B2B e-commerce: direct sales channel + platforms

Introduction

The world of b2b and b2b marketing is currently undergoing a transformation. Where traditional business transactions once relied on face-to-face relationships, the focus is now shifting to digital platforms that offer efficiency, scalability and data-driven decision-making. This digital revolution in the b2b sector is amplified by changing expectations of business buyers, technological innovations and the need to remain competitive in an increasingly globalized marketplace. Companies making this transition are seeing not only improved operational efficiencies, but also new growth opportunities and better customer relationships.

What is b2b e-commerce?

Business-to-business (B2B) e-commerce refers to

"the use of the internet and related technologies to conduct commercial transactions between businesses, involving the exchange of products, services, or information" (Turban et al., 2018, p. 6).

This type of e-commerce focuses on transactions between organizations, such as wholesalers, manufacturers, suppliers and retailers.

The global b2b e-commerce market is huge. According to Grand View Research's study (2022), the value of the b2b e-commerce market was about $7.9 trillion in 2022, and it is expected to grow by just under 20% each year through 2030.

Market developments and trends

Once a conservative sector with an emphasis on personal relationships, b2b companies are now increasingly using digital channels and technologies. Key developments are outlined below:

2.1 Digitization of the procurement process

Buyers today expect a similar digital experience as in B2C. Research shows that more than 70% of b2b decision makers now prefer to purchase online rather than through a sales representative (McKinsey, 2021). Companies are being forced to digitize their sales processes, including onboarding, ordering, quoting and customer communications.

2.2 Emergence of self-service portals

Modern b2b customers want to control the ordering process themselves, without depending on sales staff. Self-service portals enable customers to:

• See prices, inventory and delivery times in real time.
• Place and track orders.
• Manage invoices and quotes.

This increases efficiency and customer satisfaction, while relieving internal sales teams.

2.3 Personalization and customer focus

Where standard catalogs used to apply, customers now expect personalized experiences: dynamic pricing, relevant product recommendations and customer-specific contract terms. AI and machine learning play a central role in this, for example through behavior-driven product suggestions.

2.4 Integration of systems

Successful b2b e-commerce is all about seamless integration between the platform and back-office systems such as ERP, PIM and CRM. This prevents errors, speeds up processes and provides real-time visibility into customer data, inventory and delivery.

2.5 b2b marketplaces

In addition to proprietary Web shops, b2b marketplaces such as Amazon Business, Alibaba, and Mercateo are gaining ground. These platforms offer scalability and access to new markets, but also put pressure on pricing and differentiation.

2.6 Mobile-first and omnichannel

Customers are increasingly using mobile devices for ordering, tracking and communication. Omnichannel integration ensures that experiences across all touch points - mobile, desktop, phone and even physical representatives - are consistent and linked.

2.7 Sustainability and compliance

Buyers increasingly value sustainability information, certification and transparency in the chain. E-commerce platforms should therefore not only facilitate sales, but also make environmental data, origin information and CSR criteria visible.

Benefits b2b e-commerce

B2B e-commerce is not just a sales channel, but a strategic tool that enables companies to operate more efficiently, achieve economies of scale and strengthen their competitive position. Key strategic benefits:

3.1 Increased efficiency and reduced costs

Digitization of order processing, invoicing and customer interaction significantly reduces operational costs. Self-service orders reduce the need for manual processing by sales or customer service. Error margins in orders and deliveries also decrease, resulting in lower correction costs.

3.2 Scalability without linear growth of resources

A well-designed e-commerce platform enables companies to serve more customers and markets without commensurate expansion of staff or infrastructure. New markets (including international) can be served quickly through digital channels.

3.3 Data-driven decision-making

E-commerce provides data on customer behavior, product preferences and ordering patterns. These insights make forecasting, cross-selling and inventory optimization more accurate.

3.4 Strengthening customer relationships

A customer portal with personalized content, clear communication and 24/7 availability increases customer satisfaction and loyalty. Customers feel better supported and valued.

3.5 Competitive advantage

B2b organizations that are digitally mature respond faster to customer inquiries, offer more modern customer experiences and capture market share faster. In many industries, digital availability is already a prerequisite to participate at all.

