Wholesale
B2B Commerce Overview
Digital ordering and commerce in wholesale and distribution — concepts, capabilities, and market landscape
Overview
B2B commerce platforms enable wholesale distributors to sell products to business customers through digital channels — replacing traditional phone, fax, and sales rep-driven ordering. These platforms handle complex B2B requirements like customer-specific pricing, bulk ordering, credit terms, ERP integration, and multi-location delivery.
Market Size
The global B2B e-commerce market exceeds $20 trillion in transaction volume. The wholesale distribution segment is one of the fastest adopters of digital commerce, driven by customer expectations for self-service ordering.
Related Pages
- Top Wholesale & Distribution Companies — Major wholesale companies across foodservice, healthcare, industrial, and retail sectors
- B2B Commerce Platforms — SaaS and technology platforms powering digital wholesale commerce
Core B2B Commerce Capabilities
| Capability | Description |
|---|---|
| Customer-specific Pricing | Negotiated prices, tiered pricing, contract-based rates per customer |
| ERP Integration | Real-time sync with SAP, Dynamics, Oracle for pricing, stock, and order data |
| Company Accounts | Multi-buyer organizations with roles, approval workflows, and spending limits |
| Bulk & Reorder | Quick reorder from history, CSV upload, requisition lists |
| Credit & Payment Terms | Net 30/60/90, purchase orders, credit limits, invoice payment |
| Multi-warehouse Fulfillment | Order routing based on warehouse proximity, stock availability, and delivery zones |
| Product Information | Rich catalogs with specs, certifications, allergens, nutritional data |
| Mobile Ordering | Responsive web and native apps for on-the-go ordering |
Key Trends
- AI-driven ordering: Predictive reordering, smart product recommendations based on purchase patterns
- Marketplace expansion: Distributors opening platforms to third-party suppliers
- Composable commerce: Headless/MACH architectures replacing monolithic B2B platforms
- Self-service everything: Buyers managing accounts, invoices, returns, and claims without contacting sales reps
- Real-time inventory: Live stock visibility across multiple warehouses and distribution centers