essential to find a platform that supports omnichannel when researching features. It is crucial that businesses are able to sell in all channels, given the changes in the shopping experience over the past decade.
International Sales Capability, Including Multi-Language Support
Internationally, entry into the global market has never been easier. A person in America can order a product from China on Amazon or eBay, and it will be delivered in less than a week.
You can do this to save both money and time. This first step starts with multilingual support. A platform that allows for internationalization is one that will grow with you and provide you the flexibility to sell in new markets anytime you choose.
You Have The Option To Restrict Access
B2B ecommerce business models are more complicated than B2C. You need to know how to modify your ecommerce platform in order to meet the needs of different buyers, depending on their preferences.
Your ecommerce software should allow you to restrict or allow access to specific parts of your website on an individual basis.
You might want to, for example:
- Your bulk pricing can be hidden from B2C customers.
- You can hide pricing for a variety of reasons.
- Your B2B site can be hidden entirely from non-registered users.
These options can be used by looking at how your B2B buyers experience, your customers and the products you sell.
These choices should be made in the first place by the B2B eCommerce software that you select. You will have problems when you build these pathways later.
Pricing, Payment, And Customization Options
Many moving parts are required for B2B companies. Multiple systems must work together, including customer management tools, fulfillment centers, and punchout catalogs, to create an integrated order management and customization system.
It is important to make sure your B2B ecommerce platform supports transactional options. Having multiple tools that do not work together can cause confusion, disorganization, and possible problems with order fulfillment and inventory management.
This is especially important if your hybrid business offers both wholesale and B2C channels. Channel conflict management and management are crucial to your business. You might also want to offer different delivery options for your top clients depending on their location, tier, or other factors.
A Lot Of Attention Is Paid To Customer/User Experience
One thing is essential when a brand looks to build an ecommerce website. To make the experience more enjoyable and satisfying for B2B customers, they must feel connected to your brand and your websites user interface (UX/UI).
You could automate your ecommerce product videos to create videos in bulk. Video is more visual than text and will result in higher conversions if you increase the number of creatives.
You should look for a platform that offers the personalization options you require as more B2B companies move to an enhanced UX/UI.
A platform should allow you to build an ecommerce website that is:
- Templates that are intuitively and easily used.
- Brandable and customizable.
- Responsive on various devices.
- It is easy to add tools like lead capture forms and personalization plug-ins to your website.
B2B Ecommerce Benefits

The best B2B ecommerce platforms and wholesale marketplaces (online marketplace) offer a multitude of benefits. There is also some skepticism.
As with all things, it is important to carefully weigh the pros and cons of Ecommerce SolutionsLet us start by looking at the benefits of B2B eCommerce platforms. Let us then look at some common objections businesses hear when they hesitate to implement one.
Benefits of an ecommerce site branded with a B2B engine
#1. Scalability
A B2B ecommerce platform that is effective will allow your company to scale quickly to meet customer demand. It will also open new sales channels and reach new markets.
You can quickly adapt to market changes by creating and testing engaging content for your B2B buyers. You can also revamp your technology by using extensible B2B eCommerce cloud solutions. This will allow you to significantly increase your marketing and merchandising capabilities.
#2. Increased Efficiency And Productivity
Ecommerce combines with ERP as well as other back-end technologies to significantly increase business efficiency.
Customers can place orders online at their own convenience. Businesses can now focus on customer service rather than being order takers. Automated ordering and workflows reduce the need for data reconfiguration in separate systems, which can lead to errors.
This increases the speed of shipping and improves order throughput.
#3. More Customers
Public-facing catalog pages on B2B ecommerce websites are an effective strategy to attract new clients. Future buyers will not only be more likely to shop online but also prefer it.
B2B buyers will go online to compare prices and shop for the best products. Manufacturers and distributors can use search engines to reach them. You can convert new customers by creating a responsive ecommerce website for B2B buyers with rich Search Engine Optimization -friendly content.
#4. Increased Brand Awareness
B2B ecommerce platforms give your business an online presence and allow you to control your brand. This platform allows you to grow, promote and strengthen your brand locally as well as internationally.
