B2B buyers now behave more like consumers—researching online, craving personalization, and expecting seamless digital experiences. Over half of B2B sales went digital in 2020, according to Gartner, and that number is expected to reach 80% in 2025. 

If you are still relying on outdated B2B strategies or traditional sales processes, you are not just falling behind—you are likely losing potential customers, too.

The good news is that you do not need to reinvent your business to stay competitive. The key is a modern B2B eCommerce strategy that connects your systems, streamlines your processes, and delivers the seamless, self-serve experience today’s business customers expect.

In this guide, we share a clear, actionable framework to help you build or refine your B2B digital strategy. 

Key takeaways 

• A successful B2B eCommerce strategy goes beyond launching a platform—it aligns digital capabilities with real customer needs and business goals.
  
  
• Seamless integration between ERP, CRM, and eCommerce systems ensures data accuracy, inventory visibility, and operational efficiency.
  
  
• Features like self-service portals, mobile access, and personalization drive engagement.
  
  
• A strategy-led approach reduces risk, accelerates adoption, and supports long-term growth.

What is a B2B eCommerce strategy? 

A B2B eCommerce strategy is a comprehensive plan that aligns business goals, customer needs, and digital capabilities to drive online revenue and operational efficiency. 

Your customer-facing site needs to be easy to navigate, user-friendly, and packed with the right information, but your B2B eCommerce strategy also has to account for the behind-the-scenes processes that happen during B2B buying. 

In B2C, you are selling to individuals: They see a product, like it, and buy it, often in just a few clicks. B2B buyers, on the other hand, are usually making purchases on behalf of their company. There are often multiple decision-makers involved, longer sales cycles, negotiated pricing, and a need for purchase orders or invoices.

That means offering account-based pricing, bulk ordering options, detailed product information, and a smooth multiple approval process for purchases. It also means integrating systems like customer relationship management (CRM), enterprise resource planning (ERP), and inventory management to keep everything running.

In other words, a solid B2B eCommerce strategy is about building long-term relationships and streamlining repeat orders. The goal is to make it just as easy and intuitive as B2C—but with the depth and functionality B2B customers need.

Why you need a strategy, not just a platform 

Many B2B companies think going tech-first with the right platform is the key to success. But even the most powerful tools fall flat without a clear roadmap. 

Without a strategy, you are basically setting up shop without planning for who is coming, what they need, how they will find it, how they will communicate with other decision-makers, and how you are going to keep them coming back.

You need to understand your buyers’ expectations and tie everything back to real business goals. Otherwise, you end up with a new system that frustrates your customers, leading to bigger problems.

You could end up with a disconnected buyer experience, for instance. If your platform experience does not match the particular needs of all your customer segments, your customers will notice and may walk away.

Poor adoption by your target audience is another big problem. When sales reps and customers ignore the platform, your digital investment is wasted.  

Then there’s missed ROI. You have invested time and money into a platform, but without a clear plan and KPIs (key performance indicators) to assess its effectiveness, you are missing out on opportunities to generate revenue.

Core components of a B2B eCommerce strategy

Let’s dive into the core components of a B2B eCommerce strategy and what you need to consider. 

Customer experience design 

In B2B ecommerce, a great customer experience is essential. Today’s buyers want things tailored to how they work, which means enabling self-service and supporting different buyer roles—like purchasing, approvals, or payments—with the right tools. For example, role-based account access, approval workflows with notifications and edits, and flexible payment options make life easier.

Additionally, an effective account portal helps buyers check orders, manage invoices, and stay organized. Quick reorder options speed up repeat purchases, while real-time B2B pricing ensures buyers see accurate, account-based rates and discounts without back-and-forth. 

Personalization is also key. You should tailor product recommendations or catalogs by account or industry to simplify the buyer journey, encourage repeat purchases, and boost customer satisfaction. 

Research backs this up: A 2023 Deloitte study mentions that 63% of B2B buyers expect a tailored, individual customer journey. Accordingly, 40% of B2B front-runners offering a mature customer experience exceeded revenue goals.  

Product and pricing strategy 

Getting your product and pricing strategy right is a big part of ensuring business buyers are satisfied. 

In B2B, you are often dealing with a complex catalog with thousands of stock-keeping units (SKUs). Searchable, well-labeled SKUs make it easier for buyers to find exactly what they need, especially when reordering. 

