15 B2B Ecommerce Examples and What You Can Learn From Them

b2b

Illustration by Jennifer Tapias Derch

If selling to other businesses is on your roadmap, you might be at the stage where examples of B2B stores are useful.

The global B2B ecommerce market is five times the size of the B2C one. It’s thriving. But if you search for examples of B2B ecommerce sites, you might run into outdated, inflexible B2B websites that don’t look like anything you’d want for your customers.

These 15 examples of best B2B ecommerce stores will inspire you to build a delightful buying experience for your B2B customers. You’ll see brilliant use cases for self-serve features, educational content, product discovery, detailed product descriptions, and custom storefronts.

Table of contents

  1. Picky Bars: Seamless B2B buying
  2. SwagUp: From start to checkout in minutes
  3. Microfiber Wholesale: Details that fuel self-service buying
  4. eFashion Paris: Product discoverability first
  5. Mac Tools: Traditional business, modern selling
  6. Amy Myers MD: B2C storefront with B2B details
  7. Primera: Easy product comparison and checkout
  8. Beauty Solutions: Self-service for logged-in customers
  9. Morgan Sports: Seamless product discovery and navigation
  10. Dermalogica Pro: The ultimate educational hub

1. Picky Bars: Seamless B2B buying

Picky Bars is known for products like energy bars, oatmeal, and granola. The company is run by three professional athletes and sells products both directly to consumers and to retailers in US, Canada, Dubai, Korea, Peru, Sweden, and UK.

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Picky Bars’ B2B storefront has a colorful, B2C-like feel to it, an accessible menu, and a call to action to order right from the homepage. Its B2C counterpart has that same friendly feel.

The B2B site lets customers make bulk orders quickly and seamlessly through the Quick Order option at the top:

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Picky Bars also gives its stockists direct access to its brand assets, including logos, color palette, product photos, lifestyle images, and media kit. This makes it easy for its B2B customers to focus on promoting and selling the products instead of sourcing materials.

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Product pages include additional photos from various angles, descriptions, ingredients, nutrition facts, and an option to only order a few or a larger case (and pay less per unit). Retailers can also reference the Nutrition page to grab any additional information they need to make the most of the products they’re buying.

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B2B buyers can make new and repeat orders in just a few clicks—Picky Bars makes sure of it.

2. SwagUp: From start to checkout in minutes

SwagUp serves companies that buy branded products—swag—for their employees, customers, and event attendees. It offers a few different ways to buy and customize products: building a custom pack from scratch, selecting a preset pack, or buying individual products in bulk.

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Buying in bulk lets customers pick a product category, browse through available products, review color options, and add a bulk order to their cart. The layout is clean, smooth, and easy to navigate, with a starting price for each product visible from the category page. The minimum quantity is 50, and the quantity for each product is preset to 100.

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SwagUp’s page featuring preset packs stands out with its “we’ve made this easy for you” messaging. The interface guides customers toward packs made for different types of end users, with a clear minimum quantity and an approximate price per pack.

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Once everything is in the shopping cart, it’s easy to add details like specific timelines, quantities, comments, and logo vector files.

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SwagUp makes the job of its B2B sales team easy and the customer experience delightful.

3. Microfiber Wholesale: Details that fuel self-service buying

Microfiber Wholesale sells microfiber products for cleaning professionals, including towels, mops, cleaning kits, and custom printed cleaning products.

Its long homepage resembles a B2C website: free shipping and returns bar, toll-free customer service number, reviews from cleaning pros, and educational articles.

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Microfiber Wholesale’s website is as self-service as it gets. B2B buying often involves phone calls and emails so the customer can get all the details they need to make a purchase, but this site gives all the information—and power—directly to the customer.

For example, product pages have charts, colors, dimensions, quantity discounts, item numbers, real-time availability, and an “Add to Cart” button.

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Further down the page, you’ll find in-depth product description and specs, like materials, dimensions, uses, recommended cleaning methods, and links to resources for washing and maintenance. This is useful for cleaning professionals, as well as distributors and retailers buying from Microfiber Wholesale.

