Get a full PDF version of this chart with top nine B2B eCommerce platforms compared against fifteen key capabilities
Top B2B eCommerce Platforms Comparison Chart
When it comes to choosing the best B2B eCommerce platform, you have many options. That abundance is confusing. We know the needs of B2B companies are vastly different from their B2C counterparts. Because B2B needs are different, the decision-making criteria are different too.
We want to help you cut through the clutter and narrow down your choice of B2B eCommerce software vendors. Download our B2B eCommerce comparison chart and then use it to review the features of major B2B eCommerce products. Then compare the offerings against the must-have features of an eCommerce platform built for B2B transactions.
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Top B2B eCommerce Platform Vendors Comparison
The B2B eCommerce platform comparison chart provides key information about nine major players in the B2B landscape. These companies and their B2B eCommerce solutions are included because they hold a large percentage of the market share and have a proven record of success with enterprise and mid-market clients. We’re not including in this chart some popular platforms, like 3dcart or WooCommerce, because they were originally developed for small B2C shops, and offer limited capabilities to support complex B2B operations.
Use this information about the pros and cons of each platform to comprehensively review and evaluate your options.
OroCommerceSee how Oro performs in the 2022 Gartner's Magic Quadrant
Oro’s founders are the team that founded Magento and later sold it to eBay. Since then, they have focused specifically on B2B eCommerce software solutions. OroCommerce is an open-source, modular eCommerce platform developed specifically for the B2B market. It offers B2B merchants a diverse range of B2B marketplace and digital commerce capabilities out-of-the-box, including but not limited to personalization, localization, an advanced pricing engine with customer-specific pricing, workflow automation, customer retention tools, and the integrated OroCRM product.
Magento (Adobe Commerce)See how Magento performs in the 2022 Gartner's Magic Quadrant
Founded in 2008 by Oro co-founders Yoav Kutner and Roy Rubin, Magento develops cloud-based, open-source eCommerce solutions. Magento was sold to eBay and subsequently sold again to become part of the Adobe Experience Cloud suite of products. The initial Magento focus was B2C eCommerce, but it now offers add-ons and extensions in an effort to serve the B2B market.
Optimizely (Episerver)See how Optimizely performs in the 2022 Gartner's Magic Quadrant
Episerver was founded in 1994 in Sweden to develop CMS technology. In 2019 Episerver entered the B2B eCommerce market when they acquired Insite, a B2B eCommerce startup. More recently, they acquired Optimizely, a digital experience management company, and extended that brand name across all products. Optimizely solutions are primarily geared towards enterprise-grade B2C brands, but can also be configured for B2B use cases.
UnilogSee how Unilog performs in the 2022 Gartner's Magic Quadrant
Founded in 1998 and headquartered in Bengaluru, India, Unilog is a global technology company that developed eCommerce business software with an integrated PIM system. Its solutions are designed specifically for small and mid-market distributors, manufacturers, and wholesalers. Unilog’s eCommerce business software is only available through a SaaS model, so use is limited to cloud platforms such as Google Cloud and Microsoft Azure only.
SalesforceSee how Salesforce performs in the 2022 Gartner's Magic Quadrant
Salesforce is a cloud-based technology company that started in 1999 with a customer relationship management solution. Since then, the company has expanded product offerings to include software for marketing, sales operations, and eCommerce. While Salesforce offers an extensive range of eCommerce solutions (including an online store and mobile-first point of sale transactions), many of them are available only as expensive add-ons to other Salesforce products.
SAP HybrisSee how SAP Hybris performs in the 2022 Gartner's Magic Quadrant
Hybris is a Swiss company and a subsidiary of SAP, selling multi-channel and content management software. Its software suite is designed for complex B2C, B2B, and B2B2C use cases for enterprise-level companies, which generally results in a high total cost of ownership. Hybris key software features include search and merchandising, order & product management, dashboards, and web content management, among other capabilities.
ShopwareSee how Shopware performs in the 2022 Gartner's Magic Quadrant
Shopware is a German company that develops omnichannel cloud eCommerce solutions used predominantly by European customers for B2C eCommerce. In addition to B2C, the company is investing in B2B eCommerce by developing extensions and add-ons. Because it is a relatively new product, the Shopware B2B eCommerce platform is mainly used by smaller brands. It’s available in two editions: open-source and commercial.
