Sales team freed for advisory work
Reorders move to ecommerce so sales can focus on new business and complex deals instead of order entry.
Industry
B2B ecommerce for wholesalers, manufacturers, and aftermarket
Customer-specific pricing, broad catalogs, and order flows that run through the ERP. Nordic Web Team helps you shape platform, integration, and rollout around how you already sell.
Fits with
What makes B2B its own commercial model
B2B is not a technology category. It's a commercial model where the buyer purchases on behalf of a company rather than themselves. That single difference reshapes almost everything: which prices get shown, which payment terms apply, how an order gets approved internally before it's placed, and how it lands in the ERP afterward.
Litium's Nordic Digital Commerce in B2B 2025 report found that 83 percent of Nordic B2B companies use digital channels, but only 28 percent of their sales actually flow through them. That gap between having a webshop and customers actually buying there is the real B2B challenge, and it's rarely solved by picking a better platform. It's solved by understanding why the buyer isn't using the one you already have.
A consumer store can get by on speed, design, and a smooth checkout. A B2B buyer expects more as a baseline: their negotiated price showing up automatically, their full order history available, the ability to place a large order in minutes rather than a phone call, and a platform that can be trusted to reflect what the ERP actually says about credit, stock, and delivery. None of that is optional in B2B the way it can be a nice-to-have in B2C.
Wholesalers, manufacturers, and aftermarket businesses are different buyers
"B2B" in a platform demo rarely means much on its own, because the commercial reality varies sharply by business type. Wholesale buying is repetitive and volume-driven: the same or similar orders placed often, where speed and reliability matter more than discovery. See our wholesale page for how that plays out.
Manufacturing buyers are often solving a different problem: finding the right part or configuration within a complex, technical catalog, sometimes as a dealer, sometimes as a direct account, sometimes as an end customer needing a spare part. See our manufacturing page for that reality.
Aftermarket and spare-part businesses sit across both worlds, serving professional and consumer buyers from the same catalog with different pricing and access. Whichever category fits your business, the commercial model, not the platform, is where the decision should start.
What this means for building it
Once the commercial model is clear, the technical questions (pricing architecture, ERP integration depth, checkout and invoicing, account hierarchies) follow from it rather than driving it. Our B2B ecommerce guide covers that implementation depth in full: how customer-specific pricing should be architected, which ERPs we connect to most often, how B2B checkout and invoicing actually work, and how to sequence a phased rollout.
Nordic Web Team starts with how you sell today, not with a platform recommendation. The platform choice, whether that's Norce, Shopware, Magento/Hyvä, or Shopify, follows from the commercial model, the ERP you already run, and the type of buyer you serve.
Working with Nordic Web Team on B2B
Sigma Imaging is one example of how this plays out in practice. Read about the Sigma Imaging project to see the approach in a concrete case. Contact us if you're in the planning phase and want to talk through your situation before anything is decided.
Relevant systems in this setup
These systems often show up when we plan ecommerce for this type of business. Use them as concrete tracks for CRM, payments, and ERP.
Strengths
Platform-agnostic advisoryCommercial model firstStructured integration designPhased delivery approach
Business benefits
Agreement pricing without manual work
Each customer sees their negotiated prices and assortment at login, with no duplicate maintenance across systems.
Platform that matches your commercial model
The choice between Norce, Shopware, Magento/Hyvä, and Shopify is driven by your catalog, ERP, and internal capacity. Not by a feature checklist.
Lower risk through phased rollout
Pilot group first, full rollout after. That reduces the risk of breaking critical daily flows and provides real customer feedback.
Reliable data across systems
Prices, stock, customers, and orders stay in sync between ERP and ecommerce so buyers can trust what they see.
Foundation for international expansion
Multiple currencies, languages, and market-specific pricing handled at platform level. No rebuild required for the next market.
Reference cases
See how we have solved similar setups in practice and use these cases as the next step in your internal evaluation.
Delivery approach
Connecting ecommerce to the ERP is critical in B2B, but the integration is only one part of the work. Platform selection, data quality assessment, product content, UX design, QA with realistic order scenarios, and rollout planning all surround the technical integration and determine whether the result holds up. Junipeer connectors are used where they fit the ERP landscape; custom integration logic is built where they do not. All parts are planned as one delivery so the integration earns its value from day one.
Beyond the integration
The integration is only one part of the work. Platform choice, data quality, content, UX, QA, and the launch itself also need to be planned and delivered for the solution to work in practice.
1
Discovery & platform evaluation
We map your commercial model, pricing structures, catalog complexity, ERP landscape, and buyer expectations, and evaluate which platform options fit. The output is a clear recommendation with tradeoffs explained.
2
Architecture & integration design
We define the data flows between ecommerce, ERP, payment, and shipping systems. This includes sync rules, pricing logic, and content structure, designed around your actual data rather than assumptions.
3
Build & QA
Development runs in iterations with regular reviews. QA uses realistic test data and order scenarios drawn from your business so issues surface before launch, not after.
4
Launch & ongoing optimization
We plan the rollout with monitoring and rollback options in place. After launch, we use real usage data to improve search, checkout flows, and integration performance over time.
FAQ
Will the sales team become redundant when we launch B2B ecommerce?⌄
No. Most B2B companies find that the sales team gets more time for advisory work and new business because the repetitive order entry is gone. Ecommerce handles reorders, sales drives complex deals and relationships. It is rarely one or the other.
Can customers still buy at their agreed prices?⌄
Yes. Pricing logic stays in the ERP and ecommerce pulls the right price at login. Agreements, volume discounts, and customer-specific assortments display correctly for each account. That assumes the customer structure in the ERP is clean. Cleanup is often part of phase one.
Does ecommerce make sense if most of our revenue comes from a handful of large accounts?⌄
Often yes, but the case is different than for a business with thousands of smaller customers. With a concentrated account base, ecommerce is less about replacing the sales relationship and more about giving those key accounts a faster way to handle routine reordering, freeing the account manager for the parts of the relationship that actually need a person. A handful of accounts placing frequent, large orders still creates plenty of repetitive work worth automating.
Which type of B2B business benefits most: wholesale, manufacturing, or aftermarket?⌄
All three benefit, but for different reasons. Wholesalers see the fastest payback because their order patterns are the most repetitive. Manufacturers face the biggest catalog and data challenge, so the payoff takes longer but is larger once the catalog is right. Aftermarket businesses sit in between, since they serve both B2B and end-consumer traffic from the same catalog. See our <a href="/ecommerce/industries/manufacturing">manufacturing</a> and <a href="/ecommerce/industries/wholesale">wholesale</a> pages for how each plays out.
How long does a B2B project take in practice?⌄
A discovery sprint takes 2–4 weeks. Phase one with core functionality typically runs 3–4 months depending on platform choice and integration depth. Phase two often adds another 2–3 months. Cost depends on platform, integrations, and catalog complexity. A typical Norce or Shopware build lands between €75,000 and €190,000.