B2B in E-commerce: Everything You Need to Know

By Jakub Zbąski

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Business-to-business (B2B) eCommerce has become a pivotal force in shaping the way companies interact, trade, and grow.

This comprehensive guide will delve into the intricacies of B2B eCommerce, exploring its definition, benefits, challenges, and much more.

Whether you’re a seasoned professional or new to the world of digital commerce, this article will provide valuable insights into the dynamic realm of B2B online transactions.

B2B Commerce Definition - What Are Business to Business Transactions?

B2B eCommerce, short for business-to-business electronic commerce, refers to the online exchange of goods, services, and information between two or more businesses.

Unlike business-to-consumer (B2C) transactions, B2B eCommerce typically involves larger order volumes, more complex pricing structures, and longer-term relationships between buyers and sellers.

B2B eCommerce leverages automated sales processes to streamline operations and improve customer experience.

B2B ecommerce is revolutionizing business-to-business relationships by streamlining interactions and reducing the need for in-person meetings.

At its core, B2B commerce encompasses a wide range of business-to-business transactions conducted through digital channels. These can include:

  • Manufacturers selling to wholesalers

  • Wholesalers selling to retailers

  • Distributors supplying products to other businesses

  • Service providers offering solutions to corporate clients

The B2B model in e-commerce leverages online platforms and digital tools to streamline the sales process, enhance customer experience, and drive operational efficiency. By embracing B2B ecommerce, companies can expand their reach, reduce costs, and adapt to changing customer expectations in the digital age.

B2B Commerce vs B2C Commerce - What Are the Differences?

While both B2B (business-to-business) and B2C (business-to-consumer) ecommerce involve online sales, they differ significantly in various aspects. Understanding these differences is crucial for businesses to develop appropriate strategies and select the right ecommerce platform for their needs.

Customer base

B2B eCommerce: Caters to business customers, ranging from small enterprises to large corporations. These buyers are typically purchasing on behalf of their organizations, with a growing trend of making high-value online purchases.

B2C eCommerce: Targets individual consumers who are buying for personal use.

Order volume and frequency

B2B eCommerce: Often involves larger quantities and more frequent orders. Businesses may place bulk orders or set up recurring purchases for regular restocking.

B2C eCommerce: Generally consists of smaller, less frequent purchases. Consumers typically buy in quantities for personal or family use.

Pricing structure

B2B eCommerce: Features more complex pricing models, including:

  • Tiered pricing based on order volume

  • Customer-specific negotiated rates

  • Dynamic pricing based on market conditions

  • Contract-based pricing for long-term agreements

B2C eCommerce: Usually offers fixed, transparent pricing with occasional discounts or promotions.

Decision-making process

B2B eCommerce: Involves a longer, more complex sales cycle with multiple stakeholders. Decisions often require approval from various departments (e.g., procurement, finance, IT).

B2C eCommerce: Typically features shorter, more impulsive decision-making processes driven by individual preferences and needs.

Relationship focus

B2B eCommerce: Emphasizes building long-term partnerships and account management. Relationships are often formalized through contracts and service level agreements.

B2C eCommerce: Focuses on individual transactions and brand loyalty, but generally with less formal, long-term commitments.

Product complexity

B2B eCommerce: Products and services are often more specialized, technical, and customizable. They may require detailed specifications, technical support, and after-sales service.

B2C eCommerce: Products are usually standardized and ready for immediate use, with less need for customization or technical support.

Customer service

B2B eCommerce: Offers more personalized support, often with dedicated account managers or sales representatives. May include technical consultations and training.

B2C eCommerce: Provides general customer support, typically through standardized channels like FAQs, chatbots, and customer service hotlines.

Payment terms

B2B eCommerce may involve:

  • Credit lines

  • Purchase orders

  • Net 30, 60, or 90 payment terms

  • Electronic fund transfers

  • Complex approval processes for large purchases

B2C eCommerce: Usually requires immediate payment through credit cards, digital wallets, or other consumer-friendly payment methods.

Website features:

B2B eCommerce platforms often include:

  • Customer-specific catalogs and pricing

  • Quote request functionality

  • Bulk order capabilities

  • Integration with procurement systems (e.g., PunchOut catalogs)

  • Detailed product specifications and documentation

B2C eCommerce: Focuses on user-friendly interfaces, product recommendations, and streamlined checkout processes.

