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Revolutionizing Wholesale B2B in 2024: A Roadmap to Success

kokou adzo



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The Wholesale B2B landscape, encompassing the bulk sale of products to businesses at discounted rates, has witnessed remarkable growth, reaching $698 billion in the US by July 2022â”a striking 16.1% surge from the previous year. This dynamic industry's year-over-year growth of 15.2% outpaces the overall sales figures of US manufacturing and distribution.

Renowned brands like Your Super, Public Goods, and Bark are shifting towards a hybrid model that combines direct-to-consumer (DTC) and wholesale, responding strategically to the challenges of escalating advertising costs.

Transitioning to this hybrid model presents numerous advantages: heightened order volume, diminished manual tasks, and reduced customer acquisition costs.

This article intends to uncover the complexities of wholesale e-commerce, aid in selecting optimal sales channels, and provide insights for steering a triumphant B2B business.

Embarking on Wholesale B2B Ecommerce Exploration:

B2B wholesale involves the sale of goods or services in substantial quantities to other businesses, offering products at discounted rates for resale or internal use. Transactions in this domain usually involve substantial quantities, negotiated pricing, and collaborative partnerships.

Dynamics of Modern Wholesale B2B Ecommerce:

The landscape of wholesale ecommerce has undergone a revolution propelled by technological advancements and shifts in B2B buyer behavior. Contemporary retail ecommerce businesses leverage wholesale as a growth driver without requiring substantial capital investments. A well-chosen B2B ecommerce platform empowers businesses to automate processes, provide tailored pricing, and more.

Embracing Online Wholesale Selling:

Recent research by McKinsey highlights a transformation in the B2B buyer landscape, with digital channels enabling buyers to gather information independently, diminishing the necessity for in-person influence from wholesalers.

Platforms such as Shopify have played a pivotal role in facilitating online wholesale selling, unlocking several benefits:

Improved Buyer Experience: Ecommerce empowers wholesalers to anticipate buyer needs, support research processes, and ensure easy access to content, thereby enhancing the overall customer experience.

Automated Processes: Wholesale processes, from signup to checkout, can be streamlined, reducing time spent on manual order management and administrative tasks.

Cost Efficiency: Selling in bulk allows businesses to capitalize on larger orders, decreasing marketing expenditures and increasing profits per unit. Bulk shipping to fewer customers also reduces fulfillment and operational costs.

Entry into New Markets: Partnering with established retailers provides access to new audiences, leveraging their supply chains to mitigate risk and lower setup costs. Wholesalers save on marketing by tapping into the retailer's existing customer base.

Strategies for Wholesale Success with B2B Customers:

Selecting a Wholesale Sales Channel:

Choosing the right sales channel is the initial step in establishing a wholesale operation. Three common channels include:

  1. Password-Protected Online Storefront: Overcoming concerns about the complexity of the B2B buying process, a suitable wholesale e-commerce platform can create a private B2B website with comprehensive information catering to clients' needs.
  2. B2B Wholesale Marketplaces: Platforms like Faire, Abound, and Amazon Business provide access to a vast pool of potential buyers. However, careful consideration is needed, as marketplaces often take a percentage of sales and may not offer the desired DTC-style experiences.
  3. Trade Shows: Despite the challenges posed by the COVID-19 pandemic, trade shows remain relevant. Attendees can collect customer details and utilize DTC-style marketing tactics to follow up post-event.

Crafting a Wholesale Pricing Strategy:

While offering products at a lower wholesale price, avoiding compromising profit margins is crucial. Calculate manufacturing costs, including operational expenses, and set wholesale prices to retain a reasonable profit margin.

Setting a suggested retail price (SRP) creates distinct limits, preventing retailers from undercutting prices and preserving brand equity. When deciding on the SRP, consider the pricing strategy employed in Business-to-Consumer (B2C) scenarios.

Setting Minimum Order Quantities and Volumes:

Ensuring wholesale customers meet specific thresholds involves setting minimum order quantities (MOQ) and minimum order volumes (MOV). These parameters depend on profit margins, considering the cost of goods, bulk shipping costs, and other fees associated with wholesale ecommerce.

Consider offering lower MOQ and MOV for initial orders to reduce barriers for smaller businesses entering the wholesale market.

Making Payments Easier for Wholesale Buyers:

Understand that B2B customers might have money flow issues. Use B2B ecommerce platforms like Shopify to make payment terms more flexible. Allow payments after delivery and set up automatic reminders for due amounts. Make sure that only business customers can access wholesale prices and payment terms, keeping them separate from regular customer experiences.

Simplifying Wholesale Shipping:

Sending large quantities to wholesale customers can be tricky. Plan smartly by using real-time inventory systems to avoid running out of stock. Partner with a 3rd party logistics company (3PL) to handle order fulfillment, making global shipping and distribution more efficient overall.

Running a Successful B2B Marketing Campaign:

To build a strong B2B sales pipeline, mix in some Direct-to-Consumer (DTC) marketing on various platforms, especially social media. According to Gartner, lots of B2B buyers use social media to check out options and gather info before buying.

Don't stick only to the usual channels like trade shows. Use social media to reach and engage with potential B2B customers, broadening your marketing efforts.

Prioritizing B2B Customer Retention:

Delivering an exceptional customer experience is pivotal for retaining wholesale buyers. Establish a dedicated team of B2B sales representatives to prioritize customer support and retention efforts.

Key initiatives include:

  • Providing information on effective product marketing.
  • Sharing industry insights.
  • Offering exclusive previews of upcoming inventory.

In supply chain disruptions, address issues promptly and consider goodwill gestures, such as better discounts or extended payment terms.

Expanding from Wholesale to Full Scale with Shopify:

Incorporating a wholesale channel into your business requires careful consideration. Ecommerce solutions like Shopify can streamline the process, offering a top-notch user experience for both end consumers and B2B buyers.

Leveraging Shopify's B2B ecommerce platform allows businesses to:

  • Design separate online stores for DTC and wholesale within a unified ecommerce backend.
  • Manage inventory seamlessly with a single inventory management system.
  • Update product information across all sales channels through PIM, CRM, POS, and ERP systems integrations.
  • Create custom price lists and percentage discounts for specific customer groups.
  • Automate customer signups and streamline order management.

For assistance in integrating Shopify's B2B capabilities, consider contacting VT Labs, reputable Shopify developers offering expertise and innovative solutions to enhance your ecommerce platform.

Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

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