What is B2B commerce? A complete guide

B2B commerce and B2B ecommerce are not interchangeable terms.

Most people think they are. After all, both deal with businesses selling to other businesses, right? But here’s the catch — B2B ecommerce is just one part of the equation. It’s the digital storefront. B2B commerce, on the other hand, is the entire engine that powers wholesale trade. If you’re treating ecommerce as the whole picture, you’re likely missing out on the bigger opportunity to fully digitize your B2B commerce operations to unlock scale, speed, and smarter selling.

This blog is your complete guide to understanding B2B commerce — what it is, how it’s evolving, and why it’s critical for modern wholesale businesses to think beyond B2B ecommerce.

Whether you’re a business leader trying to future-proof your operations or a digital strategist rethinking your tech stack, this guide will help you connect the dots and make informed decisions.

What is B2B commerce, and how does it differ from B2B ecommerce?

B2B commerce, or business-to-business commerce, is the whole ecosystem of transactions between companies, from manufacturers and wholesalers to distributors, resellers, and retailers. It encompasses every process involved when one business sells to another, across both offline and online channels.

B2B commerce revolves around long-term relationships, bulk ordering, personalized pricing, and tailored workflows. It doesn’t just happen online—it spans every touchpoint where businesses interact and conduct transactions.

Most people associate B2B commerce with a website or digital storefront, but that’s just one piece of the puzzle. In reality, B2B commerce spans two primary channels, and the mediums commonly used in each are:

1. Offline channels

These are traditional, relationship-driven selling methods — incredibly relevant in the B2B space.

• Trade shows and industry events
• Phone orders and fax
• In-person appointments and showroom visits
• Field sales and rep visits
• Paper-based order forms and invoices

2. Online channels

These digital interfaces allow for scalable, self-service, and automated selling.

• B2b ecommerce websites and portals
• Digital product catalogs
• Customer-specific buyer dashboards
• Automated reordering and online payments

Today’s most successful businesses effectively combine these two channels, offering customers the convenience of digital interactions without sacrificing the personal touch of offline experiences.

How is B2B commerce different from B2B ecommerce?

As we know, B2B commerce is the process of selling products or services from one business to another, through any channel, whether online or offline. B2B ecommerce, on the other hand, is just one part of that process that occurs via websites or online platforms.

B2B ecommerce is a subset of B2B commerce, explicitly referring to online transactions conducted through a digital interface. This interface enables buyers to place orders, make payments, and manage their accounts without direct contact with a sales representative.

B2B ecommerce typically includes:

• B2B websites or portals for self-service
• Online product browsing and selection
• Online checkout and payment functionality
• Digital invoicing and tracking

In other words, B2B ecommerce occurs when B2B commerce transitions to online mode. But commerce isn’t limited to a screen. True B2B commerce encompasses how businesses interact — digitally, in person, or both — to fulfill complex and recurring purchasing needs.

The rise of B2B digital commerce and what fully digitized B2B commerce means today.

The digitization of B2B commerce is not recent — it’s a multi-decade evolution driven by technology, buyer behavior, and operational needs. What began as a cautious exploration of online channels has become the foundation for the growth of modern wholesale businesses. 

According to Gartner, 80% of B2B sales interactions are expected to occur in digital channels by 2025. And that doesn’t just mean ecommerce — it means every part of the buying journey, supported by digital tools.

From paper-based processes to AI-enabled sales tools, B2B commerce has entered a new era where digital has become essential.

A brief timeline of how B2B commerce went digital

1. Early adoption (1990s – 2000s)

The Internet age sparked the first wave of transformation. A few pioneering B2B companies began experimenting with basic ecommerce portals and static online catalogs. It was unrefined, but it planted the seeds.

2. Acceleration (2000s – 2010s)

With the rise of Google, online advertising, and SEO, B2B companies found new ways to reach and convert buyers. Tools like Google AdWords and email automation began to complement traditional methods, such as cold calls and printed brochures.

3. Modern era (2010s – present)

Today, B2B digital commerce is fully embedded into growth strategies. Buyers expect seamless online experiences, businesses invest in headless commerce, AI, and headless platforms, and the entire sales lifecycle is being reimagined through digital tools.

Key factors to drive the digital adoption shift

• Evolving buyer expectations

Modern B2B buyers, especially millennials and Gen Z, prefer to research, compare, and place orders digitally. They want the same level of convenience as Amazon offers in wholesale transactions.

• Digital maturity and scalability

Businesses have realized that manual workflows, spreadsheets, and printed catalogs can’t scale. Digital tools reduce errors, increase efficiency, and enable businesses to grow without incurring additional overhead.

• Technological innovation

AI, mobile apps, automation, ERP integrations, and real-time data have revolutionized the landscape, enabling digital transformation and driving its power.

