What is B2B eCommerce,
How Does It Work, and 2026 Trends to Watch

Your Guide to B2B eCommerce

Introduction

Digital commerce is growing rapidly, and is expanding into numerous channels, devices, industries, and markets.

However, when we think of eCommerce, we often have B2C transactions in mind. That is, businesses selling to the general public or consumers. B2B eCommerce, on the other hand, involves business-to-business transactions, and must take into account the interests and requirements of business customers.

If you’ve ever wondered what B2B eCommerce is and the meaning, trends, types, and tools behind the name, you’ve come to the right place.

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B2B eCommerce: A Definition

A simple definition of B2B eCommerce is an online transaction where both parties involved are businesses.

Business-to-business (B2B) transactions involve businesses selling products or services to other businesses, their business clients. Think of a manufacturer selling components to another company for product assembly, a software company providing customer relationship management tools to a retail business, or a wholesaler distributing goods to retailers. These interactions form the backbone of many supply chains and industries.

B2B eCommerce market value in the US

Forrester estimates that by 2027, US B2B eCommerce will reach $3 trillion and account for 24% of total US B2B sales.

Value of B2B commerce market vs B2C

According to Statista B2B eCommerce market is valued 6 times the value of the B2C market.

European B2B eCommerce

The B2B eCommerce market in Europe will reach $1.8 trillion USD by 2025.

B2B sales interaction preference

44% of millennials prefer no sales rep interaction in a B2B purchase setting.

eCommerce grows wholesalers' revenue

The eCommerce deployment has increased wholesale/supplier revenue by an average of 49%.

What are some B2B eCommerce trends?

If you’re wondering what’s changing in B2B commerce – not just what the pundits say, but what buyers are living with – here’s the state of play: digital adoption is up but satisfaction isn’t.

• 67% of buyers already make at least half their purchases online
• 83% expect that share to keep growing
• Yet 45% are dissatisfied with the experience they get

Based on our B2B Buyer Perspectives Survey and industry research, here’s what’s behind the shift, and where leaders are investing next:

Self-Service, But Smarter

Self-service doesn’t mean just order entry anymore. Buyers expect to track orders, analyze spend, and reorder in a click, all without chasing down reps or digging through emails. The basics still aren’t there for most: only 53% can see full order history, and just 33% can reorder with a single click. The companies winning loyalty are the ones closing this gap.

AI Becomes a Core Business Tool

AI is ‘quietly’ transforming B2B from both sides of the table. On the buying side, smarter chatbots, real personalization, and context-aware search are helping buyers find and order what they need. For sellers, AI is automating the tedious stuff, like converting emailed purchase orders into draft orders, and flagging errors before they reach the ERP. As AI shifts from pilot projects to day-to-day operations, the gap is growing between companies experimenting with real automation and those still stuck in manual mode.

Mobile Moves Front and Center

Mobile traffic keeps growing: 85% of buyers say they expect to do more on mobile in 2025, but satisfaction is at rock bottom. Only 4% call their mobile experience “very satisfied.” Reps and buyers both want apps that do more than just shrink a website; they need real functionality, from approvals to scan-and-order and account dashboards, built for work on the go.

Unified Sales Enablement

B2B buyers want control, but not isolation. 69% use digital access to sales reps when it’s available. The best platforms now let buyers manage orders themselves and reach a human in two clicks, without starting from scratch each time. Features like shared dashboards, role-based controls, and chat with account managers (or AI that knows your history) are fast becoming table stakes.

What are the differences between B2B and B2C?

It starts with who you’re selling to and what that buyer expects.

B2C brands (like Nordstrom or Walmart) focus on individuals, so their digital stores are designed for quick decisions and one-size-fits-all shopping.

B2B is a different animal. Here, customers range from small businesses to global enterprises, each with their own buying process, approval chains, and contract terms. One distributor might serve hospitals, labs, and public agencies, each with unique workflows, pricing, and requirements. Even one manufacturer might sell direct to other businesses, through distributors, and even to retailers all at once.

