B2B eCommerce: A new sales channel for B2B manufacturers, wholesalers & distributors

Sudhakar Varatharajan
December 23, 2021

What is B2B eCommerce?

A definition: Today business to business, commonly known as B2B, traditionally selling their products using their physical sales teams to their customers. When the same products sold through an online channel with the help of eCommerce, it is known to be B2B eCommerce.

Why should you sell online?

As per Forrester study, 74% of B2B buyers research before making purchase decisions. The B2B buyers are changing, and the new millennials have become buyers. Where the new generation buyers may prefer the B2C like personalized experience through digital channels for B2B. Making their presence online helps B2B companies to cater to the needs of their customers 24×7.

The platform can save 30-40% of the sales team’s time. The new platform can handle routine tasks like pick up the order and fulfillment discussions. They can now spend their time effectively spent on strategic coaching or to provide trusted advice to their customers.

So, every manufacturer, wholesaler & distributor must provide a B2B eCommerce experience to their customers.

What should they expect in a B2B eCommerce platform?

B2B eCommerce is very different; hence, traditional B2C eCommerce platform won’t do the required job for B2B, or else heavy customizations are required to suit the requirement.

One should look for the below basic requirements of a B2B eCommerce.
Custom quotes
Ease of ordering
Multiple price-lists
Personalized experience (Customer-specific pricing, catalog, terms, etc.)


Sales leaders should anticipate the change in their buyer behavior and prepare their sales team for the most significant changes. Manufacturers can build singular commerce experience for their partners & customers. Distributors can make their physical stores as micro delivery centers and provide click to collect, buy online, and return to store kind of features to their customers. Building a new sales channel is imperative for manufacturers, wholesalers & distributors in today’s fast pacing changes. Happy selling!