The e-commerce landscape is evolving rapidly, and one of the significant shifts we’re observing is DTC brands expanding into the wholesale B2B arena. This transition, however, involves more than just a change in sales strategy; it requires a comprehensive understanding of the operational, functional, and technological nuances of B2B e-commerce.

The Case for Diversifying into B2B E-Commerce

In the current economic climate, diversifying income streams is crucial for growth. For DTC brands, stepping into B2B e-commerce offers a new and potentially lucrative avenue. It brings the benefits of higher Average Order Values (AOVs), repeat business, and increased brand awareness through partnerships with other businesses. This diversification is a strategic move to not only boost revenue but also to mitigate market risks.

Understanding the B2B Buye’s Evolution

Contrary to traditional views, today’s B2B buyers are digitally savvy and expect an online shopping experience akin to B2C. They prefer self-service options and mobile-friendly interfaces, making it essential for DTC brands to adapt their e-commerce platforms to meet these expectations.

Key B2B E-Commerce Functionalities

When transitioning to B2B, DTC brands must incorporate functionalities specific to wholesale trading. This includes creating business account structures with user roles and permissions, offering self-service capabilities in customer accounts, and managing complex pricing strategies such as tiered pricing and negotiated discounts. Additionally, quotation management becomes vital for handling custom orders.

Operational Challenges and Solutions

Fulfilling B2B orders presents unique challenges, ranging from handling larger volumes and dealing with split shipments to managing stock reservations and meeting specific delivery requirements. Brands must be prepared for these complexities and work closely with their supply chain and logistics teams to ensure a smooth operation.

Choosing the Right E-Commerce Platform

Selecting an e-commerce platform that can efficiently handle B2B functionalities is critical. Platforms like BigCommerce and Shopify have made significant strides in catering to B2B needs. BigCommerce, with its B2B Edition, offers robust features like multi-storefront management and headless commerce capabilities, while Shopify’s improvements in B2B functionalities cater to simpler wholesale requirements.

Navigating the Internal Change Management

Transitioning to B2B e-commerce impacts various departments within a company. Sales and marketing teams need to align their strategies to attract and retain B2B customers. Customer service must be trained to handle B2B queries effectively, and the product development cycle may need adjustments to align with B2B demands. Additionally, finance and legal teams must be involved early on to manage invoicing, payment terms, and compliance issues.


Expanding a DTC brand into the B2B e-commerce market is a complex but rewarding venture. It requires a strategic approach encompassing sales, marketing, operational logistics, and the right technology. With careful planning and execution, DTC brands can successfully tap into the vast potential of the B2B market, ensuring sustainable growth and market resilience.

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