Best B2B wholesale platforms for faster online growth and higher profits

How does B2B ecommerce wholesale work?

B2B Wholesale ecommerce involves digital transactions in which you, as a wholesaler, supply bulk goods to other wholesalers or retailers. For instance, you might work with product manufacturers, brand wholesalers, individual sellers, ecommerce wholesale distributors, or smaller B2C shops. Typically, in wholesale ecommerce, you ship bulk goods to a retailer, which then ships directly to consumers, or sometimes you may ship bulk orders directly to consumers. This model enables you to reduce shipping costs by consolidating large orders into fewer deliveries.

In addition, recent advancements in technology and changes in customer behavior have significantly fueled the growth of the B2B ecommerce wholesale industry.

Is wholesale and B2B the same thing?

Not exactly, but wholesale ecommerce is a type of B2B model. In this business-to-business setup, you sell products in bulk to other businesses rather than directly to consumers, often at discounted prices since the products are intended for resale.

However, B2B is a broader category that covers a wide range of transactions, including manufacturing, software, industrial equipment, and raw materials, in addition to wholesale. B2B businesses can sell to other businesses in various ways, not just through bulk orders.

Typically, B2B wholesalers are part of a larger business operation that includes both retail and wholesale components. The main difference is that retailers usually sell smaller quantities directly to individual customers using standard delivery services, while wholesalers handle large quantities and rely on more complex logistics and supply chain systems.

Types of wholesalers in B2B commerce

Wholesalers play a critical role in the B2B supply chain, acting as the bridge between manufacturers and retailers. They vary in their approach to distribution, pricing, and customer relationships, making it important to understand the different types when choosing a B2B wholesale model. Here are the main types of wholesalers you’ll encounter:

Type 1: Merchant wholesalers

Merchant wholesalers are the backbone of traditional distribution. They purchase large quantities of products directly from manufacturers and resell them to retailers, other businesses, or institutional buyers. These wholesalers typically handle storage, logistics, and distribution, ensuring products reach their destinations efficiently.

Key characteristics

• Buy in bulk, reducing per-unit costs.
  
• Manage inventory, warehousing, and order fulfillment.
  
• Often specialize in specific product categories or industries.
  
• Provide value-added services like packaging, labeling, and customer support.

Type 2: Agents and brokers

Unlike merchant wholesalers, agents and brokers don’t take ownership of the products they sell. Instead, they act as intermediaries, connecting buyers and sellers and earning a commission on each transaction. This model is ideal for niche markets where direct ownership isn’t necessary or for businesses looking to minimize risk.

Key characteristics

• Facilitate transactions without taking physical possession of the goods.
  
• Earn a commission or fee based on sales volume.
  
• Often specialize in high-value or specialized markets.
  
• Provide market insights, customer connections, and negotiation support.
  

Type 3: Manufacturer’s sales channels

Some manufacturers choose to bypass traditional wholesalers and sell directly to businesses through online marketplaces or proprietary sales platforms. This model allows them to maintain full control over pricing, branding, and customer relationships, potentially reducing costs and increasing profit margins.

Key characteristics

• Direct-to-business sales, often through ecommerce platforms.
  
• Higher profit margins by eliminating middlemen.
  
• Full control over pricing, branding, and customer experience.
  
• Ideal for companies with strong brand recognition and digital infrastructure.

What are the benefits of a B2B wholesale platform?

Adopting a B2B wholesale platform is a strategic move to modernize your business, improve customer satisfaction, and achieve sustainable growth. Here are the benefits of B2B ecommerce wholesale:

1. Improved customer buying experience

By adopting a B2B wholesale ecommerce platform, you can provide a superior buying experience. Due to their busy schedules, customers prefer shopping online in bulk, and the convenience of a 24/7 self-ordering system enhances their satisfaction. This shift in B2B buyer behavior underscores the importance of building a solid online presence.

2. Automated manual processes

Manual processes can be time-consuming and exhausting. Automation through wholesale ecommerce simplifies these tasks, allowing you to focus on growth. Automated systems handle customer interactions, inventory management, and billing, making your business more efficient and responsive, even when you’re not directly involved.

