B2B e-commerce: a practical guide for SMBs

Running a B2B e-commerce business doesn’t have to involve long, frustrating buyer journeys or complicated tech stacks.

With an integrated, mobile-optimized, AI-powered B2B e-commerce solution, you can rapidly expand your addressable market and deliver a personalized, self-service experience that customers love.

In this article, you’ll learn what B2B e-commerce is, how to build an effective B2B e-commerce solution and five vital strategies to increase online sales in 2025 and beyond.

What is B2B e-commerce?

B2B e-commerce is the online sale of goods from one business to another. Most companies sell physical products to other businesses, but merchants can also sell software, services and digital downloads.

An office retailer like Steelcase is an example of business-to-business e-commerce. Companies buy chairs, desks and workstations from the site without walking into a showroom or speaking with a salesperson.

The B2B e-commerce market will likely reach $47.54 trillion by 2030. Forrester predicts e-commerce will account for 24% of US B2B sales by 2027 – up from 16% in 2021.

Why B2B e-commerce matters to SMBs

Scalability is one reason for the increasing prominence of B2B transactions. An online sales presence lets small businesses rapidly expand their customer base without the high costs of setting up a new physical location or hiring more salespeople.

Other small business benefits include:

• Less administrative work and fewer manual errors. Companies automate most of the online ordering process by integrating e-commerce platforms with customer relationship management (CRM) tools and warehouse management systems.

• More personalization opportunities. Use online stores to further personalize the customer journey through dynamic website content, bespoke pricing and AI-powered product recommendations.

• Lower customer acquisition costs. B2B e-commerce means companies don’t rely on sales reps to generate new business. B2B customers can find a manufacturer online and place an order after reviewing the company’s product catalog, all without the company spending a penny.

B2B e-commerce gives buyers an omnichannel, rep-free sales experience – something 75% of B2B buyers prefer, according to Gartner. Buyers browse websites at their own pace, reading reviews, considering customer stories and business needs and bookmarking pages to return to at their leisure.

An online store doesn’t negate the need for salespeople, however. The same Gartner study also found that online self-service purchases end in regret more often than assisted ones. So while business buyers may want to browse your store at their leisure, having a sales team offering support and advice is still essential.

What’s the difference between B2B e-commerce and B2C e-commerce?

Business-to-consumer (B2C) e-commerce is the other common online sales model. While B2B companies sell to other businesses, B2C e-commerce companies sell to consumers.

There’s also B2B2C or business-to-business-to-consumer – a hybrid model where a business sells to another business, which then sells to the end consumer. For example, a software provider might sell to a retailer that uses the product to serve its own customers.

There are some key differences between B2B and B2C e-commerce:

These differences mean strategies that work for B2C retail companies won’t necessarily be effective for B2B brands.

For instance, marketing strategies like search engine optimization (SEO) and social media attract visitors to both types of stores.

Some B2C buyers will purchase immediately, but most B2B buyers will need additional content like case studies and testimonials. In some cases, they’ll want to speak to a salesperson before purchasing.

3 types of B2B e-commerce (with examples)

There are various types of B2B digital commerce, each catering to different businesses, industries and customers. Understanding each will help SMBs choose the right approach for their products.

Wholesalers – Faire

Wholesale e-commerce involves selling goods to other businesses in bulk, often at discounted prices. The wholesaler can either manufacture the goods or purchase them directly from suppliers.

Faire is a wholesaler that helps retail stores worldwide buy goods in bulk from small, local manufacturers.

The website is user-friendly, making it easy for retailers to browse and purchase unique products from categories such as apparel, beauty and food.

Businesses must create an account to access wholesale pricing, which helps Faire capture valuable customer data that its sales and marketing teams can use to nurture leads and increase customer lifetime value.

Distributors – F.W. Webb

A distributor is a business that acts as an intermediary between manufacturers and other companies. Wholesale partnerships let them buy goods directly from the producer, which they resell online to other businesses.

Plumbing and HVAC supplier F.W. Webb is an example of a distributor. The Massachusetts-based company sells products online and in over 100 locations across the northeast United States.

The company’s website proves that just because you’re selling to other businesses doesn’t mean you can’t offer a B2C-like experience.

For example, businesses can purchase directly from the F.W. Webb site without creating an account. However, some products – like commercial-grade heating units – require authentication. The site also has a customer loyalty program, a referral scheme and regular sales promotions.

Software providers – Slack

The rise of e-commerce technology allows software companies to sell directly to businesses.

Slack, the business communication platform, offers a self-service portal where companies purchase team licenses, manage subscriptions and add users without speaking to a sales representative.

