B2B eCommerce platform – A guide to successful digital sales (2026)

What is a B2B eCommerce platform and how do you choose the right solution for your business? In this guide, we go through the key features, a comparison of well-known platforms, and expert tips for enabling growth.

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B2B eCommerce platform – A guide to successful digital sales (2026)

Lauri Koskensalo

Head of Growth

min read

2.9.2025

B2B eCommerce platform – A guide to successful digital sales (2026)

Digital buying behavior has changed permanently.

Over 70 percent of B2B customers prefer purchasing remotely or through self-service, and only a minority want to return to traditional sales (McKinsey & Company).

This means that companies building a modern and user-friendly B2B eCommerce platform for their customers are not only meeting today’s expectations but also laying the foundation for sustainable growth.

In this guide, we explore what a B2B eCommerce platform is, which features are essential, and how the right solution supports your company’s digital sales in 2026.

Digital buying behavior has changed permanently.

Over 70 percent of B2B customers prefer purchasing remotely or through self-service, and only a minority want to return to traditional sales (McKinsey & Company).

In this guide, we explore what a B2B eCommerce platform is, which features are essential, and how the right solution supports your company’s digital sales in 2026.

What is a B2B eCommerce Platform and how Is it defined?

A B2B eCommerce platform is a digital system that enables companies to sell products and services to other businesses online. It differs from consumer sales (B2C) due to more complex requirements. Buyers are organizations that need tailored contract pricing, customer-specific catalogs, account hierarchies, and approval workflows.

What is significant is that buying behavior has permanently changed. Buyers now expect self-service and omnichannel experiences. Research by McKinseyn tutkimus shows that companies offering a seamless self-service and remote sales experience grow their market share by more than 10% annually. eCommerce has become the growth engine, and buyers are increasingly willing to place large orders ($500,000+) online without any sales representative involvement.

Based on this, it is clear that choosing a B2B eCommerce platform is not just a technical decision, it is a strategic shift that responds to changing buying behaviors and builds the foundation for sustainable growth.

Key features of a B2B eCommerce Platform

Discussions around B2B eCommerce often focus on contract pricing, but this is no longer a differentiator, it is a basic feature that almost every platform offers. The real competitive edge comes from other capabilities, such as account hierarchies, approval workflows, seamless integrations, and a smooth purchasing experience. Research shows that buyers particularly value being able to complete even large orders independently, while also expecting the process to be fast, reliable, and supportive of their internal workflows.

To meet these needs and support the expectations of typical B2B eCommerce buyers, a platform should include at least the following features:

Contract pricing and volume discounts – customer- and group-specific price lists, tax breakdowns, and automated discounts.
Customer accounts and roles – company account management, approval workflows, and account hierarchies.
Fast ordering processes – quick order by SKU, saved order lists, CSV imports, and order templates.
Integrations with ERP, PIM, and CRM systems – real-time prices, stock levels, and customer data.
Product information management and discoverability – structured data, advanced search, and comprehensive technical details.
Multiple payment and delivery options – invoicing, credit limits, cards, and logistics choices.
Customer service and sales support – chat, phone, and self-service channels working seamlessly together.
Personalization and cross-selling – tailored catalogs, recommendations based on order history, and upselling opportunities.

How a B2B eCommerce Platform enables growth and agility

The right platform adapts to business needs and supports agile changes, rather than forcing the company to reshape its processes around the platform’s limitations. This flexibility is critical, as B2B buyer expectations change quickly and new market requirements are constantly emerging.

A B2B eCommerce platform does not in itself guarantee growth, it serves as an enabler of growth.

Research shows that companies able to scale and respond to markets digitally grow significantly faster than their competitors (McKinsey & Company, The multiplier effect: How B2B winners grow). When integrations with ERP, PIM, and CRM systems work seamlessly and the platform can be modified flexibly, companies can focus on developing their business rather than making technical compromises.

