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The best platform for B2B eCommerce is one that combines flexible pricing, bulk ordering, customer-specific catalogs and account management with a checkout your buyers can complete on their own. Those features carry far more weight here than in retail, since B2B purchases usually involve negotiated terms, repeat orders and several people signing off. Wix supports B2B and wholesale commerce through a native-quality partner integration. Below you'll find which type of eCommerce platform fits each kind of B2B business, the features that decide it and what the setup costs.
TL;DR: the best platform for B2B eCommerce
The best B2B eCommerce platform depends on how complex your sales process is. A store taking repeat orders at a fixed trade price needs far less than one where every deal is quoted, approved and invoiced on terms. Work out where your process sits between those two before you shortlist anything, then use the table below to find the setup that matches.
Business type | What matters most | What to look for |
Small B2B business | Easy setup | Customer accounts, bulk pricing, simple reordering |
Wholesale business | Pricing flexibility | Tiered pricing, minimum order quantities, volume discounts |
Manufacturer selling direct | Quoting, not checkout | Quote requests, specification pages, lead times |
Enterprise B2B | Complex workflows | Approval flows, ERP/CRM integrations, payment terms |
B2B + B2C business | One backend | Separate pricing, catalogs and experiences for each audience |
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B2B eCommerce platform features that matter most
Five capabilities separate a platform that can genuinely carry B2B orders from one that only looks like it can. Work through them in order, since the first two decide how usable the rest are.
01. Pricing and catalogs that change per buyer
Retail pricing shows one number to everyone. B2B pricing changes with the account, the volume and the agreement you signed last quarter. A platform ready for this lets you attach price lists to approved customer groups, apply discount pricing strategies by product or category and keep those prices hidden from anyone who is not logged in. The same control should extend to the catalog itself, so an approved account sees the products and pack sizes agreed with them and nobody else does.
Where that is missing, teams duplicate products into a second catalog and reconcile two sets of prices by hand, which is one of the first things an online store builder should take off your plate.
02. Bulk ordering and fast reorders
Business buyers rarely browse. They arrive knowing the SKUs they need and they order much the same list again next month. Look for bulk order forms that accept quantities against a product list, saved lists and one-click reordering from order history.
Case pack rules and minimum order quantities belong here too, and they sit in the same part of the build as your eCommerce checkout. A line sold in boxes of twelve should not let someone check out with three.
03. Buyer accounts, roles and approvals
A single B2B account often covers several people. A purchasing assistant builds the cart, a manager signs it off and finance needs the invoice. Platforms built for B2B let one company account hold multiple users with different permissions and route larger orders through an approval step.
Without it, everyone shares one login and your audit trail disappears exactly when a disputed order needs one.
04. Quotes, purchase orders and payment terms
Plenty of B2B orders never touch a standard checkout. The buyer asks for a quote, you adjust the price, they send a purchase order and payment follows thirty or sixty days later. A platform that supports this gives you a quote request flow, a PO number field at checkout and invoicing that sits alongside the online payment solutions you already run. Cross-border orders add another layer, since you still have to calculate sales tax correctly on every one of them.
Custom logic for shipping rates, taxes or catalog behavior often sits in the same part of the build, alongside your online payment processing. Wix allows merchants to customize eCommerce workflows using Velo and Service Plugins.
05. ERP, CRM and inventory connections
The order does not end at checkout. It has to reach the system holding stock, pricing and customer records, and in most B2B operations that system is an ERP. Wix connects online stores to ERP, CRM, WMS and PIM systems.
Check what a platform connects to natively, what needs middleware and what your team would end up maintaining. Integration is almost always the longest part of a B2B launch, and it shapes your day-to-day eCommerce management long after launch.
Worth knowing: no platform covers all five of these equally well out of the box. Expect to get three or four natively and solve the rest with an app or a small piece of custom logic, which is normal rather than a sign you chose badly.
Which B2B eCommerce platform is best for your business model?
The best B2B eCommerce platform for you follows the type of business you run, and the five types below cover the common cases. Find yours before you shortlist anything.
01. Small B2B business: a standard eCommerce plan with a wholesale app
You sell to a handful of business customers and the terms rarely change. What matters is getting live without a project plan, so look for customer accounts you can approve yourself, a single bulk price level and reordering that takes a few clicks. The path looks much like how to start an online store for retail, with one light layer on top. Paying for approval chains you will never use only slows the launch.