Slack’s messaging platform helps B2B teams communicate in real time, share files and organize workflows. Its website offers a seamless self-buying experience through:

• Multiple pages of product information that explain the software’s features and how it helps specific teams

• Transparent pricing that doesn’t require decision-makers to create an account or speak to a salesperson

• Extensive self-help resources that teach readers how to use the software and troubleshoot problems

If buyers aren’t ready to purchase, a button in the navigation bar makes it easy to speak to a sales rep who can provide a demo, explain prices and discuss use cases.

To create an experience similar to Slack, F.W. Webb and Faire, you need the right mix of e-commerce software.

What B2B e-commerce software do SMBs need?

SMBs need three essential tools to build a profitable B2B e-commerce operation.

A B2B e-commerce platform

A B2B e-commerce platform is a comprehensive software solution that lets businesses create, manage and operate online stores.

They handle everything from product listings and inventory management to online payment processing and customer service for B2B purchases, making them an essential tool for businesses that sell online.

Some platforms – like Shopify (above) and Bigcommerce – offer dedicated B2B solutions, with features meant for business retailers like:

• Customer-specific catalogs that let retailers deliver a personalized shopping experience

• Quantity rules that enforce minimum or maximum purchase rules to encourage bulk orders

• Volume pricing so retailers can give bigger discounts to their best customers

• Headless storefronts that use APIs to give businesses complete control over the front-end design of their store while still using the platform’s back-end systems

Your B2B e-commerce platform is the foundation of your store, so choose wisely. Consider price, features and scalability to ensure you pick a solution that serves your business without becoming prohibitively expensive as you grow.

A B2B e-commerce CRM

A B2B e-commerce CRM helps online store owners manage customer data, personalize marketing efforts and automate everyday tasks.

For example, Pipedrive is a sales-focused CRM that stores information about your past, current and potential customers in one place, so sales teams can nurture them if they’re not ready to buy immediately.

Visual pipelines like the one below make it easy to see your B2B e-commerce sales cycle at a glance:

Pipedrive’s CRM also helps small businesses to:

• Save time by automating workflows. Users can move prospects through the sales funnel by creating automatic actions using trigger events. For example, Pipedrive lets sales reps automatically schedule follow-up calls when prospects move to a specific stage in the pipeline.

• Improve customer retention by personalizing the shopping experience. B2B sellers can group users into email lists based on their purchase history and then send personalized offers to each customer segment.

• Make better decisions using insights and reports. Use the CRM’s real-time reporting features to uncover winning behavior and find areas for improvement. If e-commerce sales slow down, business owners can visualize shopping habits and brainstorm solutions.

Pipedrive also integrates with other solutions like e-commerce and enterprise resource planning (ERP) platforms, marketing automation software and customer support tools to allow seamless data transfer and synchronization between systems.

For example, the Shopify integration automates the transfer of customer data from the e-commerce platform to Pipedrive, ensuring your sales reps have access to the most up-to-date information. It also lets e-commerce business owners track sales and inventory data, helping them decide when to restock products and switch up sales strategies.

Pipedrive can also serve as the final piece of an e-commerce tech stack: an email marketing platform.

An email marketing platform

An email marketing platform is software that helps brands create and send emails throughout the buyer’s journey. Emails are a crucial part of any e-commerce operation that nurtures and engages customers throughout the buyer’s journey.

Here are some common types of emails B2B businesses often send:

• Abandoned cart emails to re-engage potential customers who didn’t complete a purchase

• Confirmation emails to confirm actions like sign-ups, purchases or bookings

• Welcome emails to introduce new leads or customers to the brand and share next steps

• Promotional emails to share offers, new features or time-sensitive campaigns

While dedicated email marketing platforms exist, businesses don’t need to pay for extra software just to access email functionality.

Campaigns by Pipedrive is a CRM add-on that lets marketers and salespeople create, send and track emails. This functionality helps them nurture leads and engage customers without ever leaving Pipedrive.

For example, users can generate automated welcome emails that trigger when customers complete purchases:

If sales reps want to nurture specific accounts, they can create one-off emails using the drag-and-drop builder and track them with Campaign’s built-in email analytics.

Once you’ve built an effective B2B e-commerce solution, you’ll want to drive traffic and increase conversions using proven e-commerce strategies.

5 of the most important B2B e-commerce strategies for 2025

E-commerce is evolving quickly and B2B brands need to move even faster to deliver the kind of fast, intuitive and personalized experiences customers expect.

Here are five B2B e-commerce best practices every B2B e-commerce brand should adopt to keep pace and win more customers in 2025 and beyond.

1. Provide a self-service experience

A self-service buying experience lets shoppers find, compare and purchase products on their own terms, without speaking to a sales rep. It’s the way many B2B buyers prefer to shop and a method that’s more likely to result in a conversion, according to research by Gartner.

A self-service B2B e-commerce strategy boosts customer retention rates, since shoppers are more likely to return to seamless experiences. It also lowers support costs because fewer sales reps and customer support agents need to engage with the buyer.

