B2B & Wholesale
A B2B & Wholesale eCommerce Agency Built Around How Businesses Actually Buy
Wholesale catalogs, customer-specific pricing, quoting, buyer acquisition and account growth — run by one team, because B2B commerce is a procurement process with a storefront attached, not a consumer store with bigger quantities.
- Customer-specific pricing, MOQs and terms handled properly, not approximated
- Quote and purchase-order workflows treated as core commerce, not an enquiry form
- Measured on qualified buyers and account growth rather than add-to-cart rate
+3.1x
Qualified buyer enquiries
+52%
Repeat order rate
+34%
Average order value
-41%
Manual order handling
The problem
B2B & wholesale challenges we solve
Most B2B stores are consumer stores with a trade discount bolted on. That works right up until a buyer needs their contract price, a quote, a purchase order and forty units of one SKU.
Pricing that is not customer-specific
Every account has negotiated terms. A single public price list means the store cannot serve the customers who matter most.
Quotes handled outside the system
Requests arrive by email, get answered in spreadsheets, and disappear from every report you own.
Orders that still go through a salesperson
Manual order entry is expensive, slow and error-prone, and buyers increasingly do not want to phone anyone.
MOQs, cases and pack sizes ignored
Consumer cart logic breaks the moment a product is sold in cases of twelve with a minimum of four.
No real account structure
Multiple buyers, approval chains, cost centres and delivery addresses all belong to one account, and most stores model none of it.
Invisible to buyers researching suppliers
B2B buyers research extensively before contacting anyone, and most wholesale sites are absent from that research entirely.
Reporting built for consumer metrics
Conversion rate and cart abandonment say very little about a business with a three-month buying cycle.
Channel conflict with distributors
Selling direct without a plan damages the relationships that carry most of the volume.
What we run
Our eCommerce services for B2B & wholesale
The same eight disciplines we run for every client, applied to account-based buying, negotiated pricing and long procurement cycles. Each card links to the service page.
This page covers how those services change for B2B and wholesale. The service pages hold the full methodology, deliverables and pricing.
The journey
The B2B buyer journey
A business purchase is a process with several people in it. Somebody identifies a need, researches suppliers, requests a quote, gets approval, raises a purchase order, and then — the part that actually matters — reorders for years.
Need
Research
Shortlist
Quote
Approve
Order
Reorder
Need
A requirement appears: new project, supplier change, stock shortfall or a contract coming up for renewal.
Research
The buyer researches suppliers extensively and anonymously, long before contacting anybody.
Shortlist
Capability, specification, lead time, terms and credibility decide who gets asked to quote.
Quote
Pricing, MOQs and lead times are formalised — and speed of response is frequently the deciding factor.
Approve & order
Approval chains, purchase orders and payment terms turn a decision into a transaction.
Reorder
Repeat ordering is where the value is, and where a good self-serve experience compounds for years.
Capabilities
B2B & wholesale commerce capabilities
This is the section that separates a real B2B store from a consumer store with a trade discount. If the platform cannot do these things, no amount of marketing fixes it.
We build the commerce capabilities that business buying actually requires, then make them work without a salesperson in the loop for routine orders — which is what frees your team to work on the ones that need them.
- Wholesale catalogs separated cleanly from any consumer-facing range
- Customer-specific pricing and contract price lists per account
- Volume and tiered pricing that reflects real commercial agreements
- Minimum order quantities, case packs and multiples enforced properly
- Bulk ordering by SKU list, CSV upload and rapid reorder
- Business accounts with multiple users, roles and approval chains
- Quote requests handled inside the system and converted to orders
- Purchase orders, credit terms and account-based payment
Account pricing, MOQs, quotes and purchase orders are commerce features — not enquiry forms.
Demand
Lead generation & buyer acquisition
B2B buyers do most of their research before they ever identify themselves. If you are not present in that research, you are not on the shortlist — and you will never know you were considered.
Buyers shortlist suppliers before they contact any of them. Visibility during research is the whole game.
We build demand generation around how procurement actually works: earn visibility during anonymous research, make the capability obvious, then make it trivially easy to request a quote or open an account when the buyer is ready.
- Supplier-research content that ranks for the questions buyers ask first
- Product, application and specification pages built for technical evaluation
- Capability, capacity and certification presented as decision criteria
- Paid search aimed at buyers and measured on qualified enquiries
- LinkedIn and trade channels where your buyers genuinely are
- Quote and account-opening paths with as little friction as possible
- Lead qualification and routing so sales time goes to real opportunities
- Reporting on qualified enquiries and pipeline, not on sessions
Acquisition
SEO, paid media & trade channels
B2B demand is smaller in volume and far higher in value than consumer demand, which changes what a click is worth and how patient the measurement has to be.
Organic
Technical and supplier-research queries are low volume, high intent and rarely contested properly.
- Product and application category SEO
- Specification and technical documentation content
- Supplier-comparison and capability content
- Long-tail part and SKU visibility
- Visibility tracked by application and industry
Paid
A single qualified enquiry can be worth years of revenue, so bidding is judged on pipeline rather than on cost per click.
