Implementation of a B2B e-commerce platform for distributors

Implementing a B2B e-commerce platform for distributors enables companies to move their sales online and tailor the purchasing process to the terms of their business relationships, such as individual pricing, access to the product range after logging in, and order history.

If you run a distribution business, you know that partners expect a convenient shopping experience, even though they may have different price lists, product ranges and terms of cooperation. That is why simply transferring your catalogue online is not enough.

You’ll find out how a B2B platform differs from a B2C shop, which types of businesses it’s suitable for, and how it supports order processing and sales operations; you’ll also learn about the implementation stages and the decisions needed to tailor the system to a distributor’s processes.

Key findings

• Integrate the platform with your ERP system, warehouse, accounts and courier services to streamline the flow of data and orders.
• Before implementation, describe the sales processes and the team’s requirements. This will make it easier to tailor the system to the distributor’s day-to-day work.
• Offer your customers self-service options and automate repetitive tasks to streamline order processing and sales support.
• Tailor the features to the specific nature of B2B sales, such as individual pricing and terms of business, rather than copying solutions from a B2C shop.

Table of Contents

• Which B2B platforms do we implement?
• Who is the B2B e-commerce system designed for?
• Automation of order processing and sales support
• Differences between a B2B platform and a B2C online shop
• Internet Stars: E-commerce conversion

Which B2B platforms do we implement?

A B2B platform should fit in with the distributor’s processes, not the other way round. It can support multiple sales representatives and warehouses, whilst showing customers an offering tailored to their terms of cooperation. The choice includes a ready-made solution, such as Magento, or a platform developed specifically for the company’s processes. Deciding factors include, amongst others, the product catalogue, pricing rules and the systems already in use within the company.

Integrations link the platform to ERP systems, the warehouse, the accounts department and courier companies. The ERP system can transfer prices, customer data and orders, whilst the warehouse system provides product stock levels. The accounts department receives the information needed to process documents, whilst the logistics integration supports the transfer of dispatch data. CRM helps the team track customer relationships, and DAM organises product images and files. Depending on requirements, payment gateways and other e-commerce integrations can also be incorporated.

Determine the direction of flow for each piece of information. For example, an ERP system might be the source of prices, whilst a platform acts as the channel for placing orders. Note down which system creates or updates the data, how often it is exchanged, and what happens in the event of an error. Clear rules minimise discrepancies between the catalogue, the warehouse and the sales team.

How do you prepare product data and a catalogue for a B2B platform? Organise the names, categories, descriptions, images and attributes, and then assign the products to the relevant customer groups. Check that the identifiers in the catalogue and the ERP system are consistent, as these help to link products to prices and stock levels.

The scope of the licence and maintenance depends on the chosen solution, integration and level of system support. Specify the modules required, the connections that need to be developed, and the people responsible for updating the data. This will ensure that the project includes the necessary functions, without being expanded to include elements that the distributor will not use.

What are the most common risks and errors encountered when implementing a B2B platform? Problems are most often caused by inconsistent data, undefined pricing rules and overlooked exceptions in the ordering process. Before going live, carry out unit and integration tests to check the data flow between the platform, the ERP system and the warehouse.

Start with a system map and a data catalogue. Next, outline the integration requirements, prepare test scenarios and review them with the sales team. This plan enables you to assess whether the platform can handle the distributor’s actual orders, rather than just a demonstration process.

Who is the B2B e-commerce system designed for?

The system is ideal for a distributor that deals with returning customers, a wide product range and individual terms and conditions. It also benefits companies whose sales staff currently take orders manually or respond to repetitive enquiries. In a B2B company, an average of around six people are involved in the purchasing process. The platform should therefore support different roles and stages of the decision-making process.

Before you start, assess the company’s readiness. Gather examples of orders, pricing policies, approval workflows and the sales team’s responsibilities. Determine who is responsible for the catalogue, customer data and handling exceptions. The analysis will show which processes are worth transferring to the online channel and which need to be changed before launch.

A pre-implementation analysis translates the company’s needs into requirements that can be designed and tested. The document should describe user roles, purchasing scenarios, data sources and the expected behaviour of the system. The work is carried out in a structured manner:

1. Analysis of sales, customer service and order fulfilment processes.
2. A description of business requirements and exceptions, such as different approval workflows.
3. Prototyping views for the buyer, administrator and sales representative.
4. Implementation, user testing and launch of the platform.