02. Wholesale business: a retail platform with a wholesale layer
You sell to retailers who reorder predictably and expect their negotiated price to appear without asking. The priorities are account-specific price lists, minimum order quantities and a reorder flow that takes seconds. That beats a full enterprise build here, since the catalog and fulfillment side is already solved and only the pricing logic is new.
03. Manufacturer selling direct: a flexible site builder with quoting
Selling direct from the factory shifts the weight onto the product page and the quote. Buyers need specifications, lead times, tolerances and often a custom configuration before they can commit to a number. What matters is how well the platform handles long technical pages, document downloads and a quote request that reaches a real person quickly. A checkout-first commerce platform is the wrong shape for this, since the deal usually closes before the cart does.
04. Enterprise B2B: a dedicated B2B system
Large buyers bring their own systems. Punchout catalogs, multi-level approval chains and contract pricing negotiated at account level all need support, and ERP integration stops being optional. This is the one type where the cost and the timeline of an implementation partner actually earn out.
05. B2B and B2C together: all-in-one platform with separate buyer groups
This setup is common for brands selling to both retail and trade customers, and it is one of the more demanding types of eCommerce to run well. You keep one catalog and one inventory pool, then show retail prices publicly and wholesale prices to approved accounts behind a login. Wix enables merchants to run wholesale operations alongside their standard retail store from the same platform.
Running a separate wholesale site instead means keeping two catalogs and two stock counts aligned, which is the part that tends to slip. Selling in more than one place at once also brings in the same questions as omnichannel retail, including where inventory and point of sale data live.
Expert tip from Rebecca Tomasis, Head of Organic Growth Marketing at Wix:
“Long-term growth depends on choosing a platform that supports experimentation. Whether you’re testing new revenue streams, launching campaigns or entering new markets, your website builder should make those shifts simple to execute.”
One thing worth knowing: plenty of businesses sit between two of these types rather than inside one. If you run wholesale today and expect direct sales next year, choose for the type you are moving toward, since migrating a live catalog costs more than paying for headroom you have not used yet.
Explore more:
How much does a B2B eCommerce platform cost?
A B2B eCommerce platform costs roughly $30 to $300 a month at the small and mid-market end, plus another $15 to $50 a month for a B2B app layer if the platform does not handle wholesale natively. Platforms built for B2B from the ground up, and the enterprise tiers of mainstream ones, run from about $1,000 to $2,500 a month upward before implementation is counted. Comparing the best eCommerce platforms on plan price alone will mislead you at this end of the market.
That spread is wide because the plan price is only one of four costs. Apps and add-ons carry their own monthly fees. Some platforms move you up a tier once annual sales cross a threshold, so the price you model now is not the price you pay later. Implementation is the heaviest of the four, since a dedicated B2B build regularly takes months of agency and internal time before the first order lands.
Migration deserves its own line. Moving a catalog with variants, customer accounts, negotiated prices and order history takes longer than building the design, and most of that work is reconciliation rather than development. Budget for the eCommerce tools and eCommerce hosting that sit around the platform as well.
Headroom is worth pricing in as well. Wix supports scalable eCommerce operations as a high-performance commerce platform that serves businesses from small online stores to high-revenue brands generating $5M–$30M+ in annual revenue.
Owning the buyer channel in B2B
In B2B the same buyers come back, so the channel you own is worth considerably more than the one you rent. Repeat purchasing is the whole economics of the model, and it changes how you grow your eCommerce business compared with retail, where most eCommerce marketing advice assumes one-off buyers.
A retail brand spends to acquire a customer for one order. A distributor earns that cost back across years of reordering, which only holds if buyers can reach you directly on a site you control. That site is the one place where negotiated prices, order history and agreed terms sit together, which is why your choice of website creator matters well beyond the checkout.
Matt Matergia, VP of Global B2B Partnerships (SaaS) at Wix, makes the same point about ownership, noting that compared with social media a website is the one place in the online ecosystem where you have full control to communicate directly with customers.
Cross-border selling adds currency and language to the same problem, which is where international eCommerce planning starts paying off. Wix supports global and omnichannel eCommerce with multilingual storefronts, multi-currency payments, marketplace and social selling, mobile apps and integrated point-of-sale systems for online and offline sales.
