SOLUTIONS · B2B & WHOLESALE COMMERCE
Make trade ordering work for the buyer and the business.
Company accounts, contract pricing, quotes, credit and repeat orders each affect whether a buyer can serve themselves online. We build B2B commerce around those requirements, with the connections into ERP, stock and fulfilment that keep the order moving. The work starts with how you sell today and what your customers and sales team need from the next stage.
B2B & Wholesale clients
Why this is landing now
Trade still runs on relationships. What changed is that the relationship now has to survive a buyer who wants to order at ten at night without speaking to anyone.
Your buyers stopped grading you against other suppliers.
Purchasing authority has moved to people who buy consumer goods on their phone all weekend, then arrive at work to a PDF price list and a phone number. They are comparing you to everything else they use, and a login that offers less than a consumer site reads as a supplier who has not bothered.
Procurement platforms became a condition of supply.
Larger accounts increasingly buy through systems like Coupa, SAP Ariba and Jaggaer, which set their own connection requirements before an order can flow. Whether it applies to you depends on who your top accounts are, and it is worth establishing early, because it changes the shape of the programme.
Cost to serve is where the margin conversation now happens.
Manual quoting, phone orders, slow account setup and credit checks that stall a first purchase all cost money that never shows up as a marketing number. The businesses moving fastest stopped treating self-service as a convenience and started treating it as a cost programme.
The website should reflect the business behind it.
A trade order moves through quoting, pricing, credit, stock and fulfilment. If those parts disagree, buyers return to email. We work through the full path first, so the portal gives each account a reliable way to find products, place orders and reorder.
Map the order-to-cash path as it actually runs today.
Every pricing exception, approval, credit rule and rep intervention gets documented before anyone designs a page. This is the part that decides whether self-service holds.
Model pricing and accounts against the ERP, not alongside it.
Contract pricing, tiered breaks, volume rules and customer-group exceptions have to reach a logged-in buyer accurately, with the ERP left as the source of truth rather than copied into the website to drift. A wrong price in B2B is not a poor experience, it is an invoice dispute.
Structure the catalogue before the website.
Trade buyers search by product code, specification, finish or application rather than category name, so a large technical catalogue needs its information architecture settled early.
Open self-service in stages, with the rep still in the loop.
Reorders and standing orders first, because they are the highest volume and the lowest risk. Quoting and negotiating deals after that, once the pricing logic has proved itself.
What we usually build
A trade platform is not one discipline's job
A quote that takes three days is a pricing problem, an integration problem and a sales process problem at once, and giving each piece to a different vendor is how it stays a three-day quote. We run these programmes with one senior lead and one set of account, pricing and inventory data underneath everyone.
Strategy settles the platform decision against how you actually sell rather than how the demo looked. Technology owns the integration layer into ERP, PIM, OMS and 3PL, which is where most of the genuine difficulty lives. Creative and CRO work the buyer journey from first search through quote to reorder. Search and content build the non-brand demand your reps never touch. CRM and retention carry onboarding, replenishment and the accounts quietly going cold. Data pulls it together, so cost to serve and account value are read in one place rather than argued over in three reports.
Choose around the way you sell.
We assess the buying process, catalogue, account structure and integrations before recommending a platform. Licensing is one part of the cost: implementation, maintenance and the work needed to connect pricing and stock matter too.
Shopify Plus
Assess company accounts, customer-specific catalogues and pricing against the way your trade customers order.
BigCommerce
Consider the buyer portal, quote and account requirements alongside the B2B product and integration scope.
Adobe Commerce
Assess the depth of catalogue, company hierarchy, pricing and approval requirements, together with the cost of operating the platform.
commercetools
Consider where shared commerce services and different account experiences justify an architecture your team will need to own.
“Our new tech platform showcases our quality, design and style, whilst delivering the ultimate user experience... It was collaboration at its finest, with some of the most intelligent, creative and talented people coming together to make magic happen.”
Felicity Rodgers,
Founder
Practice credentials
We are partnered across all four enterprise commerce platforms — Shopify Plus, Adobe Commerce, commercetools and BigCommerce — with certified delivery teams on each.
Let’s look at how your customers order.
Tell us where ordering takes time today, what your largest accounts need and how pricing, stock and credit are managed. We can assess the opportunities for self-service and the systems that would need to support it.