How to Find the Best B2B eCommerce Platform for Wholesale

Sarah Leung
February 25, 2019

B2B eCommerce is becoming mainstream. According to a recent report by Accenture, digital commerce will account for almost half of B2B businesses’ total revenue over the next two years (2019-2020), up from 29% in 2017.

If you haven’t already invested in B2B eCommerce technology, it’s time to start thinking about it now. But how do you find the best eCommerce platform for B2B businesses? Here are a few tips, considerations, and features to think about.

The Best B2B eCommerce Platform is Not a Retrofitted B2C Solution

For some companies, their first instinct when searching for the best eCommerce platform for wholesale is to turn to a B2C eCommerce vendor used by online retailers. While these platforms weren’t originally designed to handle B2B transactions, some companies consider retrofitting these B2C platforms with B2B eCommerce functionality.

This “Frankenstein” approach to a B2B order platform is costly (both in terms of time and financial investment) and ultimately difficult to maintain. You’ll have to hire developers to build customizations, and if your team has little to no experience in software development, managing such a project can be a tall order.

More importantly, however, making these software modifications will cause issues down the line as the B2C eCommerce provider updates their software. You will either have to invest more resources into software development to make your B2B modifications work with each subsequent software release, or you’ll have to stick with the old version, rendering your B2B eCommerce portal static as others evolve and grow in functionality. Not a good idea.

Choosing Between a Direct vs. Marketplace B2B Order Platform

Another critical consideration is deciding whether you’d like to invest in a Direct B2B eCommerce strategy or a Marketplace strategy. Choosing between these two models—a Direct or Marketplace B2B order platform—will essentially decide how your business makes sales online.

The Direct model involves your business or brand having its own B2B order platform that retailers can access directly. This model gives you greater control over the overall user experience, messaging, and branding. The experience can also theoretically be tailored to your particular customers (with customer-specific pricing or catalog restrictions, for example), depending on the functionality offered by your B2B eCommerce software vendor.

Modo Handshake B2B eCommerce Platform
On Modo’s Direct B2B eCommerce platform, powered by Handshake, their unique eyewear products are able to stand out to buyers, rather than being lost in a sea of options.

The Marketplace model, on the other hand, is exactly what it sounds like. It would involve your brand setting up shop among other brands, allowing customers to shop in an online marketplace much like Amazon. The advantage of the Marketplace model is the ability for brands to reach the long-tail with fewer of the ramifications involved in servicing lower yield customers. However, brands will also have to deal with increased competition (as their products will be featured side by side with competitors’ offerings), as well as limited ability to cultivate a strong brand presence and customer relationships.

Alibaba Marketplace B2B eCommerce Platform
With Marketplace B2B eCommerce platforms, like Alibaba, your products are positioned against your competitors, side-by-side. In this model, a competitive price and brand recognition is key.

For brands looking to focus on high-value, long-lasting relationships with their retailers or other customers––especially those who place frequent reorders––the Direct model is the better choice. Look for a B2B eCommerce platform that allows you to sell directly to your customers and provide personalized experiences.

Best B2B eCommerce Platform: Features to Look For


Perhaps the most important thing to look for in a B2B order platform, usability is essential for a successful B2B eCommerce rollout. Due to the complexity of B2B transactions, B2B eCommerce solutions include a lot of advanced functionality not offered by more typical B2C eCommerce experiences.

Delivering those advanced features while remaining as easy to use as a B2C site is critical, especially when you’re trying to change the status quo and get your customers to move away from traditional phone, fax, and email ordering.


As mentioned briefly above, providing your retailers with an online experience tailored to their needs is key. For instance, does your B2B eCommerce solution allow you to display customer-specific pricing? Are there catalog visibility controls that allow you to show your customers only the products relevant to them?


We are all more dependent on our mobile devices than ever before. Giving customers the ability to not just order from their computer, but also their smartphone or tablet allows them to order online on the go or while in the aisles of their store.

In short, the best eCommerce platform for B2B should offer an integrated mobile application. You can also prioritize looking for an app that allows access to the device’s camera in order to scan barcodes.

mobile B2B eCommerce barcode scanning
With Handshake's mobile B2B eCommerce app, your buyers can easily scan barcodes and shelf tags to add items to their cart.


While inventory information is often limited to a simple “out of stock” or “in stock” message, the best eCommerce platforms for B2B should have robust inventory data accessible to customers.

This not only allows customers to place their orders more strategically, it also prevents costly backorders. This kind of tracking is usually achieved through an integration with your backend ERP system.


With your customers likely placing frequent reorders from you, it’s important to give them the ability to duplicate (and subsequently modify if needed) past orders. When your customers are finalizing their online orders, it’s also important to include a details at checkout, including payment terms (net 30, net 60, etc.), ship via information, ship dates, cancel dates, and any customer-specific promotions.

best B2B eCommerce platform reordering
The best B2B eCommerce platforms allow buyers to view their past orders for easy duplication and modification.


The thing to remember about B2B orders is that they are a conversation. The best eCommerce platform for wholesale should give customers the ability to make notes at an item level to ask questions about an order, and then in turn give sales reps the ability to review and confirm an order before it is finalized. This will enable buyer-seller conversations and give sales reps the opportunity to answer questions about products, make notes about shipping preferences on certain parts of the order, and upsell new items.

Finding the Best B2B eCommerce Platform for Your Business

When considering a B2B order platform for your wholesale business, it’s important to understand what to look for in a solution. Prioritizing ease of use and making sure that the platform has all the features required to handle the complexities of your sales process are key.

If you’re looking for a B2B-specific solution that allows buyers to place orders directly from you on your own B2B eCommerce website, then you should narrow your search to find a SaaS vendor that can handle your requirements.

Start with Handshake! Set up a demo to see our B2B eCommerce platform in action.