What is B2B eCommerce,
How Does It Work, and 2024 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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What is 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.

While many business clients shop online, few realize that global B2B ecommerce dwarfs the business-to-consumer (B2C) market. This B2B dominance is driven by business clients demanding efficient online transactions. As a result, businesses selling to other businesses are rapidly establishing eCommerce platforms to meet these customer expectations.

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?

Booming online sales force brands to focus on streamlining internal processes and improving customer experience, convenience, and ease of use.

As technology gets smarter and more sophisticated, it will play an increasingly bigger role in business-to-business commerce. Here are some of the eCommerce trends to expect in the next 5 to 10 years.

Personalization and AI

Over 72% of customers engage only with personalized messaging, and in B2B, 69% of B2B buyers would pay more for a personalized experience. AI and machine learning can make this possible by analyzing data to deliver tailored product recommendations, target marketing campaigns, and even personalize the online buying journey. AI also powers chatbots and virtual assistants that provide instant customer support and streamline purchasing.

Omnichannel

Customers expect consistency. They might discover your products on their phone, browse on their laptop, and then contact sales with a question. Ensure a smooth experience across your website, mobile app, and sales interactions. This omnichannel approach eliminates customer frustration and shows you understand their needs.

Mobile Growth

Forget simply having a mobile-friendly website—in 2025, B2B needs its own app. Think of it this way: your app isn’t just a digital storefront, it’s a direct line to your customers. It’s a tool for real-time inventory updates, instant customer feedback, and even managing supply chain disruptions. Plus, features like push notifications and in-app promotions offer a level of targeted engagement that traditional marketing can’t match.

Data Analytics

The future of online shopping hinges on data analytics, leveraging data such as demographics, location, and situational data to meet evolving customer demands and optimize marketing decisions. This reliance on data is driving the adoption of cloud services like cloud computing and network optimization, along with predictive analytics. This is not only transforming the industry and requiring new skills and processes from its leaders but also allowing businesses to learn from other businesses and reach new customers more effectively.

What are the differences between B2B and B2C?

In order to understand what sets B2B apart from B2C, we need to consider who exactly it is we're selling to.

B2C sellers (think Nordstrom, Walmart, and so on) target the general public and individual consumers, so their online experience usually mimics the in-store experience.

B2B sellers, by comparison, don’t follow the same linear path. That’s because B2B customers can span different industries and verticals, all having different needs and buying processes. A single medical supplies distributor can also sell industrial supplies to labs, private clinics, or publicly funded hospitals. Similarly, a forklift parts manufacturer can sell to a B2C retailer and a distributor, who then sells to an equipment rental company.

There are many similarities between individual consumers and B2B buyers, such as the desire for personalization, convenience, and mobility across channels. Both customer types are being disrupted by experience-shaping trends in fulfillment, shipping, payments, and other technological advances.

Here’s how B2B digital commerce stands apart from its B2C counterpart:

More formal relationships

Business deals between organizations are more than just one-time transactions: they are long-term partnerships. While consumers typically look for products to fulfill their immediate need, businesses help other businesses succeed. And, since businesses are interconnected and interdependent on one another, they help each other generate more revenue.

Let’s consider a fulfillment center that is looking to purchase uniforms for their warehouse staff. They know the usable life of an article of clothing is about two years. They want to negotiate a good price with their supplier today, as they plan on purchasing from the same supplier for the next five years.

Longer buying cycles

Business-to-business transactions are more complex and time-consuming, which is in contrast with B2C eCommerce, where retail consumers purchase spontaneously. B2B sellers deal with smaller lead pools, and more contracts, quotes, purchase orders, and other business systems. Businesses look to find trustworthy suppliers to maintain continuity and to simplify purchases for their own customers.

Let’s consider a factory that needs to maintain their machinery on the assembly line. The parts manufacturer recommends the part be replaced every 500 hours of service, so a purchase agreement is created with a supplier to buy a number of parts every year. Such agreements provide an added sense of security for the buyer.

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. For example, a distributor starts off 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 its delivery.

