In the evolving world of e-commerce, the line between B2C and B2B retailing is increasingly blurring. Retailers like Top Tiles and Lemur, who manage substantial trade processes alongside their consumer sales, face unique challenges in managing their e-commerce technology. Adobe Commerce, often maligned in certain quarters, emerges as a robust solution with significant strengths in the B2B sector. This blog explores the technology stack, key features, and practical applications of Adobe Commerce for businesses operating in both B2C and B2B domains.

B2B E-commerce Challenges

B2B e-commerce presents distinct challenges, especially for retailers with a significant presence in both B2C and B2B markets. Key challenges include managing complex organizational structures, handling bulk purchases and quotes, and catering to unique B2B functionalities that differ from B2C requirements. Retailers need to focus more on functionality than on design and branding, as efficiency and quick processes are paramount for B2B customers.

Technology Selection in B2B

When selecting technology for B2B e-commerce, it’s critical to consider platforms that offer specific B2B functionalities out-of-the-box. Adobe Commerce shines in this area, offering flexibility, scalability, and a rich set of B2B features. This includes organizational setups, bulk purchases, custom pricing structures, restricted catalog visibility, efficient ordering systems, and quote management.

Case Study: Top Tiles and Adobe Commerce

Top Tiles, with over 125,000 active trade customers, demonstrates the effectiveness of Adobe Commerce in handling large-scale B2B operations. Their success story highlights the importance of a customer-centric approach and a platform that can deliver an excellent experience for both B2C and B2B users. Adobe Commerce’s flexible architecture and compatibility with headless setups have been instrumental in Top Tiles’ e-commerce success.

Account Management and User Experience

B2B e-commerce requires careful consideration of account management and user experience. Retailers must differentiate the user journeys for B2C and B2B customers. While B2C focuses on brand experience, B2B should emphasize functionality and efficiency. For example, features like quick ordering, bulk discounts, and streamlined approval workflows are crucial for B2B users. Engaging finance teams in the project is also vital to ensure seamless integration with financial reporting and reconciliation processes.

Future of Adobe Commerce in B2B

Adobe Commerce continues to invest heavily in its B2B capabilities, focusing on improving approval workflows, quote management, API coverage, and handling large-scale operations efficiently. The platform is well-positioned to cater to the growing B2B e-commerce market, offering scalability and flexibility for complex business needs.


B2B e-commerce is a burgeoning field with immense potential for growth and efficiency gains. Adobe Commerce, with its comprehensive B2B features and flexibility, presents an attractive solution for retailers navigating the complexities of both B2C and B2B markets. By understanding and addressing the unique challenges of B2B e-commerce, retailers can unlock new opportunities and drive success in this dynamic landscape.

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