IntershopSee how Intershop performs in the 2022 Gartner's Magic Quadrant
Intershop began in 1992 and is a cloud-first B2B software solutions provider. Its eCommerce solution is an all-in-one package featuring order management & fulfillment, product information management, and experience management capabilities. In addition to the business segment of software products, the company also operates a service segment, with consulting and training services.
SprykerSee how Spryker performs in the 2022 Gartner's Magic Quadrant
Spryker Commerce is a modular PaaS system that enables B2B, B2C, and B2B Marketplace business models. It offers decoupled front-end apps and back end with separate eCommerce components on offer, such as search, stock management, checkout, OMS, and others. Since the software is open code and quite technical, it’s most suitable for brands that can handle complexity and a steep learning curve.
B2B eCommerce Platform Key Selection Criteria
As you research and compare best B2B eCommerce platforms, you’ll naturally want to focus on the feature set of each. Review this detailed list of essential B2B functionalities to identify the ones most critical to the success of your use case.
Open-source vs proprietary code
Unlike proprietary software, where the code is closed, open-source software is available for anyone to modify. This means that open-source eCommerce software is typically easier to customize and adapt to different verticals, industries, and countries.
Scale and performance
The best eCommerce platform for B2B must efficiently handle complex organizational structures with multiple brands, locations, languages, and currencies. Platform scalability provides companies the power to manage millions of SKUs, thousands of price lists, and accommodate complex organizational structures and customer profiles, adapting to the business as it grows.
Flexibility to customize to business needs
Whether you want to customize the online portal theme, admin panel, products, discounts, checkouts, workflows, or payments, you should have the flexibility. A fully customizable B2B eCommerce solution allows you to easily add custom functionalities and features, or perform a/b testing, without significantly increasing development time and costs.
Fully Dynamic Open RESTful API
REST APIs make integrating systems and extracting data related to products, orders, and inventory management easier. Businesses that operate an eCommerce platform supporting Open RESTful API can quickly and seamlessly connect and transfer data between business-critical systems, such as payment gateways, CRM, ERP, PIM eCommerce, and BI analytics to eliminate data silos.
Flexible Deployment Options
Every business has different needs, so it’s important to have multiple deployment options for your eCommerce platform. Whether it’s on-premise, in the cloud, or hybrid, look for the deployment model that meets your information security, GDPR, and maintenance needs. When you select a platform with support for multiple deployment models, you can move from one deployment model to another without sacrificing data control and security.
No Vendor Lock-in
B2B eCommerce companies who value digital agility want to avoid vendor lock-in. These restrictions prevent users from using third-party software. When freed from vendor lock-in, companies can access the developer community and take advantage of a competitive B2B marketplace for customizations and extensions, or build them in-house.
CRM to Optimize Business Operations
Having an integrated CRM provides greater opportunities for automation, customer retention, segmentation, and data-driven insights. Plus, it eliminates the time and resources involved in integrating a siloed CRM solution. While all eCommerce vendors provide CRM integration features, only a few offer a built-in CRM out of the box.
24/7 customer support means B2B companies can get help and find answers to questions as soon as they come up – 24/7 and in real-time. An eCommerce vendor with round-the-clock email and ticketing support ensures that any urgent issues are resolved fast, without disrupting business operations.
Automated workflows help B2B companies reduce the complexity of both buyer and seller-related business processes. For example, workflow eCommerce automation can help streamline order processing (sending data to the ERP, notifying customers via email, etc.), inventory synchronization, dynamic price calculations, approvals management, and much more.
Robust Pricing Engine
It’s critical for B2B businesses to set, manage, and execute B2B pricing strategies efficiently to meet profit objectives. A built-in pricing engine that supports complex B2B price management gives you the tools necessary to set up pricing lists and tiers for different customer groups and customer levels and handle elaborate pricing strategies. Combine with workflow automations to digitize the RFQ process for even more efficiency.