- Search on product, application and supplier terms
- Shopping where your catalog suits it
- LinkedIn and trade media targeting
- Remarketing across a long buying cycle
- Measured on qualified enquiries and closed value
B2B marketplaces
A significant share of wholesale sourcing begins on marketplaces built specifically for it.
- Alibaba.com supplier presence and RFQ handling
- 1688, Made-in-China and DHgate where relevant
- Listing and storefront quality on each platform
- Inquiry response speed as a ranking factor
- Blended reporting across store and marketplaces
The underlying method lives on eCommerce marketing, eCommerce SEO and paid advertising.
Conversion
Conversion & the B2B buying experience
B2B conversion is not one moment. It is the quote arriving quickly, the approval going through cleanly, and the reorder taking ninety seconds next month.
Evaluation
Helping a technical buyer confirm you can actually supply what they need.
- Specification depth and downloadable documentation
- Stock, lead time and capacity stated honestly
- Certifications, compliance and quality evidence
- Application and use-case guidance
- Search that understands part numbers and SKUs
Quote & approval
The stage where most B2B sites hand the buyer an email address and hope.
- Quote requests raised and tracked in the system
- Fast, consistent quote turnaround
- Quotes converted to orders without re-keying
- Approval chains and multi-user accounts supported
- Purchase orders and credit terms at checkout
Ordering & reordering
Where a good B2B experience quietly compounds for years.
- Rapid reorder from history and saved lists
- Bulk order by SKU list or CSV upload
- Standing orders and scheduled deliveries
- Multiple delivery addresses per account
- Self-serve account and invoice management
Every change is measured on qualified enquiries, quote conversion and repeat order rate.
Account growth
Account growth & repeat ordering
In B2B, the first order is the beginning of the relationship rather than the point of it. Growth comes from ordering more often, ordering more lines, and staying when the contract comes up.
First order
Onboarding
Repeat order
Share of wallet
Renewal
Expansion
Account nurture
- Onboarding that gets the account fully set up and self-serving
- Reorder prompts based on real consumption cycles
- Contract and renewal reminders ahead of the date
- Win-back for accounts that have gone quiet
Share of wallet
- Category expansion into lines they buy elsewhere
- Volume tier prompts when the next break is close
- Substitutes and alternatives when stock is short
- New product introductions targeted by account type
Account service
- Self-serve invoices, statements and order history
- Standing orders and scheduled replenishment
- Multiple users, roles and delivery addresses
- Sales time reserved for the accounts that need it
Measurement
- Repeat order rate and order frequency by account
- Share of wallet and category penetration
- Account lifetime value against acquisition cost
- Contribution margin after discounts and terms
Platforms
Platforms & marketplaces for B2B & wholesale
B2B sourcing happens on your own store, on B2B marketplaces, and increasingly on consumer marketplaces where trade buyers shop too.
B2B commerce platforms
Where account pricing, quoting and self-serve reordering all belong to you.
B2B marketplaces
Where wholesale sourcing and RFQ activity actually begins for many buyers.
Consumer marketplaces
Where trade buyers also shop, particularly for smaller quantities and urgent needs.
Selling on several at once? Marketplace management & marketing covers the multi-channel side, and platforms lists everything we support.
By business model
Growth solutions by B2B business model
A manufacturer selling direct and a distributor serving five hundred trade accounts have opposite problems and opposite risks.
Your business model
Where we focus
Wholesalers & distributors
Account pricing, self-serve reordering, large catalog management and share-of-wallet growth.
Manufacturers selling direct
Demand generation, technical content, quote handling and channel-conflict management with existing distributors.
Trade suppliers
Fast reordering, availability accuracy, account terms and the reliability that trade buying depends on.
Hybrid B2B and B2C
One catalog serving two audiences, with pricing, content and reporting kept properly separate.
Made-to-order & industrial
Quote-led selling, specification capture, lead-time communication and long approval cycles.
Export & international trade
Incoterms, documentation, freight, currency and market-by-market compliance.
Marketplace sourcing brands
Alibaba.com and B2B marketplace presence, RFQ handling and inquiry response speed.
Franchise & multi-location
Account hierarchies, location-level ordering, approval chains and consolidated reporting.
How we work
Our B2B eCommerce growth framework
The same six-stage method we run for every client, with procurement realities and account economics built into each stage.
01
Understand
Your buyers, account structure, pricing agreements, sales process and margin structure.
02
Audit
Store capability, pricing engine, quoting, catalog, marketing, technology and account performance.
03
Strategize
Prioritise by expected contribution, starting with the capability gaps that block self-serve ordering.
04
Execute
Management, marketing, technology and content delivered by one team against one plan.
05
Optimize
Data, testing and iteration on quote conversion, reorder rate and account growth.
06
Scale
Push the winning segments, categories and markets, and stop funding what only looks good on a dashboard.
Why us
Why B2B & wholesale businesses choose us
Because we build for procurement rather than retrofitting a consumer store and hoping the trade buyers cope.
eCommerce-first expertise
Every discipline here exists to move a commerce number, including account-based ones.
Procurement understood
Quotes, purchase orders, approval chains and terms treated as core commerce rather than as exceptions.
