15 Best B2B Ecommerce Examples from Top Websites

B2B ecommerce websites have transformed from optional marketing strategies into essential business infrastructure. Today’s business buyers expect the same seamless digital experiences they encounter as consumers. Ecommerce companies that don’t deliver risk losing customers to competitors who do.

The numbers tell the story. Gartner research shows 37% of B2B buyers use supplier websites during their buying process, more than any other digital channel. Even more revealing is the study by VML which found that 90% of buyers check out 2-7 different websites before deciding. That means your site is always being compared to others.

Here’s why that matters: 

• 94% of first impressions come from website design. 
• Only 1% of users say e-commerce websites meet their expectations on every visit.

The verdict? ​​Businesses can’t afford to treat their digital presence as an afterthought anymore.

This guide looks at 15 B2B ecommerce examples that do it right. These B2B ecommerce example sites show how good design, smart features, and user-friendly experiences turn visitors into customers. 

15 best B2B ecommerce website examples that drive real business results

01. Loloi Rugs – timeless and modern rugs for every space

Loloi Rugs serves interior designers and furniture retailers with a curated selection of traditional and contemporary rugs. They’ve built a sophisticated website that balances professional trade features with consumer accessibility.

Their navigation menu includes detailed filtering options right up top – you can shop by color, size, shape, and even see exact measurements like “9 x 12” or “7+ Round” without having to dig into subcategories. 

Their “Inspiration” tab showcases real projects from named interior designers, showing their rugs in actual homes and spaces. 

Their “How to Buy” page clearly separates trade professionals from consumers, explaining exactly how each type of customer can purchase.

Key lesson from this B2B ecommerce example: Make filtering simple and obvious. B2B buyers know exactly what they need – specific sizes, colors, or technical specs – so don’t make them work to find those options. Whether it’s in your navigation, sidebar, or search bar, put your key filters where people expect them and make the choices clear and specific.

02. Emdee International – home décor and textile wholesale distributor

Emdee International serves interior designers and home décor retailers with a curated selection of textiles, pillows, and home accessories. Their platform combines wholesale functionality with strong visual presentation, targeting trade professionals who value both aesthetics and business efficiency.

What we liked: Their homepage shows a live Instagram feed right on the main page, so you can see real customers using their products. 

They also list all their upcoming trade show dates for 2025 with booth numbers and locations, making it super easy for buyers to find them at new markets.

Key lesson from this B2B ecommerce example: Show real customers using your products. Even B2B buyers want to see social proof before they buy. A live Instagram feed on your homepage gives instant credibility and shows that real people are actually buying and using what you sell.

03. Antique Curiosities – vintage and antique items for collectors

Antique Curiosities sells vintage and antique items to collectors and dealers. They work with individual artists to create unique pieces and focus on authenticity and craftsmanship in everything they offer.

What we liked: Their top banner message is brilliant: “Existing user? Click ‘Forgot Password’ to regain access. New user? ‘Sign up’ for a seamless online shopping experience.” It’s clear, helpful, and immediately tells visitors exactly what to do. 

We also love their “Meet the Artists” page that introduces each artist with photos and personal stories, adding a human touch to their business.

Key lesson from this B2B ecommerce example: Make your call-to-action crystal clear from the moment people land on your site. Don’t make visitors hunt for login buttons or guess what they should do next. A simple, prominent message that guides both new and returning customers eliminates confusion and gets people into your site faster.

04. Howard Elliott Collection – home décor and furniture wholesale distributor

Howard Elliott Collection supplies home décor and furniture to interior designers and furniture retailers. They focus on statement pieces and unique designs that help their customers create distinctive spaces for their business clients.

What we liked: Their customer testimonials are front and center on the homepage, not buried somewhere deep in the site. The below review, for example, is detailed and specific, talking about their long strategic partnership and how the products help her business. Including her photo and company name makes it feel real and trustworthy.

Key lesson from this B2B ecommerce example: Put your best customer reviews right on your homepage where everyone can see them. Don’t hide testimonials on a separate page that nobody visits. Real customers talking about real business results builds instant credibility and shows prospects that other professionals trust you with their success.

