Top 3 E-commerce B2B Challenges and Solutions

To understand the various challenges faced by B2B e-commerce, first, we must understand the goals of B2B.

The primary goals of B2B are very different from those of B2C and hence the methods of achieving them will also be different. One goal of B2C E-commerce is to target a large number of customers and decrease sales quantities of each customer making acquisition its primary focus. On the other hand, B2B sells large amounts of supplies to its customers. Usually, the buyer is not the end consumer but a purchasing agent who is well versed in making a buying decision. The critical focus of B2B e-commerce is making long-lasting customer relations.

E-commerce is used to help the B2B vendors achieve their critical goals by doing away with regular orders. It creates a channel for the field managers to build and create long-lasting customer relations instead of concentrating more on taking orders. And here is where some of these challenges come in.


1) Product assortment and filtering

Unlike in the B2C sector where all the customers get the same assortment, B2B need to adapt to the requirements of different customers fully. You may have bundles or proprietary kits, tiers of products for various retailers based on the relationship you have with them. Your e-commerce solution should be in a position to handle that.

b2b ecommerce platforms

An excellent B2B e-commerce platform will enable you to filter in your product catalog based on vendors; this will make the buying experience of each customer locked down only to them. Migration can be a painful and scary process especially if you have a vast catalog set up. At times it’s not worthy especially when the risks of losing valuable items and messing up with your data system is high. There are available international ecommerce solutions which can help you avoid the nightmare of data migration by merging the new system with an already present third party CMS or PIM solution.

B2B Wholesale Platform

2) Contract-based pricing

The B2WB sales sector deals with more significant volumes and more complex transactions than B2C inclusive of negotiations and multi-level approval processes. If we compare both B2B and B2C, B2B has used a lot of money in purchasing hence its bigger than B2C. Forrester fathoms that it will be twice as prominent by the year 2020. Your e-commerce solution should account for all of these.

Another difference with B2C is that with B2B you can negotiate. And your e-commerce platform should be in a position to support that option..

B2C e-commerce software should only set a specific price for particular products. The cost will be displayed for all the customers who view the product page. This is often not enough for the B2B sector. In a B2B platform, there are contract based prices which can be adjusted according to the specific requirements of every customer.
For bigger orders or difficult transactions, your B2B client might want to talk to a sales representative, hence the systems to support difficult interactions. It should also accommodate other payment options such as credit checks or credit account status.

3) Order approval success

As B2C works directly with end buyers, B2B mostly deals with the approval process and a whole lot of negotiations. Your e-commerce platform should in a position to support all the approval processes up to ten various roles.

AB2B e-commerce solution will ease the work of tracking orders, approval rights and manage access.


B2B e-commerce sector has its specifications and requirements which might not be as essential in the B2C. It’s important to identify some of the challenges B2B faces and make sure that the solution you have to ease the work.

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