You will also likely have tiered pricing with different rates based on customer type, order volume, or contract terms. Your eCommerce platform should support this flexibility without requiring manual overrides.

Product bundling is another smart move, letting you group related items together. For example, offering the option to “buy these five parts as a kit” simplifies ordering and allows for an upselling opportunity. 

And do not overlook inventory visibility. Each customer should be able to see what is currently available to order, so they can avoid delays and frustration caused by backorders.

Back-end integration 

A B2B eCommerce strategy is powered by what happens behind the scenes. That is where strong back-end integration comes in. 

Your eCommerce platform should connect with systems like your ERP, which keeps inventory, pricing, and financial data in sync—helping avoid stockouts and billing errors. 

It should also integrate with your product information management (PIM) to keep SKUs, prices, and product details consistent and error-free across channels. 

It should also link with your CRM system, which stores customer history and preferences. When linked with your other tools, your CRM can help you personalize the digital experience with targeted offers and relevant recommendations. 

The final piece of the puzzle is your fulfillment system, which handles order tracking and shipping updates, so buyers always know where their delivery stands. 

When these systems are connected and updated in real time, your data stays clean, your team stays aligned, and your buyers get accurate, consistent information. This avoids frustrating (and costly) errors and powers predictive analytics for better forecasting and decision-making.

Sales team enablement 

Even in a digital-first world, sales representatives still play a key role in closing deals. Empowering your reps means giving them access to the same digital tools, customer data, and ordering systems your buyers use. 

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With visibility into real-time inventory, pricing, and buyer history, sales reps can respond faster and tailor their outreach better. They can also place orders or make changes for clients, speeding up the buying process and reducing errors. 

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This reduces errors, enhances customer satisfaction, and helps close deals more efficiently—all while increasing representative productivity.

Mobile and omnichannel readiness 

Lastly, your buying experience should be smooth on any device— desktop, tablet, or phone—and across all channels.

Omnichannel readiness means bringing together data from offline, online, and in-person sales, ensuring that buyers receive consistent information and support across every touchpoint—whether they are shopping on B2B eCommerce platforms, working with sales reps, or ordering by phone.

When your platform is mobile-friendly and connected across channels, buyers get a seamless experience that fits their modern purchasing style—making it easier to buy from you again and again.

Steps to build (or update) your B2B eCommerce strategy

Here is a step-by-step approach to building or updating your B2B ecommerce strategy so it aligns with your goals and meets buyers’ expectations:

1. Audit your current state

Start by reviewing your systems, such as your ERP and CRM, alongside your workflows and customer experience. 

When evaluating your systems, ask:

• Do they provide real-time data sync?
• Do they support your industry workflows? 
• Does it offer the functionality your team and buyers rely on?
• Are inputs accurate and consistently maintained?

When reviewing workflows and customer experience, ask questions like:

• Are buyers frequently calling to check inventory?
• Is the site mobile-friendly and easy to navigate?

Talk to your sales, support, and customer success teams—and, if possible, directly with customers—to identify recurring pain points and friction. Use surveys or short interviews to get honest feedback from your team and customers.

2. Define success metrics

Next, set clear goals to measure whether your eCommerce strategy is working. Common KPIs include:

• Increased online revenue
• Improved customer adoption
• Boosted net promoter score (NPS)
• Higher customer service satisfaction score
• Reduced costs from manual order processing

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The key here is to set goals that reflect real business impact and can be tracked over time. For example, if 80% of your orders still come in by email or phone, set a goal to move at least 50% online in six months.

3. Map the customer journey

Next, understand how buyers move through the full lifecycle, from onboarding to reordering. Identify where they get stuck, what information they need at each step, and which moments create confusion or drop-off. You can get this information via customer interviews, analytics and heatmaps, and your CRM system. 

Then, write these insights down and turn them into a visual journey map using tools like Miro, Snaply, or Lucidchart.

A customer journey map helps you pinpoint gaps in experience, communication breakdowns, and untapped touchpoints—many of which are opportunities to improve loyalty or drive more revenue.

4. Choose the right eCommerce platform

You are now ready to select an eCommerce platform. 

Look for one that integrates well with your existing tools (like your ERP, CRM, and PIM) and supports the kind of personalized experience modern B2B buyers expect. You should also consider automation capabilities for your business model and workflows, ease of use, customization, the total cost of ownership, and multi-language and currency support.