Marketing strategies

B2B eCommerce emphasizes:

  • Content marketing (whitepapers, case studies, webinars)

  • Account-based marketing

  • Industry-specific trade shows and events

  • Relationship-building through sales representatives

B2C eCommerce utilizes:

  • Mass marketing techniques

  • Social media campaigns

  • Influencer partnerships

  • Emotional branding and lifestyle marketing

Customer lifetime value

B2B eCommerce: Generally higher due to larger order volumes and long-term relationships. Businesses focus on account retention and expansion.

B2C eCommerce: Typically lower per customer, with a focus on acquiring new customers and encouraging repeat purchases.

Regulatory compliance

B2B eCommerce: May involve industry-specific regulations, especially in sectors like healthcare, finance, or government contracting.

B2C eCommerce: Focuses on consumer protection laws and general ecommerce regulations.

User Experience (UX) design

B2B eCommerce: Prioritizes efficiency, detailed information, and account management features. UX is geared towards professional buyers who may use the platform frequently.

B2C eCommerce Emphasizes visual appeal, ease of use, and emotional engagement to encourage impulse purchases.

Inventory management

B2B eCommerce: Often requires more complex inventory systems to manage large volumes, multiple warehouses, and just-in-time delivery for business customers.

B2C eCommerce Typically involves simpler inventory management, focused on maintaining stock for individual consumer purchases.

Analytics and reporting

B2B eCommerce: Emphasizes detailed analytics on customer accounts, sales pipelines, and contract performance.

B2C eCommerce Focuses on metrics like conversion rates, average order value, and customer acquisition costs.

Understanding these differences is crucial for businesses operating in or transitioning to the digital commerce space. B2B companies must tailor their ecommerce strategies to meet the unique needs and expectations of business buyers, while B2C operations focus on appealing to individual consumers. By recognizing these distinctions, companies can select appropriate online store, develop effective marketing strategies, and create user experiences that resonate with their target audience.

Types of B2B Commerce


The B2B ecommerce landscape encompasses a diverse range of models and approaches, each tailored to meet specific industry needs and business objectives. Understanding these various types of B2B commerce is crucial for companies looking to establish or expand their digital presence in the business-to-business market.

B2B2C commerce

B2B2C (Business-to-Business-to-Consumer) represents a hybrid model that bridges the gap between traditional B2B and B2C operations. In this approach, a B2B company provides products or services to another business, which then sells directly to end consumers. This model allows B2B companies to indirectly reach consumer markets while maintaining their primary focus on serving business clients.

For example, a software company might develop a white-label eCommerce platform that other businesses can customize and use to sell products to their customers. This approach enables the software company to benefit from consumer market growth without directly managing consumer relationships.

Wholesale eCommerce

Wholesale eCommerce forms a cornerstone of many B2B operations, involving the sale of products in bulk quantities to retailers, distributors, or other businesses. This model typically offers lower per-unit prices for larger order volumes, allowing buyers to resell products at a profit or use them in their own operations.

Wholesale eCommerce platforms often feature tiered pricing structures, minimum order quantities, and specialized tools for managing large-scale orders.

For instance, an electronics manufacturer might use a B2B ecommerce platform to sell bulk quantities of components to other electronics companies or repair shops, streamlining the ordering process and providing real-time inventory information.

Ecommerce for manufacturers

Manufacturers are increasingly leveraging eCommerce to sell their products directly to retailers, distributors, or even end-users in some cases. This approach, known as eCommerce for manufacturers, can help streamline the supply chain, reduce dependence on intermediaries, and provide valuable insights into customer behavior and preferences.

By implementing a robust B2B ecommerce platform, manufacturers can offer detailed product catalogs, custom pricing for different customer segments, and efficient order management systems.

For example, a furniture manufacturer might set up an online portal where interior designers and furniture retailers can browse catalogs, place orders, and manage their accounts, all while accessing customer-specific pricing and product options.

Ecommerce for distributors

Distributors play a crucial role in the B2B supply chain, connecting manufacturers with retailers or end-users.

Ecommerce for distributors involves implementing digital platforms that enable efficient inventory management, order processing, and real-time information sharing with business customers. These systems often integrate with warehouse management and logistics solutions to provide accurate stock levels and delivery estimates.