Enabling areas of the platform:

Enabling area	Description
Operational efficiency	Automates ordering, invoicing, and inventory processes, reducing errors and speeding up deliveries.
Customer experience	Self-service combined with account hierarchies and quick reordering enhances the buying experience.
Scalability & internationalization	Supports multilingual, multi-currency, and localization requirements flexibly.
Continuous development	New features, integrations, and tests are easy to implement.

A B2B eCommerce platform does not in itself guarantee growth, it serves as an enabler of growth.

Enabling areas of the platform:

Enabling area	Description
Operational efficiency	Automates ordering, invoicing, and inventory processes, reducing errors and speeding up deliveries.
Customer experience	Self-service combined with account hierarchies and quick reordering enhances the buying experience.
Scalability & internationalization	Supports multilingual, multi-currency, and localization requirements flexibly.
Continuous development	New features, integrations, and tests are easy to implement.

B2B eCommerce Platform selection – What to consider

Choosing a B2B eCommerce platform is a strategic decision. It is not only about listing features, but about how well the platform adapts to your business needs and supports growth over the long term.

The right solution enables scalability, automation, and an excellent customer experience without forcing the company to bend its processes around the platform’s limitations.

Flexible architecture

A modern B2B eCommerce platform is often based on a headless architecture and an API-first model. This means that the front-end and back-end can be separated, allowing the user experience to be tailored flexibly to business needs. According to McKinsey, companies that can digitally adapt to rapidly changing markets grow significantly faster than their competitors (McKinsey & Company – The multiplier effect: How B2B winners grow).

Integration capabilities

B2B commerce does not operate in isolation. The platform must integrate seamlessly with ERP, PIM, and CRM systems so that prices, inventory levels, product data, and customer data remain up to date across all channels. Integrations are often highlighted as one of the most important selection criteria—without them, manual work increases and the risk of errors grows.

Customer experience

Buyers expect B2C-level usability also in B2B commerce. This means, for example, quick ordering by SKU, saved order lists, and role-based approval workflows. McKinsey reports that more than 70% of B2B buyers prefer digital or self-service channels over traditional sales methods (McKinsey & Company – The new B2B growth equation). Customer experience is therefore not just added value, it is a decisive competitive factor.

Scalability and internationalization

For growth-oriented companies, it is essential that the platform supports multilingual, multi-currency, and localization features. This ensures the same technology can serve both domestic and international commerce. According to eMarketer, B2B eCommerce is growing globally at an annual rate of over 10%, and readiness for internationalization is one of the most critical competitive factors (Insider Intelligence, 2024).

Security and continuous development

B2B eCommerce often handles large order volumes and critical customer data, which makes GDPR compliance, security, and continuous updates essential. A modern platform delivers updates and new features without downtime. This enables rapid development without disrupting the customer experience.

Choosing a B2B eCommerce platform is a strategic decision. It is not only about listing features, but about how well the platform adapts to your business needs and supports growth over the long term.

The right solution enables scalability, automation, and an excellent customer experience without forcing the company to bend its processes around the platform’s limitations.

Flexible architecture

Integration capabilities

Customer experience

Scalability and internationalization

Security and continuous development

Case examples and comparison perspectives of B2B eCommerce Platforms

B2B eCommerce platforms are available in different architectural models: monolithic global SaaS solutions, open-source platforms, and enterprise-level solutions built with a Composable model.

No single eCommerce platform technology or architecture is the best fit for every company.

The choice depends above all on a company’s strategic goals, need for flexibility, integration requirements, and total cost of ownership. Below is a comparison of six commonly considered options, along with their strengths and weaknesses.

BigCommerce

Strengths: A global B2B eCommerce platform with its own B2B Edition. Offers built-in RFQ functionality, credit limits, and ERP integrations. Implementation is relatively quick, and the standard features cover most common needs.

Weaknesses: More extensive customizations may require external partners, and some companies feel locked into the platform due to feature limitations.

Adobe Commerce (Magento)

Strengths: An open-source and highly customizable B2B eCommerce platform. Its vast ecosystem and extensive extensions make it very versatile.

Weaknesses: Development and maintenance costs are often high, and managing technical debt can be challenging. Best suited for companies with in-house development teams or readiness for long integration projects.

