The Complete Guide to B2B E‑Commerce with Expert Insights, Trends, and Strategies

In manufacturing and wholesale, sales have long relied on negotiated contracts, repeat orders, and personal relationships, which are often handled over the phone or via email. Today, procurement teams expect digital catalogs, transparent terms, and self-service ordering with real-time tracking. This shift has made B2B e-commerce one of the most significant changes in modern trade.

We prepared this article together with Khangkhar Brahma, an IIM MBA graduate and business analyst with experience delivering B2B and B2C e-commerce projects across global industries, including retail and manufacturing.

“In today’s world, if you do not have online sales, you’re doing your business wrong. Online presence gives you access to an untapped market and helps businesses sustain as well as grow.”

Unlike consumer e-commerce, moving B2B sales online isn’t about setting up a simple storefront. It means restructuring how you handle catalogs, tiered pricing, payment terms, fulfillment, and ERP integration.

Before moving a wholesale business online, many owners want to understand how B2B e-commerce works and whether it’s the right step for their company. This guide breaks down B2B e-commerce essentials and helps manufacturers and wholesalers plan their first steps.

What Is B2B E-commerce?

B2B e-commerce refers to the practice of conducting online transactions between businesses. For example, a manufacturer supplying distributors or a wholesaler selling to retailers. Instead of relying on calls, emails, or spreadsheets, companies use a B2B e-commerce platform or digital portal where buyers can:

• Access a secure login with personalized catalogs
• View negotiated pricing, bulk discounts, and credit terms
• Place and track large-volume orders
• Integrate purchasing directly with ERP or inventory systems

Unlike B2C e-commerce, which is designed for one-time consumer purchases, B2B e-commerce platforms are built for professional buyers who:

• Order in bulk or on repeat schedules
• Require contract-based or tiered pricing
• Follow approval workflows before checkout
• Need long-term supplier relationships and structured processes

Core Processes of B2B E-commerce

To understand how it works, consider the traditional offline cycle of inquiry, quotation, order, payment, and delivery, which has been transitioned into a digital environment. The four essentials are:

• Ordering ⟶ Buyer places bulk or repeat orders online, often using saved carts or quick reorders
• Pricing ⟶ Tiered discounts, volume-based rates, or custom pricing agreements are applied automatically
• Payment ⟶ Instead of Instant checkout only, platforms support purchase orders, invoicing, and credit terms like Net 30 or 60
• Delivery ⟶ Logistics are integrated, with tracking and required documents (Invoices, delivery challans, packing slips) available in the portal

Delivery in B2B commerce is no longer just about dispatching goods. It’s about integrated logistics with real-time visibility. UNCTAD’s Digital Economy Report projects that the number of IoT devices worldwide will increase from 16 billion to 39 billion by 2029, creating a connected infrastructure that enables such visibility.

Why B2B E-commerce Is Growing

The growth of B2B e-commerce is not just a technology trend. It reflects fundamental changes in how companies buy and sell. Several forces are driving this shift.

1. Changing Buyer Expectations

Corporate buyers are also consumers in their personal lives. They’re accustomed to ordering on e-commerce platforms like Amazon, which provides instant visibility on prices, delivery, and stock. They now expect the same procurement.

Expert Insight

“The first misconception is that B2B companies think they don’t need e-commerce, and that it is relationship-based. B2B buyers now expect self-service and the ability to order online, just like B2C buyers. Another misconception is that B2B buyers only focus on product and price. They also expect good UI and personalized catalogs.”

This shows why buyer expectations are reshaping the industry. Many businesses still resist e-commerce due to these myths, but in reality, customers increasingly want a digital-first experience.

2. Cost and Efficiency Pressures

Manual order management through calls, emails, or spreadsheets is slow and prone to errors. A digital portal reduces back-and-forth communication, minimizes rework, and cuts sales administration costs. For wholesalers and manufacturers operating on thin margins, this efficiency directly improves profitability.

Expert Insight

“When I was working for a beauty retail client, moving online gave them access to more customers. Within months, they hit record sales, with registrations and orders increasing compared to previous years.”

