Field sales vs online orders: What works better?

Looking to improve B2B sales? Here’s the key takeaway: Field sales excel at building personal relationships for complex, high-value deals, while online orders offer 24/7 convenience, automation, and scalability. The best strategy? Combine both methods to meet diverse customer needs and maximize growth.

• Field sales: Best for high-value transactions, new markets, and complex products. Strong at personal connections but costly and time-intensive.
• Online orders: Ideal for repeat orders, standard products, and global reach. It is efficient but requires strong data management and security.

Quick comparison table

Strengths and limitations of field sales

Field sales drive B2B growth, especially where trust and personalization matter. However, changing buyer behavior and rising digital expectations bring their own set of challenges.

Let’s explore what field does best—and where it tends to fall short.

Advantages of field sales

Field sales thrive on building strong customer relationships through in-person interactions. These face-to-face meetings create trust, which is crucial for complex B2B transactions. Field sales teams convert 40% of leads into sales. Meeting in person allows representatives to pick up on body language, showcase complicated products, address questions on the spot, and establish long-term professional connections. This approach is efficient for high-value deals or solutions that require detailed explanations. However, these advantages come with their own set of challenges.

Common problems in field sales 

While field sales have clear strengths, they often struggle in today’s digital-first world. Today’s research shows that 95% of business buyers start by searching online before contacting a vendor.

Here’s a closer look at the main challenges:

Field sales can also be expensive, with costs like travel and limited geographic reach making scalability difficult. Beyond these logistical hurdles, several specific issues add to the complexity:

1. Multiple decision-maker complexity

B2B sales often involve several stakeholders, which can prolong the process and require more time and resources.

2. Value communication

Sales reps must clearly explain the value of their product while competing with the wealth of information buyers can easily find online. This demands strong product knowledge and the ability to demonstrate ROI effectively.

To address these challenges, digital tools such as B2B order-taking apps and structured strategies like Account-Based Marketing (ABM) are becoming more common. Notably, 87% of marketers using ABM report better results than other marketing methods.

Strengths and limitations of online orders

Online ordering has transformed how B2B businesses operate, offering speed, convenience, and scale. But with digital efficiency come new challenges—from data accuracy to system adoption.

Let’s explore what online orders do best—and where they can fall short.

Advantages of online orders

Online ordering systems allow businesses to operate around the clock and simplify processes in B2B commerce. A study found that 74% of B2B buyers now complete at least half of their purchases online, and by 2020, more than half of these buyers preferred digital purchasing methods.

Here’s how online ordering systems deliver value:

These features help businesses improve efficiency and streamline operations. Despite these strengths, online ordering systems are not without their challenges.

Common problems in online orders 

While online ordering systems offer many benefits, they also come with hurdles. Data management is a frequent issue, as businesses often struggle to maintain clean and consistent records. Problems like duplicate entries, missing details, or formatting errors can lead to inaccurate orders and harm customer satisfaction.

Here are the main challenges businesses face:

1.Data quality management

Accurate product information, pricing, and inventory data require ongoing effort. Regular audits and well-defined governance policies are critical to avoiding costly errors that could impact customer trust.

2.Technology adoption barriers

Both employees and customers may resist new systems. Staff may worry about job security or lack the skills to use the platforms effectively, while customers may hesitate to change their purchasing habits.

3.Security concerns

Protecting sensitive data is crucial but must not compromise usability. Strong security measures, such as two-factor authentication, encrypted transactions, and regular audits, are essential to maintaining trust.

4.Supply chain integration

Managing inventory across multiple digital channels can be tricky. Real-time stock updates and accurate availability information are necessary to avoid overselling or running out of stock.

B2B companies that overcome these obstacles often invest in thorough training, enforce clear data policies, and adopt advanced security measures. Striking the right balance between automation and maintaining personal connections is key to thriving in the digital B2B landscape.

Best times for field sales

Field sales are essential for situations requiring a personal touch and in-depth expertise. Knowing when to deploy field sales representatives can significantly impact the success of your business efforts.

Here are some scenarios where field sales shine:

1. High-value transactions

Big deals often involve multiple stakeholders, custom pricing discussions, and detailed product requirements. Field sales reps can navigate these complexities, ensuring all decision-makers are aligned, and every detail is addressed.

2. New market entry

Breaking into a new region or industry? Face-to-face interactions help establish trust and build strong relationships. Field reps can demonstrate products in person and address any concerns immediately.

3. Complex product lines

When products require technical know-how or customization, field sales teams are invaluable. They can:

• Assess customer needs
• Provide live demonstrations
• Offer immediate support
• Suggest tailored configurations

Field sales are ideal for intricate, high-involvement transactions, while digital channels are better suited for efficiency-driven tasks.

Best times for online orders

Online ordering is the go-to choice for speed and convenience. It simplifies the buying process and boosts customer satisfaction in the right scenarios.

Here are some specific cases where online orders excel:

1. Regular restocking

Online platforms make reordering fast and hassle-free for recurring orders. Customers can easily access their order history and replicate past purchases.

2. Time-sensitive purchases

When customers need immediate order confirmation or service outside regular business hours, online systems deliver:

• Real-time inventory updates
• Accurate pricing
• Instant order confirmations
• Automated shipping notifications

3. Multi-location businesses

Companies with multiple sites benefit from centralized online ordering. This approach ensures:

• Consistent pricing across all locations
• Streamlined billing processes
• Better inventory management
• Standardized ordering procedures

Combining field sales with online orders

Combining field sales and online ordering can create a robust system that boosts efficiency and customer satisfaction.

1. Building a multi-channel system

Today’s B2B sales strategies often combine traditional field sales with digital ordering. Ecommerce doesn’t replace field sales—it complements them.

Here’s how to create a strong multi-channel system:

• Align your teams: Field sales and digital channels must work together smoothly. Sales reps should see online ordering as a tool that supports their efforts, not as competition.
• Define channel roles: Set clear guidelines for how and when to use each channel. For example, the Howard Elliott Collection launched its B2B ecommerce platform with WizCommerce in April 2025. This allowed customers to reorder online while offering customized custom project support easily.

2. Tools to connect sales channels

The right tools can help integrate field sales with online ordering. Here are some essential components:

These tools free up sales teams to focus on higher-value tasks.

3. Evolving roles for sales teams

As digital tools reshape customer interactions, field sales teams are taking on new responsibilities. Their focus is shifting to:

• Strategic consulting: Acting as trusted advisors, they help customers solve complex challenges while routine orders are handled online.
• Digital support: Helping customers adopt online platforms. For instance, Tremont Floral introduced a B2B ecommerce platform with WizCommerce in April 2024, offering customers a streamlined digital ordering experience.
• Specialized services: Sales reps can dedicate more time to custom solutions, account planning, technical advice, and market insights.

To make this shift successful, businesses should measure and reward sales teams for driving online adoption while maintaining strong client relationships. This approach ensures both channels contribute to growth without creating internal competition.

Conclusion: Making both methods work

Today’s B2B sales effectively combine field sales with online ordering. A great example is Hose of South Texas, which in March 2023 launched an ecommerce platform alongside its field sales efforts. This move helped them reach a broader market while maintaining the personal touch their customers value.

Success in this blended approach depends on focusing on three key areas:

WizCommerce helps you do this—seamlessly connect field sales with digital ordering, equip reps with modern tools, and scale your B2B business with ease. It’s built for wholesale, trusted by growing brands, and ready to transform how you sell.