B2B buyers are ready to embrace digital. They want the speed, convenience and self-service that ecommerce promises. In fact, 80% of B2B sales interactions in 2025 are expected to occur online, according to Gartner. 

So why are so many distributors not seeing the online sales figures they were hoping for? Because their websites aren’t keeping up with buyer expectations. If you don’t offer an ecommerce experience that aligns with buyers’ needs, you’ll lose those buyers to competitors who do. 

Distributors have an opportunity to not only meet buyer expectations but exceed them, turning their ecommerce platforms into powerful sales engines. The first step is to fix what’s broken.  

What’s Stopping Buyers from Using Your Site? 

There are three big problems that typically affect a distributor’s ecommerce sales: 

1. Manual Ordering is a Time Suck

Your typical B2B buyer isn’t adding a single item to their cart. They’re ordering dozens, even hundreds of items. But most distributor websites still require buyers to search for items one by one, navigate complex catalogs and click repeatedly to build their order. 

This process isn’t just tedious — it’s a dealbreaker. According to Forrester, 75% of buyers prioritize ease of ordering. Without bulk ordering tools, they’ll revert to sending emails or calling sales reps. 

2. Outdated Tools Don’t Match Buyer Habits

Today’s buyers work across platforms: they’re emailing, texting and even using voice commands to get things done. If your ecommerce platform doesn’t integrate with these habits, you’re missing out. McKinsey reports that 70% of buyers now prefer digital self-service, but only if it’s intuitive and works how they do. 

3. Lack of Trust in the Platform

B2B purchases are complex, often involving custom pricing, technical specs and real-time availability. When a website can’t deliver accurate information on these essentials, it loses credibility fast. Research by Sana Commerce found that 90% of buyers cite accurate product data as critical when choosing suppliers. 

What Buyers Are Asking For 

The good news? Buyers are vocal about what they want. They need ecommerce tools that: 

• Handle bulk orders seamlessly. 
• Offer multiple ordering channels, from email to text. 
• Provide transparency on pricing, inventory and specifications. 
• Operate quickly and intuitively, without unnecessary clicks or confusion. 

When distributors deliver these, they not only retain buyers—they grow sales. 

How to Build a Buyer-First eCommerce Platform

1. Add Bulk Ordering Options

Enable buyers to upload POs, BOMs or spreadsheets directly to their carts. This transforms a time-consuming process into a few clicks, saving hours and improving satisfaction. 

2. Support Flexible Ordering Channels

Don’t lock buyers into one way of working. Offer features like email-to-cart and text-based ordering so they can engage with your business in ways that feel natural to them. 

3. Show Real-Time Pricing and Inventory

Buyers expect accurate information. If your platform isn’t integrated with backend systems to reflect real-time pricing and stock levels, you’ll lose trust—and sales. 

4. Focus on Search and Navigation

Ensure your website is easy to use with robust search tools, predictive suggestions and saved lists. Accenture reports that 64% of buyers cite poor navigation as a top frustration, so don’t make them work to find what they need. 

5. Prove Your Commitment

Offer a no-risk onboarding process. Show buyers your confidence in your platform by letting them experience the benefits before paying. Guarantees like these build trust and help overcome resistance to change. 

The Opportunity for Distributors 

Distributors don’t need flashy gimmicks. They need practical tools that address real buyer frustrations. When you streamline bulk ordering, meet buyers where they are and provide accurate information, you’re not just solving problems — you’re winning loyalty. 

There’s no time to wait. The distributors who act now to modernize their ecommerce platforms will be the ones who lead tomorrow’s market. Start building a buyer-first experience that drives online sales and sets you apart from the competition. 

Justin Johnson

Justin Johnson is the founder and CEO of Motivate, an AI-driven sales process automation platform for B2B distributors. Motivate empowers inside sales teams to reduce quote and order times by more than 45%, while its patent-pending ecommerce module has been shown to boost distributor online sales by more than 300%. A seasoned tech entrepreneur, Justin has a proven track record in B2B distribution and manufacturing solutions, having successfully built and sold multiple high-growth software companies, including LeadMethod (acquired by Revalize, backed by TA Associates) and MightyRep (acquired by Blue Agave). Justin is a regular contributor to technology and sales process automation thought leadership for B2B manufacturers and distributors.