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💡 Pro tip: Above all, choose an eCommerce platform that not only fits your current needs but can also scale with your business. DJUST is built for exactly that, offering flexible architecture, deep ERP integration, and tools tailored for complex B2B transactions.

5. Create a rollout plan

A phased rollout is more effective and less risky than launching every part of your eCommerce strategy at once. Start with a small customer segment or a focused product line. Train internal teams, gather feedback, and make refinements before expanding the rollout.

Also, keep feedback loops short and actionable. Instead of waiting weeks to review results, set up check-ins within the first few days and weeks. This way, you can make meaningful changes—like refining messaging or changing product filters—ASAP.

6. Monitor and iterate

Finally, track your KPIs regularly and look for patterns. Review usage data, abandoned carts, support tickets, and reorder patterns to spot improvement areas. 

For example, if customers are not using your quick reorder feature, test changes, such as repositioning the button in the user interface or sending customers a helpful reminder. It may be that the button is hidden or users are not aware that the quick reorder option is even an option.

With the right structure, you are not just launching a site—you are building a smarter, more customer-centric business.

Mistakes to avoid when building your eCommerce strategy 

Avoiding key mistakes is essential for a successful eCommerce strategy. Here are the most common pitfalls and how to avoid them:

1. Going live without internal buy-in

A common misstep is launching an eCommerce platform without getting input and alignment from key internal teams. 

Sales, operations, customer service, and finance each bring valuable perspectives. When they are involved early, adoption is stronger and rollout tends to go more smoothly. Involving these teams helps you spot potential issues before launch and ensure the platform works for your entire business, not just specific departments.

2. Ignoring integration and data architecture

Without proper integration, your eCommerce platform becomes a silo. Disconnected systems can lead to inconsistent pricing, inventory errors, and poor customer experiences. 

To avoid this, build your platform on a foundation where data flows seamlessly between systems such as your ERP, CRM, and PIM. This enables real-time visibility, accurate transactions, and smoother operations.

Strong data architecture also sets you up for scalability, so your eCommerce engine can grow with your business. Plus, companies with mature data strategies often see major improvements in customer satisfaction and operational efficiency. 

3. Treating eCommerce as just an IT project

Too often, companies view eCommerce as a purely technical upgrade rather than a strategic business move. In reality, strategy success relies on aligning the platform with business goals—like improving customer experience, increasing order accuracy, and enabling sales teams. 

Cross-functional leadership—not just IT—should help shape your eCommerce strategy and guide your platform’s implementation. This ensures you get long-term value, not solely technical functionality, from your strategy.

4. Underestimating change management and training

Even the most advanced platforms can fall short if your team is not prepared to use them properly or to their fullest potential. Change resistance is real, especially in traditional B2B environments, so a strong change management plan is essential. 

Invest in training for all your departments, communicate with team members early and often, and identify internal advocates who can encourage adoption and troubleshoot roadblocks. This way, everyone can move forward with confidence and enthusiasm.

B2B eCommerce strategy in action: Industry examples 

Across manufacturing, distribution, and wholesale, businesses are rethinking how they sell with modern B2B ecommerce strategies—and it is delivering real results.

Here are some real-world examples:

• Grainger: Implemented a self-service eCommerce platform, reducing order times and improving customer satisfaction.
• Fastenal: Leveraged a digital storefront integrated with inventory and procurement systems to streamline bulk ordering and reduce manual sales effort.
• 3M: Adopted a multi-channel strategy that combines direct sales with online ordering, enhancing customer access to complex product catalogs and tech.

Future-proofing with strategy-first thinking and DJUST

A strong B2B ecommerce strategy is about delivering real value at scale. When done right, it becomes the foundation for flexibility, efficiency, and long-term growth.

Key elements of a great strategy include:

• Seamless integration between all your systems
• Self-service portals
• Mobile-friendly interfaces
• Personalized experiences
• A consistent experience across all channels
• Scalable eCommerce platform infrastructure for future growth
• Real-time data visibility and performance tracking

This is where DJUST delivers value. It includes enterprise-ready features like custom pricing workflows, multi-currency support, product catalog management, and headless architecture—making it easy to integrate with existing ERPs, PIMs, and CRMs. With DJUST, you can launch fast, scale confidently, and tailor the experience to the needs of even your most demanding customers.

Schedule a demo today to see how DJUST can help you execute your eCommerce strategy with ease. 

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