Corporate accounts and roles

Unlike B2C, B2B customers purchasing from a single seller may be completely different. For example, many large businesses consist of 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

As consumers, we usually pay with a credit card, and wait for the item to arrive. For businesses, payment can be made on a line of credit, transfers, or via invoices. That’s not all. Invoicing and payment terms can be different based on customer, order size, order value, and number of orders over time.

Business buyers may have specific terms that anyone who wishes to work with them must accept. Let’s consider a supplier that has a longstanding tradition of net 30 payment terms. If a business customer requires net 90 terms, they may have to go somewhere else for their purchase.

What are the benefits of B2B eCommerce?

The real magic of B2B eCommerce isn’t just about taking sales process online; it’s about unlocking a new level of efficiency, insight, and customer-centricity that can transform how businesses operate. By leveraging customer data gathered through online purchases, you can personalize experiences, tailor offers, and build a more resilient supply chain that anticipates and adapts to changing demands.

But it’s not just about data—it’s about empowering both sides of the B2B transaction with digital transformation. B2B eCommerce becomes a unified sales enablement platform, equipping your team with the tools and insights they need to close deals faster, while simultaneously creating automated sales processes for greater efficiency.

B2B eCommerce lowers costs, improves operations and internal processes

Sell over multiple channels and sites

The move towards digital means that having easily discoverable, SEO-friendly, and complete, mobile-ready experiences is the bare minimum. Many B2B businesses plan to expand to new markets, launch new branded websites in different languages, currencies, and location-specific ordering options.

Personalize website experiences

Business buyers expect seamless ordering with personalized self-service portals with their own catalogs, pricing, and shipping options. For multiple stakeholders within organizations, access-based restrictions help speed up ordering cycles, processing, improve satisfaction, and revenue.

Increase efficiency through automation

Most eCommerce sales reps expend unnecessary efforts locating and entering data rather than selling. Thus, they neglect top accounts and hot leads. Plus, by digitizing internal processes such as pricing, ordering, and checkout, there are fewer opportunities for mistakes and more opportunities to upsell to existing customers.

Grow sales with ordering workflows

B2B eCommerce helps merchants automate eCommerce processes, like document handling, agreements, and checkout processes according to every customer. This leads to a consistent B2B customer experience while reducing human errors that could potentially result in lost deals.

B2B eCommerce helps scale and future-proof your business

Keep opportunities open and pivot faster

By laying the groundwork for all possible business models and markets such as B2B2C, D2C, and B2B marketplace, you can quickly switch resources and capabilities to underserved areas without compromising your core business.

Centralize data with integrations

Your B2B eCommerce API has the potential to take down silos, improve internal communication, and help you act on data quickly. Look for accurate B2B eCommerce sync between your ERP, WHMS, CRM, and PIM systems.

Build a business that stands the test of time

The right B2B eCommerce tools will allow you to scale without worrying about performance issues or needing to replatform in the future. This saves time, money, and focuses much-needed resources towards growing your business.

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

Manufacturers of raw materials must deal with various suppliers and stakeholders at the same time, which is time consuming and requires a lots of manual data input.

With B2B eCommerce, they can connect their ERP to monitor inventory and forecasting, create client portals, or sell goods or services directly to a consumer (D2C), reducing the cost and maximizing the value of every transaction.

Distributors

Distributors sell to a variety of B2B customers, all with different requirements. B2B eCommerce software is highly flexible and allows buyers to negotiate quotes and contracts, compare prices, complete purchases online, and pay according to their needs.

This flexibility must be complemented by a robust system that supports integrations and the ability to scale with the business.

Wholesalers

Today’s wholesale businesses work with distributors, resellers, retailers, and operate across multiple marketplaces. As a result, they need B2B eCommerce to accommodate up-channel and down-channel participants.

B2B eCommerce APIs allow wholesalers to synchronize data from multiple ERP systems across multiple selling channels while offering modern online shopping experience to customers.

B2M Brands

Brands relying on many selling models in parallel, such as B2C, B2B, B2B2B and B2B2C (business to many) require separate, branded websites.