A food and beverage distributor, for instance, might create an online ordering system for restaurants and catering companies, allowing them to browse products, check availability, and place orders 24/7.

This digital approach can significantly improve operational efficiency and customer satisfaction in the distribution sector.

Industrial eCommerce

Industrial eCommerce focuses on the online sale of industrial equipment, machinery, and supplies to other businesses. This sector often deals with highly specialized products and requires advanced features such as detailed technical specifications, CAD drawings, and customization options. Industrial eCommerce platforms may also need to support complex pricing models, request for quotation (RFQ) processes, and integration with engineering and design software.

An industrial tool manufacturer, for example, might develop an ecommerce website where construction companies and factories can purchase heavy machinery, spare parts, and maintenance supplies, complete with technical documentation and support resources.

Each of these B2B commerce types presents unique opportunities and challenges, requiring careful consideration of factors such as target audience, product complexity, and supply chain dynamics. By understanding these various models, businesses can identify the most suitable approach for their products and market positioning, enabling them to develop effective ecommerce strategies that drive growth and enhance customer relationships in the B2B space.


The B2B ecommerce landscape is constantly evolving, driven by technological advancements and changing customer expectations. Here are some key trends shaping the future of B2B digital commerce:

Sales and marketing in B2B commerce

  • Personalization: B2B eCommerce platforms are increasingly leveraging data analytics to offer personalized customer experiences. This includes tailored product recommendations, custom pricing, and targeted marketing campaigns.

  • Account-based marketing: B2B companies are adopting account-based strategies to focus their sales and marketing efforts on high-value accounts, using digital tools to nurture relationships and drive conversions.

  • Content marketing: Educational content, such as whitepapers, case studies, and webinars, is becoming crucial in B2B ecommerce to establish thought leadership and guide business buyers through the sales process.

B2B eCommerce website

  • Mobile optimization: With more business buyers using mobile devices, B2B eCommerce websites are prioritizing responsive design and mobile-friendly interfaces to enhance the user experience across all devices.

  • Self-service portals: B2B customers increasingly prefer self-service options. Ecommerce platforms are incorporating features like online account management, reordering capabilities, and real-time inventory checks to empower business customers.

  • Integration with ERP and CRM systems: Seamless integration between ecommerce platforms and backend systems is becoming essential for efficient order processing, inventory management, and customer relationship management.

B2B buying process

  • Digital-first approach: The traditional sales rep-driven model is evolving, with more B2B buyers preferring to research and make purchase decisions online before engaging with sales representatives.

  • Omnichannel experience: B2B customers expect a consistent experience across multiple channels, including online marketplaces, company websites, and social media platforms.

  • Simplified approval processes: B2B eCommerce platforms are streamlining complex approval workflows to accelerate the buying process while maintaining necessary controls.

B2B SEO strategy

  • Search engine optimization: In B2B eCommerce, search engine optimization is crucial for improving organic search visibility and reaching the target audience. By optimizing website structure, content, and metadata, businesses can drive visibility and attract qualified leads.

  • Long-tail keywords: B2B companies are focusing on long-tail, industry-specific keywords to improve their search engine rankings and attract qualified leads.

  • Voice search optimization: As voice-activated devices become more prevalent in business settings, B2B ecommerce sites are optimizing for voice search queries.

  • Technical SEO: B2B eCommerce platforms are placing greater emphasis on technical SEO factors like site speed, mobile-friendliness, and structured data to improve search visibility.

B2B eCommerce order management

  • Real-time inventory updates: Advanced order management systems are providing real-time visibility into inventory levels across multiple warehouses and distribution centers.

  • Automated fulfillment: B2B eCommerce platforms are integrating with warehouse management systems to automate order fulfillment and reduce processing times.

  • Predictive analytics: Companies are using data analytics to forecast demand, optimize inventory levels, and improve supply chain efficiency.

B2B Omnichannel


The B2B omnichannel approach has become increasingly important in today's eCommerce platform landscape. It represents a holistic strategy that integrates various sales and communication channels to provide a seamless, consistent experience for business customers. Let's delve deeper into the key aspects of B2B omnichannel:

Seamless integration across channels

B2B omnichannel strategies aim to create a unified experience across all touchpoints, including:

  • Ecommerce websites

  • Mobile apps

  • In-person sales interactions

  • Phone and email communications

  • Social media platforms

  • Online marketplaces

  • Trade shows and events

The goal is to allow business buyers to move effortlessly between these channels without losing context or having to repeat information.