Personalisation requires well-organised data on customers and their purchases. Analysing order history helps to identify which groups require different recommendations, catalogues or communications. This enables the team to plan purchases for specific segments rather than sending the same offer to everyone.

What are the legal and tax requirements for online B2B sales in Poland? In your analysis, consider the rules governing the conclusion of contracts, invoicing, tax settlements, data processing and communication with customers. Describe the scope of these requirements for a specific sales model and transaction process.

How long does it take to implement a B2B platform for a distributor? An IT project usually takes between 3 and 6 months. The scope of integration, data quality, prototyping and the number of test scenarios all affect the timetable.

How can you measure the impact of implementing a B2B e-commerce platform for distributors? Set a baseline and track the number of online orders, the proportion of self-service orders, processing times and shopping basket abandonment rates. Compare results over the same periods, then identify the processes requiring further improvements.

Prepare the requirements and scenarios before starting work. Analysing processes prior to implementation will help translate sales needs into the project scope.

Automation of order processing and sales support

The B2B platform allows customers to place orders themselves 24/7. They do not have to wait for a call from a sales representative to place another order. The system can save their basket, display available products and forward the order for further processing. The sales team can then focus on negotiations, new customers and non-routine matters.

Automate processes that require manual data entry or repetitive responses. For example, once an order has been placed, the platform can send a confirmation and provide the customer with the order status. Customer service staff can view the purchase history in one place, whilst sales staff can more easily assess whether a customer needs assistance.

Start by choosing a distribution model when selecting a system. A wholesaler handling standing orders requires different features to a supplier responding to requests for quotations. List the scenarios that the platform needs to support:

• a repeat purchase based on a previous order;
• submitting the shopping basket for approval by a line manager;
• generating a quote for the end customer in the sales dashboard.

The size of a company influences the division of roles and customer service. A smaller distributor may start with self-service and a simple ordering process. A larger organisation may require separate access rights for branches, buyers and sales representatives. You should also plan for growth: adding customer groups or sales channels should not require a complete overhaul of the entire process.

Personalisation helps tailor the offering to purchasing behaviour. The platform can present customers with selected products, promotions or recommendations based on their needs. Companies using advanced B2B personalisation report an average revenue increase of 15 per cent. Treat this figure as a benchmark, and assess the effectiveness of your own changes based on orders and customer feedback.

Plan your automations in an order that suits your needs: first, reduce manual order processing; then, streamline communication and exception handling. For each process, define the data source, the person responsible and the expected outcome. This ensures that the platform’s development addresses the real needs of the team and customers, rather than adding features without a specific purpose.

The registration process can be simplified by linking the form to the GUS database. Once the tax identification number (NIP) has been entered, the platform can automatically retrieve the company’s name and address. Customers can also manage returns and complaints via their account, add a description and photos of the fault, and arrange for a courier at the shop’s expense. Such features reduce the need to share information outside the platform and make it easier to handle post-purchase matters.

The author of the website estimates that a maximum of 5 per cent of the product range is unsuitable for online sales or is not worth selling in this way. In the Santander report, 96% of companies that have implemented sales platforms expressed a desire to further improve the system. The cost of implementation depends, amongst other things, on whether the supplier’s or product’s offering meets 100% of the company’s requirements.

Differences between a B2B platform and a B2C online shop

A B2C shop guides the customer towards purchasing a single product. A B2B platform facilitates commercial relationships between businesses, often based on individual pricing, larger orders and agreed terms of cooperation. On average, around six people are involved in a company’s purchasing process. The system should therefore take into account not only the buyer, but also those who approve and process the purchase.

The difference starts with access. B2B platforms are designed for authorised users and require users to log in. Customers can view their own price lists, promotions, product availability, order history and payment terms. In a B2C online shop, the product range is usually presented to a broad audience, without specific terms and conditions being assigned to any particular customer.

In a wholesale business, organisational roles and structure are also important. A main customer account may have sub-accounts for branches or teams. One employee prepares the shopping basket, whilst a person with the appropriate authorisation approves the purchase. Useful features include the ability to repeat previous orders, individual trade credit limits, and prices assigned to selected products, brands or categories.

Before choosing a solution, outline three scenarios: who sees the offer, who places the order and who approves it. Next, identify which terms differ between contractors. A regular customer may, for example, have their own price list and deferred payment terms, whilst a new partner will see the offer after registering and having their account approved.

