E-Commerce for B2B Isn’t Optional – It’s Useful

There’s a common assumption in industrial sectors that e-commerce is for consumer brands. That it belongs to fast fashion, impulse buys, or checkout buttons.

But here’s the thing: B2B relationships thrive on clarity, trust, and accessibility. And that’s exactly what a good e-commerce setup offers.

When expectations change, but the process doesn’t

Resellers and distributors are also consumers. They’re used to tracking deliveries, logging in to see orders, and getting answers without picking up the phone.

So when placing a B2B order still requires emailed spreadsheets and a few “just checking in” calls… something’s off.

This isn’t about replacing personal relationships. It’s about removing friction from them.

What does “smart” look like in B2B e-commerce?

It’s not about building a web shop. It’s about making it easier to work together.

For example:

• Log-in areas with customer-specific pricing

• Product views tailored to different markets

• Quick quote tools for fast answers

• One-click access to spec sheets and documents

It’s not just selling more. It’s making it easier to choose you.

Case in point: Podab

Podab, specialists in professional laundry equipment, came to us without an e-commerce platform. What they did have was a goal: to give their resellers the tools to find, understand, and request what they needed – with no extra steps.

So we built:

• A market-specific product and pricing display

• Direct quote requests from each product page

• Instant access to manuals, specs and documents

The result? A platform that supports the sales process – without removing the human part.

You don’t need to overhaul everything

Often, the best place to start is the point of friction: where the customer waits, where the sales rep repeats themselves, where information should already be available.

That’s where e-commerce becomes less of a project – and more of a relief.

Want to make it easier to work with you?

At Flatmate, we help B2B companies modernise their sales flow without disrupting what already works.

Let’s explore what’s possible for your business – and where small changes could unlock big momentum.