b2b ecommerce

Bringing the B2C Experience to Your B2B Website

Believe it or not, the age of fax orders is (finally) coming to an end. Consumers have gotten so used to shopping online that it’s become second nature. For B2B businesses, that means it’s imperative to meet consumers where they are. We’ll help you deliver the experience they expect.

B2B Services

Whether you’re updating your eCommerce site or just getting started, Human Element will partner with you to understand your business and design a solution to help you drive online sales.

Discovery

UI/UX Design

Strategy & Consulting

Digital Marketing (SEO, PPC, Email campaigns)

Data Analytics

System Architectural Design

Integrations

New builds

Replatforming

Ongoing Maintenance

What We Do

At Human Element we’ve worked with a variety of B2B companies from wholesalers to distributors, manufacturers to service providers. Every company is unique and at varying points in the digital lifecycle. When we meet with you, we can assess where you are and recommend the best, most achievable path forward. Believe us when we say, we’ve seen it all.

We can help your business build out its first eCommerce platform, rescue a build that has gone sideways, or update your existing site. We can also take a look at your current technology ecosystem and provide some insight on where you might gain some efficiencies with a direct integration or by updating software. Not to mention the opportunities for new customer acquisition with our digital marketing services (yes – digital marketing works for B2B too!).

B2B eCommerce Strategy

Our strategy, digital marketing, and UI/UX design teams all have experience designing, planning, and executing for B2B companies, keeping best practices in mind while meeting your business and customer needs.

For businesses who have a B2C component and are looking to update their technology for the B2B side of the business – we’ve got you. We have experience creating a B2B portal that integrates with the B2C product set and inventory – integrating your B2B workflows so that they complement the retail side of your business instead of hindering it.

Platforms We Work With

Our Work Speaks for Itself

"Human Element has been a great partner in helping us launch eCommerce at Young Trucks. Their team structure provides a valuable mix of experience, skills, and points of view to help navigate opportunities and challenges within our account and business. They are responsive, friendly, and transparent about where time is applied, so you always know where you stand. They really operate like an extension of our team as we build out this new part of our business, providing support on everything from strategy, branding, technical, digital marketing expertise, and more."

"Human Element is our go-to vendor for Adobe Commerce (Magento). Our ERP integration simply works and has scaled with our business growth. Human Element is always on top of our priorities and it’s a pleasure working with them."

Why Human Element?

Our consultative approach means that we act as a partner and an extension of your internal team. We’ll work with you to understand your unique needs before we develop a tech roadmap that will guide you towards your goals. Too often we see B2B businesses bite off more than they can chew with digital projects. We’ll develop a plan of action that keeps your budget in mind and is achievable. Your success is our success: we love watching that conversion rate go up, your AOV increase, and your new customer sign ups grow.

It doesn’t end there. We don’t just build a site and walk away. There’s always opportunity to improve the experience whether it is for your end users or your fulfillment team. Continuous improvement is the name of the game. We’d love to chat about how we can help with your project.

Frequently Asked Questions

How can a B2B company benefit from an eCommerce website?

B2B buyers increasingly expect the same convenient online experience they get as consumers. A B2B eCommerce website lets you meet customers where they are, streamline ordering, and open new revenue channels. It can reduce reliance on manual processes like fax orders and phone calls, provide self-service account management for wholesale buyers, and give you data-driven insights into purchasing patterns. Companies with eCommerce capabilities are positioned to outshine competitors still relying on traditional sales methods.

What platforms are best for B2B eCommerce?

The best platform depends on your specific business needs, which is why we recommend starting with a Platform Selection Discovery. We work with several platforms well-suited for B2B: Adobe Commerce offers deep customization for complex B2B workflows, Shopify Plus has expanded its B2B capabilities, BigCommerce serves businesses at every stage of growth, Sana Commerce is built specifically for B2B, and Znode offers API-first headless architecture for multi-channel commerce. We’ll help you evaluate the trade-offs based on your requirements, integrations, and growth plans.

Can you integrate our B2B eCommerce site with our ERP?

We’ve integrated eCommerce platforms with major ERP systems including Epicor (P21), Oracle NetSuite, SAP, Microsoft Dynamics, JD Edwards, Sage, QuickBooks, and Karmak through our custom integrations services. For B2B businesses, ERP integration is especially important: it provides real-time inventory visibility, automates order processing, enables self-service account management for wholesale buyers, and simplifies compliance with cross-border and local taxes. We recommend integrating early rather than delaying, as postponing can make it exponentially harder and more expensive down the road.

How do you handle complex B2B features like custom pricing and quoting?

We have extensive experience building B2B eCommerce sites with complex requirements like customer-specific pricing, tiered pricing, quote management, and custom catalogs. We’ve worked with wholesalers, distributors, and manufacturers to create B2B portals that integrate with existing ERP pricing rules and support the unique workflows B2B buyers expect. For companies that also have a B2C component, we can create integrated experiences where the B2B portal complements the retail side of your business. Learn more about B2B eCommerce strategies that improve the shopping experience.