B2B Commerce
Selling to business customers online — with company accounts, tiered pricing, purchase orders, net terms and approval workflows — alongside or instead of DTC.
· Reviewed by senior engineers
B2B commerce is the online sale of goods and services to other businesses rather than consumers. The buying motion is different: multiple stakeholders per order, negotiated pricing, large repeat baskets, purchase orders, net payment terms (Net 30, Net 60), tax exemptions, account-specific catalogues, and approval workflows before an order goes through.
A B2B storefront needs to model all of that. Company accounts with multiple users and roles, price lists per account or segment, approved-purchaser limits, quote-to-cart flows, reorder-from-history shortcuts, and integrations with the customer's procurement system (punchout catalogues, OCI, cXML). The UX is more spreadsheet than retail — power users buying frequently, who value speed and accuracy over discovery.
Shopify, BigCommerce, Adobe Commerce and Salesforce B2B Commerce all have first-class B2B features now. The choice depends on order volume, complexity of pricing rules, ERP integration depth and whether the merchant runs DTC alongside.
Devinsta builds B2B storefronts on Shopify Plus B2B, BigCommerce B2B Edition and custom stacks, with integrations into ERPs and CRMs as a default rather than an afterthought. Most B2B merchants we work with are recovering from a consumer-style site that didn't fit how their buyers actually shop.