That's why you are losing customers in your B2B trade - and what you can do about it.
Blog
3 min
Blog
3 min
In B2C e-commerce, the purchasing experience often revolves around inspiring and enticing. In B2B, it's the opposite. Customers already know what they want, they have probably ordered it before and want to do it again – as quickly and smoothly as possible. Yet, it is surprisingly common for B2B stores to be built with the same logic as consumer retail. This creates unnecessary friction, frustrates customers, and leads to manual work that no one really has time for. So, what does a truly smooth purchasing experience look like in B2B?
Customers know what they want, so help them find it quickly
A B2B customer ordering spare parts, consumables or raw materials doesn't want to spend time browsing an online store. They want to search, find what they need and add it to their cart.
This makes search functionality one of the most important features of any B2B e-commerce store. It needs to handle article numbers, product names and synonyms, and deliver search results instantly. Just as importantly, customers should be able to add products directly to their cart from the search results without having to visit each individual product page. Simple in theory, but surprisingly often poorly executed in practice.
Many customers order the same products again and again
A large part of B2B commerce consists of repeat purchases. The same products, roughly the same quantities and at regular intervals. Forcing customers to search for everything from scratch every time creates unnecessary friction.
The solution is simple: allow customers to save favourite products, create their own lists of frequently ordered items and reorder directly from their order history. This saves customers time and reduces the risk of them choosing a competitor that makes the process easier.
The right information in the right place
In B2B commerce, product information is often the deciding factor in whether a purchase is made. A customer buying industrial components needs specifications, tolerances and technical documentation, not just a product image and a price.
Make sure every product includes the information customers actually need to make a decision: technical specifications, relevant documents, clearly presented variants and images that accurately show the product. If information is missing, customers will look for it elsewhere and may end up placing their order with another supplier instead.
Making it easy to find the right products, even in large catalogues
Many B2B e-commerce stores offer hundreds or thousands of products. Without a logical structure, the store quickly becomes an obstacle rather than a useful tool.
Clear categories, smart filtering and a consistent structure across the entire product range aren't just nice-to-have features. They're essential requirements. Customers who can't find what they're looking for within a reasonable amount of time won't keep searching for long.
The buying experience is part of your offering
It's easy to think of e-commerce as a technical solution, but for your customers, it's part of their overall experience of doing business with you. A smooth ordering process shows that you understand their day-to-day needs, while a complicated process sends the opposite message. In B2B commerce, where relationships and repeat purchases are essential, a seamless ordering experience plays a significant role.
Sometimes, the challenge isn't about improving individual features. It's that the entire platform has become outdated for the business you're running today. In our blog post The Self-Playing Piano in B2B – Read More About the Nordic Digital Commerce in B2B 2026 Report, we explore how an integrated architecture can address these challenges at a deeper level. Read it if you'd like to learn more.
Want to know how we at Toxic can help your business build an e-commerce solution tailored to B2B?
Get in touch with us and we'll help you take the next step!
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Fifth time's the charm – we are nominated for the Umbraco Awards 2026!
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