Yes, both B2B and B2C buyers expect convenience, personalization, and seamless transactions. But in B2B, every order can involve multiple decision-makers, custom catalogs, negotiated prices, and more complex fulfillment.

Here’s where B2B digital commerce truly stands apart:

More formal relationships

Consumer purchases are usually quick and transactional. In B2B, the focus is on reliability and ongoing value. Companies depend on their suppliers to support daily operations, meet contract requirements, and keep business moving.

For example, a fulfillment center buying uniforms isn’t looking to switch vendors every year. They’ll negotiate pricing and service now, but expect consistent delivery and support for years to come. Every deal is set up with repeat orders, future needs, and a shared interest in both businesses’ success.

Longer buying cycles

B2B purchases take time. Instead of quick, spontaneous decisions, business buyers go through multiple steps: quotes, approvals, purchase orders, and contract reviews. The stakes are higher, lead pools are smaller, and relationships tend to be more structured.

For example, a factory that needs replacement parts for its assembly line isn’t placing orders on a whim. The manufacturer sets a maintenance schedule, and the buyer negotiates a supply agreement to cover regular replacements, often months or years in advance. These longer cycles give buyers predictability and help suppliers plan for steady demand.

Personalized products and prices

While personalization is a nice-to-have in B2C, it’s a must-have for B2Bs for smooth operations. Business buyers depend on personalized product catalogs and price lists, custom quote and contract negotiation processes, and the right payment and shipping options. They also expect specific product discounts for their company.

Unlike B2C sellers, some B2B sellers need to set prices based on external factors and their marketing and sales strategies. For example, a distributor starts with a price dictated by the manufacturer, and then dynamically adjusts prices they set for distributors, wholesalers, and retailers based on their location, volumes, and other pre-negotiated criteria.

Multiple decision-makers

While B2C customers are individual buyers that make independent, one-time purchase decisions, that’s not the case with B2B. Business clients deal with larger order values, which lends to the participation of numerous stakeholders, approvals processes, and specific workflows. As a result, B2B sellers require specific workflows as required by all stakeholders.

Let’s consider who is involved in a typical B2B purchase decision. It can start with a CFO who approves the budget, a researcher collecting information, a manager who is a point of contact, and finally, a B2B customer. All of them require a specific workflow that accommodates their information needs and delivery.

Corporate accounts and roles

Unlike B2C, B2B customers purchasing from a single seller may be completely different. For example, many large businesses have different departments, all operating within their own siloed processes. B2B sellers require the same flexibility: their own businesses are split up into different brands and websites – all of which demand a powerful, B2B-specific online store.

Let’s consider a business with orders that vary in quantity and value. They have a junior buyer, who can approve purchases, but up to a certain amount. If an order increases a certain specified limit, they would like an approval request to be sent to a higher-up within their company.

Complex payment options

Buying as a consumer is simple: credit card, maybe PayPal, and you’re done. In B2B, payment is anything but standard. Businesses might pay by invoice, wire transfer, ACH, or on credit, sometimes all at once. Terms aren’t fixed: they can vary by customer, order size, volume, or even relationship history.

Business buyers often negotiate specific terms up front. If a supplier only offers net 30 but the customer needs net 90, it can be a dealbreaker. The reality: B2B commerce runs on flexible payment methods and negotiated terms, not just card numbers at checkout.

What are the benefits of B2B eCommerce?

B2B eCommerce goes beyond moving sales online. A unified sales enablement platform gives companies the tools to streamline quoting, automate routine tasks, and personalize every step of the buying journey. With access to real-time data, teams can tailor offers, anticipate customer needs, and respond faster as demand shifts.

The real value of an eCommerce platform for B2B shows up in day-to-day operations: fewer manual steps, more accurate orders, and sales teams empowered to focus on high-value work. For business customers, it means a smoother, more responsive experience from first quote to final delivery.

B2B eCommerce drives more revenue by attracting new customers and improving the internal sales process.

