Home Virto Commerce blog The Complete Guide to B2B eCommerce Platforms for Manufacturers in 2022
The Complete Guide to B2B eCommerce Platforms for Manufacturers in 2022

The Complete Guide to B2B eCommerce Platforms for Manufacturers in 2022

Modern B2B manufacturers enjoy benefits that include reduced financial cost, more customer or market targeting, sales effectiveness, data-centric processes, and optimized trade experience. Online businesses can also simulate sophisticated digital commerce operations in the atmosphere of B2B buying and selling procedures. With this recent evolution of options to business owners, there are turn-ups of online sales channels, which ecommerce mainly offers.

The core aim of this post is to provide in-depth analytical analysis, data-driven facts, and basic precautions for running advanced business tasks before diving into online selling as a manufacturer.

What Is eCommerce for Manufacturers?

During the coronavirus pandemic, there were sudden production network disturbances, real store sales terminations, and limitations from manufacturers' primary deals channels — the suppliers and distributors. Businesses with an online channel prevailed, and a remote working model was also initiated in many organizations. Organizations with online business trading units emphatically get ahead with an expanded sales volume. This summons a ton of pioneers in the industry to reexamine their position on online sales management, which is characterized by avoidance of the internet sales space because of excuses ranging from cyber vulnerabilities, high risks, and supposed low ROI.

eCommerce works by creating an online network or presence between your organization and your targeted market to facilitate sales experience, improve brand awareness, and attain higher coordination with fewer stress encounters.
A U.S. survey carried in Q4 of 2020 by Statista revealed sales growth was the main reason for their shift to online selling according to 39 percent of U.S. business owners, while 38 percent of them invested in online stores to improve business efficiency and reduce costs for 34 percent of them.

The Trend of B2B Manufacturer Buyer

Digital commerce operations took a surge in growth as more B2B customers relied on and preferred online business experiences in the past few years. Adaptation to online business interfaces by consumers and ease of proactive business transactions have drastically shaped sales management and interactions and affirm increasing interest in ecommerce by manufacturer buyers.
In a forecast by the Department of Commerce, the United States of America, B2B business gross merchandise value and interest increased steadily, with Asia leading, followed by North America, the rest of the world, and the European Region.

Benefits of eCommerce Site for Manufacturers

The development of advanced marketing automation systems promotes business efficiency and customer services in general. However, a more detailed list of benefits of an online selling site for an online merchant enables an in-depth understanding of business management and the values that come with its initiation.
Manufacturer's organisational goals for content maarketing

Direct access to clients

As a B2B manufacturer, the use of accurate market entry strategies conducted surveys and researches will put your organization forward to evade breakdowns that webs of competitors might cause. Online marketing gives many opportunities to have direct access to targeted markets, with the availability of numerous channels and sales platforms all focusing on a wide range of customer-based hideouts.
Direct customer feedback enables more development, increment of product or service potentials to break through market holds over time and create immunity to obstacles that might exist from the non-usage of online business platforms.
Opportunities for innovation: With current daily advancements in all producers' markets, prioritizations are important to business owners for efficient service satisfaction. This prompts more initiatives and innovations to outmatch potential competitors and avoid basic trade barriers.


In opposition to physical trade and customer engagement, where you need more forces or intellectual specialists when you have more demands or tasks greater than your capability, online selling offers scalability to maneuver obstacles during demand peaks and provides a rising strategy when demands go down the reel. With precise data obtained from customers, online sellers can estimate solutions to the needs of their organizations' growth.

Automation and chatbots also reduce the workforce needed and bring on a more simplified yet friendly interface for effective customer service representations and interactions with potential markets or customers. Around 40% of U.S.-based consumer respondents in a survey in 2019 stated that they had used chatbots to engage in businesses, and they have a more satisfying user experience.

Increased efficiency

Most B2B manufacturers need profound strategies to cut down production costs and bring about positive commendable increments in ROI. Online selling helps to organize sales management effectively with less stress and makes provision for reduced workforces, thereby offering solutions to the needs mentioned above. Automation, AI, and other sections of online selling enable customer service fulfillment with ease, and time procurements on activities will be optimized.

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Brand awareness

In 2020, over two billion people purchased goods or services online worldwide, and the U.S. had an ecommerce penetration rate of 77 percent in the same year. With this level of online business growth, there is a wide range of digital possibilities for B2B manufacturers if publications and advertisements are based on the promotion.

