Wholesale Planning

Anatomy of a B2B website (there's more to it than you think!)

  1. A World of Opportunity

    The world of B2B ecommerce is experiencing massive growth (we're talking $7.7 trillion in sales here!) and it's not slowing down anytime soon.  

    When it comes to B2B sales, there are some clear advantages: higher conversion rates and average order values. Not to mention the incredibly high lifetime value of each customer. 

    In short, it can be a juicy opportunity for merchants looking to expand! The trick here is to create a new wholesale shop that speaks to the detailed business requirements you take on with B2B sales. 

  2. Get Personal

    As a merchant, you're probably well aware of the importance that personalization has in the B2C world. But when you're selling your products at the B2B level, that personalization needs to go much deeper. 

    Wholesale adds many new elements to your store that aren't necessary on a B2C website. From custom pricing to payment methods to website access, there are so many aspects to take into consideration when building a new wholesale channel. 

  3. Plan for success

    Confused at where to start with all of this? We don't blame you!

    We've put together some of the more popular elements of a B2B store, so you get a good visual on what to expect out of the functionality of your new shop.

    If you'd like to read more details on how you to best prepare for a B2B store, check out our Wholesale Planning Worksheet.


We'll start with pricing because it's the most obvious. Wholesale selling has a different pricing model, and you’ll want to think about this carefully: tiered pricing, standard discounts and dynamic pricing are options to consider. 

Here is how we can set up different pricing options:


An essential component of a wholesale store is requiring each customer to login. But you’ll also want to think about the type of access each customer receives. 

You'll also need to decide if customers have the ability to register themselves. 

Here is how this can play out:


Payments can be a bit more tricky with wholesale orders.

Oftentimes, wholesalers have a pretty solid relationship with their customers and they trust them more than random customers who stumble across their retail site. As a result, this opens up different payment options.

Here is how you can handle it:


Shipping is often a primary pain point when it comes to checkout conversion rates.

As research shows 28% of customers abandon their shopping cart if presented with unexpected shipping costs. Yes, this can even impact B2B sales! To alleviate this, it’s beneficial to think about wholesale shipping in general.

Here is how we can set up shipping:


Although wholesale sites are often clones of their retail store, certain changes are needed to reflect your new audience.

Below, we’ll touch upon a few that are nice additions for a wholesale store.

Here is how we can set that up:


Many wholesale customers make repeat purchases.

Acknowledging this early can really streamline the order process on both ends.

Let's take a look at how ordering can play out:

Want to learn more?

Now that your mind is moving on all of this, its good to also think about how you will also handle taxes, currency and data import.

And, as we mentioned earlier, take a look at our Wholesale Planning Worksheet. It should help you along the way :)   

Good luck, and feel free to reach out anytime if you have any questions. We are here to help!

Ready to start?

Let's talk wholesale!