Accelerates Sales

Automated quoting, instant approvals, and self-service reordering mean deals move from “maybe” to “closed” without weeks of back-and-forth. Sales teams spend less time pushing paperwork and more time chasing new opportunities.

Drives Revenue Growth

With tailored catalogs, contract pricing, and targeted promotions, you win more business from every customer segment and attract new customers who want flexibility and control.

Unifies Sales Enablement

A single B2B eCommerce platform ties together every stage of the sale – lead, quote, approval, delivery – making it easier for teams to track progress, follow up, and never miss a deal.

Reduces Friction

Customers can place and manage orders on their schedule, check real-time inventory, and get answers fast, cutting out the delays that cost you sales.

Centralizes Data and Insights

Integrated reporting gives you a real view of sales data, like performance, buying patterns, and customer needs, helping you spot and act on new revenue streams.

Scales Without Extra Headcount

As your business grows, the right B2B eCommerce platform lets you launch new brands, channels, or geographies without hiring an army of IT or sales support.

What businesses does B2B eCommerce help?

Globally, the B2B eCommerce market is by far the largest and fastest-growing eCommerce market. It covers distributors, manufacturers, and wholesalers across all types of verticals.

These include agriculture, automotive, construction, consumer packaged goods, energy, fashion, food and beverage, healthcare, and manufacturing industries. In short, if you’re providing goods, raw materials, and services to resellers, there are many types of B2B eCommerce that can help you.

Manufacturers

For manufacturers, B2B eCommerce software simplifies complex supply chains and streamlines online sales to other businesses. By connecting enterprise resource planning (ERP) systems, manufacturers can track inventory management, forecast demand, and automate sales processes.

Launching a branded online store or client portal makes it easy to offer bulk ordering, create custom pricing, and serve both existing customers and new buyers, all while reducing manual work and meeting modern customer preferences.

Distributors

Distributors juggle multiple stakeholders, from resellers to end buyers, each with unique requirements. The right B2B eCommerce platform supports custom prices, quick quote negotiation, and easy contract management – all from a single online store.

Flexible payment options, automated sales processes, and integrations with ERP systems help distributors scale as demand grows and deliver a consistent digital experience with just a few clicks.

Wholesalers

Modern wholesalers work across channels, serving distributors, retailers, and resellers on multiple marketplaces. B2B eCommerce allows wholesalers to sync inventory management, automate order processing, and support digital transformation for their business.

APIs connect supply chain management systems, so data stays accurate and orders flow smoothly, whether it’s bulk ordering or personalized pricing for other businesses.

B2M Brands

Brands that sell through B2B, B2C, B2B2B, and B2B2C models need flexible B2B eCommerce software to manage online sales across separate, branded websites. Support for multiple sites, languages, currencies, and advanced customer groups lets one business target a range of customers.

Automated workflows, mobile commerce, and the ability to create custom pricing and discount structures help brands keep up with shifting customer expectations.

D2C Brands

Direct-to-customer (D2C) brands are using B2B eCommerce to consolidate their online presence and offer a richer, more personalized experience. Features like a branded online store, streamlined checkouts, and customized product content make it easy for customers to buy in just a few clicks.

Tools for email marketing, paid advertising, and customer satisfaction help D2C brands attract new buyers and build loyalty with existing customers.

Multi-channel Brands

For brands selling across websites, marketplaces, and search engines, B2B eCommerce brings it all together. Unify your online sales, leverage customer data, and manage paid advertising and email marketing from one platform.

The right eCommerce platform lets you deliver consistent experiences, track inventory, and offer discounted prices or custom pricing to different channels, while meeting customer expectations wherever they shop.

What types of B2B eCommerce are there?

The world of B2B eCommerce is more diverse than just buying and selling online. Just like businesses themselves come in all shapes and sizes, eCommerce sites use a variety of models to optimize how they handle business-to-business transactions. Finding the right business model depends on several factors: the products or services you offer online, your target market, your growth goals, and even your geographic reach.

