Two Steps to Meet the 80% of B2B Buyers Who Want to Order Online

Fact: Two out of three B2B buyers prefer to place their orders online through suppliers’ websites, and 79% prefer to place repeat orders online.

For ecommerce brands, this stat should be a wake-up call. Why?

Because B2B buyers aren’t asking for convenience anymore. They’re expecting and demanding it. If your ecommerce experience feels like waiting in line at the DMV, competitors will gladly roll out the red carpet for your customers.

It shouldn’t take an existential crisis to place an order just because it's B2B. So, today, we'll discuss things you can do instead. Let’s get into it.

The Problem: B2B Buyers Are Fed Up with “Old-School” Processes

Picture this:

• A contractor needs 1,000 fasteners today but can’t check your inventory online.
• A repair shop manager wants to reorder brake pads but spends 20 minutes finding the right part number.
• A loyal customer abandons their cart because your checkout process feels like filing taxes.

Your buyers want seamless, instant transactions, just like they get from Amazon. But if they’re stuck spending 20 minutes finding the right part or waiting for stock updates, frustration builds fast.

And with 80% of B2B sales interactions happening digitally this year, inefficiency is much more than inconvenient—it’s a dealbreaker.

The Fix: Two Game-Changing Strategies to Stay Ahead

You have enough on your plate at the top of the year; you don’t need to overhaul your entire business overnight. Start with these two high-impact upgrades:

1. Launch a Personalized, Self-Serve Customer Portal

Did you know?that by 2025, 70% of B2B buyers will be millennials??This generation of B2B buyers went through the rise in self-service technology firsthand and craves that level of control. They want to:

• Check inventory and pricing without making a single call.
• Reorder products with one click (because they’ve already got work piling up).
• Access order history and track shipments without chasing a rep.

What you can do:

• Centralize everything: Build a portal that gives buyers access to real-time inventory, custom pricing, and order history.
• Make it smart:?Use technology to recommend complementary products. If you sell bolts, suggest washers. If you sell brake pads, add rotors to the mix.
• Focus on speed:?Optimize the experience so that your buyer can log in, find what they need, and check out in under two minutes.

The Value:

• Fewer calls and emails, so your sales team can focus on closing new deals.
• Happier buyers who stick with you instead of shopping around.

2. Simplify Checkout to Eliminate Friction

Your checkout process should feel like a fast lane, not a traffic jam. But for many B2B buyers today, it’s the opposite:

• Too many steps.
• No saved preferences.
• Lack of payment flexibility (yes, they want credit terms!).

What you can do:

• Save time: Let buyers save payment methods, shipping addresses, and frequently ordered products.
• Think big: Enable bulk ordering tools so customers can upload a list of SKUs and checkout instantly.
• Offer options: Add B2B payment terms like invoicing and credit lines to make large purchases easier.

Real-world example: A buyer places a $10,000 order in minutes, uploading their spreadsheet of parts and checking out with net-30 terms.

The Value:

• Larger order sizes (flexible payment options = bigger carts).
• Fewer abandoned carts, which means more revenue in your pocket.

Easy Steps Forward for the Next 90 Days

Taking actionable steps toward change might take effort, but the payoff? Game-changing.

1. Start small: Build a basic portal for your top customers, focusing on real-time inventory and quick reorders.
2. Fix bottlenecks: Identify checkout pain points and tackle one improvement, like bulk ordering tools or mobile optimization.
3. Measure impact: Track cart abandonment, repeat purchases, and average order value—and celebrate early wins as you refine your approach.

How The Right Ecommerce Platform Can Help

Self-serve ecommerce isn’t a nice-to-have—it’s a must-have. Without it, you’re leaving money on the table. Worse, you’re leaving customers to find a better experience elsewhere.

That’s where having the right ecommerce platform comes in.

At Miva, we make it simple to deliver the kind of experience your buyers expect—fast, personalized, and frustration-free.

• Custom portals: Real-time inventory, custom pricing, and one-click reorders—all in one place.
• Streamlined checkout: Bulk order tools, saved preferences, and flexible payment options to reduce friction.
• Powerful integrations: Connect your ERP to manage thousands of SKUs without breaking a sweat.

Miva has helped established brands across industries transform their ecommerce, driving loyalty and revenue. Learn more about how we do B2B ecommerce differently here.

Final Thought:

Your buyers don’t have time to waste, and neither do you. By giving them speed, simplicity, and control, you’re not just meeting expectations; you’re exceeding them. And, seriously, if your ecommerce platform is still not equipping you with the tools to navigate today's B2B buyer journey, make 2025 the year you explore better options.

(We have a handy 5-point website assessment and other helpful ecommerce resources you can check out, too.)

So, what’s your next move? Tell us in the comments!