3.6 Increased transparency and control

Customers and suppliers alike have real-time visibility into inventory, order status, delivery dates and prices via e-commerce platforms. This prevents surprises, strengthens trust and reduces communication problems.

Key functionalities of B2b e-commerce platforms

B2b e-commerce requires a fundamentally different architecture than B2C platforms. Not only because of the complexity of the products and processes, but also because of the expectations of professional buyers. The functionalities below are crucial to making a b2b platform effective and scalable:

4.1 Customer-specific prices and catalogs

In b2b, prices are rarely uniform. Discounts, contract agreements and volume rates vary from customer to customer. The platform must handle dynamic pricing rules and be able to display different product assortments and pricing structures at the customer level.

Example: A distributor shows one customer a gross price with graduated discounts, and another customer only net prices including negotiated discounts.

4.2 Multi-user accounts with rights management

B2b customers often consist of teams: buyers, managers, financial administration. A platform must support multiple users per customer account, with roles such as order taker, approver or budget manager.

Impact: Efficient internal process at the client, without email traffic or manual approval.

4.3 Integration with ERP, CRM and PIM

Real-time synchronization of customer data, inventory levels, prices and orders is essential. Without links, a gap between front-end (shop) and back-end (operation) quickly appears.

Typical systems to be linked: SAP, Microsoft Dynamics, Salesforce, Oracle, Afas.

4.4 Quotation and order management

Many transactions begin with a request for quotation. The platform must provide functionality to request, approve and convert quotes to orders - including comments, custom terms or attachments.

Benefit: Consistency in the sales process and fewer errors in conversion to orders.

4.5 Comprehensive search and filter functions

B2b Web shops often contain thousands of products with technical specifications. Advanced search options (such as search by item number, features, compatibility) and filters are essential for efficient navigation.

Additional functionality: saved searches, bulk selections, and CSV import for large orders.

4.6 Contract and delivery arrangements.

The platform must take into account agreed delivery terms, delivery blocks by region, dropshipping options or preferred carriers.

Consequence: Less manual checking required for complex logistical arrangements.

4.7 Repeat orders and purchase lists.

B2b customers often order on a recurring basis. Functionalities such as order history, favorites lists, repeat orders or automatic orders (e.g. via EDI or subscription forms) significantly speed up the process.

4.8 Multilingualism and multi-currency

International b2b requires support for multiple languages, currencies, VAT regulations and local legal requirements.

Result: One platform for multiple markets, without separate systems.

4.9 Security and compliance

Authentication, access management, logging and data encryption are necessary to comply with privacy laws (such as GDPR) and customer-specific requirements.

Types of b2b e-commerce

There are several types of b2b e-commerce, depending on how transactions are conducted, who the parties are, and what business model is adopted. Each type has its own characteristics, advantages and technological requirements. Here are the main ones:

1. Webshops from manufacturer to company

The manufacturer sells directly to corporate end customers through its own e-commerce platform. This model is becoming increasingly popular due to digitalization and skipping middlemen.

• Example: A machine manufacturer sells parts directly to installers.
• Benefit: Higher margins, direct customer relationship.
• Disadvantage: Requires logistics and customer support capacity.

2. Wholesale by company

Wholesalers are intermediaries between manufacturers and retailers/businesses. The e-commerce function is often focused on facilitating high volume, fast repeat orders and access to broad catalogs.

• Example: A technical wholesaler supplies SMEs through a portal.
• Benefit: Wide range and economies of scale.
• Disadvantage: Depends on margins and availability.

3. B2b marketplaces

A marketplace brings together multiple suppliers and buyers. The marketplace facilitates the platform, but usually does not supply itself.

• Example: Amazon Business, Alibaba, Mercateo.
• Benefit: Great accessibility, quick market access.
• Disadvantage: Competition is immediately visible, margins under pressure.

4. Purchasing platforms

Companies build or use central procurement platforms to manage all their suppliers and purchases. Often through punch-out or EDI integrations.

• Example: A hospital purchases from certified suppliers through an integrated portal.
• Benefit: Tight control, standardized processes.
• Disadvantage: High implementation and integration costs.

5. Niche marketplaces

Specialized by industry or sector, often with industry-specific filters, certifications or conditions.