One thing worth knowing: marketplaces are still useful for finding new accounts, and some allow you to move the relationship onto your own site while others restrict it. Check the rules of the ones you sell on before you build a reorder flow around them.
Is Wix good for B2B eCommerce?
Yes, Wix is good for B2B eCommerce, and it fits best when your model is wholesale, direct manufacturer selling or trade selling alongside retail. Wix supports multiple business models on a single backend, so one site can serve retail customers and approved trade buyers without a second system behind it.
In practice that means one site, one catalog and one inventory pool serving retail customers and approved trade buyers at the same time. If you are weighing the basics first, Wix is good for eCommerce covers the retail side and how to sell on Wix walks through the main selling routes.
How to set up B2B selling on Wix
Setting up B2B on Wix means building the retail store first, then layering on restricted access, approved customer groups, tiered pricing, quoting and your back-office connections.
01. Build the retail side first
Set up Wix Stores with your full catalog, inventory and shipping rules as you would for any retail store. The wholesale layer sits on top of this, so getting products, variants and stock right now saves rework later.
02. Add a restricted area for approved buyers
Wix lets you restrict store pages to site members you approve, which keeps trade pricing away from retail visitors. Buyers apply, you approve them and the wholesale catalog appears once they log in.
03. Set customer groups and tiered pricing
The SparkLayer B2B and Wholesale app lets you create customer groups and attach separate pricing rules to each one, so a national distributor and a small independent each see their own numbers. The B2B Wholesale Pricing app covers a lighter version of the same job with access groups, percentage or fixed discounts by product or category, minimum order quantities and minimum order values.
04. Add a quote request flow
Quote requests run through an App Market quoting app or a custom flow built with Velo, so you can set the terms of the request to match how you actually sell. Once you agree a price, Wix Invoices connects to Wix Stores and the buyer pays against the invoice.
05. Connect your back office
Use the Wix APIs to sync orders, stock and customer records with the systems you already run. Buyer and pricing data moving between systems is exactly where security matters most. Wix provides enterprise-grade security for eCommerce operations, with focused investment bringing the platform above security targets.
Matt Shearn runs Rimpact Components, a bike components manufacturer selling to trade buyers and direct customers from one Wix site. He describes the build side this way.
From Matt Shearn, Director of Rimpact Components LTD:
“The widget aspect where you can just plug and play all the sections is quite nice. It makes things easier. You pull stuff in for a rough framework and then you can go in and edit how you like it. It is very flexible and you can adjust it however you need.”
Worth knowing if you're in wholesale or B2B: Wix is built for direct-to-consumer selling first, so wholesale pricing tiers and account-based ordering need configuration that a standard retail setup does not. The B2B layer comes from App Market apps rather than the core product, which is worth factoring into your setup time.
B2B eCommerce platform FAQ
Can you sell B2B and retail from the same online store?
Yes, and for most growing brands it is the better setup. You keep one catalog and one inventory pool, then show wholesale pricing only to buyers you have approved and who are logged in. Running a separate wholesale site instead means maintaining two product lists and two stock counts that drift apart.
Do you need a separate platform for wholesale orders?
Usually not. A retail platform with a wholesale layer handles account pricing, minimum order quantities and reordering below enterprise scale. A separate system starts to make sense when you need punchout catalogs, multi-level approval chains or contract pricing negotiated per account.
What are net terms in B2B eCommerce?
Net terms let an approved buyer receive goods now and pay later, commonly at thirty, forty-five or sixty days. The order still goes through your store, but the payment step becomes an invoice with a due date rather than a card charge. Offering terms usually means running a credit check and setting a limit for each account.
How long does it take to launch a B2B store?
A wholesale layer added to an existing retail store can be live in days. A new store with tiered pricing, approved buyer groups and a quote flow is realistically a few weeks. A dedicated enterprise build with ERP integration and procurement support runs to months, and the integration work is what stretches the timeline.
Is an enterprise platform worth it for a small wholesale business?
Not always. Compare the enterprise features you would be paying for against the requirements you actually have today. A lighter setup often covers it until order volume or your buyers’ procurement rules make the extra complexity necessary.