3. Supply Chain Complexity

As businesses scale globally, their supply chains become increasingly fragmented. Buyers need transparency on availability, shipping, and compliance documents. B2B e-commerce centralizes these workflows, providing real-time visibility across regions, warehouses, and logistics partners.

4. Data-Driven Decisions

Unlike offline transactions, digital channels capture granular data on buyer behaviour, order frequency, and pricing performance. This data enables better forecasting, personalized offers, and tighter alignment with production planning.

5. Competitive Pressure

Early adopters of B2B e-commerce are setting new standards for responsiveness and customer service — competitors who stay offline risk losing accounts to suppliers who can deliver a smoother digital experience.

Competitors who digitize sales are already setting new benchmarks in responsiveness and service. McKinsey’s Global B2B pulse survey shows that 71% of B2B companies now sell through e-commerce, and for those firms, online channels contribute 34% of total revenue, making digital their strongest sales engine.

Key Differences between B2B and B2C E-commerce

B2B ≠ B2C. Discover the key process differences and align your site, delivery, and pricing with B2B customer needs.

Before vs. After (Offline vs. B2B E-commerce)

Digitize your B2B sales to speed up order processing and cut costly mistakes.

Expert Insight

“B2B platforms succeed when they focus on account-based relationships, negotiated pricing, and personalized catalogs, unlike B2C, where guest checkouts and promotions can drive sales. In B2B, these add no value. What really matters is making repeat buying simple and reliable for customers.”

How B2B E-commerce Works (Step-by-Step)

Product Catalog & Discovery

• Buyers log in to a portal with access to customer-specific catalogs
• Products include detailed specs, SKUs, Pack sizes, and tiered pricing
• Advanced search and filters make it easier for procurement teams to find items

Quotation & Pricing Visibility

• No need for back-and-forth emails. Volume discounts and negotiated rates are visible instantly.
• Some platforms allow automated quote generation for special orders

Order Placement

• Buyers add bulk items to the cart
• Features like saved lists, quick reorders, and standing orders support recurring purchases.
• Approvals workflows ensure compliance with company policies

Payments

• Options extend beyond online cards, such as purchase orders, invoicing, and credit terms.
• Digital gateway handles immediate payments when required

Fulfillment & Delivery

• Orders flow into ERP or inventory systems automatically
• Stock levels update in real time, preventing overselling
• Buyers track shipments and access invoices, delivery challans, or packing slips directly

Expert Insight

“In my opinion, ordering and fulfillment need the most rethinking in B2B. A single B2B order can sometimes be equal to a monthly B2C order. So, one has to keep improving the processes on how to enable large-sized order placement and fulfillment within the promised date.”

Advantages for Manufacturers and Wholesalers

1. Expanded Reach

B2B e-commerce removes geographical limits. Instead of relying solely on local distributors or trade fairs, manufacturers and wholesalers can showcase their catalogs online, directly attracting buyers from new regions.

📌 For example: A mid-sized manufacturer launches a B2B portal and starts receiving bulk orders from international distributors, bypassing intermediaries and expanding into new markets.

2. Reduced Manual Sales

Traditional B2B sales often involve making repeated phone calls, processing email orders, and manually entering data into systems. With e-commerce, repeat orders and bulk purchases can be automated. Buyers log in, access their pricing, and place transactions without constant salesperson involvement.

📌 For example: A wholesaler offering industrial supplies enables clients to reorder directly from saved carts, reducing errors and freeing the sales team to focus on higher-value accounts.

3. 24/7 Orders

Unlike offline sales, which are limited by office hours, a B2B platform operates continuously. Buyers can place orders at any time, ensuring uninterrupted supply chains and faster delivery.

📌 For example: A food ingredients supplier sees buyers placing restock orders late at night, which are automatically processed and synced to inventory for next-day fulfillment.

Expert Insight

“One manufacturer I worked with achieved tremendous revenue after piloting B2B e-commerce in select countries where customers were more adapted to online sales.”

Examples of B2B E-commerce Platforms & Sites

B2B E-commerce Implementation Guide

1. Platform Selection

Start by evaluating the platform against your business needs. Enterprise players may prefer Salesforce or SAP for advanced features, while SMEs often adopt flexible cloud systems like BigCommerce, Odoo, or Kladana. The right choice depends on scalability, ease of use, and budget.

