Top 10 B2B commerce features every scaling business needs in 2025

B2B commerce today isn’t just about taking orders — it’s about building a connected system that supports complex buying journeys across online and offline channels.

To do that, businesses need platforms that go beyond basic ecommerce functionality. A true B2B commerce platform enables personalized pricing, integrates with ERPs, empowers sales reps, streamline trade shows and gives buyers control — all in one ecosystem.

But not all platforms can provide this eco-system. To stay competitive and scalable in 2025, you must evaluate the B2B commerce features that benefit your business.

This blog lists the top 10 B2B commerce features every modern platform should offer — from AI-powered tools and unified customer views to bulk ordering and multi-channel integration. These capabilities separate B2B ecommerce from true B2B commerce — and the businesses that are growing from the ones that are just getting by.

What is B2B commerce?

B2B commerce refers to the complete system through which one business sells products or services to another — across online and offline channels, through multiple touchpoints, and often involving complex pricing, approval, and fulfillment workflows. It’s not limited to a shopping cart or a website. B2B commerce includes:

• Sales reps taking orders at trade shows 
• Customers reordering through self-service portals
• Phone-based purchases handled by inside sales teams
• Mobile apps used by field reps for real-time pricing, order taking and inventory
• ERP-driven back-office processes that manage fulfillment, payments, and accounting

B2B commerce platforms are built to handle the entire sales ecosystem — including rep-assisted sales, bulk orders, personalized buyer experiences, and integrations with systems like ERP, CRM, and accounting software.

This broader approach allows businesses to create unified, scalable sales operations that reflect how B2B buyers prefer to transact. And that’s where platform features matter most — because the right capabilities allow you to support modern B2B buying journeys with speed, visibility, and control.

Top 10 must-have B2B commerce features

A modern B2B commerce platform is the central engine that powers your entire sales operation. From sales reps to self-service portals, it needs to handle complexity with clarity. Here are the 10 most essential features that every B2B commerce platform must deliver.

1. Unified customer and order view across all channels

One of the most critical features of B2B commerce is maintaining a unified view of each customer and their order history, regardless of how or where they place their orders.

Whether a buyer places an order through your ecommerce portal, a sales rep at a trade show, or a B2B sales app in the field, a modern B2B commerce platform should consolidate all that activity into a centralized system. This gives your team and the buyer real-time access to what’s been ordered, what’s pending, and what’s next.

A unified view also helps eliminate order duplication, streamline reordering, and make customer service faster and more personalized. It’s the foundation of connected commerce and separates high-functioning B2B systems from disconnected point solutions.

2. Customer-specific pricing, catalogs, and rules

In B2B, every buyer expects a personalized experience — from pricing and product visibility to payment terms and order minimums. A modern B2B commerce platform allows you to define these rules at the account level and apply them seamlessly across all sales channels.

Customers who order online through your ecommerce portal or via a sales rep using a B2B order-taking app see the exact pricing, catalog, and account-specific logic. This consistency builds trust, avoids manual errors, and simplifies the buying process — no matter how the order is placed.

This feature turns complex pricing and segmentation into a scalable, centralized system by aligning self-service and rep-assisted workflows.

3. B2B order-taking app for reps and trade shows

In-person sales are still a significant part of B2B commerce, especially at trade shows, showrooms, or during on-site visits. But reps need more than just a paper catalog or a spreadsheet. A true B2B commerce platform includes a B2B order-taking app that works on iOS and Android, even offline. It gives sales reps access to live product data, pricing, inventory, and customer history—even when offline.

This app isn’t just a digital notepad — it’s fully connected to your central system. Reps can access real-time inventory, customer-specific pricing, and personalized catalogs like buyers on the ecommerce portal. Orders placed through the app automatically sync with your ERP, CRM, and ecommerce system, creating one unified flow.

The result? A seamless experience across rep-assisted and self-service sales, with no manual re-entry, no order duplication, and complete visibility for your team and your customers.

4. Self-service buyer portals

Modern B2B buyers expect autonomy — and a robust B2B commerce platform should give it to them. A self-service buyer portal allows customers to log in anytime to browse their personalized catalog, view pricing, place orders, reorder past purchases, track shipments, and download invoices without contacting a sales rep.

What makes this powerful is its integration into the broader commerce ecosystem. The portal reflects the same pricing rules, inventory, and customer data as your order-taking app and backend ERP. If a buyer places an order online today and calls their rep tomorrow, both sides can access the same unified account history.

This feature reduces friction, saves time, and gives buyers the convenience they’re used to in B2C—but tailored to the complexity of wholesale.