For example, a customer might start researching products on a mobile app, add items to their cart, and then complete the purchase later on their desktop computer without any disruption to their shopping experience.

Channel-specific optimization

While maintaining consistency is crucial, it's equally important to optimize each channel for its unique strengths:

  • Ecommerce website: Focus on comprehensive product information, easy navigation, and efficient checkout processes.

  • Mobile apps: Prioritize quick reordering, real-time inventory checks, and on-the-go account management.

  • In-person sales: Emphasize relationship-building, complex problem-solving, and hands-on product demonstrations.

  • Phone and email: Provide personalized support and detailed technical assistance.

  • Social media: Share industry insights, respond to inquiries, and build brand awareness.

By tailoring the experience to each channel's strengths, businesses can maximize the effectiveness of their omnichannel strategy while maintaining a cohesive brand experience.

Cross-channel data sharing

A robust B2B omnichannel strategy relies on the seamless flow of data across all touchpoints. This involves:

  • Implementing a centralized customer data platform (CDP) to collect and unify information from various sources.

  • Ensuring real-time synchronization of inventory, pricing, and customer data across all channels.

  • Leveraging artificial intelligence and machine learning to analyze cross-channel data and derive actionable insights.

  • Using these insights to personalize customer interactions, regardless of the channel.

For instance, if a customer discusses a specific product with a sales representative, this information should be readily available when they later log into their online account, enabling the ecommerce platform to offer relevant recommendations and support.

Unified customer view

A 360-degree view of the customer is essential for effective B2B omnichannel commerce. This comprehensive perspective includes:

  • Purchase history across all channels

  • Communication preferences

  • Interaction history with sales and support teams

  • Account-specific pricing and terms

  • Open quotes and pending orders

  • Relevant company information (size, industry, etc.)

By maintaining this unified view, businesses can provide more informed and personalized service, regardless of which channel the customer chooses to engage through.

Consistent content and messaging

Ensuring consistency in brand messaging, product information, and pricing across all channels is crucial for building trust and reducing confusion. This involves:

  • Developing a centralized content management system to maintain up-to-date product information.

  • Implementing version control and approval processes for marketing materials and product descriptions.

  • Training staff across all channels to deliver consistent messaging and support.

Omnichannel analytics and reporting

To optimize the omnichannel strategy, businesses need comprehensive analytics that provide insights into:

  • Channel performance and contribution to overall sales

  • Customer journey mapping across multiple touchpoints

  • Conversion rates and drop-off points in the omnichannel experience

  • ROI of various channels and marketing initiatives

These analytics help businesses identify areas for improvement and make data-driven decisions to enhance their omnichannel strategy.

Challenges in implementing B2B omnichannel

While the benefits of an omnichannel approach are significant, businesses may face several challenges:

  • Technology integration: Connecting various systems and platforms can be complex and resource-intensive.

  • Organizational silos: Breaking down internal barriers between departments is often necessary for true omnichannel success.

  • Change management: Adapting to an omnichannel mindset may require significant cultural shifts within the organization.

  • Data privacy and security: Managing customer data across multiple channels raises important privacy and security considerations.

By addressing these challenges and embracing a comprehensive omnichannel strategy, B2B companies can create a more seamless, efficient, and personalized experience for their customers. This approach not only meets the evolving expectations of business buyers but also positions companies for long-term success in the competitive B2B eCommerce landscape.

B2B eCommerce Challenges


While B2B eCommerce offers numerous benefits, it also presents unique challenges that businesses must address:

Complex pricing and quotation processes

B2B transactions often involve complex pricing structures, including volume discounts, customer-specific pricing, and negotiated rates. Implementing these pricing models in an eCommerce platform can be challenging and may require sophisticated configuration capabilities.

Integration with legacy systems

Many B2B companies rely on legacy ERP, CRM, and inventory management systems. Integrating these systems with modern eCommerce platforms can be complex and time-consuming, requiring careful planning and execution.

Resistance to digital transformation

Some B2B organizations may face internal resistance to adopting ecommerce, particularly from sales teams concerned about their roles in a digital-first environment. Overcoming this resistance requires clear communication, training, and change management strategies.

