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In today’s omnichannel ecommerce landscape, business-to-business (B2B) sales offer brands and merchants another opportunity for growth by expanding their reach to retailers, wholesalers and small businesses that resell products. B2B ecommerce not only opens the door to larger recurring orders, but also provides a more stable revenue stream. By selling to established retailers and resellers with a B2B ecommerce platform, brands can grow their market presence, improve revenue stability, and mitigate business risk by diversifying order channels.
B2B Ecommerce Compared to B2C Ecommerce
In 2023, the global B2B ecommerce market was estimated to be worth USD 9.74 trillion, almost 2 times larger than the global business-to-consumer (B2C) ecommerce market size (estimated at USD 4.8 trillion). This gap between B2B ecommerce and B2C ecommerce will only continue to widen, with compound annual growth (CAGR) estimates of 18% for global B2B ecommerce and 7% for global B2C ecommerce.
As the B2B ecommerce market continues to grow, businesses increasingly see B2B channels as a way to establish recurring revenue, stabilize demand, and introduce their brand to new markets. Today’s B2B buyers expect seamless, digital shopping experiences similar to those of B2C and direct-to-consumer (DTC) ecommerce, with self-service options, transparent pricing, and tailored catalogs. For brands ready to tap into this lucrative market, software solutions that streamline B2B transactions, integrate with sales and fulfillment channels, and support personalized interactions are essential.
For B2B transactions, brands have had to contend with a mix of approaches for selling their products: from analog methods like phone, fax, and email orders to websites designed specifically for B2B buyers, electronic approaches such as with Electronic Data Interchange (EDI), and even through wholesale marketplaces. Platforms like Shopify, BigCommerce, and commercetools have recognized this shift, adding features that make it easy to manage and process B2B orders online from multiple sources to meet the demands of a diverse buyer base. Managing orders across these varied methods can be challenging, but with the right technology, brands can unify and streamline these processes.
Why B2B Ecommerce is Key for Your Growth
The shift to B2B ecommerce enables brands to connect with a broader spectrum of customers, including those who buy in bulk and regularly replenish stock. This approach not only stabilizes revenue but also enhances brand reach through partnerships with retailers, resellers and small businesses. As consumer behaviors shift, businesses increasingly see B2B ecommerce as a vital growth strategy that allows for efficient scaling and entry into new markets. Many brands, both large and small, are looking to replace antiquated manual B2B order processes with modern experiences for B2B buyers.
Key Trends Shaping B2B Ecommerce
- Digital Transformation and Integration
- Personalized and Self-Serve Buying Experiences
- Omnichannel Flexibility
- Enhanced Data-Driven Decision Making
Digital Transformation and Integration
The days of taking B2B orders via phone, fax and email are over because It’s getting increasingly harder to manage orders that are coming in from more and more direct and indirect channels. Having a single pool of inventory to sell goods through every channel enables businesses to carry less inventory, avoid stock outs and deliver on a delivery promise. Automation and integration have become a top priority, as B2B companies need streamlined systems to manage complex transactions. With multiple departments relying on sales, inventory, and customer data, integrating B2B ecommerce platforms with ERP, CRM, and warehouse management systems is critical.
Personalized and Self-Serve Buying Experiences
Customization and self-service are becoming the standard in B2B. Just taking a DTC interface and spinning up another version for B2B doesn’t cut it anymore. Features like individual customer portals, negotiated pricing, and personalized catalogs are now expected. Leading B2B ecommerce platforms offer sellers the ability to provide B2B buyers with these custom experiences, letting them place orders, view pricing, and track orders independently.
Omnichannel Flexibility
B2B ecommerce isn’t just happening on desktop. B2B buyers increasingly use mobile devices and even social channels for research and purchasing decisions. With omnichannel support, companies can offer a consistent experience across DTC and B2B ecommerce platforms, allowing buyers to place orders, make inquiries, or explore products across various channels seamlessly.
