16 B2B Ecommerce Examples and What You Can Learn From Them (2024) - Shopify (2024)

If selling to other businesses is on your ecommerce roadmap, you might be at the stage where examples of B2B stores are a much-needed inspiration.

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 But if you search for examples of B2B ecommerce sites, you might run into outdated, inflexible B2B examples that don’t look like anything you’d want for your customers.

These 16 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 customer account features, educational content, product discovery, detailed product descriptions, and custom storefronts—all to help get your creative mind turning as you look to the future.

B2B examples—what you need to know

In ecommerce, business to business examples include companies big and small that sell their own products, or products from a range of brands. This includes professionals, retailers, offices, teams, and service providers from gym owners and beauticians to cleaners and office managers.

B2B is about selling to a company, but it still boils down to selling to an individual person making the decision, which is exactly the reason these shopping experiences and marketing tactics need to be modern, flexible, and smooth, just like the ones in B2C.

16 B2B ecommerce examples

We’ll get into each of these in much more detail, but here’s a quick high-level overview of the examples we’ll be going over:

1. Picky Bars: Seamless B2B buying
2. SwagUp: From start to checkout in minutes
3. Syra Coffee: Streamlined B2B subscription
4. Microfiber Wholesale: Details that fuel self-service buying
5. eFashion Paris: Product discoverability first
6. Branch: Making office furnishing effortless
7. Mac Tools: Traditional business, modern selling
8. Amy Myers MD: B2C storefront with B2B details
9. Tiger Products: Every billiard vendor’s dream
10. Primera: Easy product comparison and checkout
11. Beauty Solutions: Self-service for logged-in customers
12. PATCHBOX: Expert products, simple shopping
13. Morgan Sports: Seamless product discovery and navigation
14. Dermalogica Pro: The ultimate educational hub
15. High Home: Luxury B2B shopping experience
16. Kiara Sky: Easy browsing and wishlists

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 across the world.

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. Their 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:

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

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

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. They offer 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.

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 25, and the quantity for each product is preset to 100.

SwagUp’s page featuring preset packs stands out with their messaging that emphasizes they’ve already done all the work for their customers. The interface guides customers toward packs made for different types of end users, with a clear minimum quantity and an approximate price per pack.

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

SwagUp makes their B2B sales team’s job easy—and the customer experience delightful.

3. Syra Coffee: Streamlined B2B subscription

Syra Coffee is a Spanish coffee shop and store that started in Barcelona in 2015 and expanded to cities like Madrid, Seville, and Valencia over the years. They don’t just serve coffee drinkers at their brick-and-mortar locations—they also sell coffee, tea, machines, and accessories through their online store, and they provide a coffee subscription to offices.

Syra Coffee’s B2B customers can lean on their B2C store and product pages to learn about the coffees they offer, including specific features, origin, producer, and the ideal style of coffee-making.

Then, once they’re ready to sign up for a coffee subscription for their office, they can select a subscription plan. Syra Coffee suggests the amount of coffee to buy—the subscription plan to choose—based on the number of employees the office has. Customers can see the price for each plan right away, without needing to log in.

During checkout, customers can choose between delivery and store pickup, after which they can complete their order in a couple of clicks. That’s all it takes to purchase a monthly coffee subscription for their office—Syra Coffee made it easy. That’s thanks to a streamlined offer and a simple purchase process, with minimal forms to fill out and maximum benefits on display.

4. 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.

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

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 colors, dimensions, quantity discounts, item numbers, real-time availability, and an Add to Cart button.

Further down the page, you’ll find in-depth product descriptions 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.

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

5. eFashion Paris: Product discoverability first

eFashion Paris is a B2B marketplace with thousands of styles from 600 Parisian brands, adding thousands of new clothing items each week. They serve fashion professionals and sell clothes and accessories for kids, women, and men.

Like many B2B ecommerce websites, eFashion Paris requires their 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.

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.

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.

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.

6. Branch: Making office furnishing effortless

Branch sells premium office furniture—chairs, desks, and accessories—directly to businesses. What sets Branch apart as a furniture brand is their comprehensive service from start to finish: space design, delivery, and white glove installation.

Furnishing an office is intimidating—both a small home office and one with more than 100 employees. Branch serves that entire range with:

• A free space plan it creates for potential customers that fill out a questionnaire
• A quiz that takes customers to a custom furniture bundle for easy checkout
• A straightforward process that covers frequently asked questions

The Branch product pages are rich. They go deep into customization options, benefits, product images, options for large orders, bundling suggestions, product specifications, detailed reviews, and photos from previous customers.

Branch makes sure that furnishing an office isn’t overwhelming, frustrating, and drawn out. This is a brilliant B2B example of giving customers every resource they might need, along with hands-on support, right at their fingertips.

7. Mac Tools: Traditional business, modern selling

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

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” instead of the usual Add to Cart.

Customers can take action even without opening individual product pages.