3. Expanded customer base

B2B ecommerce wholesale platforms eliminate the limitations of physical locations, enabling you to reach a global audience. Creating a powerful online presence allows you to attract customers from anywhere, enhance your brand identity, and generate new market opportunities without being confined to one place.

4. Utilization of real-time data

A significant benefit of a B2B wholesale platform is access to real-time data about customer behavior. This data helps you understand your customers’ preferences, optimize your marketing strategies, and customize your product offerings. Insights from your ecommerce platform can drive better business decisions and boost sales.

5. Selling through mobile devices

B2B ecommerce wholesale allows you to conduct business on the go. With internet-connected mobile devices, you can manage your operations from anywhere, providing flexibility and increasing productivity. This mobility ensures you can meet your business goals efficiently without being tied to a desktop.

6. Personalized pricing and custom catalogs

B2B wholesale platforms often include advanced pricing controls, allowing you to offer custom pricing, bulk discounts, and exclusive catalogs to different customer segments. This level of personalization not only increases customer loyalty but also boosts average order value by tailoring your offerings to specific buyer needs.

Now that you know the perks of a B2B ecommerce platform, including reaching more customers and being cost-effective, let’s talk about how to choose the right B2B ecommerce platform to maximize these benefits. Choosing the best B2B ecommerce platform means examining a few key factors to ensure it fits your business perfectly.

Criteria for choosing a B2B wholesale ecommerce platform

Numerous B2B ecommerce platforms are available to address various business issues. While selecting the ideal ecommerce platform for your B2B company, you must consider several crucial elements:

1. Budget compatibility

Ensure the B2B wholesale platform fits your budget by considering all costs, including setup, maintenance, and updates, to avoid unexpected expenses.

2. Integration capabilities

Choose a platform that seamlessly integrates with other brands and tools, facilitating efficient transactions and expanding your business network.

3. SEO and content marketing

Opt for a wholesale ecommerce platform that is SEO-optimized and supports quality content creation. This will help you attract more traffic and convert visitors into customers.

4. Search and navigation features

Ensure the platform has perfect search and filtering capabilities to help customers locate products quickly and enhance their shopping experience.

5. Payment flexibility

Ensure the payment system is versatile, accommodating various currencies and methods, providing a smooth transaction process for all customers.

Armed with these criteria, let’s dig into the world of B2B wholesale ecommerce platforms to discover which ones might be the best fit for your business needs.

Top B2B wholesale platforms to scale online revenue

Different businesses have access to different B2B wholesale ecommerce platforms. Depending on your demands and the items you buy and sell, you can select the one that best fits your company. We have compiled a list of ecommerce platforms to make your selection process easier.

1. WizCommerce

In a world where wholesale businesses need speed, flexibility, and control over their digital operations, WizCommerce stands out as the ultimate solution. Unlike generic ecommerce platforms, WizCommerce is a purpose-built B2B ecommerce platform for B2B wholesalers, offering advanced features that address the unique needs of the wholesale industry. Whether you’re a growing manufacturer, distributor, or reseller, WizCommerce provides the tools to streamline operations, enhance customer experiences, and drive sustainable growth.

• Infinite customization for unique business needs

WizCommerce offers unmatched customization options, allowing businesses to tailor their platform to their exact needs. From product pages and catalog layouts to shipping methods and payment terms, you have full control over the look, feel, and functionality of your wholesale store. This flexibility ensures your platform grows with your business, accommodating unique workflows and specialized B2B requirements.

• Seamless integration with your tech stack

Seamlessly integrate WizCommerce with leading ERPs, CRMs, and inventory management systems like QuickBooks, NetSuite, Business Central, Fishbowl, and Zoho. These integrations enable real-time data sync for customer information, inventory levels, order details, and financials, eliminating manual processes and reducing operational costs.

• Personalized pricing and customer segmentation

With WizCommerce, you can personalize your pricing strategies using tiered price lists, volume discounts, and customer-specific catalogs. This level of customization helps you build loyalty, increase average order value, and optimize margins across different customer segments.

• Advanced customer management

Empower your customers with a self-service portal that provides full visibility into order history, shipment tracking, invoices, and real-time account status. Automated updates for order confirmations, shipping notifications, and payment reminders keep your customers informed and reduce the burden on your support team.

