5 Things Food Manufacturers Need to Know About E-Commerce

E-commerce is shaking up the food industry, and manufacturers who want to stay competitive need to get on board. No matter who you are selling to, understanding how to navigate the digital space is key to growing your brand. The B2B e-commerce industry is growing fast, and is expected to reach $3 billion by 2027, just 2 years from now ! But let’s be real—it’s not as simple as just putting your products online and waiting for orders to roll in. To help you make the most of e-commerce, here are five things every food manufacturer should know.

1. B2B Buyers Expect an Easy, Consumer-Like Experience

In today’s digital world, B2B buyers expect the same seamless experience they get when shopping as consumers. Long gone are the days of clunky order forms and endless back-and-forth emails. Distributors and restaurant buyers want in; to browse products, see real-time inventory, and place orders effortlessly.?

This is where advanced e-commerce platforms come in. Instead of relying on outdated sales methods, food manufacturers can streamline their ordering process, giving distributors and buyers a frictionless way to do business. The easier you make it, the more likely they are to keep coming back. Make sure your e-commerce platform has features like quick reordering, product recommendations, and real-time inventory updates to keep buyers engaged.

2. Product Information is Everything

In the online world, your product information is your sales pitch. Buyers can’t pick up a package and read the label, so your e-commerce platform needs to provide all the details they’ll need to make a purchase decision. This includes clear descriptions, ingredient lists, allergen information, certifications, and high-quality images.

Having a visually appealing and detailed product page can mean the difference between someone placing an order or abandoning the cart. About a third of abandoned carts were due to poor product descriptions. A distributor searching for gluten-free or organic options should be able to find that information easily on your platform.?

Using consistent formatting for your product listings and making sure key details are easy to read is key. Investing in professional product photography can also go a long way in capturing attention.?

3. Data is Your Best Friend

E-commerce isn’t just about selling—it’s about learning. E-commerce generates a lot of data that is perfect for understanding your customers. Every order, click, and search tells you something about your customers’ behavior. How frequently is customer X ordering? Is customer X frequently reordering the same item? Understanding these can help you optimize your product lineup, marketing efforts, and even your customer relationships.

Take for instance McCormick's Data-Driven Flavor Forecast. McCormick & Company, a spice manufacturer, uses AI and data analytics to predict flavor trends and create targeted product offerings. Their Flavor Forecast initiative is data-driven and highly successful in shaping their product strategy.

With advanced e-commerce platforms, food manufacturers can get real-time insights into what distributors are buying. This data lets you make smarter business decisions, from pricing strategies to inventory planning. Here’s a pro-tip: use analytics to personalize promotions, identify popular products, and optimize your pricing based on demand trends.

4. The Power of Digital Marketing

E-commerce doesn’t just happen on your website—it extends to how you market your brand online. Digital marketing strategies like social media campaigns, email newsletters, and search engine optimization (SEO) play a huge role in driving traffic to your platform and converting users into buyers.?

For example, running targeted ads on LinkedIn or Instagram can help you reach customers looking for your products. Oreo’s Social Media Campaigns have leveraged platforms like Instagram to run highly engaging, visually appealing campaigns. Their #StayHomeStayPlayful campaign during the pandemic helped them remain relevant and drive digital traffic.?

Combining paid ads with organic content like blog posts or recipe ideas can strengthen your brand’s visibility and credibility. Focus on building an email list for direct communication with your buyers. Use email campaigns to share product launches, promotions, or helpful resources tailored to their needs.

5. Branding and Online Presence Matter—Even in B2B

Having a strong brand presence online is crucial. Buyers research brands before making purchasing decisions, and a polished digital presence can make you stand out. Ensure your website, social media, and e-commerce platforms clearly showcase your products, values, and differentiators. High-quality images, compelling product descriptions, and customer testimonials can all help build credibility.

Make sure your brand messaging speaks to both B2B and B2C audiences. Distributors and restaurant buyers still care about factors like sustainability, ingredient quality, and brand reputation.

Final Thoughts

E-commerce in the food industry is evolving fast, and food manufacturers who embrace digital tools will have a major competitive advantage. By prioritizing a seamless B2B experience, optimizing logistics, leveraging data, and strengthening your online presence, you’ll be in the best position to grow your business.