WooCommerce

Strengths: An open-source solution built on WordPress, with a large ecosystem of plugins and themes that enable extension for B2B use. Implementation is relatively inexpensive and straightforward, especially for companies already familiar with WordPress. B2B features such as customer-specific pricing and order management can be added via plugins.

Weaknesses: WooCommerce was not originally designed for B2B needs, so more advanced functionality requires multiple plugins, which can complicate management and increase maintenance costs. Performance and scalability may become challenges with large product catalogs or customer bases.

Viskan

Strengths: A Nordic B2B eCommerce platform based on headless architecture and part of the international Visma Group (Norway). Emphasizes contract pricing, ERP integrations, and high availability. Local market expertise is a clear advantage, especially for Nordic companies.

Weaknesses: Being part of a larger corporation can lead to slower decision-making processes and limit the independent speed of product development compared to more agile, standalone platform providers.

Salesforce Commerce Cloud

Strengths: An enterprise-level B2B eCommerce platform, well known for its CRM integration and extensive marketing tools. Suited for large organizations with international operations.

Weaknesses: High cost and complex implementation may be prohibitive for mid-sized companies.

Shopify Plus

Strengths: Known for fast implementation and a wide app ecosystem. Although Shopify is heavily B2C-focused, Shopify Plus also provides B2B features such as company account management and customer-specific pricing.

Weaknesses: Broader B2B requirements often demand multiple apps and third-party solutions, which can increase total costs and make management more complex.

AI Commerce Cloud

Strengths: A domestic (Finland-based) B2B eCommerce platform with a local development team, combining the flexibility of a composable-architecture with the efficiency of built-in integrations. ERP, PIM, and CRM connections are embedded in the core, enabling data to flow without external integration partners. Automation reduces manual work, and built-in B2B tools are available without extra costs. EU hosting ensures compliance with GDPR and other EU directives, creating a clear competitive advantage.

Weaknesses: The ecosystem and customer base are smaller compared to international competitors. In addition, brand awareness and the network of ready third-party partners are more limited.

B2B eCommerce platforms are available in different architectural models: monolithic global SaaS solutions, open-source platforms, and enterprise-level solutions built with a Composable model.

No single eCommerce platform technology or architecture is the best fit for every company.

BigCommerce

Weaknesses: More extensive customizations may require external partners, and some companies feel locked into the platform due to feature limitations.

Adobe Commerce (Magento)

Strengths: An open-source and highly customizable B2B eCommerce platform. Its vast ecosystem and extensive extensions make it very versatile.

WooCommerce

Viskan

Salesforce Commerce Cloud

Strengths: An enterprise-level B2B eCommerce platform, well known for its CRM integration and extensive marketing tools. Suited for large organizations with international operations.

Weaknesses: High cost and complex implementation may be prohibitive for mid-sized companies.

Shopify Plus

Weaknesses: Broader B2B requirements often demand multiple apps and third-party solutions, which can increase total costs and make management more complex.

AI Commerce Cloud

Weaknesses: The ecosystem and customer base are smaller compared to international competitors. In addition, brand awareness and the network of ready third-party partners are more limited.

FAQ: B2B eCommerce platforms

What is a B2B eCommerce platform?

How does a B2B eCommerce platform differ from a B2C platform?

Why is choosing the right B2B eCommerce platform important?

What features should a B2B eCommerce platform include?

Is there one “best” B2B eCommerce platform?

How does a B2B eCommerce platform support internationalization?

B2B eCommerce platform – A guide to successful digital sales (2026)

What is a B2B eCommerce Platform and how Is it defined?

Key features of a B2B eCommerce Platform

How a B2B eCommerce Platform enables growth and agility

B2B eCommerce Platform selection – What to consider

Case examples and comparison perspectives of B2B eCommerce Platforms

FAQ: B2B eCommerce platforms

Lauri Koskensalo

Head of Growth

Lauri is an eCommerce technology expert and Head of Growth at AI Commerce Cloud. He helps businesses grow with modern solutions and is always happy to talk about developing and optimizing online stores.

info@aicommerce.fi

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