If you manage multinational brands or plan to expand globally, multi-organization & multi-vendor capability will help you do so effectively. Manage operations across various countries, currencies, and tax authorities and control multiple businesses, sub-brands, and divisions all from one backend and admin panel.
Customer Hierarchy Management
Most B2B transactions involve multiple B2B buyers and decision-makers. With this feature, B2B sellers give their customers the ability to create accounts that incorporate their own internal hierarchies for an improved customer experience. Customer corporate hierarchy management allows you to configure account management structures, add authorized users, and create customized purchasing rules for each customer.
Site search helps users find information and also offers detailed insight into your customer behavior that can be used for optimization, marketing campaigns, and procurement activities. Enhanced search, indexing capabilities, and filtering segmentation also make your online B2B store more responsive and user-friendly.
B2B companies frequently operate multiple warehouses to control delivery time and cost. Even companies starting with one warehouse may add additional warehouses to ship orders faster and serve a wider area. A multi-warehouse management feature enables B2B sellers to add an unlimited number of warehouses and manage their operations more efficiently by providing centralized, real-time data on inventory.
Access Control, Roles, Permissions, and Management
Managing access to the eCommerce website and backend operations is an essential security and accountability requirement for any company. Configuring roles, permissions, and authentication rules for employees and B2B clients helps create unique experiences while ensuring that each user has access only to the information they need.
5 B2B eCommerce Site Examples
Every B2B eCommerce project is different. What works well for one B2B business may not always be applicable for another. But there are always insights to be gleaned from successful B2B eCommerce sites, like Alibaba. Explore these five examples of real B2B websites to better understand how to approach essential features like navigation, product pages, checkout, shopping lists, and personalization.
Wastequip is a leading manufacturer of waste-handling equipment with over 2,000 employees and 38 facilities. The B2B organization decided to enter the eCommerce market, starting with one brand, Mountain Tarp.
Wastequip’s strategic goal was to simplify the ordering process for customers and grow its online presence in response to increasing customer demand.
After the eCommerce site went live, it saw an 8x increase in web traffic – convincing proof of its rapid adoption.
What makes Wastequip’s B2B eCommerce site successful:
- Easy navigation with convenient search to quickly find and order products
- Detailed product descriptions and the ability to download product documentation
- Shipping date estimation
- Easy-to-use support options
- Multi-item ordering functionality
Dunlop Protective Footwear designs, develops, and manufactures footwear for industrial environments. To scale its business, Dunlop made the natural decision to expand online. With a robust B2B eCommerce solution as a foundation, Dunlop digitized its sales channels, increasing conversion rate by 40% and average order value by 10%.
What makes Dunlop’s eCommerce site successful:
- A responsive website with an easy-to-navigate structure
- The ability to quickly place orders from desktop and mobile apps
- Order history tracking
- Complete stock and pricing transparency
- Integration with fulfillment and business data management software
- Country-specific eCommerce websites ensure Dunlop’s audience gets localized products and promotions
Azelis is a global service provider in the specialty chemicals and food ingredients industry. To better meet the needs of its customers, Azelis invests in the eCommerce platform for the chemical industry. One of the key digitization enablers is its customer portal.
The goal of the portal is to educate and inspire customers to help them make more informed purchasing decisions. Azelis self-service portal centralizes high-quality technical information, products, pricing options, formulations, and samples.
What makes Azelis eCommerce portal successful:
- Searchable, up-to-date product catalogs
- Catalogs are localized for different customer groups based on a language and region
- The ability to easily order online, view recent purchases and payment and credit card information
- Shipment tracking
- Live support
Saltworks is the largest salt manufacturer in the US, supplying wholesale customers like distributors, restaurants, gourmet retailers, as well as individual consumers. Saltworks invested in a flexible B2B eCommerce solution to provide personalized buying experiences for B2B customers while also managing its B2C sales.
Saltworks’ new storefront creates a unified shopping experience for their B2B and B2C customers. B2B customers are redirected to a separate portal designed for B2B ordering, billing, and checkout. Splitting the B2C and B2B workflows helps better handle both business models providing all buyers with a functional, smooth purchasing experience.