Brand recognition and awareness mainly evolve from more active buyers leaving good reviews about your services and search engines optimization system suggestions of your brand to a larger crowd of potential customers who search keywords related to your brand.
This can also be achieved by initiating precise audience targeting, showcases of your brand uniqueness, and a more coordinated connection through social media to network your brand to more buyers.

Using analytics

eCommerce provides an opportunity to figure out sales managerial issues. With access to customer info and data, the suggestion of effective in-depth digital strategies can be utilized to boost sales conversion rate and lead generations. 

Analytics also help personalized customer recommendations, innovations and upgrades suggestions, and relevant sales precautions to build more accountability and strength in a B2B organization. In the setup of online stores or channels, there is a need to activate analytics, search engine optimization, and digital feedback generators. These serve as key performance indicators (KPIs) and are of tangible use for productive insights and survival guidance in your targeted market.

Effectively Use eCommerce Tips for Manufacturing

As a B2B manufacturer, you can make provision for channels that enable your customers to configure, customize and discuss their wishes, requirements, or recommendation for the product or service which you will offer, without direct physical meetings or time wastage. Your role in administering effective sales experience to your buyers is to optimize your store to make sure they have no choice but to come for your brand or organization.

Build an attractive website

A good online presence is incomplete without attracting potential B2B buyers. In 2017, Forrester anticipated that more than 1 million B2B sales reps would be made repetitive by 2020. That expectation didn't completely work out. In any case, the facts confirm that all purchasers presently intensely depend on advanced channels while assessing providers:
An "organization site" is where delegates land during the beginning phases of their examination of your brand. In addition, it's the go-to for returning purchasers, prepared to re-request for those that need help. Your initial step is to guarantee that your web-based business site can adequately oblige four distinct sorts of necessities:
Research and assessment: Create top-class funnel content — customers guides, templates, audits, assessment formats — supported by more specific mid-of-the-pipe content — online classes, white papers, contextual investigations.
Purchase: Numerous B2C business configurations and designs apply to B2B as well. Focus on the instinctive navigation, simple to-look through vendor's catalog, detailed list, and safe checkout. It is also essential to be updated about your client's purchase records to plan your websites around them.
After-sales: When choosing supplies, 7 of every 10 everyday items purchased by customers might be returned for on-site repairs and on-site maintenance. These are the most significant after-deals administrations. Ensure that your B2B platform features how to get to these.
Re-ordering: Set up an easy-to-understand portal for fast re-ordering. If you have specialized assets, you may likewise need to offer direct combinations with the well-known enterprise resource planning solutions (ERP) and e-procurement frameworks. This way, customary purchasers could auto-request the required products once they need the product.
Website for successful manufacturer

Equipped sales personnel

An online store is significant. However, many clients need to talk with a salesperson about their ordeal with your company. As indicated by Pros 2020 overview, purchasers need to draw in with a salesperson when:


  • Investigating products that are a bit complex (61%).
  • Getting some information about unusual prices (61%).
  • Asking about some unclear terms (58%).


Your company should provide your customer with valuable data to guide them while trading. According to records, clients who are given data to assist them while making their purchase are liable to end the purchase on a more remarkable note.
Subsequently, ensure that all project supervisors:

  • Have profound qualifications and industry information. Put resources into preparing and upskilling if important.
  • Are well-acquainted with the purchase cycles in your industry.
  • Were given sufficient helping sales material.
  • Can counter your opposition's upper hand in the general market.
  • Have a continuous view of clients' purchase history.
  • Can access progressive information on stock levels and distinctively estimate prices.
  • Are satisfied with providing pre-sales/after-sales support across channels (online store, social media, and so on)

Create a personal directory

Personalization is listed among the most important interests of B2B customers. Business owners explain that customized offers assist them in gaining more support and value from their customers. It is no gainsaying that a decent vibe and good customer relations will help raise sales and brand popularity.


Considering that all-around 76% of B2B clients get modified offers, you shouldn't hold back on customizing your customer's list as well.

You can do that in more ways than one:

  • Set up an on-location test-styled survey that would assist clients with making decisions.
  • Make an Amazon-style online product description that will aid product orientation.

Provide visibility of spare parts

Maintenance, examination, and repair are perhaps the most frequent problems for assembling a business. A slight delay in fixing a faulty part can cause an unhealthy downtime and ensuing creation delays.