05. Luxe Light Decor – Lighting supply and decor company

Luxe Light Decor specializes in lighting fixtures and seasonal decorations for retailers and event planners. They offer everything from everyday lighting to holiday-specific items, serving both commercial and residential markets.

What we liked: This ecommerce store’s navigation is perfectly simple – categories like “Garden,” “Holidays,” “Commercial,” and “Events” are laid out clearly across the top. No confusing dropdown menus or hidden subcategories. 

We also love their “Similar Products” section that shows related items right on the product page, making it easy for buyers to discover additional products they might want to add to their order.

Key lesson from this B2B ecommerce example: Keep your navigation dead simple. B2B buyers are busy and don’t want to hunt through complicated menus to find what they need. Clear, descriptive category names that match how your customers think about their purchases will get them to products faster and reduce bounce rates.

06. Karen Didion – Handcrafted Halloween and Christmas collectibles

Karen Didion creates limited-edition collectibles for retailers and collectors, with each piece being handcrafted and individually numbered. She specializes in holiday collectibles, particularly Christmas and Halloween items that appeal to both gift shops and serious collectors.

The “Shop Local Retailers” feature is brilliant – instead of only selling direct through online stores, they help customers find local stores that carry their products. When you click it, you get taken to Google search results showing nearby retailers, complete with reviews and store hours. 

We also love their detailed “About Our Collectibles” page that tells Karen’s personal story and explains exactly what makes each piece special, including the numbering and authenticity certificates.

Key lesson from this B2B ecommerce example: Tell the story behind your products, not just their features. B2B buyers need to understand what makes your products special so they can sell that story to their own customers. Personal backstories, craftsmanship details, and authenticity explanations help justify higher prices and create emotional connections that turn products into must-have items.

07. Amazon Business – B2B arm of Amazon with wide range of products

Amazon Business leverages Amazon’s massive infrastructure to serve business customers with procurement-friendly features and volume pricing. They’ve adapted their familiar consumer platform for professional buyers while adding enterprise-grade functionality.

What we liked: Instead of just listing features, they use benefit-focused language like “Streamline purchasing” and “Maintain compliance” that immediately tells you what problem each tool solves. 

Every page includes customer success stories from recognizable companies like Nasdaq and The Walsh Group, showing real results and making it clear that other businesses are successfully using their platform.

Key lesson from this B2B ecommerce example: Lead with benefits, not features. Don’t just say “we have bulk ordering” – say “buy in bulk to save money and time.” Your website visitors want to know what’s in it for them, not just what buttons they can click. Benefits-focused language makes it immediately clear why someone should care about what you’re offering.

08. Alibaba Group – World’s largest B2B ecommerce marketplace

Alibaba connects manufacturers worldwide with buyers, focusing on large-volume transactions and international trade. They’ve built the world’s largest B2B online marketplace by making it easy for businesses to find suppliers and products across every category imaginable.

What we liked: Right on their homepage, they show “Frequently searched” terms like “iPhone 15 pro max,” “toys,” “camera,” and “drone 4k” that you can click immediately. 

They also display impressive trust-building numbers – 200M+ products, 200K+ suppliers, 5,900 product categories. 

Plus, they heavily emphasize security with “Verified Supplier” badges and “Trade Assurance” protection that addresses the biggest concerns about international sourcing.

Key lesson from this B2B ecommerce example: Make security and trust your biggest selling points. B2B buyers are nervous about getting burned by bad suppliers or losing money on international orders. Prominently display verification systems, buyer protection programs, and security badges throughout your site to calm those fears and show that you take their safety seriously.

09. DHgate – International buyers connecting with wholesale suppliers

DHgate specializes in connecting international buyers with Chinese suppliers, focusing on small to medium-sized wholesale orders. They’ve built a platform that balances supplier diversity with buyer protection for cross-border transactions.

What we liked: They display an impressive array of payment options right on their site – everything from Apple Pay and Google Pay to Klarna, Afterpay, and regional options like EBAN and Satispay. 

Key lesson from this B2B ecommerce example: Show all your payment options prominently. International B2B buyers have different preferences and restrictions for how they can pay, so displaying every option you accept removes a major barrier to purchase. Don’t just mention “we accept credit cards” – show the actual logos so buyers can immediately see their preferred method is available.