2. ERP & Inventory Integration

Real-time accuracy is critical. Linking your storefront with an ERP ensures that stock, pricing, and invoices remain consistent across all channels. Without this, businesses risk overselling or creating data mismatches between sales and operations.

Expert Insight

“ERP systems play a critical role, not limited to, but in maintaining live stock data to avoid customers placing orders for out of stock products, avoiding duplicate orders and confusion.”

3. Payment & Logistics Setup

Go beyond card payments. B2B transactions typically require purchase orders, invoicing, and net-term credit. On logistics, configure multi-location shipping, freight handling, and compliance documents such as delivery challans or packing slips.

4. Customer Onboarding

No platform succeeds without adoption. Train procurement teams, provide how-to guides, and offer dedicated support. Early adoption reduces resistance and helps phase out manual ordering.

Expert Insight

“In my opinion, prioritize tech. Build your product using tech which is sustainable and scalable. Even marketing in today’s world cannot be done without tech.”

Common Challenges & Solutions

1. Resistance to Change

2. ERP & Data Synchronization

3. Sales Team Alignment

Expert Insight

“In my experience, projects often underestimate the complexity and do insufficient testing because of the timeline. Almost every company wants to achieve the unachievable in a short span of time.”

ROI of Moving from Offline to B2B E-commerce

A shift from online order-taking to a B2B e-commerce portal directly impacts efficiency, sales, and overheads. You can estimate ROI by comparing time saved, sales uplift, and cost reduction.

ROI Formula

Where

• Revenue Growth = additional sales from expanded reach + higher average order value (AOV)
• Cost savings = reduced admin/sales hours + fewer errors/returns
• Investment = platform subscription, setup, and integration costs

Example Calculation

• Offline sales costs: $50,000/year
• Cost saved via automation: $30,000/year
• Additional sales from 24/7 ordering: $120,000/year
• Investment in platform: $40,000/year

ROI = ((120,000 + 30,000) − 40,000) ÷ 40,000 × 100 = 275%

➡️ This shows how even mid-sized businesses can achieve a 2–3x return within the first year

Expert Insight

“Most common KPIs are number of customers registering to their platforms, repeat orders from existing customers, average order value, and number of orders.”

Kladana & B2B E-commerce Integrations

Launching a B2B e-commerce portal is only effective when it is closely connected with ERP, inventory systems, and supported by automation. Kladana ERP enables this integration, creating a seamless link between your back office and online storefront.

1. ERP integration
Kladana acts as the central system of record. Orders from the e-commerce portal are processed directly in the ERP, triggering the creation of sales orders, invoicing, and fulfillment. This eliminates manual re-entry, ensures compliance, and keeps finance, sales, and operations aligned.

2. Inventory Synchronization
Accurate stock visibility is critical in B2B transactions. Kladana syncs inventory in real time, so buyers see only what’s available. Multi-location, allocations, and reordering rules are reflected instantly, reducing overselling and backorders.

3. Automation of Workflows
Repetitive tasks such as applying bulk discounts, generating invoices, or updating order statuses are handled automatically. This reduces errors, speeds up processing, and enables businesses to scale without increasing headcount.

Kladana Integration — Solution Focused

Moving to B2B e-commerce is not just about connecting systems; it’s about connecting people. It’s about connecting people and building a channel that scales without complexity. Kladana ERP ensures your portal delivers measurable results from the very first day.

• Fewer errors, faster cycles ➞ Orders, invoices, and dispatches flow automatically, eliminating manual mistakes and accelerating fulfillment.
• Always in-stock promise ➞ Real-time visibility helps you avoid overselling and maintain buyer trust, even across multiple warehouses
• Personalized buying journey ➞ Contract pricing, bulk discounts, and tailored catalogs appear instantly, improving buyer loyalty and repeat sales
• Growth with visibility ➞ Advanced reports show top accounts, order patterns, and stock turnover, helping you scale strategically.

Expert Advice & Future Trends in B2B E-commerce

“ The most common mistakes SMEs make are not understanding the full scope of the client’s needs, missing major loopholes in terms of integration between systems, and trying to find an interim solution before actually building the final solution.”