• AI-powered personalization for smarter selling

With WizAI, you can deliver personalized product recommendations based on customer purchase history, buying patterns, and real-time inventory levels. This not only boosts sales but also enhances the customer experience by ensuring buyers always find relevant products, even if some items are out of stock.

• Flexible and secure B2B checkout options

WizCommerce supports flexible payment terms like upfront payments, deposits, net terms, and multi-currency options, allowing businesses to offer customized payment experiences. The platform’s PCI-compliant system also captures card details at checkout for secure, delayed billing, aligning perfectly with the complex financial workflows of B2B transactions.

• Segmented product catalogs for targeted selling

WizCommerce lets you segment your product catalogs, displaying different product ranges based on customer profiles. This is ideal for businesses that want to tailor their offerings to different market segments, ensuring the right products reach the right buyers.

• Streamlined Approvals and Access Management

Control who sees your pricing and product details with customer approval flows that restrict access to sensitive data. Only registered and approved customers can access pricing, ensuring a secure and personalized B2B shopping experience.

• Real-world success with WizCommerce

Indian Touch of Gallup, a prominent jewelry wholesaler, struggled with the limitations of Shopify and Wix as their B2C-focused platforms couldn’t keep up with their complex wholesale needs. By switching to WizCommerce, they transformed their operations, achieving $279,000 in new revenue, 50+ monthly leads, and a scalable digital infrastructure within just five months.

Read the full case study here to see how WizCommerce can revolutionize your wholesale business.

2. Magento

Ideal for: Large businesses looking to scale their ecommerce operations and handle significant volumes of wholesale transactions.

Pros of Magento:

• The integrated B2B and B2C platforms allow seamless operation on both fronts
• Exceptional customer experience features with top-notch personalization and omnichannel capabilities
• Flexible payment ordering methods, including SKU entry and CSV file uploads
• Customizable account-level settings like credit limits and personalized messaging
• Strong support and extensive resources from Adobe

Cons of Magento:

• B2B features are not included in the free version, so the enterprise package is required
• It can be too lightweight for large B2B wholesalers with massive order volumes
• Complex setup and maintenance require technical expertise
• High cost associated with the enterprise package
• Regular updates and patches are needed for security and performance

Price: Free for Magento Open Source; Adobe Commerce is priced individually based on business needs.

Know More: B2B vs B2C, one major difference no one told you

3. Shopify Plus

Ideal for: Medium to large businesses that need a robust, easy-to-use platform with excellent integration capabilities and quick setup.

Pros of Shopify Plus:

• Manage B2B and B2C sides from a single or dedicated expansion store
• Flexible pricing options based on order volume and customer-specific discounts
• Strong integration capabilities with CRMs and ERPs through robust APIs
• Outstanding user experience and navigation were developed for B2C and applied to B2B
•  Quick setup with extensive support resources

Cons of Shopify Plus:

• B2B features are limited to the Shopify Plus plan, requiring an upgrade
• It is expensive, especially for smaller brands or those that do not need advanced features
• Transaction fees include the monthly subscription
• Limited backend control compared to other platforms
• Customization may require developer assistance

Price: Starts from $2,000 per month.

4. BigCommerce B2B Edition

Ideal for: Businesses needing extensive integrations with third-party apps that can manage B2B and B2C operations from a unified platform.

Pros of BigCommerce:

• Integrated platform for B2B and B2C operations with separate sections
• Highly customizable with addable extensions and services
• Powerful API for seamless integration with enterprise software
• Scalable to support business growth
• Comprehensive documentation and support

Cons of B2B Wholesale:

• Requires technical expertise for effective integration and customization
• Enterprise plans are costly for small vendors
• Customization and setup can be time-consuming
• Limited built-in marketing tools compared to competitors
• The complex pricing structure for the enterprise plan

Price: Custom pricing for the Enterprise plan.

5. WooCommerce

Ideal for: Small- to medium-sized businesses using WordPress and looking for an affordable, easy-to-use ecommerce solution.