10. Grainger – Industrial supplies for healthcare, manufacturing, public sector

Grainger serves industrial buyers with MRO (maintenance, repair, operations) supplies, focusing on immediate availability and technical support. They’ve built their platform around the urgency and specific needs of industrial maintenance operations.

What we liked: Right in their main navigation, they have a prominent “Bulk Order” dropdown that lets you quickly enter multiple item numbers and quantities in a “Line by Line” format. 

But what really stands out are their CRO banners strategically placed throughout the site that speak directly to their audience with compelling calls-to-action and conversion-focused messaging.

Key lesson from this B2B ecommerce example: Use your website’s prime real estate for conversion-focused banners. Don’t just fill space with generic images – every banner should be designed to drive action. Strategic CRO banners that address your buyer’s pain points and include clear calls-to-action can significantly boost conversions when placed in high-visibility areas of your site.

11. Ferguson – Plumbing, HVAC, and building supplies (B2B & B2C)

Ferguson serves both professional contractors and DIY consumers with building supplies, maintaining separate customer experiences for each customer type while providing a comprehensive selection of plumbing, HVAC, and construction materials.

What we liked: They use video content prominently on their homepage to explain their business and showcase their expertise. 

Their “Shop by Job” navigation is brilliant – instead of just listing products, they organize everything around specific jobs like “Replace Shower & Faucet Valve” or “Kitchen Sink & Faucet Installation.” Each job page shows “What You’ll Need” with related products like shower faucets, faucet valves, wrenches, and soldering torches, making it easy to cross-sell complementary items.

Key lesson from this B2B ecommerce example: Use multimedia content to build trust and explain your value. Videos, images, and interactive content help B2B buyers understand your expertise and visualize solutions better than text alone. Professional buyers want to see that you understand their work and can provide the complete solutions they need.

12. Medline – Medical supplies manufacturer and distributor

Medline combines manufacturing with distribution, serving healthcare facilities with a comprehensive supply chain solution. They’ve built their platform around the specific needs of medical professionals who require quick access to specialized products.

What we liked: Their navigation is exceptionally well organized with clear sections like “Learn” for educational content and “Shop Product Catalog” for purchasing. The catalog is broken down by medical specialties like “Advanced Wound Care,” “Anesthesia,” “Diagnostics,” and “Durable Medical Equipment” with specific product listings like “Alginate/Fiber Dressings,” “Hydrocolloids,” and “Wound Cleansers” that medical professionals can find instantly.

Key lesson from this B2B ecommerce example: Organize your navigation exactly how your customers think about their work. Your website structure should mirror your buyers’ mental model of their industry, making it effortless for them to find what they need without having to translate between your internal categories and their professional requirements.

13. Berlin Packaging – Packaging items and services provider

Berlin Packaging is the leading provider of packaging, serveing manufacturers and packagers with containers, closures, and packaging design services. They combine product sales with design consultations and custom packaging development to provide complete packaging solutions.

What we liked: Right on their homepage, they feature the latest company news very prominently in the first fold, showing that they’re an active, growing company, plus credibility boosters like “1,700+ Global Suppliers” and “50,000+ SKUs Available.” 

They also prominently display their offers in bright, eye-catching banners that are impossible to miss.

Key lesson from this B2B ecommerce example: Feature your best offers prominently where everyone can see them. Don’t hide shipping deals or bulk discounts in fine print – make them the first thing visitors notice. B2B buyers are cost-conscious and a clear, visible offer can be the difference between them staying on your site or checking out your competitors.

14. Avery Dennison – Labeling and packaging materials specialist

Avery Dennison provides labeling solutions for various industries, combining product sales with technical support and customization options. They serve global ecommerce markets with specialized materials and expertise for complex labeling challenges.

What we liked: They prominently display their company values throughout their website, showing their culture and foundations in a way that builds trust with B2B buyers. 

They also have a comprehensive global website directory that shows their different divisions and language options – from their main corporate site in multiple languages to specialized platforms like AD-Explore and Apparel Solutions.