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With detailed product pages and over 100 helpful videos and articles, Microfiber Wholesale puts user experience front and center. 

4. eFashion Paris: Product discoverability first

eFashion Paris is a B2B marketplace with thousands of styles from 600 Parisian brands. It serves fashion professionals and sells clothes and accessories for men, women, and kids.

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Like many B2B ecommerce websites, eFashion Paris requires its customers to log in to see prices, detailed collections, and wholesaler information. But while potential customers can’t easily add items to cart and experiment with order sizes, they can explore the product catalog.

Clicking into any product category gives customers filtering options. They can narrow products down by brands, colors, materials, characteristics, and styles.

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Each product page outlines quantities and sizes included in each pack and for each color. This makes it easy for buyers to plan their product range and inventory.

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For customers who aren’t already logged in, clicking the checkout button triggers a pop-up with a prompt to log in or register as either a retailer or a vendor, along with a video showing how ordering works.

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eFashion’s website is a great example of knowing what your customer needs and making it easy for them to discover the right products for their business.

5. Mac Tools: Traditional business, modern selling

Mac Tools is a global provider of automotive hand tools, power tools, toolboxes, and electronics. It was founded in 1938 and serves more than 1,200 wholesale distributors—professional technicians at dealerships and garages—as well as individual consumers.

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Mac Tools’ product category pages are made for easy filtering, product selection, and checkout. Customers can use the filters on the left to find the right solution for their needs and add products to cart. For products that aren’t available, the call-to-action button says “Call 800-MACTOOLS” text instead of the usual Add to Cart.

Customers can take action even without opening individual product pages.

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Dealerships and garages that want to become a franchise can easily do so through Mac Tools’ franchisee portal. Here, they can learn about the application process, preparation, mentorship, and training, and fill out the form to get started.

Mac Tools is one of the most modern DTC and B2B businesses in its industry. It was Shopify Plus that enabled it to add features like advanced search functionality, a franchisee finder, and a customization tool to deliver the highest level of customer satisfaction.

6. Amy Myers MD: B2C storefront with B2B details

Amy Myers MD is an ecommerce wellness brand selling supplements and skin care products. It’s run by Dr. Amy Myers, a physician, medical researcher, and author.

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This ecommerce site is another good example of a storefront made to sell directly to consumers while also giving in-depth product information to B2B customers.

Take this product page as an example. It outlines the product’s benefits, ingredients, process, and usage instructions, and also offers reviews and recommended additional items. There’s an FAQ section, a product video, and a list of symptoms this product addresses as well.

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The wholesale program page outlines program details and tiers, and even points to the main storefront for all nutritional information, ingredients, and allergen statements. In other words, B2B buyers can’t purchase from the customer-facing storefront, but they can rely on it for product specifications.

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B2B customers can apply, log in, and buy or reorder products through the wholesale portal.

The rest of the Amy Myers MD website is focused on practical educational content like articles, recipes, webinars, quizzes, books, and tools. This way, Amy Myers MD’s B2Bcustomers can support their own end customers whenever they have questions and concerns about specific topics, symptoms, and products.

7. Primera: Easy product comparison and checkout

Primera manufactures and sells specialty printers, including color label printers, label applicators, disc publishers, and printing accessories. Its customers include universities, medical companies, wineries, coffee manufacturers, non-profits, TV stations, and more.

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Primera’s B2B website stands out with its thorough product pages optimized for self-service business buying. At the top of the page customers can find a quick overview of the product, its availability, its SKU number, and an option to choose the voltage.

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Further down, there’s a section with more details, like printer and label specification, product brochure, support for that specific product, FAQ, and customer reviews. Buying a printer—especially one for business use—can be quite overwhelming, and Primera’s product pages make that process easier by bringing all key details to one page.

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To top that off, Primera lets its customers compare products side-by-side on its product comparison page. Once they add products, they can compare prices, features, availability, and payment options to make the best decision for their business needs.