Digitization across channels, as offline and online merge

B2B digital commerce encompasses more than just ecommerce. It means digitizing every B2B sales channel, including traditional offline ones. Here’s how both offline and online mediums have evolved with technology:

1. Offline channels — now powered by AI-enabled B2B order-taking app

• Trade shows and events → AI-powered B2B sales app for on-the-spot and faster order-taking in chaotic trade shows.
• Phone orders and faxes → Converted into digital orders via integrated CRM systems with a B2B order-taking app.
• In-person appointments and showroom visits → Sales reps use tablets and apps instead of pen-and-paper to take orders.
• Field sales and rep visits → Digital catalogs replace bulky binders, and reps can place orders that are synced in real-time.
• Paper-based order forms and invoices → Eliminated with cloud-based B2B order management tools.

2. Online channels — now smarter with AI-powered B2B ecommerce platforms

• B2B ecommerce websites and portals → Personalized by customer type and pricing tiers.
• Digital product catalogs → Searchable, filterable, and visually rich.
• Customer-specific dashboards → Track orders, invoices, and reorder history.
• Automated reordering and online payments → Streamlined checkout and flexible payment options.

Modern B2B digital commerce platforms aren’t just “websites or B2B sales apps.” They’re AI-enabled engines that power the complete sales workflow — from product discovery to reordering — with built-in capabilities like:

• Customer-specific pricing
• Digital product catalogs
• Bulk ordering
• Smart recommendations
• Mobile compatibility for reps and buyers
• ERP and accounting integrations (like NetSuite, QuickBooks, Sage)

This digital transformation is not about moving offline tasks online. It’s about eliminating redundant work, reducing friction, and creating faster, cleaner, and more customer-centric operations. B2B digital commerce is transforming traditional businesses into modern sales machines — without compromising the relationship-driven core of wholesale.

Key benefits of adopting a modern B2B commerce approach

Adopting a modern B2B commerce approach isn’t just about going digital—it’s about rethinking how you sell, serve, and scale. Businesses can deliver better customer experiences and operate more efficiently by integrating all sales channels and systems.

Here are five key benefits that show why modernizing your B2B commerce strategy is a wise investment for long-term growth.

1. Omnichannel selling with one unified engine

A modern B2B commerce approach connects all your sales touchpoints — including ecommerce, trade shows, field representatives, and phone orders — into a single, synchronized system. Your customers experience seamless buying, and your team manages it efficiently without needing to switch between tools or channels.

2. Real-time data flow across systems

Orders placed in the field, through reps, or online are automatically synced with your ERP, CRM, and inventory systems. There is no more manual entry or disconnected workflows—just clean, accurate data that keeps your operations running smoothly and customers informed.

3. Buyer empowerment through self-service

Customers can log in to their personalized portals to view orders (regardless of how they were placed), access invoices, track deliveries, and reorder in just seconds. This reduces support tickets, increases repeat business, and aligns with how modern B2B buyers prefer to transact.

4. Scalable growth without operational chaos

Your commerce infrastructure scales as your order volume, product lines, and customer base grow. You won’t need to expand your operations team linearly — automation, digital ordering, and system integrations make growth manageable and cost-effective.

5. Intelligent selling with AI and automation

AI powers modern B2B commerce platforms, providing features such as intelligent product recommendations, dynamic pricing, and automated reordering. These tools eliminate redundant tasks, increase order accuracy, and enable your sales team to focus on building relationships, rather than chasing paperwork.

B2B commerce trends every wholesale business should know

The way B2B businesses buy and sell has undergone more significant changes in the last five years than in the previous two decades. New technologies, shifting buyer behaviors, and growing pressure to operate efficiently reshape the industry. For manufacturers, distributors, and wholesalers, staying competitive means adapting to these trends, not next year, but now. Here are the key trends driving the future of B2B commerce:

1. AI-powered B2B commerce platforms are becoming the norm

AI is driving real value in B2B commerce. Leading platforms now use AI to personalize product recommendations, automate reordering, analyze buyer behavior, and forecast demand. These innovative systems reduce manual effort, increase order value, and enable your sales team to focus on strategic growth, rather than data entry.

2. Offline sales channels are going digital

Traditional sales methods haven’t disappeared — they’ve evolved. Sales reps now use mobile apps to write orders at trade shows, digital catalogs power showrooms, and phone orders are processed through integrated systems. B2B commerce today means digitizing every channel, not replacing them.

3. Real-time data and system integration are a must

Disconnected tools and delayed data slow everything down. Modern B2B businesses invest in platforms that sync with ERPs, CRMs, and inventory systems in real-time. This allows for faster decision-making, cleaner operations, and a more unified customer experience.

4. Buyers demand transparency and control

B2B buyers want to log in to a portal, view their order history, track shipments, and reorder with a single click. The days of “call us for pricing” or waiting on paper invoices are fading fast. Businesses that offer self-service tools will earn more loyalty and repeat business.

5. Scalable infrastructure is driving smarter growth

Manual processes don’t scale. Modern B2B commerce platforms enable businesses to manage increasing order volumes, diverse customer segments, and extensive product catalogs without requiring simultaneous growth in headcount. Scalability, automation, and system integration are becoming non-negotiable.