Key lesson from this B2B ecommerce example: Make your global presence obvious and accessible. B2B buyers often work internationally and need to know you can serve them across different regions and languages. A clear global website directory that shows all your regional sites, languages, and specialized divisions demonstrates scale and reliability that smaller competitors can’t match.

15. Quill – An office and educational supply provider (owned by Staples)

Quill serves businesses and educational institutions with office supplies, focusing on procurement efficiency and volume purchasing. As part of the Staples family, they combine extensive inventory with B2B-specific features and pricing.

What we liked: They have offers literally everywhere you look – from homepage banners to pop-up overlays that appear when you visit. Their rewards program is comprehensive, showing travel partnerships, gift cards, snacks, and electronics that you can redeem with points. They make it clear that “every order gets rewarded” and show exactly how you can use those points for everything from coffee cards to travel deals.

Key lesson from this B2B ecommerce example: Put offers and incentives everywhere on your site. Don’t just have one banner – create a system where visitors constantly see the value they’re getting. Pop-ups, homepage banners, rewards sections, and loyalty programs should all work together to remind B2B buyers why they should choose you over competitors.

Key takeaways: What these successful B2B ecommerce examples have in common

After analyzing these 15 diverse B2B ecommerce example sites, several universal success factors emerge that separate top performers from average websites:

Essential features that make B2B ecommerce websites successful

Now that you’ve seen the best B2B ecommerce website examples, it’s crucial to understand what separates exceptional B2B ecommerce sites from average ones. These nine key features address the unique challenges business buyers face and directly impact conversion rates.

Intuitive catalog organization

Wholesale buyers usually know exactly what they need and want to find it fast. Unlike retail consumers who might browse for inspiration, wholesale buyers are on a mission with specific SKUs, product lines, or categories in mind. Your catalog structure should reflect how they think about your products—by industry, application, or brand lines.

Poor organization forces wholesale buyers to dig through irrelevant categories, creating friction that leads to abandoned sessions. When buyers can’t find products quickly, they’ll try your competitors instead.

Organize your main categories around buyer intent, not internal product divisions. Use clear, descriptive names and limit subcategories to prevent decision paralysis. Advanced B2B ecommerce platforms like WizCommerce offer personalized catalog creation that allows you to create custom catalog views for different customer segments, ensuring each buyer type sees products organized in the most relevant way for their specific needs.

Bulk ordering features

Wholesale buyers rarely need just one of anything. They’re ordering for inventory replenishment, project fulfillment, or resale. Standard retail checkout flows that focus on individual items create unnecessary steps and frustration for wholesale operations.

Wholesale orders are typically larger and more complex than retail transactions. Buyers need to see volume pricing, order minimum quantities, and reorder previous purchases without rebuilding their cart from scratch.

Add quantity breaks that show bulk pricing automatically. Include “reorder” buttons on past orders and create custom order templates for frequently purchased items. Implement bulk import functionality that allows wholesale buyers to upload entire order lists via CSV files, which is essential for buyers managing hundreds of SKUs.

Detailed product descriptions

Wholesale buyers need detailed product information to make informed decisions. They’re often purchasing for resale or specific projects and need to justify their choices with specifications, compatibility details, and use case scenarios.

Incomplete product information forces buyers to contact sales for basic details, slowing down the buying process. When information is missing, wholesale buyers assume you lack expertise or are hiding crucial details.

Include technical specifications, dimensions, compatibility information, and downloadable spec sheets. Add application examples and installation requirements where relevant. Research by Baymard Institute shows that 43% of websites don’t provide shipping information on product pages, but 64% of users actively look for it, which is critical for wholesale buyers planning inventory and delivery timelines.

Advanced search and filtering

With wholesale catalogs containing thousands of products, basic search functionality doesn’t meet buyer needs. Wholesale buyers need to filter by multiple criteria simultaneously—price range, brand, specifications, minimum order quantities, and availability.

Research by VML reveals that over 60% of B2B websites have filters that return less than a quarter of initial search results, essentially hiding relevant products from buyers. Additionally, 56% of B2B websites only return exact keyword matches, missing products when buyers use different terminology.