Maintaining personalized relationships

While eCommerce can streamline transactions, maintaining the personal touch that characterizes many B2B relationships can be challenging in a digital environment. Businesses must find ways to provide personalized service and support through their online channels.

Security and data protection

B2B eCommerce often involves sensitive business information and large transaction volumes. Ensuring robust security measures and compliance with data protection regulations is critical but can be complex and resource-intensive.

By understanding these trends and challenges, B2B companies can develop effective ecommerce strategies that leverage emerging technologies and address potential obstacles. In the next sections, we'll explore the benefits of B2B eCommerce and examine some leading B2B commerce platforms.

Benefits of B2B eCommerce


Implementing a B2B eCommerce strategy offers numerous advantages for businesses across various industries. These benefits can significantly impact a company's growth, efficiency, and competitive positioning in the market. Let's explore these advantages in more depth:

Expanded market reach

B2B eCommerce allows companies to transcend geographical limitations, reaching new customers and markets without the need for physical presence. This global accessibility enables businesses to tap into previously untapped markets and diversify their customer base.

For example, a specialized industrial equipment manufacturer in Germany can now easily sell to businesses in North America or Asia through their eCommerce platform, without the need for local sales offices or distributors in those regions.

Increased operational efficiency

By automating sales processes and reducing manual order entry, B2B eCommerce platforms can significantly improve operational efficiency and reduce errors. This automation extends to various aspects of the business, including inventory management, order processing, and fulfillment.

For instance, a chemical supplies distributor can automate their entire order-to-fulfillment process, reducing the time from order placement to shipment from days to hours, while minimizing human errors in data entry and order processing.

Enhanced customer experience

Online self-service portals, personalized pricing, and 24/7 availability cater to the evolving expectations of business buyers, improving overall customer satisfaction. B2B eCommerce platforms allow customers to access product information, check inventory, place orders, and track shipments at their convenience. This self-service capability is particularly valuable for international customers operating in different time zones.

For example, a US-based electronics components supplier can provide their Asian customers with the ability to place orders and access support resources outside of US business hours.

Cost reduction

B2B eCommerce can lower costs associated with traditional sales methods, such as printed catalogs, manual order processing, and extensive sales travel. Digital catalogs are easier and less expensive to update, reducing printing and distribution costs.

Additionally, by enabling customers to self-serve for routine orders and inquiries, companies can reduce the workload on their sales and customer service teams, allowing them to focus on more complex, high-value interactions.

Data-driven insights

Ecommerce platforms provide valuable data on customer behavior, allowing businesses to make informed decisions about product offerings, pricing, and marketing strategies. By analyzing patterns in browsing behavior, purchase history, and customer interactions, companies can identify trends, optimize their product mix, and develop targeted marketing campaigns.

For instance, a B2B office supplies company might use ecommerce data to identify which products are frequently bought together, enabling them to create effective bundle offers or adjust their inventory accordingly.

Streamlined supply chain

Integration with inventory management and ERP systems enables better supply chain visibility and management. Real-time inventory updates across multiple warehouses or distribution centers can help prevent stockouts and overstocking. This integration also facilitates more accurate demand forecasting and just-in-time inventory management.

For example, a B2B automotive parts supplier can use their ecommerce platform to automatically trigger reorders from manufacturers based on real-time sales data and predefined inventory thresholds.

Faster sales cycles

Online channels can accelerate the buying process, reducing the time from initial inquiry to final purchase. B2B eCommerce platforms can provide instant quotes, streamline the approval process, and offer quick reordering options for repeat purchases. This speed is particularly beneficial for time-sensitive orders or in industries with rapidly changing prices.

A wholesale building materials supplier, for instance, could provide real-time pricing and inventory information, allowing construction companies to quickly place orders and minimize project delays.

Improved customer retention

Personalized experiences and convenient online ordering can increase customer loyalty and repeat business. B2B eCommerce platforms can offer features like customized catalogs, saved order templates, and tailored recommendations based on purchase history. These personalized touches, combined with the convenience of online ordering, can significantly enhance customer stickiness.

For example, a B2B office furniture supplier might provide corporate customers with a personalized portal showing their negotiated prices, preferred styles, and streamlined reordering processes for frequently purchased items.


