The B2B eCommerce market has grown rapidly over the past decade, fuelled by the digitisation of industries and evolving buyer preferences. As society shifts toward a digital-first approach, everything from the widespread use of digital wallets to the popularity of mobile ordering is becoming the norm. B2B sales are following suit, with businesses opting for streamlined online interactions over traditional sales methods. Gartner projects that by 2025, 80% of all B2B sales interactions will happen digitally.
According to Digital Commerce 360, 7 out of 10 B2B buyers find purchasing online more convenient and prefer it.
With the rise of online purchasing, the International Trade Administration forecasts that the global B2B eCommerce market will grow by 14.5% annually, surpassing $36 trillion in GMV by 2026. But despite the growth in B2B eCommerce, customer satisfaction still lags. A 2024 global survey found that 38.4% of B2B buyers reported a negative or somewhat negative online shopping experience, while another 25.8% rated their experience as average.
Only 35.7% of B2B buyers expressed a 'positive' or 'very positive' experience online shopping experience.
In today’s fast-paced market, B2B eCommerce is not just an option but a necessity for businesses aiming to stay competitive and future-proof their operations. B2B brands have a valuable opportunity to stand out by optimising the online customer journey. Leading B2B eCommerce brands share key qualities - they understand that today’s business buyers expect the same level of convenience, personalisation, and seamless experience as in B2C. The top brands leverage technology and customer-centric strategies to deliver an exceptional buying journey.
So, before we look at some of the B2B brands doing it well, let's look at some of the key ingredients that constitute successful B2B eCommerce.
1. Seamless Customer Experience
At the core of successful B2B eCommerce is an easy-to-navigate, intuitive platform. B2B buyers often make complex purchases, involving multiple stakeholders and bulk orders. Brands that succeed offer smooth, frictionless experiences that simplify these processes. From product discovery to checkout, the experience should be streamlined, reducing manual effort and errors.
2. Personalisation
Leading B2B eCommerce brands use data to personalise the buying experience. This includes tailored product recommendations, custom pricing, and contract terms for individual clients. Personalisation helps build stronger customer relationships, reduces time spent on order management, and increases buyer loyalty.
3. Omnichannel Strategies
Modern B2B buyers expect to interact with brands across multiple channels. Successful B2B companies ensure that their eCommerce platforms integrate with other channels, such as mobile apps, in-person sales teams, and customer support. A unified omnichannel experience allows customers to transition between channels without losing context or progress.
4. Automation
Automation is a key differentiator in B2B eCommerce. From automatic reordering systems to real-time order tracking and invoicing, automation reduces the workload for both customers and sales teams. It enables faster transaction times and frees up resources for more strategic activities, like customer engagement.
5. Data-Driven Insights
Brands excelling in B2B eCommerce use data to continuously optimise their operations. Data analytics help them forecast demand, track customer preferences, and fine-tune their supply chain. This ensures that they can adapt quickly to market changes and deliver the right products at the right time.
6. Scalability
A scalable eCommerce platform is essential for growing B2B brands. As businesses expand their product lines or enter new markets, their eCommerce platform must be able to handle increased demand, new customers, and more complex transactions. Brands that can scale their operations without sacrificing quality or efficiency are better positioned for long-term success.
Now… some of the B2B brands doing it well.
Alibaba
Alibaba has established itself as one of the largest and most influential B2B eCommerce platforms globally, revolutionising how businesses connect and trade across borders. With its extensive product catalogue and global reach, Alibaba provides a one-stop solution for wholesale buyers across a diverse range of industries, from electronics to apparel to industrial machinery. This vast array of products, combined with Alibaba's commitment to competitive pricing, empowers businesses of all sizes to find affordable suppliers and scale efficiently.
One of Alibaba’s most significant strengths is its ability to facilitate international trade through advanced technology. The platform connects millions of suppliers and buyers worldwide, offering robust tools that streamline sourcing, negotiation, and purchasing. Alibaba’s sophisticated search functions and filtering options allow buyers to identify and compare suppliers based on ratings, reviews, and compliance certifications, making it easier to find trustworthy, high-quality suppliers.
To support buyers at every stage of the purchasing journey, Alibaba’s B2B platform integrates various digital channels, including an online marketplace, mobile apps, and a comprehensive customer support system. Businesses can search for suppliers, request quotes, and place orders across multiple devices, whether they’re in the office or on the go. Alibaba also offers messaging and video conferencing systems that allow buyers and suppliers to communicate directly, fostering stronger relationships and reducing the risk of misunderstandings in international transactions.