Implement faceted search that lets users filter by multiple attributes. Add autocomplete suggestions and search within results functionality. Ensure your search can handle synonyms and industry terminology. Advanced catalog management systems should include intelligent search that learns from buyer behavior and suggests relevant products even when exact terms don’t match.

WizCommerce addresses these challenges with typo-tolerant search that understands buyer intent even with misspellings. Additionally, AI-powered search learns from buyer behavior and suggests relevant products even when exact terms don’t match. The platform’s customizable filter and sorting attributes allow businesses to tailor search functionality to their specific industry terminology and buyer needs. 

Customer-specific pricing and discounts

Wholesale relationships often involve negotiated pricing, volume discounts, and special contract terms. Your website needs to reflect these unique pricing structures for each customer account, which typically requires user authentication to access.

Generic pricing doesn’t reflect the value of established wholesale relationships.

Baymard research also found that 48% of buyers abandon carts due to unexpected extra costs. 

Wholesale buyers especially need transparent, account-specific pricing once they’re logged in.

Require login to access pricing, but make the registration process valuable and straightforward. Once logged in, display customer-specific pricing immediately. Show volume discount tiers clearly and include contract pricing where applicable. Make custom quote requests simple and prominent for non-registered visitors. 

Platforms like WizPay by WizCommerce implement secure login-based pricing that automatically applies customer-specific discounts, contract terms, and volume pricing based on order quantities, ensuring each wholesale customer sees their exact negotiated rates. The platform supports multiple price lists (up to 15 different pricing structures) and allows line-level pricing adjustments for complex negotiations.

Responsive design that actually works

Mobile isn’t optional for wholesale operations anymore. Wholesale buyers research on phones during trade shows, tablets in warehouses, and desktops in offices. Your site must work perfectly across all devices without compromising functionality.

80% of B2B buyers use mobile devices to research products, and over 60% report that mobile played a significant role in recent purchases. Poor mobile experience drives buyers away.

Test your entire purchase flow on mobile devices. Ensure product details, pricing, and checkout work seamlessly. Don’t hide features on mobile, optimize them instead. Make sure bulk ordering and reorder functionality work as smoothly on mobile as desktop.

Robust security features

Wholesale transactions involve larger amounts, sensitive pricing information, and corporate accountability. Security is about demonstrating that you understand the stakes involved in wholesale relationships.

Security breaches in wholesale transactions can affect entire supply chains, not just individual companies. 

Research shows that 18% of users don’t trust sites with credit card information, leading to cart abandonment, a critical issue for high-value wholesale orders.

Display security badges prominently throughout the site. Use SSL certificates, implement secure payment processing, and maintain compliance with relevant industry standards. Make your security measures visible and understandable to reduce the trust barrier that causes abandonment.

Customer registration benefits

Wholesale buyers value efficiency and personalization above all else. Registration should unlock features that make their job easier: order history, custom pricing, reorder capabilities, and personalized product recommendations based on purchase history.

Anonymous browsing doesn’t serve wholesale buyers well. They need accounts that remember their preferences, track orders, and provide business-relevant features. However, 24% of buyers abandon checkout when forced to create accounts, so registration must provide clear, immediate value.

Make registration valuable by offering immediate benefits. Provide comprehensive order history, save customer preferences, and enable features like quote requests and bulk ordering for registered users only. 

Flexible checkout process

Wholesale purchases involve different payment methods, approval processes, and delivery requirements than retail transactions. Your checkout must accommodate purchase orders, net payment terms, and complex shipping arrangements to multiple locations.

Forcing wholesale buyers through retail-style checkout creates friction and abandonment. 

Research shows that 17% of buyers abandon purchases due to complicated checkout processes alone, a costly problem for high-value wholesale orders.

Accept multiple payment methods including purchase orders and net terms. Allow split shipping to multiple locations and include approval workflows for large orders. 

These features work together to create seamless experiences that respect how wholesale buyers actually operate. 

Quick wins: 10 improvements you can make this week to your B2B ecommerce website

Based on these b2b ecommerce example analyses, here are immediate, low-cost actions that B2B businesses can implement within days to see quick results:

1. Optimize product search

Add auto-complete and search suggestions to help buyers find products faster. Even simple keyword matching improvements can reduce search abandonment significantly. If you’re using a platform like WizCommerce, enable the typo-tolerant search feature to catch buyer intent even with misspellings.