It’s important to note that even relatively simple business-to-business commerce models can include other, lesser-known models:

B2B2B eCommerce

The B2B2B (business to business to business) eCommerce model extends the traditional supply chain, involving multiple tiers of businesses like manufacturers, distributors, wholesalers, and retailers.

B2B2C eCommerce

The B2B2C (business to business to customer) eCommerce model merges together B2B and B2C. By connecting directly with the end consumer, businesses gain valuable insights into customer behavior and preferences, enabling them to refine their sales and marketing strategies.

D2C eCommerce

The D2C (direct to customer) eCommerce model allows businesses to bypass traditional intermediaries and sell directly to consumers, potentially increasing market share and building stronger customer relationships.

B2M eCommerce

The B2M (business to many) eCommerce model allows businesses to sell via various channels in parallel. By diversifying across multiple online marketplaces and digital channels, businesses can reach a wider audience and expand their market reach.

B2E eCommerce

The B2E (business to employee) eCommerce model streamlines internal business processes, by providing a centralized platform for employees to purchase company-approved goods and services online.

B2G eCommerce

The B2G (business to government) eCommerce business model also caters specifically to the unique needs of selling to government agencies. An example could be a PPE manufacturer selling to law enforcement or a tools distributor selling to the building inspections department.

How do you know you need B2B eCommerce software?

If any of these scenarios resonate, it might be time to rethink your digital strategy:

Your current online channels aren't meeting the needs of your target customers. Buyers expect a smooth and efficient purchasing experience, regardless of whether it's in-person sales or online ordering.
Managing complex business to business relationships is becoming increasingly difficult. Juggling multiple brands, intricate pricing structures, and vast amounts of customer data across different systems can lead to inefficiencies and missed opportunities.
You're struggling to cultivate customer loyalty in the digital age. Without a centralized B2B eCommerce platform, it's difficult to personalize interactions, gain a 360-degree view of your customers, and deliver the kind of experience that fosters lasting relationships.

Lactalis

Lactalis, the world’s largest dairy group, needed a way to bring order to their fragmented B2B sales across dozens of countries and brands. By launching a unified eCommerce platform, they gave each market a digital portal connected to central inventory and pricing, while keeping local flexibility.

Within a year, four countries went live. Online ordering took off with small and midsize customers, freeing up sales teams for bigger accounts. The model worked: more countries are joining, and digital adoption now outpaces their old offline channels.

230%

Growth in digital orders

44%

Less admin

15K

Customers onboarded

Saltworks

Saltworks is the nation’s largest salt manufacturer, supplying distributors, restaurants, gourmet retailers, and end consumers. Their biggest challenge was maintaining dedicated relationships with partners. Saltworks had no patience for complex customizations and workarounds.

Saltworks leveraged OroCommerce to create a unified online experience for both their B2B and B2C company websites. Their new platform features streamlined B2B ordering with flexible checkout options for various shipping methods, including LTL, UPS, freight quoting, and self-arranged shipping. They also integrated with Amazon, allowing B2C customers to purchase with PayPal. Detailed product pages with downloadable specifications and certifications round out the customer-centric experience.

Saltworks case - ecommerce in manufacturing

Microsoft GP

ERP Integration

B2B & B2C

Integration

Amazon

Cross-Promotion

Dunlop Protective Footwear

Dunlop Protective Footwear is a global manufacturer of protective footwear for industrial customers. As part of their digital initiative, Dunlop deployed OroCommerce with implementation partner Smile to launch multiple online stores in 12 countries in less than ten weeks.

For their eCommerce project, Dunlop focused extensively on personalizing the customer experience and buying process with relevant products and promotions. As a result, Dunlop increased its sales by 40% while saving staff over 300 hours of routine work each month.

3.5X

Increase in Traffic

40%

Increase Conversion Rate

10%

Growth of AOV

Why choose the OroCommerce B2B eCommerce software?