Why WizCommerce is the best B2B commerce platform for modern wholesalers

In a crowded landscape of B2B commerce platforms, WizCommerce stands out as a proper all-in-one solution, built from the ground up for how wholesale businesses sell today. WizCommerce offers a unified B2B commerce platform that combines two powerful tools in one ecosystem:

• WizShop: An AI-powered B2B ecommerce platform for self-service ordering
• WizOrder: A mobile-first AI-powered B2B order-taking app for sales reps, trade shows, and in-person visits

These provide wholesalers with a seamless, scalable, and fully connected B2B commerce solution, eliminating the need for plugins, middleware, or third-party tools. Whether your buyer orders online, calls a representative, or places an order at a showroom, WizCommerce ensures that all transactions are captured in one place, with real-time synchronization across your systems. Here’s how WizCommerce combines all the B2B commerce features a modern B2B business needs to succeed.

Here’s how WizCommerce combines all the B2B commerce features a modern B2B business needs to succeed.

1. Omnichannel sales — managed in one place

WizCommerce connects all your B2B sales channels — including trade shows, field sales, ecommerce, and phone orders — to offer a unified experience. While these channels operate independently— a B2B ecommerce portal and an order-taking app — they communicate with each other in real-time, providing your team with an accurate 360° view of customer activity, pricing, and order history. This coordinated system reduces friction and simplifies order management across every touchpoint.

2. AI-powered selling tools

WizCommerce utilizes advanced machine learning to deliver personalized product recommendations, reorder predictions, and guided selling solutions for your sales team. The built-in AI Copilot helps reps know what to pitch next, while lead scoring highlights the most promising buyers. The platform also suggests alternative items for out-of-stock SKUs, supports AI-powered image search, and automates upsell and cross-sell paths — helping buyers and sellers make more informed decisions faster.

3. Customer-specific pricing and catalogs

WizCommerce makes it easy to assign custom catalogs, price lists, and payment terms to individual buyers or groups of buyers. Whether managing thousands of SKUs or selling to diverse customer segments, the platform ensures pricing accuracy across every channel, helping your team deliver the right deal to the right buyer every time.

4. Real-time ERP and inventory sync

WizCommerce offers native integrations with ERPs like QuickBooks, NetSuite, Sage, and Microsoft Dynamics 365 Business Central. Orders, pricing, stock availability, and customer data are synced in real-time across systems, eliminating the need for manual updates, preventing overselling, and ensuring complete alignment between your financials and operations.

5. Mobile-first order-taking for reps

The WizCommerce B2B order-taking app is designed for both Android and iOS and built to support high-volume wholesale environments, such as trade shows and on-the-road sales. Reps can create multiple carts per customer, add multiple shipping addresses, and work offline, with automatic sync once connected. The app brings real-time product information, inventory, and buyer-specific pricing directly into the representative’s hands, making order writing fast, flexible, and error-free.

6. Self-service ecommerce portal

WizCommerce’s ecommerce portal empowers buyers to browse, order, and manage everything online. It supports bulk ordering, saved carts, payments against invoices, and advanced features such as one-click reorders, customer approval flows, and showcasing products without displaying prices. This gives you complete control over the buyer journey while meeting modern expectations for speed and convenience.

7. Data-driven insights and automation

Every interaction on WizCommerce generates rich data, from orders to buyer behavior. Dashboards enable you to track top customers, fast-moving SKUs, inactive buyers, and even top-performing sales representatives. Use this intelligence to automate follow-ups, tailor promotions, and optimize your inventory and sales strategy — without needing an ample ops team behind it.

Real success story: how Antique Curiosities unified their B2B commerce with WizCommerce

Antique Curiosities, a wholesale art company, relied on outdated tools, such as Repzio and WooCommerce, and faced problems like:

Problems

• The order-writing app (Repzio) and the B2B ecommerce platform (WooCommerce) didn’t communicate with each other.
• Missing essential B2B workflows, like the ability to showcase products without showing pricing.
• Orders placed via sales reps weren’t visible on the website, causing confusion and duplication.
• Couldn’t handle product complexity, customizations, and price lists across buyer segments.

Solution

Antique Curiosities adopted a proper B2B commerce approach, not just ecommerce. They optimized both their offline and online sales channels by implementing WizOrder, a B2B order-taking app, and WizShop, a B2B ecommerce platform.

Both platforms are designed to communicate with each other in real-time, ensuring that orders placed through sales representatives are instantly visible on the e-commerce portal and vice versa. This created a unified 360° solution that streamlined operations, eliminated duplicate work, and delivered a seamless experience for both customers and internal teams.

Results

• 20% revenue growth
• 90% fewer website complaints
• 10+ hours saved every week
  

Read the complete case study.

Conclusion: The future of B2B commerce is unified, digital, and intelligent

B2B commerce is no longer just about taking orders — it’s about building connected, efficient, and scalable systems that power long-term business growth. As buyer expectations shift and sales channels evolve, wholesale businesses must adopt a modern B2B commerce approach that integrates AI, automation, and omnichannel selling to deliver a seamless experience.

Whether it’s simplifying your trade show order flow, syncing data with your ERP, or empowering buyers with a personalized ecommerce portal, WizCommerce gives you the tools to digitize every part of your B2B sales engine. So, the question isn’t whether you should modernize — it’s how quickly you can get started.