Pricing complexity handled
Customer-specific, volume and contract pricing implemented properly rather than approximated with discount codes.
Multi-channel growth
Your store, B2B marketplaces and consumer marketplaces run by one team and reported together.
Management plus marketing
The people running your catalog and the people generating demand sit in the same standup.
Built for repeat ordering
Self-serve reordering designed to compound, because that is where B2B value actually accumulates.
Measured on pipeline
Qualified enquiries, quote conversion and account growth, not sessions and add-to-cart rate.
Scalable systems
ERP and PIM integration, pricing engines and reporting built to grow without adding headcount.
Results
B2B & wholesale results
Three B2B engagements, written the way we report internally. Figures are rounded and named businesses are withheld under NDA.
Industrial supplies distributor
Five hundred trade accounts, every order placed by phone or email, and a website that showed public prices only.
Challenge
The sales team spent most of its week entering routine reorders instead of developing accounts.
Strategy
Implemented customer-specific pricing, rapid reorder from history, CSV bulk ordering and self-serve invoices.
Services
Development, store management, CRO, email & retention.
-41%
Manual order handling
+52%
Repeat order rate
+34%
Order value
Manufacturer selling direct
Strong products, almost no visibility during the supplier-research phase, and quotes answered in three days.
Challenge
Buyers shortlisted competitors before the company was ever considered, and slow quotes lost the ones that got through.
Strategy
Built technical and capability content, brought quoting into the system, and set a same-day response standard.
Services
eCommerce SEO, creative & content, development, paid advertising.
+3.1x
Qualified enquiries
+44%
Quote conversion
<4h
Quote response
Wholesale consumer goods supplier
A consumer storefront serving trade buyers, with MOQs and case packs handled by a note in the product description.
Challenge
Buyers ordered the wrong quantities constantly, and every order needed manual correction before fulfilment.
Strategy
Separated the wholesale catalog, enforced MOQs and case multiples in the cart, and added tiered volume pricing.
Services
Store management, development, CRO, marketplace management.
-63%
Order corrections
+29%
Average order size
+38%
B2B revenue
Insights
B2B & wholesale insights
Three pieces from The Margin Memo that come up in almost every B2B conversation we have.
Capability
The capabilities business buyers actually need, and what it costs you every week when the platform cannot provide them.
Demand
Most B2B shortlisting happens before anyone fills in a form. Here is how to be present for it.
Growth
Why account expansion usually outperforms acquisition in B2B, and how to build a programme around it.
FAQs
B2B & wholesale eCommerce FAQs
The questions B2B and wholesale businesses ask us most often, answered properly.
Do you work with B2B as well as consumer brands?
Yes, and we scope them very differently. B2B commerce is a procurement process: negotiated pricing, minimum quantities, quotes, purchase orders, approval chains and long relationships. Consumer conversion tactics do not transfer, and consumer metrics actively mislead. We measure B2B work on qualified enquiries, quote conversion, repeat order rate and account growth.
Can you implement customer-specific pricing?
Yes. Contract price lists per account, tiered volume pricing, currency and region variations, and rules that stay consistent between the storefront, quotes and your ERP. This is normally the first capability we build, because without it your best accounts cannot use the site at all — and those are exactly the accounts you least want on the phone.
How do you handle quotes and purchase orders?
By bringing them inside the system. Quote requests are raised on the site, tracked, responded to consistently and converted into orders without re-keying. Purchase orders, credit terms and account payment sit at checkout alongside card payment. Response speed matters enormously in B2B, so we usually set and measure a turnaround standard as part of the work.
Will selling online damage our distributor relationships?
It can, if you do it without a plan. We work through channel strategy explicitly: what is sold direct, at what price, in what quantities, and how distributors are supported rather than undercut. Sometimes the answer is a direct channel for small orders while distributors keep volume; sometimes it is lead referral. What does not work is launching and hoping nobody notices.
Can one store serve both trade and retail customers?
Yes, and many should. The requirement is that pricing, catalog visibility, content and reporting are properly separated, so trade buyers see their terms and consumers never see wholesale pricing. We also report the two contributions separately, because blending them hides which side of the business is actually making money.
Do you work with B2B marketplaces like Alibaba.com?
Yes. For many wholesale businesses a significant share of sourcing enquiries starts on Alibaba.com, 1688, Made-in-China or DHgate. We run those alongside your own store, because inquiry response speed and storefront quality are ranking factors on those platforms in a way that surprises most suppliers.
What platforms do you work on?
Shopify and Shopify Plus, WooCommerce, BigCommerce, Adobe Commerce, Wix and Squarespace, plus the marketplaces listed above. B2B capability varies enormously between platforms and versions, so our recommendation depends on your pricing complexity, account structure and ERP rather than on a default preference.
How long before we see results?
Capability work — pricing, quoting, bulk ordering — typically takes eight to twelve weeks and changes the economics as soon as it lands. Demand generation runs on a longer cycle because B2B buying does: expect qualified enquiries to build over three to six months, and account growth to compound across a year.
Tell us about your accounts
Send us your store, your pricing structure and the number you want to move. We will come back with the capability gaps that are costing you orders and sales time.