B2B Ecommerce for Wholesalers Explained: Its Benefits and Impacts on Future Success

The wholesale industry is far from a monolith. It can be segmented:

• By type: Non-durable goods wholesalers, wholesale electronic markets, agents and brokers, and durable wholesalers
• By ownership: Wholesale or distribution chain OR independent wholesalers
• By price range: Premium, mid-range, and economy

Despite this, the way wholesalers have, currently leverage, and will continue to use B2B ecommerce is remarkably similar.

Past

Reliance on electronic data interchange (EDI)

At the dawn of B2B ecommerce in wholesale, many businesses used electronic data interchange (EDI) that helped them pass documents electronically between themselves and trading partners. This included inventory rates, contracts, orders, and more. While revolutionary at the time of their creation, these systems lack the robust automation and security capabilities of many modern ecommerce and accounting systems today.

Technological challenges

Traditional wholesale operations were often powered by disparate systems. One for financial tracking, one for inventory management, still another for delivery scheduling. These stacked systems often didn’t play well together, resulting in incorrect stock estimates, late orders, and customer frustrations.

Simple platforms

Additionally, many of the systems used by wholesalers of the past were simple ones. Even for businesses with multiple locations and hundreds of staff members, platforms built for wholesalers were often designed to address one part of their backend processes. The wholesalers of that period, of course, still achieved sales and hit quotas but lacked clear insight into the full scope of their operations.

Present

Today’s wholesalers benefit from having access to systems designed to meet their specific business needs.

Automated wholesale processes

Automation reduces the risk of human error and decreases processing time across every aspect of wholesale operations. This means orders are fulfilled quicker, more accurately, and reach buyers at the rapid pace they’ve come to associate with their orders in a B2C setting.

Lower overall spending

The right B2B ecommerce solution not only brings in revenue but helps wholesalers save money overall. Because of its specific wholesale-geared processes, businesses can save money—and time—by relying on these systems for improved operational efficiency.

Scalability

As wholesalers grow and expand, modern B2B ecommerce solutions are able to scale with them. This means businesses no longer have to worry about outgrowing their solution as they add to their inventory diversity or buyer base.

Global competition

Modern wholesalers are no longer limited by geographical constraints. Many businesses provide inventory to customers around the world—and they can do so because of a robust B2B ecommerce solution.

Better managed cash flow

The right B2B ecommerce platform provides wholesalers with more accurate insights into where their money is at any given time. This in turn ensures a healthier, more efficient cash flow throughout the organization.

Omnichannel inventory management

For wholesalers, being able to handle and manage multiple locations within one system is key to success. An integrated, flexible B2B ecommerce solution makes inventory management, order bundling, and other vital processes simple—all at the click of a mouse.

Future

The future of B2B ecommerce in wholesale businesses is bright. Let’s take a look at some of the future features that will help these organizations achieve and maintain operational success.

Subscription models

A subscription model allows buyers and businesses to automate recurring purchases, saving time, reducing the risks of stockouts, and better financial planning. Key advantages include streamlined inventory management, increased customer lifetime value, and stronger supplier relationships.

Increased personalization

The buyers of tomorrow want curated, personalized shopping experiences—even with their B2B purchases. Future-focused B2B ecommerce solutions know this and will continue to enhance their offerings with this in mind. This will look like customizable buyer portals, carts that save orders for buyers, and more.

Mobile-first shopping options

More and more B2B purchases are happening on phones. Many B2B ecommerce vendors are already optimizing their solutions to cater to the growing number of buyers who prefer to make purchases on their mobile devices. This enables wholesale buyers to place orders, browse catalogs, and manage their accounts anytime, anywhere.

Data-driven insights

Future B2B ecommerce solutions will provide wholesalers with better visibility into what’s selling, to who, and why with accurate data insights. Wholesalers will be able to view the entire scope of their buyers’ wants and needs in one centralized data repository.

Increased sustainability efforts

Many of today’s–and tomorrow’s–buyers are looking for businesses that focus on sustainability, while still being able to deliver them the items they need. This will look like sustainable sourcing, eco-friendly packaging, minimized carbon emissions during the delivery process, and more.