The big help of present-day business solutions is their capacity to serve as a solitary wellspring of truth. They can serve as a portal, merging information from various retail locations and showing clients where and when they can purchase their goods and services.

Likewise, the current advances in tech and network permit online marketers to configure stock administration systems dependent on availability. Utilizing prescient calculations, you use data to estimate when certain parts are expected for substitution. In light of that, you can impress your clients with the prompt supply by guessing the re-ordering period.

Online product configuration

With personalization in view, custom online configurations remain one of the most desired features among B2B companies. The ability to create a distinct product catalog that shows differences and simple correlations will help to gain the trust of most buyers.
The use of a virtual product constructor will add the following to your business site;


The current price, product information, and process within a single interface.

You can also perform the following operation with the use of a virtual product constructor:


  • Address normal client inquiries with accommodating pop-ups and links to manuals to diminish the volume of help requests.
  • Enable your buyers to gather completely customized products that are not available from other merchants.

How to Start an eCommerce Store for Manufacturers

Superb CX is a significant attractor for present-day B2B clients. To catch a greater audience, focus on the following 4 steps when assembling your online business store.

Define your audience and their needs

In contrast to B2C, B2B brands deal with a more modest number of customers with profoundly precise requirements. The required information on who your ideal customers are, the place where they stay, and how you can best serve them need to remain in the planning of your e-store.
Start with fundamental internet-based statistical surveying:


  • Research the intensity of the online competition.
  • Dissect the shopping experience they offer their customers.
  • Decide the needed sales/marketing channels for your image.
  • Dissect the standard deals cycles in your industry.
  • Recognize the critical stages in the client lifecycle.
  • Map the critical stages in the business cycle.
  • Layout the primary trouble spots your target customers encounter at each stage.
  • Conceptualize ways for easing these through advanced methods.
  • Then, at that point, get to the virtual planning phase and begin planning how clients will navigate through your site. It's great to have a UX/UI creator now. It's best to imagine how a potential buyer will move from the landing page to the shopping page — and figure out what could assist them with advancing quicker.

Select the products that you will be selling online

Not all B2B merchandise can be sold on an online store (particularly those that require customization); still, you should set up a committed item index. You can classify your product into two classes:


  • Available for instant ordering.
  • Sold face to face by the use of sales reps.

For the main product class, you can make a B2C-like shopping experience online that incorporates:

  • Online product postings.
  • Simple surfing and search.
  • Visible price tags.
  • Point by point product description.
  • Alluring photographs or potentially 3D models.

Choose an ecommerce team to support your store

It is noteworthy that some clients will want to be addressed by an agent before buying on the web. So make solid plans to have the right hands that serve as your store agent.  They help online request handling, just as custom statements and huge volume bargain exchanges.

You may require an internet business advancement partner available to work to assist with minor site upgrades, investigating, and new augmentations. However, If you decide on a B2B online business stage like Virto Commerce, a large portion of the specialized site support work is performed by the platform.

Create an online store with an ecommerce platform

With various B2B online business arrangements like Virto Commerce, one of the best ecommerce platforms for manufacture. You can ignite the advancement cycle without any preparation. Also, there are designed center trade highlights, visual design apparatuses, integrations, and plug-ins to develop your internet-based store. This can save you time and expenses on pre-launch.


Best eCommerce Platforms for Manufacturers

B2B manufacturers are always on the lookout for new solutions to increase their customer base and sales. In order to stay ahead of the curve, B2B ecommerce platforms need to provide their customers from the manufacturing industry with the latest technology and trends. B2B ecommerce platforms that enable their customers to connect with other businesses and purchase products online are the most successful. 

We at Virto Commerce are excited to be included in the G2 rankings in April 2022 because our B2B ecommerce platform allows manufacturers to engage with other businesses and purchase products online. 

The fact that rankings on G2 reports are based on multi-criteria surveys, which are rooted in vetted, verified, and authentic reviews, attests to the overall success of Virto Commerce's B2B platform. By including Virto Commerce in the G2 rankings, manufacturers now have an industry-respected, independent review about Virto’s B2B platform, which will help us increase our customer base and sales.

