B2B commerce is changing fast. Companies are moving away from outdated systems and adopting platforms that can handle complex transactions, multiple buyer roles, and personalized experiences at scale.
According to Gartner, by 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels. This shift is pushing B2B companies to rethink their digital commerce strategy.
Traditional B2B selling involved long sales cycles, paper catalogs, and phone orders. Today's buyers expect Amazon-like experiences even when purchasing industrial equipment or bulk software licenses. They want real-time inventory updates, custom pricing, and the ability to reorder with one click.
Salesforce Commerce Cloud has become a popular choice for B2B companies making this transition. Why? Because it's built specifically to handle the unique challenges of B2B transactions while providing the modern experience buyers now demand. Working with a Salesforce development company can help businesses customize and deploy these solutions faster, turning complex requirements into working systems that drive revenue.
The platform handles everything from account-based pricing to approval workflows, making it easier for businesses to sell online without sacrificing the personalized service that B2B relationships require. As more companies see the results—faster deal cycles, higher order values, and better customer retention—the momentum toward Commerce Cloud continues to build.
This article explores why B2B companies are choosing Salesforce Commerce Cloud and how it's reshaping the way they do business online.
What Makes B2B Commerce Different?
B2B commerce isn't just B2C with bigger order sizes.
The buying process involves multiple stakeholders. A purchasing manager might add items to a cart, but a finance director needs to approve the purchase. Then a procurement officer places the final order. This multi-step approval process is standard in B2B but rarely exists in consumer shopping.
Pricing is another challenge. Most B2B companies don't use fixed prices. They negotiate contracts with different customers based on volume, relationship history, or specific terms. One customer might pay $10 per unit while another pays $7. Your commerce platform needs to remember these agreements and apply them automatically.
Product catalogs can be massive. A distributor might sell 50,000 SKUs. Buyers need powerful search and filtering tools to find what they need quickly. They also need technical specifications, compliance documents, and compatibility information—not just pretty product photos.
Order complexity is higher too. B2B buyers often place recurring orders, request custom configurations, or need split shipments to multiple locations. They might want to buy on credit terms like Net 30 or Net 60 rather than paying immediately.
These unique requirements explain why many B2B companies struggled with traditional ecommerce platforms built for consumer shopping.
The Problems with Legacy B2B Systems
Many B2B companies still use systems built in the early 2000s.
These platforms worked when orders came mainly through sales reps. But they weren't designed for self-service digital commerce. The user experience feels clunky and outdated compared to modern websites buyers use in their personal lives.
Integration is a constant headache. Legacy systems often can't connect easily with modern CRM, ERP, or inventory management tools. Data silos form. Sales teams work in one system, customer service in another, and ecommerce on a separate platform. Nobody has a complete view of the customer.
Customization requires expensive development work. Want to add a new feature? That means months of coding and testing. By the time it's ready, business needs have already changed.
Mobile experiences are an afterthought. These older platforms were built for desktop users. Mobile browsing barely existed when they were designed. Now buyers expect to research and purchase from their phones.
Scaling becomes difficult as the business grows. Adding new product lines, entering new markets, or acquiring another company means complex integration projects that can take years.
These limitations cost money and opportunities. Buyers abandon difficult checkout processes. Sales teams waste time on manual order entry. Customer service handles preventable questions because the self-service portal lacks information.
Why Salesforce Commerce Cloud Stands Out for B2B
Salesforce built Commerce Cloud specifically to handle complex B2B scenarios.
The platform understands account hierarchies. A large customer might have a parent company, multiple subsidiaries, and dozens of individual buyers—each with different permissions and purchasing rules. Commerce Cloud manages these relationships automatically.
Contract pricing is native to the system. When a buyer logs in, they see their negotiated prices immediately. No confusion, no errors, no need to call for quotes on items they've purchased before.
The approval workflow engine is built in. You can create multi-step approval processes without custom coding. Set rules based on order value, product category, or buyer role. The system routes purchases to the right people automatically.
Integration with Salesforce CRM creates a unified view of each customer. Sales reps see what their accounts are browsing and buying online. Marketing can track the entire journey from first visit to closed deal. Customer service has complete order history and can resolve issues faster.
The platform is API-first. This means it connects easily with your existing systems—ERP, warehouse management, payment processors, whatever you use. Data flows between systems in real-time rather than through overnight batch updates.
Account-based marketing becomes possible. You can create personalized experiences for specific accounts or industries. Show different content, products, or promotions based on who's shopping.
The Self-Service Advantage
Modern B2B buyers prefer self-service options.
They want to research products, compare specifications, and place orders on their own schedule—not during business hours when they can reach a sales rep. According to McKinsey research, B2B buyers now complete 70% of their purchase journey before contacting sales.
Commerce Cloud makes self-service easy. Buyers can access their account 24/7, view order history, track shipments, and reorder with a few clicks. This convenience speeds up the buying process and reduces friction.
Sales teams benefit too. They spend less time processing routine reorders and more time on high-value activities like building relationships and closing complex deals. The platform handles the transactional work automatically.