2. Improve mobile navigation

Simplify menus and reduce clicks required to reach key functions. Review your mobile checkout process and ensure bulk ordering features work smoothly on smartphones and tablets. Consider how your sales team uses mobile devices in the field.

3. Add customer testimonials

Build trust with social proof from similar businesses. Include company names, titles, and specific results where possible. Video testimonials from actual users carry more weight than written reviews.

4. Create comparison tools

Help buyers evaluate options by providing side-by-side product comparisons. Include technical specifications, pricing, and availability information. This is particularly important for complex technical products.

5. Implement live chat

Provide instant support during business hours. Train chat agents to handle technical questions and pricing inquiries. For platforms like WizCommerce, integrate chat with your customer relationship management system for personalized cu.

6. Add bulk order options

Enable quantity-based pricing and make bulk ordering obvious and easy. Include CSV upload functionality for large orders and display volume discounts prominently.

7. Optimize page speed

Compress images and minimize code to improve loading times. Use content delivery networks (CDNs) for faster global performance. Page speed directly impacts search rankings and user satisfaction.

8. Include detailed specs

Add downloadable product sheets with technical specifications, compatibility information, and installation guides. Make this information easily accessible without requiring registration.

9. Set up abandoned cart emails

Recover lost sales with automated email sequences for abandoned carts. Include personalized product recommendations and offer assistance with technical questions or pricing.

10. Add security badges

Display trust signals prominently, especially near checkout areas. Include SSL certificates, payment security badges, and industry certifications. B2B buyers need confidence in your platform’s security.

How WizCommerce can transform your B2B ecommerce success?

For businesses looking to implement or improve their B2B ecommerce platforms, WizCommerce offers a comprehensive solution that addresses the unique challenges and requirements of B2B organizations, from small distributors to large manufacturers.

WizCommerce empowers wholesalers, distributors, and manufacturers to launch and scale professional B2B ecommerce websites with ease. Through WizShop, you get a fully custom-branded platform that features login-based pricing, real-time inventory visibility, customer approval flows, and one-click reordering, creating a seamless, modern shopping experience tailored for your business buyers.

Our ecommerce solution unifies online and ERP orders for a true omnichannel view, supports AI-powered product discovery, and delivers personalized pricing for every customer. With integration to your existing ERP, CRM, inventory, and accounting systems, you can automate workflows and eliminate manual data entry or the need to juggle multiple systems.

From onboarding to ongoing support, WizCommerce provides expert guidance at every step, delivering proven results like 83% faster order times, 30% more active online customers, and rapid revenue growth for over 1,000 businesses. 

Ready to upgrade your B2B ecommerce? Contact us today for a personalized demo and see how WizCommerce can transform your wholesale business.

Frequently asked questions (FAQs) on B2B ecommerce

What is a B2B ecommerce website?

A B2B ecommerce website is an online platform where businesses sell products or services to other businesses. These sites typically support bulk ordering, tiered pricing, custom quotes, and multi-user accounts. They’re designed to streamline complex purchasing processes and often integrate with inventory, billing, and procurement systems.

Which B2B ecommerce platform is best?

The best platform depends on your business size, industry, and needs. Some platforms offer broad marketplace features suited for general use, while others cater to niche sectors with industry-specific tools. Key factors to consider include scalability, customization, integration capabilities, and support for complex ordering and pricing models.

What is an example of B2B ecommerce?

B2B ecommerce examples include wholesalers selling products in bulk to retailers, manufacturers supplying parts to distributors, or service providers offering subscription tools to businesses. Any online business transaction between two businesses, using features like bulk pricing, RFQs, or personalized catalogs, qualifies as B2B ecommerce.

How do B2B and B2C ecommerce websites differ?

B2B ecommerce is tailored to high-volume buyers and longer sales cycles, with features like custom pricing, quotes, and bulk orders. B2C sites focus on individual consumers with fixed pricing and fast checkouts. B2B also often includes account management, approval workflows, and integration with procurement systems.