All of OroCommerce’s key features were built specifically for the complexities of B2B selling. Our open-source platform empowers organizations like Interstate Batteries, Diversitech, and Steelcase to streamline complex orders, manage massive catalogs, and create modern experiences for their business customers. Whether it’s global expansion or workflow automation, we provide the flexibility and dedicated support to help you grow and drive digital transformation.

Built for B2B Resilience

Beware of the “one size fits all” B2C solutions for your B2B business. OroCommerce is designed from the ground up for the complex, long-cycle sales of manufacturers, distributors, and wholesalers. Go beyond basic transactions and digitize the supply chain, relationships, and processes that drive your business.

Complexity Made Simple

Our platform equips you with powerful CRM, CPQ, workflow automation, and multi-channel capabilities – all in one unified solution. Focus on selling, not managing disparate systems.

Flexible and Future-Proof

Own your data and stay in control. Our open-source platform, modular architecture, and robust APIs give you the freedom to customize, integrate, and scale without limitations.

Transparent Pricing, Exceptional Value

Get everything you need – CRM, CPQ, marketplace, CMS, and eCommerce – all for one license. We believe in transparent pricing and delivering a complete solution with no hidden fees or surprises.

Frequently Asked Questions: Business-to-Business Commerce

What is an example of B2B eCommerce?

One of the most well-known examples of B2B eCommerce is Amazon Business. It is a business-to-business-focused online marketplace from the B2C eCommerce giant. Amazon Business caters to B2B organizations, offering solutions for office supplies, IT products, and MRO supplies.

Another example is Braskem, one of the world’s largest petrochemical producers with a strong US footprint. Braskem launched a digital portal called Bridge to give over 800 business clients a single place to manage orders, track shipments, and access pricing and documents. By connecting Bridge with their SAP system for real-time inventory and pricing, Braskem now processes more than 12,000 orders each month and saves 22,000+ internal work hours annually.

Why is B2B eCommerce important?

The importance of digital commerce and wholesale eCommerce lies in its ability to streamline purchasing for B2B buyers while increasing sales for B2B sellers.

The COVID-19 pandemic has transformed how B2B customers research and shop: in fact, 75% of B2B buyers preferred digital over in-person customer interactions during the pandemic. This transformation prompted many B2B companies to move or expand their businesses online, attracting more customers and delivering the digital experience that today’s buyers demand.

How to increase B2B eCommerce sales?

Below are the top five tips and strategies to increase your B2B eCommerce sales:

• Offer self-service: let B2B buyers be in charge of their purchasing journey with an online sales portal.

• Add more customer reviews: 92% of B2B buyers are more likely to purchase after reading a trusted review.

• Incentivize purchases: offer coupons and discounts, provide a free trial, a reduced shipping rate, or a money-back guarantee.

• Leverage B2B content marketing strategies: search engine optimization for content and social media marketing will increase visibility and inspire potential customers to convert.

• Run retargeting ads: capture more potential sales by retargeting promotions based on user demographics and site interactions.

• Engage on social media platforms: Build relationships and generate leads by actively participating in industry conversations and sharing valuable content on platforms like LinkedIn and Twitter.

Which B2B eCommerce trends will dominate in 2026?

Our eCommerce trends research identified that self-service portals, business process automation, business systems integration, and composable commerce are the fastest-rising trends. Other trends gaining steam since the beginning of the 2020s include omnichannel experiences, B2B marketplaces, and big data.

What is B2B vs B2C?

B2B (Business-to-Business) and B2C (Business-to-Consumer) are two different types of commercial transactions. B2B refers to a business model where businesses sell products or services to other businesses, often involving larger transactions, longer sales cycles, and a focus on building long-term relationships. Think of a software company selling its platform to another company.

Business-to-consumer on the other hand, refers to businesses selling directly to individual consumers, typically involving smaller transactions, shorter sales cycles, and an emphasis on marketing and branding. Think of a retail store selling clothes to shoppers.

What is B2B eCommerce, How Does It Work, and 2026 Trends to Watch

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