Customer service calls decrease when buyers can find answers themselves. Product information, specifications, and documentation are available on the platform. Order status updates happen automatically. Common questions get answered without human intervention.
This shift doesn't eliminate personal relationships—it makes them more strategic. Sales reps focus on advising customers and solving problems rather than taking orders. The technology handles routine transactions while humans provide expertise and consultative selling.
Personalization at Scale
B2B buyers expect personalized experiences just like consumers do.
Commerce Cloud uses AI to recommend products based on browsing history, past purchases, and what similar customers bought. A buyer searching for industrial pumps might see related accessories or complementary products they didn't know existed.
Content personalization goes beyond product recommendations. The platform can show different homepage banners, featured products, or promotional messages based on the buyer's industry, company size, or previous behavior.
Search results adapt to each user. Frequent purchases appear higher in results. Products the buyer's company uses regularly show up first. This saves time and makes the shopping experience feel tailored to their needs.
Email marketing becomes more targeted. Send cart abandonment reminders with the specific products left behind. Alert buyers when items they previously purchased are back in stock. Announce price changes on products they care about.
The system learns over time. As buyers interact with the platform, it gets better at predicting what they need. This creates a flywheel effect where the experience improves with use.
Personalization builds loyalty. When buyers feel understood and can find what they need quickly, they're more likely to return. They place larger orders because relevant products are easy to discover.
Mobile Commerce for B2B Buyers
Business buyers increasingly shop from mobile devices.
They might be at a job site checking inventory or in a meeting when they realize they need to place an order. Commerce Cloud provides responsive mobile experiences that work on any device.
The mobile interface is optimized for quick actions. Reordering is fast. Checking order status takes seconds. Finding product information doesn't require zooming and scrolling.
Mobile apps can go further with features like barcode scanning. A warehouse worker can scan an item's barcode to instantly reorder. A technician at a customer site can look up specifications or check availability without calling the office.
Progressive web apps (PWAs) offer app-like experiences without requiring downloads. They work offline and sync when connectivity returns. This is valuable for buyers in warehouses, factories, or remote locations where internet access is spotty.
Mobile optimization isn't just about smaller screens. It's about understanding the mobile use case. People on phones want speed and simplicity. They're not browsing for hours—they're completing specific tasks quickly.
Companies that provide good mobile experiences win more business. Buyers remember when placing an urgent order was easy versus frustrating. That convenience becomes a competitive advantage.
Integration with Sales and Service
Commerce Cloud connects with the entire Salesforce ecosystem.
Sales Cloud integration means sales reps see what their accounts are doing online. They can view browsing history, abandoned carts, and recent purchases. This visibility helps them have more informed conversations.
When a customer places a large order online, the system can notify the account manager automatically. The rep can reach out to confirm details, suggest additional products, or simply thank them for the business.
Service Cloud integration gives customer service teams complete context. When a buyer calls with a question, the agent sees their order history, support cases, and account details in one screen. Problems get resolved faster because there's no searching across multiple systems.
Case management flows smoothly. If a buyer reports a problem with an online order, the service team can create a case, initiate a return, and issue a credit without leaving the platform. The buyer receives updates automatically.
Marketing Cloud adds another layer. Track the entire customer journey from anonymous visitor to loyal buyer. See which marketing campaigns drive online revenue. Test different offers and measure results precisely.
This integration eliminates data silos. Everyone in the organization works from the same information. Decisions improve because they're based on complete customer data rather than fragments.
Why Businesses Choose Salesforce Commerce Cloud Developers
Implementing Commerce Cloud successfully requires expertise.
Salesforce commerce cloud developers understand both the platform's capabilities and B2B business processes. They can configure the system to match your specific requirements without unnecessary custom code.
The right developers ask good questions. They want to understand your approval workflows, pricing structures, and integration needs before recommending solutions. They've seen similar challenges before and know what works.
They can customize when needed. While Commerce Cloud handles many scenarios out of the box, every business has unique requirements. Experienced developers can build custom functionality that integrates smoothly with the core platform.
Training is part of their value. They don't just build the system and walk away. They teach your team how to manage content, update products, and use the platform's features effectively.
Ongoing support matters too. As your business grows, you'll need to adjust configurations, add features, or troubleshoot issues. Having developers who know your implementation makes this easier.
The investment in skilled developers pays off through faster time to market, fewer costly mistakes, and a system that actually fits your business rather than forcing you to change your processes to match the software.
Real Results from Commerce Cloud Adoption
Companies that switch to Commerce Cloud see measurable improvements.
Order processing time decreases because manual steps get automated. What used to take a sales rep 30 minutes to process now happens instantly when the buyer clicks submit.
Average order values often increase. Better product recommendations and easier discovery lead buyers to purchase more items. The convenience of reordering encourages more frequent purchases.
Customer satisfaction improves. Buyers appreciate the modern experience and self-service capabilities. They can get what they need without waiting for business hours or navigating phone menus.
