Why it’s time to rethink ecommerce for the modern B2B customer
Think about the last time you bought something online—maybe a pair of shoes, a new coffee maker or a replacement part for your home office. Chances are it took you just a few clicks to find the right product, compare options and check out without hassle. Now imagine your buyers expecting that same smooth, intuitive experience when ordering parts for a manufacturing line, restocking inventory or sourcing custom materials. The truth is that’s no longer a futuristic idea. It’s already happening.
More than two-thirds of today’s B2B buyers are Millennials or Gen Z, and they’re bringing their B2C expectations into their professional lives. According to Digital Commerce 360, 70% of B2B buyers already prefer purchasing online. Forrester predicts that over half of large B2B deals (valued at $1 million or more) will be completed through digital self-serve channels by the end of 2025.
If your ecommerce strategy still relies on outdated portals or phone orders, now’s the time to evolve. Here’s what B2B organizations need to do to stay ahead and how to build an ecommerce experience that works like your customers expect it to.
Start with the Experience
For years, B2B ecommerce was defined by clunky catalogs, login-only pricing and multi-step ordering processes. But those days are numbered. Buyers expect clean navigation, rich product content and fast, flexible fulfillment just like they get when shopping as consumers.
To deliver that, you need a solid foundation. That means investing in a modern B2B ecommerce platform that makes browsing, comparing and buying as easy as possible. For distributors and manufacturers, this often involves looking into purpose-built tools like a wholesale ecommerce platform or manufacturing ecommerce software—solutions designed to handle complex pricing models, inventory sync and product customization.
Already using systems like Microsoft Dynamics or Acumatica? Great. Look for ecommerce for Dynamics 365 or Acumatica ecommerce integration options that can plug directly into your ERP and CRM. These integrations reduce friction by giving buyers real-time access to inventory, accurate pricing and account-specific details without jumping through hoops.
Takeaway: Make it easy for customers to find what they need, whether they’re on a laptop in the office or ordering from their phone at a job site.
Personalization Isn’t Optional Anymore
In the B2C world, shoppers are used to seeing product suggestions, personalized offers and reminders that actually make sense. And B2B buyers want the same. In fact, Forrester found that two-thirds of B2B buyers expect more personalization at work than in their personal shopping.
The good news? You already have what you need to personalize. By tapping into order history, company size, purchase behavior and even region, you can tailor product recommendations, pricing and promotions. Platforms built for B2B ecommerce—especially ecommerce platforms for distributors—can help you create customer-specific catalogs, display negotiated pricing and simplify reordering.
Takeaway: Use data you already have to create a shopping experience that feels familiar and efficient for each buyer.
Self-Serve Is In, but Support Still Matters
Today’s buyers want to take the wheel. They want to research products, compare options and place orders on their own terms—over half of younger B2B buyers rely on social media, peer reviews and online tools before ever talking to a salesperson.
That makes it essential to offer intuitive, self-service features like detailed product pages, how-to resources, live inventory and downloadable spec sheets. But here’s the catch: while self-service is in, support still matters. A Forrester report found that most B2B purchases involve at least 13 decision-makers and span multiple departments. At some point, those buyers will need guidance.
The most successful organizations strike a balance automating where it makes sense but stepping in with human support when needed. Whether that’s live chat, a callback request or personalized help with complex orders, the key is being available without getting in the way.
Takeaway: Make it easy to buy without sacrificing the human connection your customers still value.
Be Smart with AI, Automation
There’s been a lot of hype around AI in the past year. And while some early adopters are now questioning the return on those investments, that doesn’t mean you should scale back. If anything, it’s time to double down in a strategic way.
Automation isn’t about replacing people. It’s about freeing up time for your team to do more valuable work like nurturing customer relationships, developing new offerings or refining strategy. Start by automating repetitive tasks like syncing inventory, sending re-engagement emails or surfacing personalized product recommendations.
Platforms like a wholesale ecommerce platform with embedded AI can automatically adjust search results, suggest complementary products and even remind customers when it’s time to reorder.
Takeaway: Automate with purpose. Focus on solving real problems first, and scale from there.
Rethink the Checkout Process
Even with the best product pages and smooth navigation, buyers will bounce if checkout is a pain point. And with B2B, it often is. Complex pricing, missing payment options and surprise inventory issues all contribute to friction and abandoned carts.
You can fix this. Start by offering features that streamline the process: uploadable order lists, “reorder” buttons, saved templates and guest checkout. Then offer a variety of payment methods. A Hokodo study found that two-thirds of B2B buyers will abandon a purchase if flexible payment terms aren’t available.
Integrating your ecommerce platform with systems like Dynamics 365 or Acumatica can also help automate real-time pricing and inventory updates, which makes the entire checkout process faster and more accurate.
Takeaway: Make checkout a competitive advantage by removing unnecessary steps and offering options that match your buyers’ expectations.
Go Where Your Buyers Are
It’s not enough to have a great ecommerce site anymore. Only 36% of B2B buyers say their digital buying experiences are excellent, even though 70% prefer to purchase online. That gap points to a big opportunity especially in places like marketplaces and mobile.
Vertical B2B marketplaces are gaining traction and many are still underused. They offer built-in traffic, targeted reach and an easier way to get discovered by new buyers in your industry. And don’t forget mobile. Many buyers start their research—or even complete orders—on their phones. If your site isn’t mobile-friendly, you’re leaving money on the table.
Takeaway: Don’t wait for buyers to come to you. Meet them where they’re already shopping.
You don’t need to overhaul your ecommerce operation overnight. But it’s clear that change is no longer optional. Start small, focus on the buyer and solve for one friction point at a time. Then, use data and feedback to guide improvements. And most importantly, balance efficiency with empathy. Because at the end of the day, even the most sophisticated buyer is still a human being looking for a better way to do business.
Elisabeth Martin is a seasoned product leader with a background in computer science and electrical engineering, currently driving product evolution with a seasoned product team at k-ecommerce. Over her 12-year tenure, she has progressed from business analyst to product director, shaping the company’s evolution and leading major initiatives like the Acumatica ecommerce integration. Passionate about leveraging technology to enhance human experiences, she focuses on intuitive user journeys, automation, and data-driven personalization in B2B ecommerce. Elisabeth is particularly interested in AI’s role in ecommerce, emphasizing practical applications that genuinely solve customer challenges rather than adopting AI for its own sake.