A great self-service experience starts with an intuitive, easy-to-navigate site. Here’s how to improve your site’s usability:

• Adopt a clear navigation – include your site’s most important pages, use straightforward labels and create logical product categories

• Add a search bar – incorporate a search bar at the top of the page or into your navigation bar to help customers quickly find products

• Use filters on product listing pages – let customers filter product listings using as many criteria as possible

• Implement responsive design – ensure your site works seamlessly across all devices, delivering the same customer experience no matter how buyers access it

Then, make your e-commerce website a resource for B2B buyers by giving them access to sales collateral, including blog posts, white papers, case studies and support documentation.

Research shows that 97% of buyers believe having all buying resources in one place would be helpful. The more assets you upload, the more confident buyers will feel about purchasing without speaking to a salesperson.

2. Deliver personalized content

Personalized B2B e-commerce sites serve up dynamic content to individual users, rather than displaying the same information to everyone. This custom strategy helps B2B brands meet buyer expectations, increase engagement and improve conversion rates.

Two-thirds (66%) of B2B buyers expect full or mostly personalized content when buying a product or service. When they see products or content that match their interests, they’re more likely to explore the recommendations, moving them further down the sales funnel – and potentially closer to a purchase.

Tailor your B2B e-commerce experience with:

• Custom product recommendations – show a selection of products that’s unique to every user using customer behavior data

• Contextual site search – accelerate product discovery times with site search functionality that uses previous shopping behavior to serve up contextually relevant results

• Bespoke pricing – increase customer loyalty by setting up custom prices and offers for specific clients based on previous behavior

• Custom emails – use your CRM or email marketing platform to segment customers and send bespoke emails to each group of users

E-commerce platforms offer many of the above features. There are also dedicated solutions – like Bloomreach – that offer personalized site search.

3. Take advantage of AI

Artificial intelligence (AI) is an incredibly versatile tool that helps small businesses elevate the user experience, increase productivity and automate sales processes.

Here are some popular e-commerce AI use cases:

• Create sales content – generative AI helps businesses quickly produce high-quality sales content, including product information, blog posts and ad copy

• Manage inventory and supply chains – AI streamlines inventory management by analyzing sales data, demand trends and seasonality to forecast stock needs and automate reordering

• Deliver 24/7 customer support – AI-powered chatbots and virtual agents provide instant, round-the-clock support to customers, answering FAQs, tracking orders and resolving issues without human intervention

For example, Chatty AI is an AI-powered Shopify app that offers live chat and helpdesk support to shoppers around the clock. It integrates with your Shopify store and uses ChatGPT to answer product questions, recommend products and clear up shipping issues.

Here’s what it looks like on a website:

If you’d rather not pay for an additional AI tool, use Pipedrive’s chatbot software to answer visitor questions and qualify leads, saving time for your customer support and sales teams.

4. Focus on mobile users

B2B e-commerce sites must be fast and responsible, delivering a great experience for buyers shopping on smaller screens. That’s because 80% of B2B buyers use their mobile phones to research and buy products.

Mobile optimization also impacts your marketing efforts. Google’s mobile-first indexing approach – which uses the mobile version of sites to rank results – means a well-optimized site will increase your search rankings and lead to more organic visitors.

Here are some tips for creating a fast, mobile-responsive website:

Test your site’s performance using Google’s PageSpeed Insights, a free tool that evaluates speed and load metrics and provides tips to improve:

Once you have a high-performing mobile store, add features like mobile-optimized quote forms, responsive emails and digital wallet integrations (like Apple Pay or Google Pay) to improve the mobile shopping experience further.

5. Leverage social proof

In e-commerce, social proof refers to any visible sign that your brand is trusted and popular. It can include:

• User reviews

• Testimonials

• Case studies

• Customer logos

These elements build trust and credibility with potential buyers by showing how other businesses use your products. Positive feedback also reduces a purchase’s perceived risks and makes companies feel safer in their decision.

If you already have the above assets, add as many of them as possible to your e-commerce site. For example, Pipedrive has a dedicated case study page where prospective customers can filter by industry and read about the experiences of hundreds of happy customers.

Pipedrive also displays how many companies use its software and review scores from third-party sites like G2 and Capterra on its homepage.

If you don’t have case studies or customer stories, make creating some a priority. Ask some of your longest-serving, happiest and most prominent customers if they’re happy to share their experience.

B2B e-commerce FAQs

Final thoughts

B2B e-commerce gives SMBs a powerful way to expand their reach without the high costs of physical growth.

While some complex purchases still need sales support, the right tools make online selling profitable and scalable.

Pipedrive integrates with major e-commerce platforms and centralizes customer data, making it easy to send personalized marketing emails that drive conversions. Start a free 14-day trial to explore all of Pipedrive’s B2B e-commerce solutions.