8. Beauty Solutions: Self-service for logged-in customers

Beauty Solutions provides beauty professionals with the products, tools, and education they need to run a successful business. It services B2B customers in seven states in the US.

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Beauty professionals can start their product research by looking for a specific brand or at specific product types, like hair colors, extensions, makeup, or tools. They can filter products by customer ratings, stock availability, size, and product line.

Product pages indicate locations where the product is available, along with sizes in stock and their current stock levels, so beauty pros can plan their purchasing accordingly. Features, benefits, and other product recommendations follow.

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Visitors who want to see prices and make an order need to have a cosmetology license. If they do, they can request login credentials from Beauty Solutions. Having an account also lets them save items to a wish list, track orders, view previous orders, and use multiple shipping addresses.

Beauty Solutions’ website makes it easy for customers to find and book training sessions, product demonstrations, launches, and happy hours directly through the website.

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Bonus points to Beauty Solutions for also building a library of long, thorough education videos available to every visitor.

9. Morgan Sports: Seamless product discovery and navigation

Morgan Sports is a supplier of boxing and fitness equipment. Its products are used by more than 7,500 businesses in Australia.

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Like many other B2B ecommerce sites, Morgan Sports hides its prices for visitors who aren’t logged in to their wholesale account. In its own words, Morgan Sports never sells directly to consumers, and guarantees the best wholesale deals and pricing for its B2B customers.

The sheer range of product categories—and the ease of navigating them—is what makes Morgan Sports’ website stand out. Customers can find the equipment they’re looking for in a few clicks.

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All product pages let customers toggle between the product description, delivery information, returns policy, and warranty details—particularly useful to have at hand when buying larger, heavier fitness equipment.

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To qualify for an account, customers need to be coaches or club owners, personal trainers, retailers, fitness or yoga instructors, gym owners, non-profits, or government bodies. Once their account is approved, they can make instant orders and use the buy now, pay later checkout option.

Along with dozens of instructional guides for different types of equipment, Morgan Sports makes fitness professionals’ jobs easier.

10. Dermalogica Pro: The ultimate educational hub

Dermalogica is a professional-grade skin care brand, founded in 1986 by Jane Wurwand, a skin therapist. It caters both to consumers and skin therapists.

The latter happens through its Dermalogica Pro site. Although the entire ecommerce section is gated with a login page, there’s a lot to be learned from how Dermalogica Pro approaches its B2B website.

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The whole site is made to lead skin care professionals toward the most relevant, valuable resource based on what they need. For example, here’s what’s on the current homepage:

  • The hero section leads to the learning hub login page.
  • Further down, an entire section is dedicated to workshops skin care professionals can book.
  • Below workshops is a list of upcoming virtual events.
  • One section links out to a product fact sheet and comparison chart.

Beyond this, product pages link out to quizzes tools like Awaken Eye, a tool that gives consumers a personalized depuffing guide, and Face Mapping PRO, a digital platform for professionals to start their client appointments and treatments from.

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And finally, a huge Dermalogica Pro resource is what the company calls The Book. It’s a rich, interactive interface where skin care professionals can explore retail and professional products, ingredients, treatment protocols, and skin concerns.

Even without viewing the ecommerce side of Dermalogica Pro, it’s easy to see why many skin therapists buy from it again and again.

Get inspired by brilliant B2B ecommerce companies

Now you know: B2B companies can put the customer first and make their buying experience not just bearable, but enjoyable.

With the right B2B platform to support your sales, you can do the same. With a streamlined back end and a user-friendly storefront, you’ll create happy customers and scale your ecommerce business further.

It’s exactly what Shopify Plus can help you do. Want to know how? Reach out so our pros can show you.

About the author

Marijana Kay

Marijana Kay is a freelance writer for leading B2B SaaS brands in the marketing, analytics, sales, and ecommerce space. She's the founder of Freelance Bold, a library of resources for freelance writers.