B2B sales is facing a fundamental change. Business customers today expect the same user experience as in private online shopping: available 24/7, self-service, transparent prices. Companies still relying on traditional telephone sales are losing market share to digital competitors.
B2B Buyers' Expectations Have Changed
B2B buyers are also private individuals - used to ordering from Amazon, Zalando & Co. These experiences shape their expectations in the professional context too:
| Expectation | Traditional B2B | Modern B2B E-Commerce |
|---|---|---|
| Availability | Mon-Fri 9-5 | 24/7 online |
| Price transparency | On request | Immediately visible |
| Order process | Phone/Fax/Email | Online self-service |
| Order history | With account manager | In customer portal |
| Delivery status | Inquire | Live tracking |
Studies show: 70% of B2B buyers prefer digital self-service solutions over personal contact - at least for routine orders.
What a Modern B2B Shop Must Deliver
A B2B e-commerce portal differs fundamentally from a B2C shop. The requirements are more complex:
Customer Groups
Individual prices and assortments per customer or group
Tiered Pricing
Volume discounts automatically calculated and displayed
Approval Workflows
Have orders approved by supervisors
Quick Order
Enter item numbers or upload CSV
ERP Integration
Real-time data on stock, prices, delivery times
API for EDI
Automated orders through customer systems
Customer-Specific Prices and Conditions
In B2B, almost every customer has their own prices, discounts, and payment terms. These must be mapped in the shop system - ideally synchronized with the ERP.
- Customer-specific price lists
- Tiered prices by quantity
- Framework contract prices
- Currency-specific prices
- Special conditions and discounts
Complexity multiplies with the number of customers. Without a well-thought-out architecture and performant ERP interfaces, the system becomes a bottleneck.
ERP Integration: The Heart of the B2B Shop
A B2B shop without ERP connection is only half as valuable. Prices, stock, customer data, and orders must be synchronized in real-time.
ERP integrations often fail due to underestimated effort. Data models, business logic, and error handling must be carefully planned.
We have experience integrating all common ERP systems: SAP Business One, Microsoft Dynamics, JTL-Wawi and many more.
Self-Service Portal for Business Customers
A modern B2B customer portal offers far more than just ordering functions:
- Complete order history with status
- Invoices and delivery notes for download
- Returns management online
- Budget management and cost centers
- User and rights management
- Reorder function from history
The advantage for you: Fewer inquiries to sales and customer service. Your employees can focus on value-adding activities.
Which Shop System for B2B?
Not every shop system is suitable for B2B. The requirements for customer groups, pricing logic, and integration are high.
- Shopware B2B Suite: Comprehensive B2B functions, ideal for the German market
- Magento B2B: Enterprise solution for complex requirements
- Custom development: When standard solutions are not enough
The choice of system depends on your specific requirements. Strategic consulting helps make the right decision.
Change Management: Bringing Sales Along
The biggest hurdle in B2B digitalization is often not technology but internal resistance. Sales staff fear for their relevance when customers can order themselves.
Digital self-service portals don't replace sales - they relieve them of routine tasks. Time for consulting, new customer acquisition, and strategic customer care.
The ROI of B2B Digitalization
A B2B platform is a significant investment. But the return on investment is measurable:
- Reduced sales costs through self-service
- Higher revenue through 24/7 availability
- Fewer errors through automated processes
- Faster order processing without media breaks
- Better customer retention through transparent processes
Companies with digital B2B sales demonstrably grow faster than competitors with traditional sales models.
Depending on complexity, between 3 and 12 months. Simple portals are realized faster, complex ERP integrations take time.
Yes, migration of customer data and price lists is part of the project. Customers can log in with existing credentials.
Field sales remain important - for consulting, new customer acquisition, and complex inquiries. Routine orders go through the shop.
No, we handle development, hosting, and maintenance. You only need an internal contact person.
The statistics mentioned are based on B2B market studies (including McKinsey B2B Decision Maker Survey, Gartner B2B Buying Study). Specific values may vary by industry and region.
Plan B2B Digitalization
We analyze your sales processes and develop a roadmap for your digital B2B channel.
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