Beyond transactional features, Alibaba provides a range of resources and tools to help buyers make informed decisions. The platform includes access to market insights, trade show live streaming, and industry-specific content that helps businesses stay informed about global trends and innovations. Alibaba also supports suppliers with training resources, allowing them to improve their eCommerce capabilities and better serve international clients. This dual focus on supporting both buyers and suppliers has helped Alibaba create a comprehensive ecosystem that drives mutual growth and strengthens trade partnerships worldwide.
By blending technology, secure transactions, diverse product offerings, and efficient logistics, Alibaba has not only made international trade more accessible, but has also become a trusted partner for businesses seeking to navigate the complexities of global commerce.
Amazon
While Amazon is widely known for its dominance in the B2C market, it has also positioned itself as a key player in B2B eCommerce through its Amazon Business platform. Amazon Business provides a streamlined, efficient, and cost-effective solution for businesses of all sizes to manage procurement needs. With features such as bulk pricing, multi-user accounts, approval workflows, and integration with purchasing systems, Amazon Business has become a convenient, scalable option for companies looking to simplify their supply chain and procurement processes.
One of Amazon's major advantages in B2B is its unparalleled logistics and fulfillment network. Leveraging this infrastructure, Amazon Business offers rapid delivery options, including next-day and even same-day shipping in certain areas, which is invaluable for companies that rely on timely delivery of supplies. Amazon’s logistics prowess not only improves efficiency but also enhances the reliability of supply chains, giving businesses confidence that their orders will be delivered as expected. This speed and dependability help companies manage inventory more effectively, reducing the need for large on-site storage and freeing up cash flow for other priorities.
Amazon also provides an array of digital tools and data analytics to support B2B customers in making smarter purchasing decisions. Business account users can leverage data insights, spending reports, and budgeting tools to optimize their procurement strategies. Furthermore, Amazon Business allows organisations to set spending limits and approval workflows, helping businesses maintain control over their purchasing while simplifying compliance and oversight.
FedEx
FedEx has set itself apart in the B2B eCommerce space through its expansive logistics network and reliable shipping services, which are essential for businesses that need scalable solutions as they grow or adjust to market demands. FedEx provides businesses with flexible shipping options that accommodate fluctuations in volume, seasonality, and unique business needs, making it ideal for companies in diverse industries, from retail to manufacturing. Whether businesses need local deliveries or international shipments, FedEx’s global reach and infrastructure allow them to transport goods securely and efficiently.
A core strength of FedEx is its commitment to fast, dependable service. The company has invested heavily in advanced logistics technology, ensuring accurate, real-time tracking and giving businesses and their customers full visibility into the status of shipments. This transparency helps businesses build trust with their clients and minimises disruptions by offering proactive updates and detailed tracking data. FedEx’s technology integration capabilities also enable businesses to streamline their operations by connecting with eCommerce platforms and inventory management systems, making logistics management as efficient as possible.
FedEx’s emphasis on customer service is a significant reason why it is trusted by B2B companies globally. The company offers a range of support services tailored to the needs of businesses, from customs assistance for international shipments to dedicated account managers for high-volume shippers. This commitment to personalised service ensures that businesses receive guidance and support throughout the shipping process, which is particularly valuable for companies navigating the complexities of cross-border logistics.
Xero
Xero's frictionless buying experience has been a key driver of its impressive growth in the Australian market over the past decade. For small business owners, the simplicity of purchasing an ERP, billing, and payroll solution without needing to speak with a sales representative removes barriers and streamlines the entire process. This aligns well with the needs of busy entrepreneurs who prioritise efficiency and ease of use. Once set up, the platform's intuitive design and automation features allow users to manage finances, payroll, and compliance with minimal ongoing support, further enhancing its appeal.
Xero has also excelled by adopting a customer-centric approach, offering tools that are specifically designed for small businesses. Its cloud-based solution allows real-time collaboration with accountants and financial advisors, which has proven invaluable for small businesses that may lack extensive financial teams. By delivering seamless onboarding and usage experiences, Xero stands out in a crowded market and meets the demand for digital-first solutions, where B2B buyers expect the same user-friendly experience as in B2C.