Enhanced Data-Driven Decision Making
Data plays a pivotal role in B2B transactions, helping companies make informed decisions about inventory management, pricing, and demand forecasting. Analytics and reporting tools, coupled with AI-driven insights, help companies predict B2B customer needs and make data-driven adjustments.
Pipe17: Enabling the Future of B2B Ecommerce
Pipe17 is ready to help online businesses with the tools they need to succeed in the B2B ecommerce arena. By connecting direct channels, wholesale, retail, point of sale, B2B, warehouses, ERPs and other business systems, Pipe17 provides a scalable and flexible solution to efficively manage complex DTC, B2C, and B2B transactions. Our robust integration capabilities, combined with automated workflows, help streamline processes, reduce human error, and ensure fast and reliable order fulfillment while maintaining an accurate view of what’s available to sell.
Pipe17’s solution is designed with the flexibility to handle high-volume transactions, and the ability to process orders from leading B2B ecommerce platforms like Shopify B2B, BigCommerce, and commercetools. This makes it easy for businesses to scale and meet the unique demands of B2B buyers, from custom pricing to bulk order management – from click to delivery and beyond.
In today’s B2B landscape, efficiency and flexibility are key, and Pipe17 is dedicated to providing a seamless B2B ecommerce platform opening new growth opportunities in the B2B space. We’re also proud to announce that Pipe17 has been chosen by Shopify as one of a select few ISVs supporting Shopify’s B2B capabilities, making it easier than ever for online brands to leverage enhanced features and streamline their B2B operations.
Frequently Asked Questions About B2B Ecommerce
B2B (business-to-business) ecommerce refers to online transactions between businesses, such as brands selling to retailers, wholesalers, or resellers. Unlike B2C (business-to-consumer) ecommerce, which focuses on individual shoppers, B2B transactions typically involve bulk orders, negotiated pricing, custom catalogs, and recurring purchase patterns. The global B2B ecommerce market reached $9.74 trillion in 2023, nearly twice the size of the B2C market at $4.8 trillion, and is projected to grow at 18% annually compared to 7% for B2C.
B2B ecommerce provides brands with more stable, predictable revenue streams through larger recurring orders from established retailers and resellers. B2B ecommerce includes both platforms that offer B2B storefronts (like Shopify B2B) and wholesale marketplaces (like Faire, Brandboom and NuOrder). By expanding into B2B channels, brands can diversify their order sources, reduce business risk, reach new markets through wholesale partnerships, and capture the growing $9.74 trillion B2B ecommerce opportunity. B2B buyers now expect the same seamless digital experiences as direct-to-consumer (DTC) customers, making modern B2B capabilities essential for competitive brands.
Managing B2B orders across phone, fax, email, EDI, websites, and wholesale marketplaces requires integration between B2B ecommerce platforms, ERP systems, CRM tools, and warehouse management systems. An Order Operations Platform, like Pipe17, connects these systems to provide a single pool of inventory across all channels, enabling brands to carry less inventory, avoid stock-outs, and deliver on their promises. Pipe17 connects B2B platforms like Shopify B2B, BigCommerce, and commercetools with warehouses, ERPs, and fulfillment partners to automate workflows and maintain accurate inventory visibility.
Today’s B2B buyers expect the same seamless digital experiences as B2C consumers. Key features include individual customer portals, negotiated pricing visibility, personalized catalogs tailored to each buyer, self-service ordering capabilities, order tracking, and omnichannel access across desktop and mobile devices. Leading B2B ecommerce platforms like Shopify B2B, BigCommerce, and commercetools offer these customization and self-service features that B2B buyers now demand.
Pipe17’s Order Operations Platform connects B2B ecommerce platforms like Shopify B2B, BigCommerce, and commercetools with warehouses, ERPs, and other business systems. This enables brands to manage complex DTC, B2C, and B2B transactions through automated workflows that streamline processes, reduce errors, and ensure fast order fulfillment. Pipe17 maintains accurate inventory visibility across all channels and handles high-volume B2B transactions, from custom pricing to bulk order and inventory management. Shopify has chosen Pipe17 as one of a select few partners supporting Shopify’s B2B capabilities.