Additional requirements include support for multiple sites, organizations, languages, and currencies under one roof. B2B eCommerce allows B2Ms to sell to different target customers, through advanced customer groups and pricing workflows.

D2C Brands

In order to consolidate their branding, build a community, and better serve market demand, many brands choose a D2C or directly-to-customers business model.

Since D2C websites act as a marketing, resource, and shopping destination, key features of B2B eCommerce site for D2C must include an online sales portal, rich product content, streamlined checkouts, and a personalized customer experience, product, discount, and pricing options.

Multi-channel Brands

Today’s brands don’t just rely on their eCommerce website to generate sales. Customers increasingly are relying on Google and search engine optimization which pulls up various destination sites, marketplaces, and comparison sites.

Brands need B2B eCommerce to unify their presence, leverage customer data, offer links and pull up reviews, and target marketing initiatives to their multichannels – all the while driving traffic towards their websites.

What types of B2B eCommerce are there?

The world of 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 process 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 B2B buyers. Customers 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.

Curate Your Catalog

Begin with a selection of your top-performing products – those that are high-demand or easy to ship and configure. This allows for a focused, high-quality product presentation.

Target a Niche Market

Identify a customer segment with strong online buying potential. This could be a group familiar with digital purchasing or one facing unique challenges that your online platform can solve.

Start with Essential Integrations

Prioritize integrating core systems like ERP and PIM to ensure accurate product information and inventory management from day one.

Implement Changes to Affected Processes

If this is your first time implementing a B2B eCommerce platform, you’ll likely have to enact structural changes to sales processes. Consider the cash flow implications, roles of sales reps, support, payments, inventory tracking – all this could be impacted.

Establish Your B2B eCommerce MVP

Create a functional prototype of your own eCommerce site or platform with limited features and products. This allows for early testing and feedback from a select group of customers.

Measure and Iterate

Track key metrics like traffic, conversions, and customer feedback during your MVP phase. Use this data to refine your platform and demonstrate progress to stakeholders.

Complete Content and Product Descriptions

Customer Onboarding Strategy

Determine how you’ll encourage early adoption and gather feedback from your initial customer base to guide future improvements.

Animal Supply Company

Animal Supply was founded 1987 and remains a leader in pet food supplies and distribution, boasting over 15,000 retail outlets as customers. To streamline operations, they sought an eCommerce platform that could integrate with their legacy systems and help them migrate their retailer and third-party logistics structure. But that’s not all – they also needed to address complex logic and restrictions according to retailers.

Animal Supply implemented OroCommerce as a headless eCommerce platform to connect to their multiple WHMs and ERPs to give business customers more freedom in designing their front-end experience. Their system now handles over 400,000+ monthly orders.

400,000+

in B2B Online Orders

5 Month

Implementation

+10,000

Price Lists

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

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.

Microsoft GP

ERP Integration

B2B & B2C

Integration

Amazon

Cross-Promotion

Why choose the OroCommerce B2B eCommerce software?

We built OroCommerce specifically for the complexities of B2B selling. Our open-source platform empowers organizations like Dunlop, PartsBase, and Braskem to streamline complex orders, manage massive catalogs, and create modern experiences for manufacturers, distributors, and wholesalers. Whether it’s global expansion or workflow automation, we provide the flexibility and dedicated support to help you grow.

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 your destiny. 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 B2B eCommerce?

B2B eCommerce is the sale or transaction of products and services through the internet business-to-business, instead of business-to-consumer (B2C).

More and more B2B businesses start conducting sales online because it reduces overhead costs, expands reach, and is easier to manage and organize.

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 of a company embracing business-to-business eCommerce is BME France, a leading distributor of building materials. Shifting to eCommerce enabled BME to unify two brands in one platform and expand their online presence.

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.

• 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: SEO-optimized 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 2025?

Our eCommerce trends research identified that self-service portals, business process automation, business systems integration, and composable commerce are the fastest-rising trends of 2025. 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 businesses selling 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 2024 Trends to Watch

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