Selling to businesses online is not the same as selling to consumers. B2B buyers expect their own prices, order in bulk, need approvals, pay on account and reorder the same products every month. A standard retail store handles almost none of that. This guide lists the B2B ecommerce features that matter most, how platforms support them, and what to plan before you build.
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How B2B buying differs from retail
- Negotiated prices. Each customer may have its own price list, discounts or contract pricing.
- Larger, repeat orders. Buyers order by SKU, in case quantities, and reorder regularly.
- Several people per account. Buyers, approvers and accounts staff all need access with different permissions.
- Payment on terms. Net 30 or Net 60 invoicing is normal; card payment at checkout is not.
- Information needs. Spec sheets, compliance documents, stock by warehouse and lead times.
The core B2B ecommerce features
1. Customer-specific pricing
Price lists by customer or customer group, volume tiers, contract prices and hidden prices for logged-out visitors. Prices should come from your ERP so they never disagree.
2. Company accounts and roles
One company account with several users: buyers who create orders, approvers who sign them off above a limit, and finance users who see invoices. Shared addresses and payment methods per company.
3. Quotes and negotiation
Request-a-quote from the cart, sales team review and adjustment, and conversion of an accepted quote into an order with one click.
4. Net terms and invoicing
Approved customers check out on account, with credit limits, and invoices are created in your accounting system. Card and ACH payment remain options.
5. Fast ordering
Quick order by SKU, CSV upload, reorder from order history, saved lists and minimum or case quantities.
6. Catalogue control
Restricted catalogues per customer, customer-specific product numbers and documents attached to products.
7. ERP and inventory integration
Real-time stock by warehouse, order export to the ERP, customer and price sync, and invoice and shipment status flowing back to the portal.
8. Self-service account area
Order history, invoices, statements, tracking and returns, so customers stop emailing your team for paperwork.
How platforms handle B2B
- Shopify Plus includes native B2B features such as company accounts, catalogues, payment terms and quick order. Complex rules may still need a custom app.
- BigCommerce offers B2B features through its B2B Edition.
- Adobe Commerce (Magento) has extensive B2B features built in, suited to large catalogues.
- WooCommerce handles B2B through plugins or custom development, which gives full control over unusual pricing and approval rules.
- Custom portals make sense when ordering is deeply tied to your ERP or the workflow is unique.
For a broader comparison of platforms, see Shopify vs. WooCommerce vs. custom ecommerce.
Plan these before you build
- Source of truth: decide which system owns prices, customers, stock and invoices — usually the ERP.
- Pricing rules: document every rule in plain language, including exceptions.
- Customer onboarding: how new trade accounts apply, get approved and receive credit limits.
- Retail and B2B on one site or two: a shared store with customer groups, or a separate portal.
- Sales team workflow: how reps place orders for customers and handle quotes.
The integration side is often the biggest part of the work; our guide to connecting Shopify to your ERP explains the options, and the same patterns apply to other platforms.
Frequently asked questions
Can one store serve both retail and B2B customers?
Yes. Customer groups or companies see their own prices and catalogues after logging in, while retail customers see the public store.
Do B2B buyers really order online?
Increasingly, yes. Many buyers prefer self-service ordering and account management over email and phone, especially for repeat orders.
How long does a B2B ecommerce build take?
It depends mostly on integrations and pricing complexity. A store on a platform with built-in B2B features is faster than a custom portal.
What is the most important B2B feature?
Accurate customer-specific pricing synced from your ERP. If buyers see wrong prices, they go back to email.