E-commerce for manufacturers is a natural evolution in a well diversified order management strategy, but choosing the wrong B2B eCommerce solution for manufacturers can create costly inefficiencies from manual order entry and disconnected systems to missed sales opportunities.
This guide is designed for eCommerce manufacturers who want to cut through the noise and find a solution built for real B2B needs.
B2B E-commerce for manufacturers involves selling products online, directly to businesses (B2B). For decades, manufacturers relied on trade shows, phone orders, and distribution networks to reach customers. But, in 2026, B2B buyers expect the convenience of the digital-first, B2C-influenced shopping experience, paired with the negotiated, personalized relationships of business-to-business transactions. According to Gartner, 75% of buyers want to place orders without having to go through a sales rep.
That’s why leading manufacturers are adopting B2B eCommerce, and not as an add-on website, but as a new operational backbone for how they sell to distributors, retailers, and business accounts.
B2B eCommerce frees up sales reps to focus on higher-value relationships. Instead of rekeying orders or chasing stock updates, reps have more time to build relationships that last.
When everyone has access to accurate product availability, pricing, and order status, it eliminates confusion and delays.
One of the biggest benefits of B2B eCommerce is operational: it automates the flow of data into your ERP (think NetSuite eCommerce connectors).
For many manufacturers, it’s the first step toward a modern Order Management System (OMS) strategy.
A B2B eCommerce platform is an online catalog built specifically for business-to-business transactions. Unlike B2C tools adapted for wholesale, B2B eCommerce platforms are built to handle complex order rules while syncing directly with back-end systems like NetSuite or QuickBooks.
B2B eCommerce platforms are private, digital storefronts where your buyers can browse your catalogs, and place orders.
Here's an example of a customer's view of a branded B2B site using the OrderEase portal:
The “customers” in B2B eCommerce are typically organizations.
Examples include:
Unlike traditional retail eCommerce, B2B eCommerce for manufacturers involves complex, high-value relationships. Manufacturers have to balance negotiated B2B rates and multi-channel sales while maintaining accuracy everywhere they sell.
Where most eCommerce platforms focus on product listings and payment gateways, manufacturers need systems that integrate deeply with ERP and production workflows. If your eCommerce platform doesn’t mirror that complexity, you risk stockouts, duplicate orders, and costly manual work.
A purpose-built B2B eCommerce solution for manufacturers supports negotiated pricing, real-time inventory visibility, and seamless data flow between eCommerce, ERP, and fulfilment.
B2B eCommerce for manufacturers enables growth by automating order workflows, connecting sales channels, and giving customers self-serve access products.
With a modern B2B eCommerce platform, manufacturers can:
Digitize and standardize how orders flow from customers to ERP and fulfillment
Serve more customers and channels without adding headcount.
Use customer-specific pricing, catalogs, and order history to strengthen relationships
Gain real-time insights into inventory, production, and demand
Instead of relying on phone calls, spreadsheets, or disconnected portals, B2B eCommerce helps manufacturers scale by turning operational complexity into a competitive advantage.
The right B2B eCommerce software doesn’t just manage order intake; it unifies sales operations. Beyond basic functionality like catalog management, it should deliver the control needed to manage complex B2B relationships at scale.
In B2B eCommerce, pricing is customer specific, changing based on negotiated contracts and seasonal deals.
Your platform should allow you to:
In B2B, your catalog isn’t just a product list. It should reflect negotiated relationships. Your B2B buyers expect to log in and see exactly what applies to them, with the right pricing and relevant products.
A strong B2B eCommerce platform should let you:
Integration with your ERP is a non-negotiable; it ensures that everything in your B2B catalog is accurate. OrderEase, for example, integrates ERPs with all channels. This means that your ERP/inventory is directly connected to your eCommerce sales.
This means you can have:
Automation should be built into your B2B eCommerce platform to replace the manual steps that slow teams down. Instead of having to respond to orders via email or phone, a B2B eCommerce platform empowers customers to place their own orders, automating wholesale buying experiences.
Your B2B eCommerce platform should align with both your operational goals and the needs of your customers. The right platform will give you a single, integrated portal to manage every order.
Implementing a modern B2B commerce platform can fundamentally change your omnichannel growth strategy.