Dealerships and garages that want to become a franchise can do so easily 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 their industry. And it was Shopify Plus that empowered them to add features like advanced search functionality, a franchisee finder, and a customization tool to deliver the highest level of customer satisfaction.

8. 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.

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.

The wholesale program page outlines program details and frequently asked questions. It also 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.

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, and books. This way, Amy Myers MD’s B2B customers can support their own end customers whenever they have questions and concerns about specific topics, symptoms, and products.

9. Tiger Products: Every billiard vendor’s dream

Tiger Products sells premium, USA-made billiard products, including cues, shafts, cue tips, cases, and billiards accessories. It’s another B2B example that relies on detailed product categories, pages, descriptions, and photos, but gives the details like prices and the option to purchase to logged-in customers only.

Tiger Products’ assortment is easy to navigate, thanks to nearly a dozen product categories. Some of them are further broken down into subcategories. Within each category or subcategory, customers can choose to filter products by availability and price, which then leads them to the best billiard products for their needs.

Product pages offer dozens of product variations. like shaft variations and weight. Close-up photos and detailed features and specifications follow.

Finally, Tiger Products makes it easy for their business customers to register for a wholesale account and log in through the dealer portal. This gives their B2B customers a powerful self-service solution to explore and order products.

10. Primera: Easy product comparison and checkout

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

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.

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.

To top that off, Primera lets their customers compare products side by side on their product comparison page. Once they add products, they can compare prices, features, availability, and B2B payment options to make the best decision for their business needs.

11. 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. They provide service for B2B customers in nine US locations.

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.

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.

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

12. PATCHBOX: Expert products, simple shopping

PATCHBOX is a brand that sells cable management systems for IT infrastructures. They aim to set the new standard in network cabling with their innovative solutions.

On their product pages, PATCHBOX speaks directly to the decision makers—IT managers that want a complete solution to run a tidy server room and manage their network racks neatly.

In other words, product details and benefits are specific and quite technical, but the minimal, clean design of PATCHBOX’s website makes it easy to digest and quickly find the exact information a customer needs.

Product pages include a before and after photo, a product video, specifications, items included, as well as instructions and manuals.

Completing an order requires creating a customer account or logging in, which is to be expected with B2B ecommerce. PATCHBOX also gives visitors an option to request a quote for specific use cases, bulk orders, or different connector types.

This B2B example is all about giving potential customers all the information they need to make the right purchase decision, and PATCHBOX nails it.

13. Morgan Sports: Seamless product discovery and navigation

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

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

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.

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.

14. 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 their 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 their B2B website.

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 you can reach within a few clicks:

• A learning library with on-demand learning, plus workshops customers can book and join online or in-person
• Resources about LuminFusion, one of Dermalogica’s skin services
• Product fact sheets for items used by professional skin therapists

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

And finally, there’s a huge Dermalogica Pro resource 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 them again and again.

15. High Home: Luxury B2B shopping experience

High Home is a luxury furniture brand selling to interior designers, architects, and showrooms.

High Home’s product assortment is organized by product types, brands, designers, and rooms. The website is seamless to navigate, with a real B2C look and feel to it. Prices are visible without logging in, and product pages list a variety of photos for each product, detailed dimensions, delivery timelines, stock levels, and other recommended products.

Finally, High Home promotes their trade program across the website, emphasizing their exclusive catalogs, cost-effective international shipping, seamless digitized service, and market competitiveness. And, of course, access to trade discounts.

16. Kiara Sky: Easy browsing and wishlists

Kiara Sky sells nail supplies—acrylic nails, dip powders, nail electronics, and acrylic colors. They work directly with nail, hair, and beauty professionals, as well as wholesalers, providing them with a trade account.

On Kiara Sky’s homepage, customers can kick off their shopping journey by browsing new arrivals, back-in-stock items, bestsellers, and three different product categories.

Each product page shows product images with detailed specifications, inventory levels, color selection, and GPay as a payment option. Clicking on “More payment options” reveals additional options like Shop Pay and PayPal.

Other features that make this B2B example stand out is the capability to build a wishlist, a learning hub, and a wholesale order form that makes buying by product name or SKU quick and seamless.

Turn inspiration into brilliant B2B ecommerce action

At this point, it’s clear that B2B sales teams can put the customer first and make their buying experience not just bearable, but enjoyable.

Not just that—they do it for both the DTC and B2B side of their business. These B2B examples are the proof it can be done—you don’t have to sacrifice one to make the other one work smoothly.

With the right platform, you can do the same and tailor the experience for each buyer from start to finish—vendor, dealer, small business, professional—with customized payment terms, product pricing, and quantity rules.

Make ordering (and reordering) in your B2B store a delightful journey with Shopify’s B2B ecommerce solution. Leading brands like Brooklinen and True Botanicals have already done so, going from a manual and time-consuming process to one that’s streamlined and simple.

Lean on Shopify Plus to do the same.