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Top 6 key business benefits of B2B e-commerce

Lena Santen
May 24, 2019

Whether you’re a seasoned online sales expert or just starting on your journey towards B2B e-commerce success, you probably already know what a massive difference an online sales portal can make. But are you aware of just how much a web store can do for your organization, and how long the list of B2B e-commerce benefits is?

Recap: A refresher on what B2B buyers want

Do you know what your B2B buyers want? Are your customers demanding an online channel? If you’re already aware of the gaps that need filling, read on to learn more about the 6 key benefits of B2B e-commerce and see how your business can flourish. If not, check out our latest research for insights on what your customers want.

Download the B2B buying process report

The top 6 benefits of B2B e-commerce

Benefit 1: Tap into more business opportunities

A web store can help strengthen your online presence, letting potential clients and resellers find you through search engines.

This is especially effective if you choose to make your catalog pages public. However, even if you decide to keep your catalog private, you can use targeted marketing content in your web store to grab the attention of new clients. (Read the Marketing Edition of our Solution Highlights to learn how Sana Commerce can help you drive better online marketing).

Benefit 2: Improve your B2B e-commerce sales

Attracting more clients can help boost your sales, but that’s not the only way a B2B e-commerce platform can help improve your business performance.

Choosing the right B2B e-commerce solution lets you display relevant and specific product recommendations for your visitors. You can make sure your clients see related products, but also items with more features, unlocking powerful cross-selling and up-selling opportunities.

With Sana Commerce, our customers (on average) have reported a 21% jump in e-commerce conversion rates and an 8% jump in revenue as a result of their ERP-integrated B2B web store. Check out our factsheet for more findings from our customer research survey.

Benefit 3: Lower your costs

Growing your revenue while minimizing your costs might sound impossible, but it’s a very real benefit of B2B e-commerce.

Modern technology lets you take almost every aspect of your business online, including order entry, client information provision and customer service. By automating and streamlining these various processes, your company can cut down on unnecessary costs – even while you make your business processes more efficient. This especially true with ERP-integrated B2B e-commerce. See below for a visualization of our customers’ cost-savings today:


cost savings due to integrated e-commerce with Sana

Discover the financial benefit of e-commerce for your B2B business: calculate your projected e-commerce costs and savings with our ROI calculator.

Download our free ROI calculator

Benefit 4: Get customer feedback

A great online buying experience keeps your clients coming back for more, and it might even help drive sales. After all, what would you trust more: promotional text from a manufacturer or wholesaler, or a positive review from another buyer?

By offering an exceptional B2B web store, you can turn your clients into evangelists. By simply leaving a review, clients sharing their enthusiasm can have an incredible effect on your business, with reviews typically producing a notable uplift in sales.

Benefit 5: Reach new markets

We already mentioned that a B2B web store can help you reach more clients. And those clients don’t necessarily have to be in your existing markets.


Because your online sales portal won’t rely on the availability of your sales team, your digital sales channel can be available 24/7, 365 days a year. By eliminating the challenge that time differences often pose in the order process, B2B e-commerce makes it easier than ever to serve a wider international market.

Benefit 6: Achieve data-centricity with ERP-integrated B2B e-commerce

Powerful B2B e-commerce software lets you streamline and automate plenty of processes, and it can also grant unique insight into the data that matters to your sales and marketing operations — especially if you integrate your B2B e-commerce platform with your ERP system.

(Visualize how that works here).

If you have an integrated e-commerce setup, your ERP can calculate detailed sales statistics for each of your clients. Order totals, revenue, profit percentages, or even discounts within a specific time period. With so much data available, there’s no need for vague estimates.

Dive deeper: Benefits of integrated B2B e-commerce

Want even more statistics about the benefits of B2B e-commerce? Now that you’ve got the basics covered, dive deeper into the benefits of a B2B e-commerce experience that’s also integrated with your ERP. This includes jumps in revenue and average order value, improvements in process efficiency, and more.

Check out the findings of our latest customer research in our Benefits of Integrated B2B E-Commerce factsheet.

Convinced of the benefits of B2B e-commerce and ready to get started? Download our Ultimate Guide to E-Commerce: From Planning to Going Live for practical checklists and best practices to help you launch your web store.

The benefits of ERP-integrated e-commerce

Discover the statistics and findings