5. Bulk ordering and fast reordering workflows

B2B buyers often place large, complex orders—sometimes with dozens or even hundreds of SKUs at once. A modern B2B commerce platform should make this easy by supporting bulk ordering tools like CSV uploads, multi-SKU quick additions, and saved carts.

It should also streamline reordering workflows, allowing customers to reorder from past invoices or frequently purchased items in just a few clicks. Whether the order is placed online or through a sales rep using a mobile app, the experience should be equally fast and efficient.

This B2B commerce feature reduces friction for repeat customers and helps your sales team process high-volume orders confidently and quickly.

6. Real-time ERP, inventory, and CRM integration

A true B2B commerce platform doesn’t operate in isolation—it works in sync with your core business systems. That means real-time integration with your ERP, inventory management, and CRM platforms to keep everything aligned across orders, pricing, payments, and fulfillment.

Whether using NetSuite, QuickBooks, Microsoft Dynamics 365 BC, or Sage, your commerce platform should automatically pull live inventory data, apply account-specific terms, and push order details back into your ERP. Likewise, customer interactions should update your CRM to keep sales and support teams in the loop.

This eliminates double entry, reduces order errors, and gives your team one version of the truth. It also ensures that your sales reps and customers always work with accurate, up-to-date information.

7. AI-powered selling tools

Modern B2B buyers expect speed, relevance, and intelligent assistance—and that’s exactly what AI offers. A robust B2B commerce platform should include AI-driven tools that enhance buyer experiences and rep efficiency.

For buyers, AI powers predictive search, intelligent product recommendations, and reorder suggestions based on purchasing behavior. For reps, tools like AI Copilot help them create orders faster, get instant stock or order status updates, and suggest the next-best product or bundle — all while reducing manual effort.

AI also flags buying signals, automates follow-ups and surfaces insights like which accounts are most likely to reorder — helping teams prioritize what matters. It’s not just about automation — it’s about selling smarter and faster across every channel.

8. Flexible B2B payment options

Unlike B2C, B2B payments aren’t one-size-fits-all. Buyers expect terms, options, and flexibility. A modern B2B commerce platform should support a range of payment methods tailored to wholesale buyers’ operations.

That means offering ACH, credit card, bank transfers, and “pay on account” options — along with configurable terms like Net 15, Net 30, or custom arrangements based on the customer profile. These options should be applied consistently across your ecommerce portal and order-taking app, ensuring a seamless experience regardless of where the order is placed.

Built-in payment flexibility reduces friction at checkout, helping accelerate deal flow and improving cash flow without requiring manual back-and-forth.

9. Advanced roles, permissions, and approval workflows

In B2B commerce, a single customer account often includes multiple users — from buyers and approvers to finance and procurement teams. A modern B2B commerce platform should support multi-user account structures with role-based access and custom approval workflows.

That means allowing businesses to define who can browse products, who can place orders, who needs to approve them, and who manages payments — all within the same account. These workflows should be enforced in the B2B ecommerce portal and rep-assisted orders so nothing gets bypassed.

This level of control helps enterprise buyers stick to their internal processes while making it easier for your team to manage complex accounts without confusion or delays.

10. Dashboards and performance analytics

To run an efficient B2B business, you need visibility — into customers, sales, products, and rep performance. A complete B2B commerce platform should offer built-in dashboards and analytics that give sales and operations teams the insights they need to make smarter decisions.

Track top-performing products, most active buyers, at-risk accounts, abandoned carts, and inactive customers — all in one place. For sales teams, view rep performance, order trends by channel, and real-time order volume.

Because the platform integrates across ecommerce, rep tools, and ERP, these insights reflect the whole picture — not just a slice. The result? Proactive selling, faster decision-making, and a more data-driven business.

Conclusion

B2B commerce in 2025 is about allowing coordination, personalization, and scale across every sales touchpoint. From B2B ecommerce portals and field sales apps to ERP systems and customer dashboards, your platform needs to do more than just function — it needs to unify.

The ten features we explored in this blog aren’t simply technical checkboxes — they’re core capabilities that directly impact how efficiently your team operates, how easily your buyers do business with you, and how ready your organization is to grow. A platform that supports these features gives you more than just convenience — it gives you control, visibility, and long-term adaptability.

While many solutions focus solely on B2B ecommerce, few are built for the broader vision of true B2B commerce — where online, offline, self-service, and rep-assisted workflows come together in a single, connected ecosystem.

That’s where WizCommerce stands apart. From AI-assisted sales to seamless ERP integration and mobile order-taking, WizCommerce brings all these features together in one powerful platform built specifically for wholesalers, distributors, and manufacturers.