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Node.jsHow B2B ecommerce differs from B2C
Business buyers expect the convenience of consumer shopping but with very different rules. They often have negotiated prices, restricted catalogues, minimum order quantities, purchase approval workflows, several users per company and payment on account. They reorder the same items frequently and want to order by SKU, upload lists or repeat past orders quickly.
A B2B store that supports these needs moves routine orders online, reduces errors from phone and email orders and frees sales reps to focus on growth rather than order entry.
Problems we solve
- Orders arriving by email, phone and PDF and typed into the ERP
- Price lists sent as spreadsheets that are always out of date
- Sales reps spending time on routine reorders
- No online access to invoices, order history or stock
- A consumer-focused store that cannot handle trade pricing
What’s included
Company accounts
Multiple buyers per company with roles and spending limits.
Customer-specific pricing
Contract prices, tiers and price lists from your ERP.
Quick order & reorder
Order by SKU, CSV upload and one-click reorder.
Quotes & approvals
Request-for-quote and internal approval workflows.
Payment terms
Net terms, credit limits and invoices alongside card payments.
ERP integration
Prices, stock, orders and invoices synced in real time.
Platform options for B2B
| Platform | Best for |
|---|---|
| Shopify Plus B2B | Brands selling both retail and wholesale on one platform |
| Adobe Commerce (Magento) B2B | Complex catalogues and enterprise B2B features |
| WooCommerce + B2B extensions | Cost-effective B2B for smaller catalogues |
| Headless / custom | Unique pricing logic, very large catalogues or deep ERP integration |
ERP integration is the backbone
In B2B, the ERP usually owns prices, stock, credit limits and customer data. We design integrations so the store reflects ERP data accurately — contract prices, available stock by warehouse, credit status — and orders flow into the ERP without re-keying. Where the ERP is slow, we cache data intelligently while keeping critical checks real-time.
B2B features compared with B2C
| Area | B2C | B2B |
|---|---|---|
| Pricing | Same for everyone | Customer-specific price lists, contracts and tiers |
| Buyers | Individual | Company accounts with multiple users and roles |
| Payment | Card at checkout | Invoice, credit terms, purchase orders |
| Ordering | Browse and add to cart | Quick order by SKU, CSV upload, reorder lists |
| Approvals | None | Spending limits and approval workflows |
Platform options
B2B commerce can be built on Shopify Plus B2B, Adobe Commerce (Magento), BigCommerce B2B or a custom/headless platform. Shopify suits simpler B2B with moderate customisation; Magento handles complex catalogues and pricing; custom builds fit unique ordering processes. ERP integration is usually the deciding factor. See Magento development, Shopify development and ERP integration.
Getting buyers to order online
- Accurate prices and stock from the ERP
- Order history and easy reordering
- Invoices and statements available online
- Sales reps able to order on behalf of customers
- Onboarding emails and training for key accounts
Integration with sales and operations
B2B portals work best when they connect directly to the systems that run the business. Customer accounts, credit limits and price lists come from the ERP; orders flow back automatically with no re-keying. Account managers see online orders in the CRM, and can create quotes that buyers accept and convert to orders online. Shipping status and invoices update in the portal as they happen. This removes much of the order-desk workload and gives buyers accurate information around the clock.
- Punchout catalogues (cXML, OCI) for customers using procurement systems
- EDI for large customers who order through their own systems
- Quote-to-order workflows for negotiated deals
Questions to answer before you start
B2B commerce requirements come from your sales process and ERP:
- How do customers order today — phone, email, EDI, sales reps?
- How are customer-specific prices and terms defined?
- Which ERP holds customers, products and stock?
- Do buyers need approval workflows or punchout?
Account structures and buyer permissions
B2B buyers rarely act alone. A single customer account may include purchasers, approvers, finance staff and branch managers, each with different rights. We model the real structure of your customers’ organisations:
- Parent and child accounts for head offices, regions and branches
- Roles that control who can browse, build carts, place orders and see invoices
- Spending limits per user with approval workflows above the limit
- Shared shopping lists and saved carts for repeat orders
- Multiple ship-to addresses and cost centres per account
Pricing complexity, handled
| Pricing rule | Example | Where it usually lives |
|---|---|---|
| Customer-specific price lists | Negotiated contract prices | ERP, synced to the store |
| Volume tiers | Lower unit price above 100 units | Store or ERP |
| Customer group discounts | Distributors vs retailers | Store |
| Quote-based pricing | Large or custom orders | Quote workflow in store or CRM |
| Freight and surcharges | Pallet rates, fuel surcharges | Shipping service or ERP |
The key decision is which system is the source of truth for each rule. When prices are calculated in the ERP, the store must show them quickly and reliably — often through cached price lists refreshed on a schedule plus a live check at checkout.
Implementation roadmap
-
Discovery2–4 weeks typical
Map customer types, pricing rules, order flows and integrations; interview a few key buyers and sales reps.
-
Foundation
Catalogue, accounts, pricing and ERP integration for one customer segment.
-
Pilot
Invite a small group of customers, collect feedback and fix friction before wider rollout.
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Rollout
Onboard customers in waves with sales support, then add features such as quotes, punch-out or self-service returns.
Measuring B2B portal success
- Share of orders placed online versus by email, phone or through sales reps
- Number of active buying accounts and how often they reorder
- Order errors and credits caused by wrong prices, quantities or addresses
- Time sales and customer service spend on order entry and status questions
- Average order value and range of products bought per account
Questions to ask a B2B e-commerce partner
- How will you integrate with our ERP, and who owns the integration after launch?
- How do you handle catalogue sizes in the tens of thousands of products or more?
- Can buyers order by SKU, upload a spreadsheet and reorder from history?
- How will customer-specific pricing perform at peak times?
- What does onboarding existing customers to the portal involve?
See also ERP integration, customer portals and headless commerce.
Self-service that reduces workload
The biggest gains from a B2B portal often come after the order is placed. Buyers who can check order status, download invoices, view statements, track deliveries and request returns themselves stop emailing and calling your team. We prioritise the self-service features your customer service team handles most often, which you can usually identify by reviewing a few weeks of incoming emails and calls.
Common B2B e-commerce mistakes
- Launching with B2C checkout flows that ignore purchase orders and payment terms
- Showing list prices to buyers who expect their contract prices
- Underestimating product data clean-up for large catalogues
- Leaving sales reps out of the rollout, so they quietly discourage online ordering
Each of these is avoidable with early involvement from sales, finance and customer service in discovery, and a pilot with real buyers before full launch.
A short pilot with real buyers costs little and catches most of these problems early.
Related services
Part of eCommerce development. See also ERP integration and Shopify.
This page is part of eCommerce Development Services — see the full overview for related services, approach and pricing.