While other B2B channels can generate brand awareness benefits, your branded eCommerce website is the most effective marketing tool to maintain an online presence. SEO-friendly content is an easy way to increase your websites ranking in search engines and increase the chances that your target audience will recognize you.
#5. Sales Increase
B2B ecommerce sites not only help you reach new customers but also allow you to easily implement an automatic cross-sell or upsell recommendation program.
By making pertinent suggestions to clients and incentivizing them to purchase similar things or items with greater functionality, you may improve sales.
An ecommerce platform that is well-designed provides all the information your customers need to make the order process easier.
B2B ecommerce sites allow customers to easily order and reorder based on past purchases. This includes negotiated prices, personalized preferences, and other information. This not only increases sales but also increases the average order value.
#6. Analytics Capabilities
For businesses looking to run large analytics campaigns, B2B ecommerce is an excellent platform. E-commerce enables businesses to quickly assess the efficiency of their marketing initiatives, sales efforts, market segmentation, stock turnovers, customer sales performance, as well as customer engagement.
Google Analytics provides ecommerce tracking. However, integrating analytics into your ERP will give you more valuable data and actionable insights.
#7. Experience That Is Customer-Centric
Amazon.com is the benchmark for exceptional ecommerce digital experiences. Todays online shoppers expect an Amazon-like shopping experience, whether they are shopping for pleasure or business.
B2B purchasers as well as retail customers have different needs. B2B businesses must still employ user-friendly design, comprehensive content, and interactive features on their websites.
This includes product recommendations and trends based on previous searches, merchandise-based holidays or themes, and easy access to past orders, account settings, profiles, and wishlists.
#8. Outstanding Customer Service
Ecommerce presents a special chance for B2B businesses to improve their customer service initiatives. Customers who shop on e-commerce sites have access to self-serve portals that offer facts about their account, transaction history, tracking, and other items.
Based on login information, a powerful ecommerce website could be integrated with an ERP system to show clients only the products, services, and prices they are interested in.
#9. Improved Sales Engagement
The launch of an extensive ecommerce initiative will also be beneficial for your physical sales team. Your sales team can access customer orders, prices, history, as well as other data while traveling or working remotely thanks to B2B portals and e-commerce websites.
Automated inventory management and order tracking allow you to synchronize data across all your ecommerce channels and provide customers with accurate updates. This method is proven to increase transparency, speed up delivery and improve customer base experience.
#10. Multi-Site Capability
Although we recognize that shopping habits today are largely non-linear, its important to offer your customers an omnichannel online experience with an ecommerce platform for B2B.
B2B buyers often move between multiple devices and platforms when searching for products. With the right B2B platform, it is simple to launch channel-specific or co-branded ecommerce websites. This enables you to develop websites that target a particular worldwide audience with material offered in several languages or currencies, as well as microsites or even co-branded websites for your important distributors and clients.
Common B2B Ecommerce Hesitations

Price Shopping
Online positioning your business will result in potential customers price-shopping your products and services to find the best deal.
This is the reality of online business. This is why ecommerce has become so popular. A B2B ecommerce platform that is tailored to your industry will protect you from customers price-shopping products you sell.
This allows buyers to search for suppliers in verticals they do not service.
Inadequacy Of Personalization
Many businesses are hesitant to adopt an ecommerce B2B solution as they fear losing the customer-sales relationship.
This means that personalized service will be less common. It is actually the reverse. Sales reps will have more insight from the CRM so they can better understand each customer and respond accordingly.
They will be more than order takers. Imagine being notified when a customer is not ordering according to their usual schedule. Then, calling to assist. Imagine understanding the historical purchasing patterns and sales velocity of clients and then helping them to purchase strategically.
This is the way to go.
Privacy
SaaS platforms that have been around for a while have taken steps to protect their data and ensure that it is kept confidential.
You should consider the location and security of your customers data before you decide to build your own platform.
