B2B eCommerce ordering portals are transforming wholesale procurement in Australia. These platforms enable businesses to manage bulk orders, customised pricing, and account settings with ease. By 2025, 80% of B2B sales are expected to occur online, reflecting the growing importance of digital solutions for wholesale operations.
Key Benefits of B2B Portals:
- Improved Customer Service: 24/7 self-service for orders and account management.
- Efficiency Gains: Reduced manual data entry and streamlined processes.
- Sales Growth: Reactivate inactive accounts and open new sales channels.
- Order Accuracy: Minimise errors in bulk order processing.
Must-Have Features:
- Custom Pricing: Tailored pricing, volume discounts, and minimum order rules.
- Order Tools: Quick order forms, inventory updates, and purchase history.
- User Access Controls: Role-based permissions and secure logins.
- Checkout Options: Flexible payment terms, multi-address shipping, and tax exemptions.
Shopify Plus for B2B: Shopify Plus supports dedicated or hybrid B2B stores with built-in tools like automated workflows, customised pricing, and advanced checkout features. Businesses can scale efficiently without third-party apps.
Quick Comparison:
| Feature | Purpose | Example Benefits |
|---|---|---|
| Custom Pricing | Tailored rates for businesses | Encourages bulk purchases |
| Order Management | Simplifies reordering and tracking | Boosts efficiency by 33% |
| User Access Controls | Secure and role-based access | Protects data and streamlines management |
| Checkout Configuration | Flexible payment and shipping | Enhances customer experience |
With B2B eCommerce contributing to 94% of Australia’s total eCommerce sales value, adopting these portals is essential for businesses to stay competitive.
B2B Ecommerce Platform – Shopify Plus – Explainer Video
Must-Have B2B Portal Features
For a B2B portal to succeed, it needs features designed specifically for wholesale needs. Gartner predicts that by 2025, 80% of B2B sales interactions will take place through digital channels.
Price Management
Customised pricing is key to creating tailored experiences for different customer groups. Here are some essential pricing tools:
| Pricing Feature | How It Works | Benefit |
|---|---|---|
| Volume Discounts | Automatically adjusts prices for bulk orders | Encourages larger purchases |
| Customer-Specific Pricing | Offers fixed or percentage-based discounts | Maintains consistent margins |
| Minimum Order Values | Sets thresholds for order sizes | Ensures profitability |
| Case Pack Rules | Requires purchases in specific increments | Simplifies inventory handling |
These tools make pricing more efficient and help streamline order processing.
Order Management Tools
Effective order management can directly impact sales. For example, teapigs saw a 33% increase in B2B order values after implementing advanced tools.
Key features to include:
- Quick order forms for SKUs or part numbers
- Automated inventory updates across channels
- Purchase history for easy reorders
- A strong quote management system
“SparkLayer allowed us to get B2B ordering up and running in a matter of weeks with very little technical effort, and negligible cost. We were so impressed with SparkLayer that we immediately decided to launch B2B ordering in the US.”
– Reece Downey, Head of eCommerce, teapigs
User Access Controls
Efficient order processing is important, but managing user access is just as critical. Research shows that over 74% of B2B customers conduct online research before making a purchase.
Here’s how to manage access effectively:
| Control Type | Function | Purpose |
|---|---|---|
| Company Profiles | Allows multiple buyers under one account | Simplifies account management |
| Role-Based Access | Sets permissions based on user roles | Controls data visibility |
| Sales Rep Tools | Lets reps place orders for customers | Supports hybrid sales models |
| Password Protection | Restricts access to authorised users | Secures exclusive pricing |
Additionally, features like vaulted credit cards can protect sensitive data while making repeat purchases easy for trusted buyers.
Building Your Shopify Plus B2B Portal
Set up your B2B portal to provide a smooth wholesale experience. According to recent data, 80% of B2B transactions are expected to happen online by 2025.
