B2B ecommerce for trade suppliers: what the platform has to do
A B2B ecommerce platform lets trade customers see their own prices, order on account and reorder online. For builders merchants and trade suppliers the shop is the easy part. The hard part is connecting it to your ERP and helping customers buy, which is where an AI sales agent comes in.
What B2B ecommerce needs that retail does not
Account pricing
Each customer sees their own trade prices and discounts, straight from your ERP.
Credit accounts
Ordering on account within credit limits, as well as paying by card.
Quotes
Customers request and accept quotes online, and your team prices the rest.
Bulk orders and reorders
Quick order by product code, repeat orders and saved lists.
Branch stock and delivery
Stock by branch, click and collect, and delivery slots.
Several buyers per account
Site managers and buyers ordering under one account, with approval limits.
The main platform options
BigCommerce
A B2B Edition with company accounts, price lists and quotes. Otis for BigCommerce.
Shopify
B2B features such as company profiles, price lists and payment terms on Shopify Plus. Otis for Shopify.
Adobe Commerce (Magento)
A B2B module with company accounts, shared catalogues, requisition lists and quotes. Otis for Magento.
WooCommerce
B2B through plugins for trade pricing, quotes and account ordering. Otis for WooCommerce.
Specialist B2B platforms
Platforms such as Sana Commerce and OroCommerce are built for B2B and connect closely to ERPs.
Your existing site
Often the quickest win is adding trade features and an AI sales agent, not a rebuild.
The ERP connection is the real project
Trade prices, stock and credit limits live in your ERP, such as Kerridge, Intact iQ, Ibcos Gold or BisTrack. A B2B store is only as good as its link to that system, so plan the integration first: which data flows, how often, and who owns it. Our ERP comparison covers the main merchant systems.
A simple B2B ecommerce strategy
1. Start with account customers
Give them their own prices and order history online before chasing new buyers.
2. Make reordering effortless
Saved lists, quick order and repeat orders save your counter the most time.
3. Answer questions instantly
Product, stock and delivery questions answered at any hour, not the next morning.
4. Measure it
Online orders, average order value, accounts opened and hours saved at the counter.
Marketplace or your own store?
Marketplaces such as Amazon Business put you in front of new buyers, but they take a fee and own the customer relationship. Your own B2B store keeps your trade customers and your margin. Most merchants run their own store for account customers and treat marketplaces as an extra channel, if they use them at all.
Where Otis fits
Otis is an AI sales agent that sits on top of your store and your ERP. It answers product and stock questions, builds quotes and takes orders, day and night, on your live prices. It is live at Beesley and Fildes, an independent builders merchant in the North West.
Questions people ask
What is a B2B ecommerce platform?
Software for selling online to other businesses, with features such as customer specific pricing, credit accounts, quotes and bulk ordering.
Which B2B ecommerce platform is best for builders merchants?
There is no single best. The right choice depends on your ERP, the size of your catalogue and your team, and the platform that connects cleanly to your ERP usually wins.
Do I need to replace my website?
Not usually. Adding trade features and an AI sales agent to your current site is often faster and cheaper than a rebuild.
What does a B2B ecommerce agency do?
It builds and integrates B2B stores. If you use one, make the ERP connection and trade pricing the first thing they deliver.
Sell more online without a rebuild
Book a demo and see Otis working on a merchant site like yours.
Related reading: Punchout catalogues, Builders merchant ecommerce, Order management software, How to open a trade account.