The right platform provides an operational backbone that connects your channels, customers, and ERP into one unified workflow without your team having to get involved.
Here are the top benefits operational leaders find in using B2B eCommerce platforms:
In traditional B2B operations, margins are lost to time spent on low-value, manual tasks like rekeying orders from emails into ERP systems and processing payments through disconnected systems.
A B2B commerce platform automates these steps so that orders placed, whether on an eCommerce website or B2B portal, flow directly into your ERP.
In platforms like OrderEase, this automation extends to EDI transactions, marketplace sales, and even rep orders.
Many B2B companies still operate with data in silos across departments and channels, making decisions based on partial or outdated information.
A modern B2B eCommerce platform syncs data from across all sales channels with your back-end systems (ERP/accounting), for one source of truth.
Example: By seeing that a specific product is close to selling out, a business can adjust inventory and reduce stockouts.
B2B buyers expect the same level of digital convenience they get from consumer shopping with the added complexity of bulk ordering and terms. A robust B2B commerce platform delivers this by giving customers self-service access to personalized catalogs, contract-specific pricing, real-time stock levels, and easy reordering tools.
This shift from manual, rep-driven order placement to a customer-controlled digital experience not only speeds up transactions but also empowers buyers to interact with your brand on their own terms.
While in-person calls are still valuable for deepening partner relationships, B2B eCommerce allows much of the buying process to happen on the buyer’s schedule.
This doesn’t completely replace in-person selling; it means sales calls can focus on growth opportunities instead of order taking.
Growth often exposes the limits of using B2C systems in B2B operations. Without the right B2B eCommerce strategy, every new channel or product means adding more overhead, manual processes, and risk.
An eCommerce platform that’s purpose-built for B2B allows you to grow without adding in workarounds just to manage your catalog and pricing. When you have a fully integrated order ecosystem, adding a new channel comes with a preconfigured flow that delivers ROI instantly.
Even the most feature-rich B2B eCommerce platform can fail to deliver if you overlook the bigger picture of cost and implementation timelines.
Think beyond the subscription fee for additional costs, including:
To estimate your potential return, use:
ROI (%) = ((Annual Benefits – Annual Costs) ÷ Annual Costs) × 100
Annual Benefits can include:
Annual Costs should factor in:
Example:
If your B2B eCommerce platform saves $150,000 annually in labor and error reduction, adds $100,000 in new sales, and costs $80,000 per year in total, your ROI is:
ROI = (($250,000 – $80,000) ÷ $80,000) × 100 = 212.5%
What it is: A B2B Order Management System that unifies all your order channels (marketplaces, eCommerce sites, portals, and sales reps), into one automated workflow. It provides a branded portal to digitize sales with independent retailers while automating channels, big box store sales and more with your back-end systems. Orders from wherever and whenever flow in one unified ecosystem
Why it shines: True multichannel integration, standardized order data, and direct ERP syncing mean fewer errors, less manual work, and one source of truth across sales.
Pros:
Cons:
What it is: The enterprise-grade version of Shopify, offering a scalable platform to both consumers and businesses. With Shopify Plus, B2B features can be added through native tools, custom APIs, or apps from its massive ecosystem.
Why it shines: Shopify Plus is ideal for brands that need to blend DTC and B2B sales in a single platform.
Pros:
Cons:
What it is: Recently rebranded from BigCommerce (August 2025), Commerce brings together BigCommerce, Feedonomics, and Makeswift into a unified AI-driven commerce brand. The B2B Edition includes buyer portals, company accounts, quoting, invoice portals, multi-storefront, and ERP integrations.
Why it shines: Excellent blend of native B2B features and open APIs for businesses that want customization.
Pros:
Cons:
What it is: A WordPress-based eCommerce platform extended with B2B plugins for wholesale capabilities.
Pros:
Cons:
What it is: A mobile-first platform designed for B2B field sales enablement with digital catalogs and mobile order-taking.