Security
You might think that if you put the most sensitive customer touchpoint online payment processing, wouldn't that make you vulnerable to credit card fraud? You would not.
There are many well-established tools that can be used to protect money transactions on both B2C as well as B2B ecommerce platforms. These licenses and integrations are usually included in a SaaS B2B eCommerce platform. Stripe is used to securely process transactions, for example.
If you want to create your own platform, however, you will need one of these.
Additional Costs To Maintain
For $50-100 per month, you can get reliable B2B ecommerce solutions. If you create your own platform, the fear of high cost is not valid.
If you decide to build your own platform, you should consider hiring IT and engineering staff to help you maintain, update, and troubleshoot it as technology changes.
Maintenance is often an additional expense that is not included in the initial cost of building the platform. Cutting corners on maintenance and updating can lead to the platform becoming outdated and unusable.
These expenses can be avoided if you choose to use a SaaS platform instead of building your own. You are exempted from these expenses because the SaaS provider will provide updates and maintenance.
B2B Ecommerce Marketing Strategies

Consider how you will attract current and future customers to your business during your launch. Many of your existing channels and lists can be leveraged in B2B ecommerce marketing strategies.
Some examples include:
- Email your existing clients: Sending an email to your customers to introduce your new B2B eCommerce portal and the ability to place orders
- Send an email to prospective customers: Let customers know that you are constantly innovating to make it easier to use your wholesale catalog of products/services.
- Your existing website can display customers ability to shop online and make purchases via your new online platform. You can also advertise on partner websites or display ads with paid advertising.
- Promoting your new capabilities in customer newsletters and announcing your entry into the ecommerce market. Include a quote from a customer who was an early adopter of this platform and a quote from your senior leadership.
- You can even issue a press release naming your company as the new owner of an easy-to-use, low-touch portal for purchasing.
- Training existing sales and marketing personnel to introduce the platform to potential customers and current customers during prospecting outreach.
- Share your ecommerce platform on social media platforms. You can schedule multiple social media posts prior to the launch.
- Refer to it in your phone tree - when someone calls your companys customer service line or phone number.
- Tell customers that they can order online or through a mobile app on every 30 bills and receipts.
B2B Ecommerce Website Best Practices

The website is an essential component of a B2B ecommerce platform. In this sense, a website that is good shares many characteristics with B2C websites.
These are the best B2B ecommerce website practices to consider as you plan your catalogs and navigate in business processes.
Simple Navigation
- Users must be able to navigate your product groups in a few clicks.
- It is a crucial B2B eCommerce website best practice to make sure that customers who are returning customers use your platform to place reorders - physical products, digital products and other product offerings. This allows repeating customers to create a recurring, or standing order once and then place the same order with just a few clicks.
Streamline Catalog For Easy Search
- Use common terms and names for products to make it easy for customers to recognize. Take into account the most basic industry descriptions of your product descriptions. Consider common sizes, quantities, and quantity offerings. Avoid using acronyms, part numbers, or other identifiers that are not industry-standard. It is acceptable to use a #2 or #4 coffee filter because it is an industry-standard. This can also be helpful for your warehouse staff.
- Use high-quality images and descriptions to show your products. Online customers are unable to hold, smell, or taste your product. Maximize the experiences they have.
- Make pricing easy to understand in electronic commerce.
- Make buying easy. Streamline payment terms, methods, or minimum order requirements. Customers can also see how to set up payment options and make them to increase customer relationships.
- Focus on the customer experience. A best practice is to ensure you are providing access to help from a person--sales representative or customer service--particularly during your hours of operation. If you dont offer 24/7 coverage, at least provide the option for customers to send messages that will be answered within 24 hours.
The Last Word
Once you have a list of the top B2B Ecommerce Platform and have reviewed them all, you can narrow down your options.
It is OK to have some analysis paralysis. This should not be a decision that is made hastily. Three questions should be asked to help you find the right platform for your company.
What are our current goals when it comes to using an ecommerce platform? What are our goals for ecommerce in three years? These questions will help you find the best B2B ecommerce solution.