Therefore, in order to compile an overview of the best ecommerce platforms for manufacturers for this post, the platforms with high ratings in G2 were listed for this section:

  1. Virto Commerce

  2. Shopify Plus

  3. Sana Commerce

  4. GOb2b eCommerce

  5. Acenda

  6. Salesforce Commerce Cloud

  7. Magento

  8. BigCommerce

  9. CommerceTools

  10. Elastic Path

Virto Commerce

Virto Commerce is the best b2b ecommerce platform for manufacturers

The platform's technological excellence has elevated Virto Commerce to the leading position in ecommerce platforms for manufacturer portals and manufacturer marketplaces in today’s software market. Featuring nearly every hot new trend you read about, Virto Commerce is built on top-notch technology that will help your business grow with a rich, evolving customer experience and more.

Infinite adaptability and replatforming are the future of ecommerce software. Accordingly, the Virto Commerce platform is headless, composable, and built to last a long time from initial implementation in manufacturing companies. Easy real-time integration with ERPs, CRMs, CMSs, PIMs, loyalty systems, and other back-office and third-party applications allows you to create a multifunctional ecommerce software ecosystem to support your online sales.

Virto Commerce is the best when it comes to managing large volumes of SKUs and providing clear product catalogs with unlimited products. The Virto platform integration capabilities maximize your opportunities as a manufacturer in content marketing, SEO, and promotions for your online store and marketplace. With an excellent order processing performance—thanks to the Virto FastOrder module, which handles 100+ orders per second—placed onto your website, you won't have any concerns about being overwhelmed by customer demand.

Additionally, Virto Commerce’s professional service team is always online to help you learn more about how to take your manufacturing business online, whether for a branded online store, a B2B marketplace build, or both.


Shopify Plus 

Shopify plus

A popular ecommerce platform, Shopify Plus offers capabilities for both small businesses and enterprise-grade organizations. Shopify Plus is a powerful platform designed to support huge businesses with enterprise-level needs. As such, the pricing plans for Shopify Plus start at $2,000 per month. For high-volume businesses, there is a variable fee option available. Overall, this ecommerce platform is known within the trade and manufacturing industry for its affordability and versatility.

Shopify Plus deserves consideration as an ecommerce solution by manufacturers looking for an affordable, versatile platform to support their business as it grows. With nearly unlimited products and categories, a customizable checkout process, and advanced reporting capabilities, Shopify Plus has the tools you need to run your manufacturing business smoothly and efficiently.

Sana Commerce Cloud  

Sana commerce cloud

Sana Commerce is the ecommerce solution for manufacturers, distributors, and wholesalers who want to build lasting relationships with their customers. Sana Commerce Cloud eliminates system silos, unnecessary complexities, and compromises caused by mainstream ecommerce solutions. This unlocks three key benefits that enable you to offer a convenient total customer experience:

  • Personalized self-service – Give your customers the ability to view their account details, place orders, and track shipments, all in one place.
  • Streamlined order management – From quotation to invoicing, the Sana Commerce Cloud platform streamlines your order management process so you can focus on building relationships with your customers.
  • Improved customer service – With all your customer data in one place, you can provide a higher level of customer service, improving loyalty and growing your business.


GOb2b eCommerce is the perfect platform for manufacturers who want to streamline their sales process and take customer orders directly from their websites. This modern platform automates the entire ordering process and ensures inventory data is always up-to-date. 

With more than 20 years of experience working with trade customers, GOb2b knows how complicated B2B purchasing can get. That's why GOb2b offers volume pricing and customer-specific discounts to make it easy for buyers to purchase in bulk.


Acenda is an ideal ecommerce platform for manufacturers, distributors, and vertical retailers. With Acenda, you can build a webstore, connect products to multiple sales channels, control and sync inventory, manage and fulfill orders, access detailed reporting, run experimentation,  and ultimately increase conversions.

Acenda provides powerful automation capabilities that make it easy to scale your ecommerce operation. So, whether you're a small business or a large enterprise, Acenda can help you streamline your ecommerce operations and boost your bottom line. For small businesses, anything that can be automated or will take away a daily task is a huge bonus.

Salesforce Commerce Cloud

Salesforce Commerce Coud
Salesforce Commerce Cloud is a well-known ecommerce platform used by many companies, including manufacturers, to run their online B2B ecommerce business. It is a highly scalable, cloud-based SaaS ecommerce platform that offers a headless commerce solution with scalable APIs that separate the back-end services from the front-end customer experience.

