The current economic volatility is changing the rules of B2B commerce. A k-ecommerce consumer survey found 86% of U.S. adults have noticed price increases over the past year, and 84% expect tariffs to push prices even higher. These individuals aren’t just shopping for themselves; many are also responsible for making business purchasing decisions. These buyers want to feel like they’re still getting value as prices rise, and their purchasing experience plays a major role in meeting these expectations.
However, many manufacturers and distributors are stuck with outdated systems that are ill-equipped for modern B2B commerce. Companies still manage pricing through static databases, update catalogs monthly and rely on disconnected workflows that slow down everything from quoting to fulfillment. As market conditions shift more quickly and buyers expect immediate answers and effortless transactions, these legacy processes make it difficult to keep up. Delayed quotes, outdated inventory and slow order fulfillment erode trust and drive customers to look elsewhere.
The next wave of B2B e-commerce growth centers on the ability to respond to changes with speed, clarity and minimal friction to provide customer experiences that feel seamless, intuitive and responsive. This shift puts pressure on supply and demand chain professionals to modernize both their tools and the entire buying experience.
The digital expectations gap
A growing divide exists between the experience B2B buyers want and what sellers deliver. In k-ecommerce’s survey, 97% of U.S. adults said a fast, simple and accurate online experience is important. But many B2B platforms still require customers to call for quotes, email purchase orders or navigate outdated portals.
Deloitte reports that 91% of buyers are more likely to purchase from a supplier that is easy to work with, and 79% are willing to pay more for that convenience. When user experience improves, so does revenue potential.
B2B buyers now use an average of 10 interaction channels throughout the purchase process, according to McKinsey, and they expect to move fluidly between them. For example, they start with an online search, ask questions via live chat, request a quote on the phone and finalize an order in a personalized portal. When those handoffs break down or feel inconsistent, more than half of buyers say they’re likely to switch suppliers.
Breaking down operational silos
Many B2B companies face challenges modernizing experiences because their ecommerce efforts are still disconnected from core operations. Their legacy customer-facing platforms are often designed as standalone tools for browsing and ordering, but they lack the integration needed to connect pricing, inventory and account data with the rest of the business.
This separation leads to delays, outdated information and a reliance on manual processes. When pricing updates require IT support or inventory data isn’t current, the experience becomes inconsistent. These issues frustrate customers and add unnecessary workload for internal teams.
Integrated ecommerce platforms offer a different approach. By connecting directly with ERP systems, they provide real-time visibility into pricing, stock availability and customer account details for more accurate, personalized and self-directed buying experiences.
The impact of this shift is already visible. According to McKinsey, ecommerce has become the top revenue-generating channel for companies that offer it, surpassing in-person sales for the first time. Buyers are increasingly comfortable with digital platforms, frequently using them to place large orders, many of which exceed $500,000.
As more B2B transactions take place online, the systems behind the scenes directly influence growth and retention. Integration, consistency and real-time data access help create the kind of dependable experience that builds long-term buyer relationships.
What “Amazonifying” B2B really looks like
Delivering a better B2B experience starts with meeting buyer expectations, which are shaped by the ease and fluidity of platforms like online marketplaces.
The difference is B2B buyers aren’t browsing for a single item with free two-day shipping. They’re managing complex orders, negotiating contract-specific pricing, working within budget approvals and balancing procurement requirements. The stakes are higher, and the workflows are more intricate. They expect convenience, control and clarity throughout every step of the transaction.
This means companies can’t simply replicate consumer ecommerce features. They need to design experiences that reflect how B2B buying actually works. That begins with secure portals with personalized catalogs and negotiated pricing. It also includes reordering tools tailored to buying patterns, invoice access without extra steps and visibility into real-time inventory and shipping status so there are no surprises after the order is placed.
These interactions need to work consistently across every channel. Whether buyers are placing an order through a portal, checking availability with a salesperson or browsing on a mobile device, they should see the same information and have access to the same tools. When information is inconsistent or navigation feels disjointed, it creates friction that weakens trust and slows down decision-making.
Rather than overhauling everything at once, companies should take a phased approach and focus on the areas that cause the most friction — such as quoting and reordering — and gradually expand from there. This allows teams to generate early wins, learn from customers and scale up based on actual behavior.
Where B2B leaders can start
Progress starts with a clear strategy, practical priorities and cross-functional alignment. For manufacturers and distributors ready to modernize, these four steps lay the groundwork for meaningful transformation:
1. Identify and prioritize high-friction workflows. Begin by mapping the buyer journey from end to end. Look closely at quoting, reordering, invoicing and other common tasks. Where do delays happen? Which steps still require emails, phone calls or internal workarounds? These friction points are often the same places where digital tools can make the biggest impact. Focus on the processes that matter most to your customers and have the highest potential to improve satisfaction, reduce churn and unlock quick wins.
2. Invest in an e-commerce platform that connects to your ERP. Disconnected systems are one of the most common sources of frustration for customers and internal teams alike. A tightly integrated ecommerce solution ensures real-time visibility into pricing, inventory, account history and fulfillment status. This unification streamlines operations and workflows, minimizes errors, and enables the personalized experiences today’s buyers expect.
3. Prepare your teams for adoption. Technology alone doesn’t drive transformation — people do. For ecommerce to succeed, internal teams need to understand its value, feel confident using it and be equipped to support customers along the way. Provide clear training, encourage cross-team collaboration and create feedback loops that help improve the platform over time. When teams are aligned, implementation becomes smoother, and adoption accelerates.
4. Build toward a truly omnichannel experience. According to k-ecommerce’s survey, 84% of B2B buyers want sellers to operate across multiple online and offline channels. They’re looking for a consistent, connected experience no matter how or where they engage. A strong omnichannel strategy connects all touchpoints to create consistency that builds trust and improves customer retention.
Buyers’ expectations have already changed, and the data makes it clear they’re no longer waiting for B2B companies to catch up. Companies must rise to meet them by creating a better customer experience. “Amazonifying” B2B e-commerce goes beyond simply matching a tech giant feature for feature — it means providing the tailored B2B workflows that modern buyers demand.
