What Is B2B eCommerce?

B2B eCommerce (business-to-business eCommerce) refers to the online sale of products and services between businesses. Unlike B2C eCommerce (business-to-consumer eCommerce) which involves quick, one-to-one consumer transactions, B2B purchasing is more complex. It often includes large order values, multi-step approvals, and multiple stakeholders across procurement, finance, and operations.

U.S. B2B eCommerce site sales grew 10.5% year over year in 2024, reaching $2.297 trillion. This signals a huge growth opportunity for suppliers who already have invested in eCommerce for their business. However, in 2025, having an eCommerce site alone is not enough. The modern B2B buyer purchases through procurement or ERP platforms for compliance and keeping company spend under control. If you choose not to integrate with their purchasing platforms, you’re losing revenue.

This is where TradeCentric comes in, acting as the integration layer between your B2B eCommerce platform and your buyers’ eProcurement systems, automating processes like PunchOut, PO requisition, and invoice automation to reduce friction and errors.

This blog explores the basics of B2B eCommerce, different platform options, and how eCommerce integration can transform your revenue growth and purchasing experience for customers.

Key Characteristics of B2B eCommerce

Complex Transactions

B2B orders are typically large, contract-driven, and high-value. Businesses require quoting tools, partial shipments, and support for long-term agreements.

Customized Pricing and Contracts

Pricing is rarely “one-size-fits-all.” Buyers expect tiered discounts, negotiated rates, and account-specific pricing tied to existing contracts.

Account Management and Approvals

B2B platforms must support multi-user accounts, role-based permissions, and approval workflows that reflect organizational buying processes. Custom catalogs tailored to each buyer’s needs are also critical.

Bulk Orders & Reorders

Buyers often make repeat or subscription-based purchases. Features like quick order templates, saved lists, and reordering tools improve efficiency.

Integration with eProcurement & ERP

Seamless integration is essential for contract pricing, order processing, and invoicing. TradeCentric enables PunchOut catalogs, PO automation, Invoice Automation,  Advanced Shipping Notices (ASN), and eQuotes, connecting eCommerce platforms with buyer procurement/ERP systems.

Value-Added Services

Differentiation in B2B comes from services beyond the sale, like shipping notices, product customization, installation scheduling, and post-sale support.

Types of B2B eCommerce Models

Wholesale

In a wholesale model, a supplier sells large quantities of products directly to retailers or bulk buyers, usually at discounted pricing. Wholesale merchants must manage large order volumes, contract pricing, and volume discounts—and buyers expect that experience inside their procurement systems, not via a separate web portal.

Real-life example of B2B eCommerce and Integration working together:

Office Relief, a supplier of ergonomic office equipment, moved from manual web orders to full PunchOut + PO automation via TradeCentric and BigCommerce. In the first year, the order volume through integrated channels more than doubled. This kind of wholesale supplier transformation shows how integration turns a standard B2B catalog into a frictionless wholesale channel.

Distributor Models

Distributors act as intermediaries, holding inventory, performing logistics, and selling into markets manufacturers may not reach directly. Their value lies in speed, scale, and coverage—but customers increasingly demand integration so orders, acknowledgments, and invoices flow seamlessly.

Real-life example of B2B eCommerce and Integration working together:

The Reynolds Company, a wholesale distributor, implemented TradeCentric’s PunchOut catalog integration so customers could check pricing and availability in real time, and submit POs directly from their systems. It reduced manual ordering and cut order management costs by 88%.

B2B Marketplaces

Marketplaces host multiple vendors, offering buyers broad comparisons and competitive pricing—all in one interface. But for suppliers to participate meaningfully, they must expose consistent data (pricing, catalog, inventory) and support seamless order flow into their back end systems. Integration ensures they’re not manually reconciling marketplace orders.

Real-life example of B2B eCommerce and Integration working together:

Quartzy, a life sciences marketplace, connects research organizations and suppliers across a shared procurement ecosystem. Using TradeCentric’s integration platform, Quartzy streamlined PunchOut and PO Automation across hundreds of suppliers, ensuring every order, confirmation, and invoice moved automatically between buyer and supplier systems. The result: faster transactions, better visibility, and a unified purchasing experience for all marketplace participants.

Manufacturer Portals

Manufacturers selling directly to dealers, resellers, or end customers rely on portals to manage complex pricing, configurations, and availability. Integration ensures these experiences are personalized and frictionless for every buyer.

Real-life example of B2B eCommerce and Integration working together:

MillerKnoll leveraged TradeCentric to transform its B2B eCommerce and procurement integrations. Their integration enabled direct access for dealers within procurement systems, improving ordering accuracy and increasing adoption.

B2B2C Hybrid Models 

In hybrid models, companies sell to both businesses and consumers from a single digital platform. Integration ensures unified data, consistent pricing, and accurate inventory across both channels.

Challenges in B2B eCommerce

B2B eCommerce is more complex than traditional B2C eCommerce. With that comes more challenges and hurdles suppliers need to overcome:

Complex Procurement Workflows

B2B buying involves multi-step approvals, budget controls, and compliance checks. Without proper automation, these workflows slow down purchasing.

Manual Order Processing and Errors

Manually re-keying purchase orders and invoices leads to delays, mistakes, and revenue leakage. This is why PO automation is critical.

Disconnected Buyer-Supplier Systems

When eCommerce platforms, ERP systems, or buyer procurement platforms don’t talk to each other, data gets siloed. TradeCentric solves this problem by enabling seamless integrations that connect all stakeholders.

Check out our eBook, How to Break Down B2B eCommerce Barriers and Find New Ways to Grow Revenue, for solutions to overcome these challenges. 

Choosing the Right B2B eCommerce Platform

Must-Have Features

The right B2B eCommerce solution should offer:

• Scalability to handle large catalogs and high-volume transactions
• Security with enterprise-grade compliance and data protection
• Integration readiness for ERP and procurement connectivity
• Advanced account management with role-based access and approvals
• Customization for pricing, catalogs, and workflows

Popular eCommerce Platforms Overview 

Best Practices for B2B eCommerce

Personalization and Customer Experience

Deliver custom catalogs, account-specific pricing, and tailored dashboards to reflect each buyer’s contract and needs.

Integration with ERP & Procurement

Prioritize automation with PunchOut, invoice processing, and shipping notices to ensure accuracy and efficiency in every transaction.

Avoiding Common Mistakes

Don’t neglect integration. Many businesses fail by focusing only on the storefront and ignoring backend connectivity and automation, leading to poor buyer adoption.

Learn how TradeCentric enables seamless B2B eCommerce integration

Deliver the eCommerce experience your customers expect while meeting procurement’s technical requirements. See how TradeCentric connects eCommerce platforms and eProcurement systems to streamline PunchOut, POs, and invoicing.