What makes Saltworks eCommerce site successful:
- A personalized B2B ordering and reordering workflow
- Extended checkout for B2B customers to accommodate LTL, UPS, freight quoting, and self-arranged shipping methods
- Amazon cross-promotion: customers can click the “Available at Amazon” button to purchase B2C products on Amazon and pay using PayPal
- Content-rich product pages with downloadable spec sheets and product certifications
Petra is a leading distributor of consumer products working with more than 800 brands and tens of thousands of retail partners. Being a future-oriented company, Petra wanted to transition their B2B customers online and needed a scalable B2B digital commerce platform.
With a robust B2B eCommerce platform, Petra launched a commerce website with expansive B2B functionality. The platform also offers integrations with enterprise-grade tools, like ERP, PIM, and CRM, enabling Petra to automate business data transfer across all critical aspects of its business.
What makes Petra eCommerce site successful:
- Self-service that supports quick sales order forms, CSV file uploads, and personalized shopping carts
- Site search available by keyword, SKU, and part number
- Extensive search filters
- Detailed product descriptions with the ability to add brand logos
- Functional B2B customer accounts with multiple logins, different levels of permissions, and flexible order approval workflows
FAQ: B2B eCommerce Platform Comparison
What is a B2B eCommerce platform?
Which eCommerce platform is best for B2B?
The B2B landscape for eCommerce products is complex. If you want to offer an outstanding customer experience and make it easy for companies to do business with you online, you need an eCommerce platform developed specifically for B2B. This means the B2B sales platform should be able to cover between 70% and 80% of B2B functionality out-of-the-box (e.g. order negotiation, complex pricing lists and rules, ERP integration, etc.).
Additionally, the best eCommerce platform for B2B is modular, flexible, customizable, and powered by artificial intelligence, which means it can be adapted to any B2B use case or channel (desktop, mobile app, etc.), regardless of the industry or vertical.
The only platform on the market today that has been developed to meet complex B2B needs from the ground up is OroCommerce.
What is an open-source B2B eCommerce platform?
When you compare eCommerce solutions, it’s important to understand the difference between open-source and proprietary platforms. An open-source B2B eCommerce platform gives you free access to the source code. This provides the flexibility to adapt the platform to meet your business needs. But it also requires IT resources to customize the code or take advantage of code that others have developed.
The key benefits of open-source B2B eCommerce platforms include:
- Greater security as bugs are fixed faster.
- Community support.
- Open APIs for easier integration.
- Generally a lower total cost of ownership.
Learn what makes OroCommerce the best open-source B2B eCommerce platform.
What are the must-have B2B features of a enterprise eCommerce platform?
The best B2B eCommerce software streamlines sales and improves the customer acquisition and buying experience. When choosing an enterprise eCommerce platform, make sure it has the following features:
- Content Management System – communicate the advantages of your products with product descriptions, videos, certifications, and marketing materials using a wide variety of media types.
- Multiple Price Lists – create and customize as many price lists as you need and manage complex pricing strategies.
- Digitized Order Negotiation – easily handle CPQ processes, like requests for quotes and quote to cash transactions.
- Integrations – prevent data silos by seamlessly integrating with your ERP, WMS, PIM, CRM, and other business applications.
- Access Controls, Roles & Permissions – ensure that users have access to only the data they need to do their job.
- Corporate Account Management – address complex, hierarchical corporate account structures.
- Support for Multiple Organizations, Websites & Stores – control multiple businesses, sub-brands, and divisions from one place.
You can use this list as a starting point for the B2B eCommerce platform comparison.
What are the benefits of selling on a B2B platform?
There are three major benefits of B2B selling through a digital commerce platform like Aliexpress or Alibaba:
- Increased revenue: Selling online helps expand your market reach, and make your products more discoverable, thereby attracting more potential business customers.
- Optimized sales processes: A B2B sales portal lets business buyers place orders 24/7, giving your sales reps more time to pursue new opportunities. It also eliminates manual, repetitive tasks by enabling your sales team to automatically import orders and invoices, send RFQs, and convert quotes to sales.
- Improved customer experience: With a B2B platform, you can make purchasing easy and personalized for businesses, encouraging them to buy from you again.