Everybody is looking for an edge, and B2B eCommerce companies are no different.  As competition ramps up, these businesses are looking for that differentiation that draws in customers.  By adding custom features and functionality that better aligns with the B2B buyer persona, these businesses are beating the competition and providing a better customer experience.  Here is a list of features you can add to your store to provide that extra layer of functionality.

Quick Order



Quick Order also known as Bulk Order is a way for to provide your informed customers with the ability to order without having to go to search.  With Quick Order ordering the customer that already knows the SKUs or part number they want to order.  All they need to do is to add that data into the field, add a quantity,  and add it directly to the cart.  It exponentially speeds up and simplifies the ordering process.  Here is an example of this feature from HD Supply

Subscription Sales

The subscription feature allows customers that order on a regular basis to have product shipped on a pre-defined timeframe.  This allows customers that have a good grasp of how much product they need periodically to have that product show up on their doorstep without them having to go online and place an order. Subscriptions are a convenient feature for allowing customers to reo​​rder product and at the same time creating an ongoing revenue stream for your company and extending your customer’s lifetime value.  Here is an example of subscription sales feature from Zologics:

Request a Quote

The bigger the ticket item or the size of the order, the greater the chances that the customer is going to want to see a quote.  This has become more prevalent with the recent supply chain challenges and the effects of inflation on product costs.  It provides a way for the customer to ensure that they are getting the best price from their supplier, regardless of what is published on the eCommerce site.  Here is a great example from the Santi tools eCommece site:

User Approvals

Certain business will have purchasing guidelines in place that require different levels of authorization.  This is a way for the company to have control on the ordering process and ensure that those responsible are authorizing the purchases.  The purchase controls can be based on previously established spending limits, or by having two or more people authorize the purchase to ensure account control. Providing this capability lets companies that want that extra layer of control around purchase operations to feel secure that orders are being placed having the right approvals.  Here is a good example from MSDCDirect.com’s approval guide:

Online Credit Application

Online B2B shoppers like the convenience of being able to establish credit terms.  This give them the ability based on their credit report to ask the seller for credit terms where they can pay for product after purchase.  Typically once approved the seller grants the buyer 30 day credit terms where they are expected to pay for the product within that time frame.  This helps customers with managing their cash flow without having to make the purchase up front for the product.  Granting credit terms helps the company to establish a trust based business relationship with their customers which once established helps both to transact business.  Here is an example from Munder Difflin where a customer can choose the establish credit option at checkout:

Adding these time-saving or differentiation features will allow your store to stand out from the crowd.  More importantly, it make it easier for your customers to make purchases.  Giving them the right tools will help them through their buying journey and build loyalty toward your business. 

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