SOLUTIONS FOR YOUR BRAND

How to choose a B2B ecommerce platform for wholesale growth

Choosing the right B2B ecommerce platform in 2026 can transform how your brand sells wholesale. Explore the features, integrations, and buying experiences that matter most when evaluating solutions for long-term growth.

KEY TAKEAWAYS

The right platform simplifies wholesale ordering for retailers while supporting the workflows brands need to sell effectively.

When comparing platforms, retailers should consider experience, wholesale ordering, merchandising, pricing, and integrations.

Purpose-built wholesale solutions can offer advantages over other solutions, particularly for brands with complex selling needs.

WHATS RIGHT FOR YOUR BRAND

Why choosing the right B2B ecommerce platform matters

A B2B ecommerce platform does more than process wholesale orders. It shapes how retailers discover products, work with sales reps, and place orders. The right solution makes these experiences easier while giving brands the tools they need to manage operations and drive growth.

According to McKinsey’s 2026 Global B2B Pulse Survey, B2B buyers use an average of 10 channels throughout the purchasing journey. Inconsistent information and limited support are among the leading reasons buyers switch suppliers. For wholesale brands, a connected buying experience is increasingly important to building stronger retailer relationships.

Not every platform supports wholesale in the same way. Some focus on basic transactions, while others offer specialized tools for seasonal selling, customer-specific pricing, and complex retailer relationships.

Understanding these differences can help you choose a platform that meets your needs and scales with you.

WHAT YOUR BRAND NEEDS

What should brands look for in a B2B ecommerce platform?

A strong B2B ecommerce platform combines an intuitive buying experience with wholesale-specific ordering, merchandising, and integrations. Prioritize these five capabilities when comparing solutions.

1. An intuitive buying experience for retailers

Retail buyers want to find products quickly, access accurate information, and place orders without unnecessary steps. Gartner’s 2026 B2B Buyer Survey found that 70% of surveyed B2B buyers prefer a fully digital, self-service buying experience.

Look for rich product imagery, intuitive navigation, personalized catalogs, and easy ordering. A better digital experience helps retailers explore new collections and replenish inventory on their own terms.

2. Ordering built for wholesale workflows

Wholesale ordering goes beyond adding products to a cart. Brands need to manage seasonal prebooks, at-once orders, replenishment, and multiple fulfillment requirements.

Look for a platform that supports these workflows and automatically applies order minimums, pack multiples, delivery windows, and sales programs. Built-in business rules simplify ordering and reduce manual work for sales teams.

3. Digital merchandising and sales rep tools

Wholesale selling depends on how brands showcase products and help retailers build assortments. Digital catalogs, curated collections, and visual assortment-planning tools let reps present products, collaborate with buyers, and connect merchandising directly to ordering. These capabilities replace disconnected line sheets and spreadsheets with a more effective selling experience.

Explore how digital product catalogs support wholesale selling.

4. Customer-Specific Pricing and Product Access

Wholesale brands often manage different pricing agreements, assortments, and sales programs across their retailer networks.

A B2B platform should support customer-specific pricing, account permissions, tailored catalogs, and flexible ordering rules. This gives retailers access to the right products and terms without creating additional administrative work.

5. Integrations That Support Growth

Your ecommerce platform needs to connect with the systems your business already uses, including ERP, PIM, and CRM solutions.

Master B2B’s 2026 State of B2B Ecommerce Report identified poor data quality as the leading barrier to B2B ecommerce growth for the second consecutive year.

When evaluating platforms, consider how product information, inventory, pricing, and orders move between systems. Reliable integrations reduce manual work and support growth across brands, regions, and sales channels.

YOUR CHOICES

How do different B2B ecommerce platforms compare?

Brands typically evaluate three approaches: ERP extensions, B2C-first ecommerce platforms, and purpose-built wholesale solutions. Each serves different needs.

ERP add-ons and extensions

ERP-connected ecommerce solutions can work well for straightforward ordering and back-office efficiency. However, brands should evaluate whether they support seasonal sell-in, visual merchandising, and rep-assisted selling without extensive customization or additional software.

B2C-first ecommerce platforms

Consumer-focused platforms offer familiar online shopping experiences and increasingly support B2B capabilities. Brands should assess how well they handle customer-specific pricing, prebooks, complex assortments, and sales rep workflows.

An existing DTC platform doesn’t necessarily need to be replaced. Lems kept Shopify for DTC and added Elastic Suite for wholesale, connecting the two platforms to support each channel’s needs.

Purpose-built wholesale ecommerce platforms

Purpose-built platforms combine product discovery, merchandising, order management, and sales workflows in an experience designed for wholesale.

For brands managing seasonal collections, large product lines, or complex retailer networks, this approach can reduce reliance on disconnected tools and manual processes.

HOW TO EVALUATE

What to ask when evaluating B2B ecommerce software

Feature lists only tell part of the story. Ask vendors to demonstrate how their platform handles your actual wholesale workflows.

1. Can retailers place prebook, at-once, and replenishment orders through the same platform?

2. Can sales reps build tailored assortments and collaborate with buyers?

3. How does the platform manage customer-specific pricing, inventory, and ordering rules?

4. Which business systems can it integrate with, and what customization or maintenance is required?

5. Can the platform support additional brands, regions, and retailers as we grow?

MEASURABLE SUCCESS

What results can brands expect from the right B2B platform?

The right platform boosts retailer engagement, improves ordering efficiency, and cuts operating costs.

For example, Stanley used Elastic Suite to standardize its wholesale buying experience and give retailers more consistent access to product information and sales materials.

Stanley reported:

87% increase in dealer engagement
123% year-over-year growth in order volume in 2024
Over $100,000 saved annually in printed materials

Explore Stanley’s results and other examples of wholesale ecommerce ROI.

When evaluating solutions, consider how each platform could affect order volume, retailer adoption, sales team efficiency, and ongoing costs.

PURPOSE-BUILT B2B

Why choose Elastic Suite for wholesale ccommerce?

Elastic Suite brings digital merchandising, wholesale ordering, and sales tools together in one purpose-built B2B ecommerce platform.

Brands can create immersive digital catalogs, build personalized assortments, support retailer self-service, and manage wholesale orders through one connected experience. With more than 250 integrations, Elastic works with existing ERP and business systems to support growth without adding unnecessary complexity.

Choosing the right platform means finding a solution that makes buying easier for retailers, supports how your brand sells, and scales with your business.