Wholesale Store Setup
Choose the right store configuration for your business needs:
| Store Type | Best For | Key Benefits |
|---|---|---|
| Blended B2B/D2C Store | Businesses handling both retail and wholesale | Unified inventory and customer data |
| Dedicated B2B Store | Companies focused only on wholesale | Customised wholesale experience, separate operations |
Key setup steps include:
- Enabling secure customer accounts
- Setting up company profiles with permissions, payment terms, pricing, and tax exemptions
- Adding a secure login link for customer access
Once your store and accounts are ready, focus on your pricing strategy.
Price Rules and Discounts
After setting up your store, use Shopify Plus’s advanced pricing tools to optimise your wholesale operations – no third-party apps needed.
| Pricing Feature | Configuration Options | Application |
|---|---|---|
| Price Lists | Fixed prices or percentage discounts | Assign to specific companies |
| Volume Pricing | Quantity-based discounts | Ideal for bulk orders |
| Currency Modifications | Multi-currency support | Perfect for international wholesale |
| Quantity Rules | Minimum orders or purchase increments | Helps manage inventory |
Shopify Plus automatically applies the best price available from multiple price lists for each customer.
B2B Checkout Configuration
Customise your B2B checkout to streamline payment, address management, and order processing:
- Payment Terms
- Assign terms to specific company locations
- Display payment terms clearly at checkout
- Automate term assignments for efficiency
- Address Management
- Allow multiple shipping addresses per company
- Make it simple for customers to select an address during checkout
- Order Processing
- Set up order tracking systems for transparency
- Apply tax exemption rules where needed
These checkout features ensure customers can complete their purchases effortlessly, with all necessary details – like payment terms, payment options, and wholesale discounts – clearly displayed.
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Improving B2B Customer Experience
Make your B2B portal work harder for you by focusing on retention and growth.
User Interface Design
Create a user-friendly interface that combines the ease of B2C platforms with the functionality B2B customers need. Here are some essential features:
| Design Feature | Implementation | Business Impact |
|---|---|---|
| Smart Search | Use natural language and faceted search | Speeds up product discovery |
| Mobile Optimisation | Responsive designs, touch-friendly elements | Boosts order completion rates |
| Navigation Structure | Clear categories, sticky headers | Lowers bounce rates |
| Quick Order Forms | Bulk ordering options, saved templates | Simplifies purchasing |
Great design is just the start – your content should also cater to each customer’s needs.
Customer-Specific Content
Offer personalised content and recommendations to make the buying process seamless. For instance, Filtrous, a laboratory supply company, saw its order frequency triple after using Shopify’s self-serve purchasing system.
Here’s how you can elevate the experience:
- Tailored Catalogues: Show products relevant to the customer’s industry and past purchases.
- Dynamic Pricing: Provide customised pricing and volume discounts.
- Personalised Dashboards: Highlight frequently ordered items and product suggestions.
- Custom Payment Terms: Display approved payment options and credit limits.
These features make your portal more relevant and valuable to your customers.
Customer Portal Tools
Equip your portal with tools that let customers manage their accounts easily. In March 2023, a Shopify Plus brand increased wholesale orders by 40% after introducing such tools.
Must-have features include:
- Order management for tracking and reordering
- Secure account controls
- Automated recurring orders
- Easy access to invoices and documents
“Scale your operations by letting customers make purchases with quick bulk-ordering tools, and manage their accounts with an intuitive and customizable portal.” – Shopify
Klaviyo for B2B Marketing
Take your B2B email marketing to the next level with Klaviyo’s powerful segmentation and automation tools. These features ensure your messages reach the right audience, delivering real results.
Customer Segmentation
Klaviyo helps you create highly targeted customer segments by analysing data such as:
- Purchase history and frequency
- Order value trends
- Industry-specific behaviours
- Website activity and interactions
For example, Ruffwear used Klaviyo’s RFM segmentation to increase click-through rates by 49%.
| Segmentation Type | Business Impact | Implementation Focus |
|---|---|---|
| Purchase History | Identifies top accounts | Order frequency and value |
| Browsing Behaviour | Targets product interest | Real-time engagement |
| Predictive Analytics | Anticipates churn risk | Customer retention |
| Industry-Specific | Customises content delivery | Sector-specific relevance |
These detailed segments allow you to set up dynamic, automated communications that align perfectly with customer needs.