Pros of WooCommerce:

• Cost-effective with a free base platform and affordable plugins
• Customizable with a wide range of plugins for B2B functionality
• Easy integration with WordPress for a unified site management experience
• Delayed payment options suitable for B2B transactions
• Basic personalization features for customer-specific catalogs and pricing

Cons of WooCommerce:

• B2B features require additional plugins, adding to the complexity.
• Only compatible with WordPress, limiting flexibility.
• Limited scalability for huge businesses.
• Requires technical knowledge for setup and maintenance.
• Potential for compatibility issues with plugins and themes.

Price: The price is $99 (regular) or $199 (extended) for the WooCommerce B2B plugin lifetime license.

6. PrestaShop

Ideal for: Startups and small businesses seeking a free, customizable ecommerce wholesale platform.

Pros of Pretashop:

• It is free to use, making it ideal for budget-conscious businesses
• Highly customizable through a wide range of extensions
• Flexible payment options catering to B2B needs
• Strong community support for troubleshooting and advice
• SEO-friendly features for improved search engine visibility

Cons of Pretashop:

• Limited functionality for larger businesses
• Requires managing separate hosting and other auxiliary services
• Additional costs for premium modules and themes
• Technical expertise is needed for setup and customization
• It can be resource-intensive to maintain and update

Price: Free, with additional costs for hosting and premium extensions.

7. NetSuite Commerce

Ideal for: Medium to large enterprises needing an integrated ERP and ecommerce wholesale solution.

Pros of NetSuite:

• Seamless integration with NetSuite ERP for comprehensive business management.
• Centralized data for real-time insights and streamlined operations.
• Strong security and compliance features.
• Scalable to accommodate business growth.
• Strong support and professional services.

Cons of NetSuite:

• High cost of implementation and maintenance.
• Complex setup requiring professional assistance.
• It is not available as a standalone product; it must be part of NetSuite.
• Limited flexibility for third-party integrations.
• The steep learning curve for new users.

Price: Custom pricing based on modules and number of users.

8. Shift4Shop (formerly 3DCart)

Ideal for: Small to medium-sized businesses looking for a straightforward ecommerce solution with transparent pricing.

Pros of Shift4Shop:

• Easy to set up with extensive support resources
• Transparent pricing structure with clearly defined plans
• Feature-rich page builder, eliminating the need for coding knowledge
• Comprehensive B2B functionality in the basic package
• SEO and mobile-optimized for better user experience

Cons of Shift4Shop:

• It still needs to be more intuitive compared to some competitors
• Customer support can be inconsistent
• Limited scalability for huge businesses
• Fewer third-party integrations are available
• Basic themes and designs may require customization

Price: The basic B2B package starts at $379 per month, with options for add-ons.

This covers the pros and cons, ideal use cases, and pricing for each ecommerce wholesale platform. Now, let’s talk about customer experience.

How to elevate customer experience in B2B wholesale ecommerce

Elevating your customer experience in B2B wholesale ecommerce is essential for success, especially in a market where buyers expect the same seamless, personalized interactions they get from B2C platforms. Providing a modern, user-friendly website with intuitive navigation, personalized pricing, and real-time account management can significantly impact customer satisfaction and loyalty.

It’s also important to ensure that your customers have quick access to their accounts, making it easy for them to manage orders, track shipments, and access invoices effortlessly. Features like custom catalogs, tiered pricing, and self-service portals can further enhance the experience, encouraging repeat business and driving higher conversion rates.

Ultimately, a well-designed B2B ecommerce platform should focus on ease of use, personalized interactions, and seamless customer journeys to foster long-term growth and customer loyalty.

Conclusion

Choosing the right B2B wholesale platform can be a game-changer for businesses looking to scale, optimize operations, and deliver a superior customer experience. As the B2B ecommerce market continues to grow, investing in a platform that offers flexibility, integration, and personalized experiences is crucial for long-term success.

From streamlined order management to AI-powered personalization and real-time data insights, the platforms covered in this guide are designed to address the unique challenges of B2B wholesale. Whether you’re a small startup or a large enterprise, the right platform can help you reduce costs, improve customer satisfaction, and unlock new revenue streams.

As you weigh your options, consider your business size, customer needs, and growth goals. The right choice can empower your business to thrive in a digital-first world, setting you up for sustainable growth and higher profits.

Take your time, do your research, and choose a platform that aligns with your goals – because the right technology can be the difference between simply keeping up and truly thriving.

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