B2B eCommerce platforms can easily accommodate business growth without the need for significant infrastructure investments. As order volumes increase, digital systems can handle the additional load more efficiently than traditional, manual processes. This scalability extends to entering new markets or adding new product lines.

A B2B software company, for instance, can use their eCommerce platform to quickly launch and sell new software products or expand into new geographic markets without the need for additional physical sales infrastructure.

Global expansion opportunities

Digital commerce facilitates international trade by overcoming language barriers and providing localized experiences for different markets. B2B eCommerce platforms can offer multi-language and multi-currency support, as well as country-specific payment methods and tax calculations. This capability allows businesses to enter new international markets more easily and cost-effectively.

For example, a US-based industrial tools manufacturer could use their ecommerce platform to offer localized experiences for customers in Europe, Asia, and South America, with appropriate language, currency, and regulatory compliance for each region.

By leveraging these benefits, B2B companies can not only improve their current operations but also position themselves for future growth and success in an increasingly digital business landscape. The adoption of B2B ecommerce is no longer just an option but a necessity for companies looking to remain competitive and meet the evolving expectations of their business customers.

B2B eCommerce Platforms

Selecting the right eCommerce platform is crucial for B2B success. Here are some popular B2B commerce platforms and their key features:

Magento Commerce (Adobe Commerce)


Magento Commerce, now part of Adobe's Experience Cloud, is a robust and highly customizable ecommerce platform suitable for medium to large B2B enterprises.

Key features:

  • Flexible catalog management with support for complex B2B pricing structures

  • Built-in B2B functionality including company accounts, quote management, and requisition lists

  • Powerful content management capabilities for creating engaging shopping experiences

  • Advanced search functionality with ElasticSearch integration

  • Multi-site and multi-language support for global businesses

  • Integration with Adobe Experience Cloud for advanced marketing and personalization capabilities

Ideal for:

  • Large enterprises with complex product catalogs and pricing structures

  • Companies requiring extensive customization and scalability

  • Businesses looking to integrate ecommerce with broader digital experience management

Salesforce Commerce Cloud


Salesforce Commerce Cloud is a cloud-based ecommerce platform that offers robust B2B capabilities alongside its B2C offerings, with strong integration into Salesforce's broader ecosystem.

Key features:

  • AI-powered personalization through Einstein AI

  • Seamless integration with Salesforce CRM for unified customer data

  • Advanced order management and inventory visibility

  • Built-in B2B functionality including account hierarchies and contract pricing

  • Powerful marketing tools and campaign management

  • Native mobile-first approach for responsive design

Ideal for:

  • Companies already using Salesforce CRM or other Salesforce products

  • Businesses looking for strong AI-driven personalization capabilities

  • Organizations requiring a unified platform for B2B and B2C commerce

SAP Commerce Cloud


SAP Commerce Cloud is an enterprise-grade ecommerce platform designed to handle complex B2B scenarios and integrate seamlessly with SAP's ERP and other business systems.

Key features:

  • Comprehensive product content management with support for complex configurations

  • Robust B2B features including quote management, budget control, and approval workflows

  • Advanced search and guided selling capabilities

  • Integration with SAP ERP for real-time data synchronization

  • Powerful pricing engine supporting complex B2B pricing scenarios

  • Omnichannel capabilities for unified commerce experiences

Ideal for:

  • Large enterprises already using SAP ERP or other SAP solutions

  • Companies with complex product configurations or pricing models

  • Businesses requiring deep integration between ecommerce and back-office systems



BigCommerce is a versatile ecommerce platform that offers strong B2B capabilities alongside its B2C offerings, with a focus on ease of use and quick deployment.

Key features:

  • User-friendly interface with drag-and-drop page builder

  • Built-in B2B features like customer groups, price lists, and quote management

  • Extensive app marketplace for easy feature expansion

  • Headless commerce capabilities for custom front-end experiences

  • Multi-currency and multi-language support

  • Strong SEO tools and mobile-responsive themes

Ideal for:

  • Small to medium-sized B2B businesses looking for quick deployment

  • Companies requiring both B2B and B2C capabilities on a single platform

  • Organizations wanting a balance between out-of-the-box functionality and customization options

Shopify Plus


Shopify Plus is the enterprise version of the popular Shopify platform, offering enhanced B2B capabilities and scalability for larger businesses.