“In the next five years, B2B e-commerce will see automation when the inventory hits a threshold quantity, customers ordering through AI chatbots, Alexa, Siri, etc. IOT is playing a big role in inventory management.”

“My one piece of advice to a B2B sales manager going digital would be to make your customers aware of your digital presence and the benefits that come along with it.”

Conclusion & Next Steps

B2B e-commerce is no longer an option. It’s the standard for how manufacturers, wholesalers, and distributors connect with buyers. From digital catalogs and tiered pricing to ERP integration and 24/7 ordering, the model removes inefficiencies and creates opportunities to scale without adding complexity.

For decision-makers, the challenge isn’t whether to adopt it, but how to do it in a way that aligns with existing operations and growth goals.

Next Steps for your business:

• Assess readiness ➞ Review your sales processes and identify pain points in ordering, pricing, or fulfillment that digitalization can solve.
• Choose a platform ➞ Select a B2B e-commerce system that fits your scale, budget, and integration needs.
• Prioritize ERP integration ➞ Ensure inventory, pricing, and orders are synced in real time to avoid errors
• Plan adoption ➞ Onboard customers gradually and train sales teams to use the system as a growth tool.
• Measure and Improve ➞ Use analytics to track buyer behaviour, forecast demand, and refine workflows

Adopting B2B e-commerce is less about technology alone and more about creating a sustainable and scalable channel for long-term growth and success. With the right approach, your business can expand reach, improve efficiency, and deliver the seamless experience buyers now expect.

Frequently Asked Questions on B2B E-commerce

What is B2B e-commerce, and how is it different from B2C?

B2B e-commerce refers to online transactions between businesses, such as a manufacturer selling to wholesalers, or a wholesaler selling to retailers. Unlike B2C, B2B involves bulk orders, negotiated pricing, longer sales cycles, and customer-specific terms and conditions.

Why should manufacturers and wholesalers invest in B2B e-commerce?

A digital portal expands reach beyond traditional sales representatives. It reduces manual order-taking and enables 24/7 service ordering. It also lowers administrative costs by automating bulk pricing, approvals, and ERP-driven fulfillment.

What are the core features of a B2B e-commerce platform?

Key features include:

• Tiered and negotiated pricing
• Customer-specific catalogs
• Bulk order handling
• ERP-integrated workflows
• Role-based buyer access
• Advanced reporting and analytics

How does ERP integration improve B2B e-commerce?

ERP integration ensures that stock, pricing, and availability are updated in real-time. Orders placed online are integrated directly into ERP workflows, eliminating manual re-entry and reducing errors, making scaling more seamless.

Can small and mid-sized businesses afford to adopt B2B e-commerce?

Yes. Cloud-based platforms and modular ERP add-ons have made B2B e-commerce cost-effective for SMEs. Businesses can start small, automate core processes, and scale with order growth.

How does B2B e-commerce handle customer-specific pricing and contracts?

Modern platforms let you assign negotiated price lists and unique catalogs to individual buyers. Once logged in, customers see their terms automatically applied to pricing and payment.

What are the common challenges in B2B e-commerce adoption?

Challenges include resistance from the sales team, complex product catalogs, and data migration from legacy systems. Most can be addressed with phased rollouts, ERP-first integration, and straightforward customer onboarding.

What KPIs should I track after launching B2B e-commerce?

You need to track:

• Order accuracy
• Average order value
• Repeat purchase rates
• Fulfillment lead times
• On-time delivery (OTIF)
• Customer adoption metrics

How does B2B e-commerce improve customer experience?

By giving buyers 24/7 self-service ordering, transparent pricing, and real-time stock visibility, B2B e-commerce reduces friction. Buyers no longer wait for quotes or confirmations. They can order directly and track fulfillment online.

How does Kladana support B2B e-commerce success?

Kladana integrates ERP, inventory, and automation directly into your B2B portal, streamlining operations and enhancing efficiency. It ensures accurate pricing, real-time stock visibility, bulk order handling, and automated invoicing, helping businesses scale while reducing errors.

List of Resources

1. McKinsey: B2B Pulse Survey
2. United Trade & Development: Digital Economy Report