Not every business needs a comprehensive platform. If you mainly sell to individual customers, a standard B2C shop may be sufficient. If you deal with business customers with different prices, access rights and purchasing pathways, plan for a B2B solution. Well-chosen features streamline purchases and support efficient service without replicating the entire retail process.

Do you want to tailor features to the way your partners make purchases? Design your B2B sales platform to suit your company’s processes.

These settings allow you to tailor trading terms to the customer. A B2B platform can display different product prices to specific customers or customer groups for selected products, brands or categories. It can also assign individual price lists to business partners based on negotiated terms or the history of their business relationship. Pricing rules can thus reflect agreements with a partner, rather than just a general offer.

It is worth planning the account structure and settlement rules separately. A B2B platform may allow sub-accounts to be created under the main customer account, for example for branches or teams. It may also allow purchases with deferred payment terms and a specified trade credit limit. When designing the process, check that the account structure and payment terms correspond to the arrangements made with the business partner.

Internet Stars: E-commerce conversion

Internet Stars supports the growth of online sales through e-commerce conversion, SaaS platforms, bespoke applications and online shops. If your current shop does not support company price lists, buyer roles or the distributor’s ordering process, start by identifying the changes required.

When choosing a solution, it’s the day-to-day processes that matter: order processing, customer service and integration with existing systems. An e-commerce conversion can be a good way forward if you want to develop your existing sales channel. When your needs go beyond off-the-shelf features, consider a SaaS platform or a bespoke application. Tailor the scope to your sales model, team and growth plans.

Do you have a specific goal for your B2B sales? Get in touch with Internet Stars to discuss possible ways forward.

Plan your next step in sales

Choose the problem you want to tackle first, and define how you’ll measure progress. This could be making it easier to place orders or improving the team’s efficiency. This approach will provide direction for the implementation of a B2B e-commerce platform for distributors and help you plan the further development of your online channel.

The Internet Stars team draws on its experience in developing applications and digital solutions for e-commerce to tailor its approach to your sales needs. Get in touch with Internet Stars, tell us about your project and let’s work out where to start.

Frequently Asked Questions

What are B2B platforms for e-commerce?

These are online environments where businesses make purchases and manage commercial relationships. The platform can support the entire transaction process, from requesting a quote to placing a repeat order. For example, a customer might start by requesting a quote and then place an order via the same channel. It is more than just a public product catalogue.

Types of B2B platforms – which one should you choose?

The most common options under consideration are a subscription-based platform, a solution built on top of an off-the-shelf system, or an application tailored to the company’s own processes. The choice depends on the speed at which sales can be launched, the number of changes required to the model, and the system’s development plan. If a standard process is sufficient, an off-the-shelf solution may be a good starting point. Where sales rules are non-standard, it is worth considering a solution that offers greater flexibility for making changes.

What is the best B2B platform in 2026?

The best platform is one that can meet the company’s requirements without forcing changes to every process. Draw up a list of scenarios, such as purchases requiring a manager’s approval, negotiating quotes and supporting branches. Then check how the system handles these tasks and how it can be developed further. The popularity of a platform does not in itself determine whether it is suitable for your sales model.

What does implementation involve?

The implementation involves translating the company’s requirements into a fully functional online sales environment. The team defines the scope, designs user flows, configures or builds the platform, and then tests it using examples from day-to-day operations. Before launch, prepare the staff responsible for decision-making, testing and subsequent content management. This ensures that the system’s acceptance also covers tasks on the company’s side.

What changes need to be made within a company before it starts selling online?

Determine who manages the service offering, approves new accounts and resolves disputes regarding orders. Draw up guidelines for updating product descriptions and prepare communications to inform customers about the new shopping channel. Sales staff should, for example, know which matters they will continue to handle personally and which customers can sort out for themselves. A clear division of responsibilities reduces the risk of chaos after the launch.

Is e-commerce difficult?

E-commerce doesn’t have to be difficult if its scope is in line with the company’s readiness and its day-to-day processes. The most work usually involves organising data, establishing responsibilities and preparing the team for a new way of working. Start with your customers’ most common needs, and develop further features based on your analysis of orders and buyers’ queries. This makes it easier to stay in control of the change.

An article by

Andrzej Klimek

Owner of Internet Stars since 2008