Key features:

  • Rapid deployment and intuitive admin interface

  • Wholesale channel for B2B selling alongside B2C operations

  • Customizable checkout process and script editor for complex logic

  • Robust API for custom integrations and headless commerce

  • Advanced automation tools for high-volume merchants

  • Global selling features with multi-currency and multi-language support

Ideal for:

  • Fast-growing B2B businesses that need to scale quickly

  • Companies looking for a user-friendly platform with minimal technical overhead

  • Organizations requiring strong multi-channel selling capabilities

Oracle Commerce


Oracle Commerce is an enterprise-level platform offering comprehensive B2B and B2C capabilities, with strong integration into Oracle's broader suite of business applications.

Key features:

  • Advanced product configuration and guided selling tools

  • Robust B2B functionality including account management and complex pricing models

  • AI-powered personalization and search capabilities

  • Strong order management and fulfillment features

  • Integration with Oracle Cloud applications for unified business processes

  • Powerful analytics and business intelligence tools

Ideal for:

  • Large enterprises with complex selling scenarios

  • Companies already using Oracle's business applications

  • Organizations requiring advanced AI and machine learning capabilities in their ecommerce platform



Medusa.js is a flexible, modular, and customizable open-source e-commerce platform designed to build scalable and tailored B2B solutions.

Key features:

  • Modular and Customizable: Medusa’s modular architecture allows businesses to select only the components they need and customize them extensively to fit specific B2B requirements.

  • API-First Approach: Provides robust REST APIs for seamless integration with any front-end framework, mobile app, or third-party service.

  • Automated Workflows: Supports automation of complex processes like order fulfillment and inventory management through workflow capabilities.

  • Real-Time Inventory Management: Offers real-time visibility and management of stock across multiple locations and sales channels.

  • Multi-Warehouse Support: Enables efficient distribution of inventory based on demand forecasts.

  • Headless Commerce: Decouples front-end from back-end, allowing the creation of tailored front-end experiences with any technology stack.

  • Open-Source Flexibility: Complete control over the codebase with the ability to contribute to and customize the platform.

Ideal for:

  • Businesses looking for a highly customizable and scalable e-commerce solution.

  • Enterprises requiring robust integration capabilities with existing systems and third-party services.

When choosing an ecommerce platform, consider factors such as scalability, integration capabilities, B2B-specific features, and total cost of ownership. It's essential to select a platform that aligns with your business goals and can grow with your organization.

B2B eCommerce Examples

To illustrate the diverse applications of B2B ecommerce, let's examine some successful implementations across different industries:

Grainger (Industrial supplies)

  • Offers a comprehensive online catalog with detailed product specifications

  • Provides personalized pricing and account management features

  • Implements a robust search functionality tailored for industrial products

Alibaba (Global trade platform)

  • Connects manufacturers and suppliers with global buyers

  • Offers various B2B services, including trade assurance and logistics support

  • Implements advanced supplier verification processes

Dell Technologies (IT equipment and services)

  • Provides customizable product configurations for business customers

  • Offers volume pricing and dedicated account management

  • Implements a user-friendly interface for both small businesses and large enterprises

Ferguson (Plumbing and HVAC supplies)

  • Features an extensive online catalog with real-time inventory information

  • Offers mobile apps for on-the-go ordering and account management

  • Provides integration with contractor business management software

Coca-Cola Bottlers' Sales & Services (CCBSS)

  • Developed a custom B2B ecommerce platform for Coca-Cola bottlers

  • Streamlines order management and forecasting for bottling partners

  • Offers personalized dashboards and analytics tools

These examples demonstrate how B2B eCommerce can be tailored to meet the unique needs of different industries and business models. By leveraging digital commerce capabilities, these companies have improved efficiency, enhanced customer experiences, and driven growth in their respective markets.


B2B eCommerce represents a transformative force in the business world, offering numerous benefits and opportunities for growth.

As technology continues to evolve and customer expectations shift, companies that embrace digital commerce will be well-positioned to thrive in the competitive B2B landscape. By understanding the trends, challenges, and best practices in B2B ecommerce, businesses can develop strategies that drive success and foster long-term customer relationships in the digital age.

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Grzegorz Tomaka

Co-CEO & Co-founder

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Jakub Zbaski

Co-CEO & Co-founder

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