Order Communication
With insights from segmentation, you can automate order-related messages to improve the customer experience. Keep your customers informed with timely updates.
Here are key workflows to consider:
- Order confirmation emails
- Shipping updates
- Reorder reminders
- Stock availability alerts
- Payment status notifications
“It’s helped us understand what our data’s telling us, and drive a better customer experience.” – Don Smolik, Made In’s Director of Lifecycle Marketing
Email Performance Tracking
Klaviyo also makes it easy to track and optimise your email campaigns. The platform monitors key metrics within a 5-day conversion window, giving you actionable insights.
“Having one unified customer profile, where everything about a customer is in the same place – it’s huge.” – Katherine Cabe, Senior Director of Retention, AS Beauty Group
Metrics to keep an eye on include:
- 30-day email performance trends
- Conversion rates for specific campaigns
- Engagement levels (opens, clicks, etc.)
- Deliverability rates
- Link activity insights
Graza showcases how effective targeting can deliver results, achieving a 50% email open rate through precise segmentation. To dig even deeper, integrate UTM parameters to track performance in Google Analytics.
Conclusion
Key B2B Portal Components
Every successful B2B ordering portal relies on a few essential components. With the wholesale ecommerce sector valued at $9.2 trillion in 2023, having the right features in place is crucial.
Here are the key elements that drive B2B success:
| Component | Purpose | Business Impact |
|---|---|---|
| Custom Pricing | Tailored price lists and volume discounts for customers | Simplifies purchasing processes |
| Protected Login | Secure access for wholesale accounts | Adds security and personalisation |
| Order Management | Self-service tools for ordering and tracking | Boosts self-serve orders by 33% |
| Integration Tools | Links to ERP and CRM systems | Streamlines operations |
| Automated Workflows | Simplifies customer signups and reviews | Cuts down on manual tasks |
“The biggest myth about a wholesale business is that the self-service ordering model used in retail won’t work. As in retail, business customers benefit greatly from the time and effort savings of online ordering, in their own time, with full visibility of the status of their order.” – Ben Chidiac, Co-founder of Beard & Blade
With these components clearly outlined, you’re ready to take the next steps in launching your B2B portal using Shopify Plus.
Getting Started with Shopify Plus
Shopify Plus can increase checkout conversion rates by up to 36%. The platform offers built-in B2B tools, so you don’t need to rely on extra apps or channels.
Use features like custom pricing, secure logins, and automated workflows to build your portal. Here’s a simple roadmap to get started:
1. Assessment and Planning
Review your wholesale operations to identify what you need. Decide if you’ll create a dedicated B2B store or combine it with a DTC (direct-to-consumer) solution.
2. Core Setup
Set up company profiles, payment terms, and tax exemptions. Build customer-specific catalogues and pricing tailored to your audience.
“The online experience for wholesale ecommerce websites should be as minimal as possible. Buyers want products that perform. Buyers have POs to enter and want the least amount of hiccups possible.” – Neil Stuber, Brand Manager at Hurraw! Balm
3. Integration and Optimisation
Connect ERP systems with tools like Microsoft Dynamics 365 or Brightpearl. Use SEO strategies specifically designed for B2B markets.
When implemented effectively, Shopify Plus’ features provide a strong foundation for scalable B2B ecommerce operations.
Are you ready to elevate your online business to the next level? With automation, easy customisation, and multi-channel adaptability, Alinga’s Shopify Plus integration will help grow your e-commerce business. Our team of experts ensures that your setup is smooth future-ready, and fits every requirement. Let’s explore how Alinga can transform your Shopify platform into an effective sales tool, get in touch with us right away!