The Salesforce Commerce Cloud uses an unusual pricing model based on a percentage of a retailer's gross merchandise volume (GMV). The more you sell online, the higher price you pay. However, this pricing model can be advantageous for manufacturers who sell a large volume of products online.


Magento is a favorite ecommerce platform used by small and medium-sized business (SMB)  manufacturers. The Magento platform offers both an open source (free) version and a paid enterprise version. The free version requires significant technical expertise to set up and configure, so most users opt for the paid enterprise version. Magento offers a wide range of features and options, making it a good choice for manufacturing businesses of all industries.
One of the key benefits of Magento is that it is very customizable. This means you can tailor the platform to meet your specific needs and requirements. Plus, you can add a wide range of plug-ins and extensions to extend the functionality of your store. Magento is also scalable, so it will grow with your business. Overall, Magento is a good choice for businesses looking for a robust, customizable B2B manufacturing ecommerce solution.


If you're in the manufacturing business, then you know ecommerce is a vital part of your operations. You need an ecommerce platform that can handle all your product management, order fulfillment, online payment, and analytics needs. That's where BigCommerce comes in among other B2B ecommerce solutions for manufacturers.

BigCommerce is one of the leading ecommerce platforms that offers everything you need to run your manufacturing business online. With expertly designed themes and a wide range of customization options, BigCommerce makes it easy to create a professional-looking website. And with no transaction fees, it's also affordable for small businesses.


Commercetools is a well-known ecommerce platform that deserves to be included in the list of the best ecommerce platforms for manufacturers in 2022. The Commercetools platform incorporates the ideals of modern commerce architecture. 

Commercetools is an ecommerce solution for manufacturers that offers a headless ecommerce option (like Virto Commerce offers as well). This means you can decouple your ecommerce storefront from your ecommerce platform, giving you the freedom to design and customize your store for your specific target audience. With Commercetools, you get all the benefits of a modern ecommerce platform without sacrificing the flexibility and control you need to create a truly unique ecommerce experience. 

The Commercetools platform is built on very common software, using PHP and MySQL as core technologies. Clients are allowed to separate the storefront using specific APIs to compose the storefront for the target audience. Pricing options are not available on the Commercetools website, but you can contact them for a 60-day free trial.

Elastic Path

Elastic Path
Elastic Path is a powerful ecommerce solution for manufacturers that makes it easy to connect your manufacturing business with the online world. With Elastic Path, you can quickly and easily create an online store tailored to your specific needs, allowing you  to reach new customers and grow your business. The core objects can be customized and modified to fit your specific needs, making it easy to create a unique online experience for your customers.

Elastic Path is a subscription-based service that offers a flexible and customizable ecommerce solution that is perfect for businesses of all sizes. Pricing starts at $50,000 per year for businesses with GMV of $10 million or less. For larger businesses, pricing is based on the scale of the project.

If you're looking for an ecommerce solution that is easy to use and provides the flexibility and customization you need to grow your business, Elastic Path is a good choice to be short-listed and evaluated.

Examples of Manufacturers Using eCommerce

Nice, you previously gleaned some useful knowledge on B2B manufacturing companies. Furthermore, learning a visual demonstration is also significant. So how about we investigate how other assembling entrepreneurs run their internet business activities.


EcoEnclose. EcoEnclose produces and sells easy packaging solutions for many enterprises and goods. Their business site has a B2C-like shopping experience with the capacity to pick eco-packaging by industry, use, or type.


Clarion Safety Systems. Clarion Safety Systems produces wellbeing signs, labels, and tags. Aside from selling their items on the web, they additionally give a scope of additional administrations, for example, signage hazard assessment, translation services, and customizations.

Examples of b2b ecommerce companies


Manufacturing pioneers are in a puzzling position today. They can stay with the old method of getting things done and depend on third parties. For how long will such a model stay feasible? That is an intense inquiry thinking about the fast speed of digitization across business sectors. Or they can easily set up online shopping systems that improve their business and ensure more profitability.


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Sergey Berezin
Sergey Berezin
Sergey Berezin has been working in IT for decades, as a programmer at IBM-360/370 and PDP-11 machines in the 1980s. In the late 1990s, he worked as a localizer for Microsoft Ireland at Windows 98 project. Since the 2000s, Sergey works as a marketing writer covering technology and contributes to business coverage.
May 19 • 15 min
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