• Example: A platform exclusively for building materials or medical devices.
• Benefit: In-depth, targeted audience.
• Disadvantage: Limited scale unless the niche is large.

6. White-label and dropshipping

A reseller sells through its own brand, but has logistics and/or production handled by a partner.

• Example: A retailer sells under its own brand, but orders are delivered directly from the manufacturer.
• Benefit: Low inventory cost.
• Disadvantage: Less control over delivery and quality.

Best practices & cases

A successful b2b e-commerce strategy requires more than just technology. It is about setting up processes correctly, integrations, customer focus and continuous optimization. This section discusses proven best practices, supported by concrete examples of companies applying b2b e-commerce effectively.

1. Start with customer insight, not technology

Successful platforms start with a deep understanding of customer needs: who are the users, what is their buying process like, what frictions do they experience? Only then is the technical interpretation considered.

Best practice: Use customer interviews, data analytics and customer journey mapping to drive platform design.

2. Design for self-service, but with support

The platform should enable independent use, but also provide direct access to help. Think live chat, comprehensive FAQs, or direct linkage to an account manager.

Case: Molecaten Zakelijk (leisure industry) offers business customers a portal for group bookings with quotation request and direct assistance from a fixed contact person.

3. Integrate e-commerce with back office systems

Companies that keep their e-commerce platform separate from ERP or CRM run into data silos, errors and inefficiencies. Real-time synchronization of pricing, inventory, customer data and orders is crucial.

Case: Technische Unie (NL) fully links their e-commerce platform to SAP and offers customers up-to-date inventory information, customized price lists and order status via self-service.

4. Take advantage of personalization

Customers expect a personalized environment: from content and product recommendations to customer-specific actions and cross-sell options. Machine learning and behavioral analytics help show relevant content.

Best practice: Show products on the homepage based on previous orders.

5. Offer valuable content

Customers need technical documentation, assembly instructions, certificates or calculators. A good content strategy supports the buying process and increases conversion.

Case: Van Gelder Groente & Fruit offers a B2B platform with recipes, seasonal offers, food trends and smart filters for hospitality entrepreneurs.

6. Measure and optimize continuously

Use KPIs such as conversion rate, repeat purchase rate, customer satisfaction (e.g., NPS), order error rates, and average order value. A/B testing and user feedback are essential for continuous improvement.

Best practice: Set up monthly optimization cycles with marketing, sales and IT.

7. Invest in UX and mobile-first design

Professional buyers also use mobile devices. A poor mobile experience leads to frustration and lost sales. Navigation, filters and ordering ease should work as well on mobile as they do on desktop.

Case: Reichelt Elektronik increased its conversion rate significantly through a mobile-first redesign of its search and filter functionality.

8. Train staff in digital-first selling

The digital customer journey requires new skills from sales and support staff: use of CRM, follow-up via email, interpretation of behavioral data, and digital communication.

Best practice: Combine e-learning, coaching and incentives to drive adoption.

Conclusion

The potential of b2b e-commerce is enormous, but the road to it is complex. Organizations face challenges such as legacy IT systems, fragmented customer data, internal resistance to digitalization and complicated pricing and delivery structures. At the same time, marketplace models, internationalization and customer expectations force speed and scalability. A successful B2B platform therefore requires more than a webshop: it requires integration with back-end processes, smart personalization, a future-proof architecture and continuous optimization.

This often exceeds the knowledge and capacity of internal teams. The right partner with experience in strategy, technology and B2B marketing makes the difference. Not only for the launch, but also for sustainable growth in an increasingly digital market.

Need help with the online growth of your b2b business? Contact us with no obligation to see what we can do.

Resources

Grand View Research. (2022). Business-to-Business E-commerce Market Size, Share & Trends Analysis Report. https://www.grandviewresearch.com/industry-analysis/business-to-business-b2b-e-commerce-market

Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2018). Electronic commerce 2018: A managerial and social networks perspective (9th ed.). Springer.

Harrison, L., Lun Plotkin, C., Reis, S., & Stanley, J. (2021, December 15). B2B sales: Omnichannel everywhere, every time. McKinsey & Company. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/b2b-sales-omnichannel-everywhere-every-time