Pros:
Cons:
|
Platform |
Best For |
Integration |
Scalability |
Customization |
Key Watchout |
|
OrderEase |
Suppliers, distributors & manufacturers |
★★★★★ |
★★★★★ |
★★★★☆ |
Requires ERP connection for full value |
|
Shopify Plus |
Blending DTC & B2B sales |
★★★☆☆ |
★★★★☆ |
★★★☆☆ |
Limited native B2B features |
|
Commerce (formerly BigCommerce) |
Mid-to-enterprise B2B brands |
★★★★☆ |
★★★★☆ |
★★★★☆ |
Pricing not transparent |
|
WooCommerce B2B |
SMBs on WordPress |
★★★☆☆ |
★★★☆☆ |
★★★★☆ |
Needs regular plugin/security upkeep |
|
Pepperi |
Field sales–driven businesses |
★★★☆☆ |
★★★☆☆ |
★★★☆☆ |
Not a full storefront |
The short answer is no; a well-implemented B2B eCommerce platform makes your sales team more valuable. It takes away the entry-level tasks so they can focus on negotiating contracts and building trust. Those are things technology can’t replace.
B2B eCommerce automates tasks like:
The shift is from order-taking to opportunity-making. Instead of spending time with back-and-forth emails, your team can spend time having the conversations that move the relationship forward.
In practice, this means faster order processing and a sales team that’s laser-focused on growth.
B2B eCommerce doesn’t eliminate your sales team; it turns their day-to-day into a more impactful growth-driving role.
Even when you have a fully automated digital catalog, some customers want to stick to what they know and order through their trusted sales rep.
B2B sales teams thrive when their tools remove friction instead of creating it. A B2B platform where the sales rep app uses the same dashboard as the customer portal keeps everyone working from the same source of truth.
With this setup, sales reps can:
Choosing the right B2B eCommerce platform can be complicated, especially with so many options and technical considerations.
B2B platforms are designed for business transactions that involve higher order values, more complex pricing, and longer buying cycles. B2C platforms prioritize quick, one-time purchases, while B2B platforms focus on long-term account relationships.
Integration is critical. A strong B2B eCommerce platform integrates directly with ERP, marketplaces, and EDI portals. Platforms like OrderEase use an ERP-first approach so commerce operations work off a single source of truth.
Yes. Shopify Plus can work for B2B eCommerce, but consider adding extra budget for third-party apps and custom development to make things like B2B pricing tiers work properly.
“Better” depends on your business requirements. Shopify excels in user experience and ability to launch your storefront quickly, but if you need deep ERP integration, multi-channel wholesale, or advanced catalog management, platforms like OrderEase, Adobe Commerce, or OroCommerce may be more suitable.
Pricing varies from a few hundred dollars a month to six-figure enterprise implementations.
Costs depend on:
The best B2B eCommerce platform for manufacturers depends on how complex your order operations are. For companies managing large catalogs, distributor relationships, and ERP integrations, solutions like OrderEase streamline B2B workflows from order entry through fulfillment. Platforms like Shopify Plus and BigCommerce can work well for hybrid DTC and B2B sales but often require middleware or custom apps to match manufacturing needs.
Manufacturers sell in higher volumes, with more pricing tiers, longer buying cycles, and complex fulfillment rules. A manufacturer-focused eCommerce platform must support custom pricing, bulk ordering, ERP integration, and partner ordering portals which are capabilities traditional retail platforms often lack.
Modern buyers expect digital purchasing experiences. A B2B eCommerce platform helps manufacturers reduce manual order entry, improve accuracy, and connect eCommerce directly with ERP systems. The result is fewer errors, faster fulfillment, and better visibility across all sales channels.
Yes, but with limitations. Shopify Plus and BigCommerce can handle B2B sales with add-ons, but they’re built primarily for retail. Manufacturers that need deep ERP integration or order automation typically use platforms designed for wholesale and manufacturing operations, like OrderEase.
Most modern solutions use APIs or EDI to sync order, inventory, and pricing data with your ERP. OrderEase takes this further by acting as a system of action, standardizing every order, regardless of channel, before syncing it cleanly into your ERP for full visibility.
Selecting the ideal B2B eCommerce platform is an investment in how your business will serve customers and grow over the coming years.
Look for a platform that integrates seamlessly with your core systems, automates time-consuming tasks, and can scale as sales expand. In the end, the best B2B eCommerce platform will feel less like another tool and more like an extension of your business.