Additionally, Xero’s integration capabilities with other software, such as CRM, inventory management, and point-of-sale systems, create an ecosystem that supports small business operations holistically. By eliminating common pain points and offering a self-serve, all-in-one solution.
Carsales
About a year ago, Carsales.com.au, Australia's leading automotive marketplace, launched Ignition, a self-service platform designed to simplify ad and media purchasing for key customer groups, including media agencies and OEMs. This self-serve platform enables a hybrid sales model, providing buyers with the flexibility to choose their preferred purchasing channel: they can buy directly from sales teams, use the Ignition platform independently, or combine both approaches to suit their needs. This level of flexibility has resonated well with customers, particularly in a landscape where many buyers value the efficiency of self-service options.
By shifting routine transactional tasks to the Ignition platform, Carsales has effectively reduced the administrative workload for its internal teams. This means staff can dedicate more time to strategic value-adding activities such as deepening their understanding of client needs, industry trends, and evolving advertising strategies. This strategic shift not only strengthens Carsales' position as a trusted partner but also empowers its teams to drive innovation and gain a competitive edge in the market.
Moreover, Carsales’ self-service model appeals to a broader range of advertisers, especially those who may be new to the platform or prefer self-managed digital media purchases. Many media buyers and advertisers are accustomed to intuitive, on-demand digital purchasing, and the Ignition platform meets this demand by offering a seamless and efficient experience. The platform is also highly scalable, allowing Carsales to reach a larger audience without a proportional increase in operational costs. This scalability positions Carsales to capture more market share, adapt quickly to changes, launch new products quickly and meet the growing demand for digital-first, flexible B2B purchasing experiences.
Officeworks
Veterans in B2B eCommerce, Officeworks has been a trusted partner for B2B customers and small businesses for nearly a decade. Known for its comprehensive range of office supplies, technology, and business services, Officeworks has strategically evolved to meet the changing needs of Australian businesses, particularly small to medium-sized enterprises (SMEs). By investing in digital infrastructure and expanding its product offerings, Officeworks has created a one-stop solution that addresses the unique demands of B2B clients who prioritise convenience, affordability, and a seamless purchasing experience.
Officeworks' online platform is designed with business efficiency in mind, offering streamlined purchasing options, bulk order capabilities, and tailored business accounts with exclusive pricing and credit options. This model caters to the fast-paced needs of small businesses, enabling them to place orders quickly, manage budgets, and access critical supplies without hassle. Officeworks also provides specialised services, such as print and copy solutions, tech support, and furniture setup, making it an end-to-end solution for business needs beyond just supplies.
Furthermore, Officeworks has invested heavily in its logistics and supply chain capabilities, ensuring fast delivery and a reliable stock supply for essential items. This focus on operational excellence means that businesses can depend on Officeworks for timely deliveries, which is crucial for day-to-day operations. Their commitment to customer service, along with a broad physical presence across Australia, allows for a flexible omnichannel experience whether customers choose to shop online, in-store, or use a combination of both.
Officeworks' success in B2B eCommerce is also driven by a customer-centric approach that emphasises understanding the unique challenges of small business owners. They continually adapt their offerings based on customer feedback, industry trends, and technology advancements, helping businesses stay competitive. By prioritising both digital and in-store convenience and offering tailored solutions, Officeworks has established itself as a reliable, versatile, and forward-thinking B2B partner. This approach has cemented its position as a leader in the Australian B2B eCommerce landscape.
Australian businesses looking to excel in the competitive B2B eCommerce space can learn valuable lessons from the top-performing brands. By adopting best practices such as providing a seamless customer experience, leveraging automation, and embracing omnichannel strategies, companies can significantly enhance their digital platforms. Furthermore, utilising data-driven insights to personalise interactions and improve supply chain management ensures that businesses meet evolving customer expectations while streamlining operations.
Australia’s B2B eCommerce sector is thriving, with innovative brands raising the bar through cutting-edge technologies and customer-centric strategies. Companies like Alibaba, Amazon, Carsales, Xero and Officeworks are leading the way by integrating mobile-friendly platforms, offering real-time inventory management, and developing robust self-service portals. These brands demonstrate that by investing in scalable, flexible, and data-driven eCommerce solutions, Australian businesses can not only compete locally, but also on the global stage.
At Arktic Fox, we help brands across B2B to best leverage eCommerce, win on the digital shelf and maximise the omnichannel opportunity.