Sales team productivity goes up. Reps spend their time on activities that drive revenue rather than processing routine orders. They can manage more accounts effectively.
Customer retention gets stronger. When switching costs are high in B2B relationships, making it easy for customers to do business with you creates stickiness. They're less likely to consider competitors when their experience is smooth.
Data quality improves across the organization. With systems integrated, information stays consistent. Marketing knows what customers actually bought. Finance sees accurate revenue figures. Inventory systems reflect real-time order data.
These improvements compound over time. Small efficiency gains add up to significant competitive advantages.
The Platform's Technical Foundation
Commerce Cloud is built on modern cloud architecture.
This means automatic updates and new features without downtime. You're always on the latest version without needing expensive upgrade projects.
Scalability is built in. Whether you process 100 orders per day or 10,000, the platform handles the load. During busy periods, it automatically allocates more resources.
Security meets enterprise standards. Salesforce handles compliance requirements like PCI DSS for payment processing. Data encryption, access controls, and audit trails are standard features.
API-first design makes integration straightforward. The platform provides well-documented APIs for connecting with other systems. Developers can build on top of Commerce Cloud using standard web technologies.
Headless commerce options exist for companies that want more control over their front-end experience. You can use Commerce Cloud for the commerce engine while building custom interfaces.
The platform supports multiple storefronts from one instance. If you have different brands, regions, or customer segments, you can create separate shopping experiences that share the same backend systems.
Multi-language and multi-currency support is native. Expanding into new markets doesn't require separate implementations. The platform handles localization while maintaining centralized management.
How Commerce Cloud Handles Complex B2B Scenarios
Bulk ordering is built for B2B use cases.
Buyers can upload CSV files with hundreds of SKUs and quantities. The system validates the order, applies account-specific pricing, and processes everything in one transaction.
Quick order forms let frequent buyers enter SKU numbers directly. They don't need to browse product pages when they know exactly what they want. This saves time for repeat purchases.
Contract management tracks negotiated terms. When contracts expire or pricing changes, the system can notify relevant parties automatically. Buyers always see current agreements reflected in their pricing.
Purchase order integration is standard. Many B2B companies require PO numbers for tracking and accounting. Commerce Cloud captures this information and passes it to backend systems.
Split shipments work smoothly. A buyer can specify different delivery addresses for items in the same order. The system routes each line item appropriately without creating multiple orders.
Back-order handling is intelligent. If an item is out of stock, the system can offer alternatives, allow partial shipments, or let buyers choose to wait for full availability.
Credit terms are supported. Instead of requiring immediate payment, buyers with approved credit can purchase now and pay later according to negotiated terms.
The Role of AI in B2B Commerce
Artificial intelligence makes Commerce Cloud smarter over time.
Einstein AI, Salesforce's AI engine, powers product recommendations. It analyzes purchase patterns across all customers to suggest items buyers might need.
Search becomes more intuitive. The AI understands synonyms, common misspellings, and industry terminology. A search for "fasteners" might also show results for "screws," "bolts," and "anchors."
Predictive analytics help with inventory planning. The system can forecast which products will be in high demand based on historical patterns and current trends.
Chatbots handle routine questions. Buyers can get answers about order status, product availability, or return policies instantly without waiting for customer service.
Automated merchandising optimizes product placement. The AI tests different arrangements and promotes items that drive the best results.
Pricing optimization can suggest when to offer discounts or promotions. The system analyzes margin impact and likelihood of conversion to recommend strategies.
These AI features improve results without requiring human intervention. They work in the background, making the platform more effective automatically.
Migration and Implementation Considerations
Moving to Commerce Cloud requires planning.
Start with a clear understanding of your current systems and processes. Document what works well and what needs improvement. This helps set priorities for the new platform.
Data migration is often the most challenging part. Product catalogs, customer information, and order history need to move accurately. Plan for data cleaning before migration.
Integration points need mapping. Identify every system that needs to connect with Commerce Cloud. Plan the data flow in both directions.
Training should begin early. Get key users involved during implementation so they understand the new system before go-live.
Phased rollouts reduce risk. Some companies start with a pilot group of customers or a specific product line before rolling out to everyone.
Change management matters as much as technology. Help your team understand why you're making this change and how it benefits them. Address concerns about new workflows or responsibilities.
Testing is critical. Verify that integrations work, pricing rules apply correctly, and the user experience meets expectations across different devices and scenarios.
Why Now Is the Time to Make the Switch
The gap between digital leaders and laggards is widening.
B2B buyers increasingly choose suppliers based on digital experience. If your competitors offer easier online ordering, they have an advantage even if your products are comparable.
The technology is mature now. Early adopters faced more challenges because the platforms were still developing. Today's Commerce Cloud has years of refinement based on real-world B2B use cases.
The cost of waiting is high. Every day you stay on outdated systems, you're losing potential sales to friction in the buying process. Customers make decisions based on convenience.
Cloud platforms update automatically. Unlike on-premise systems that become outdated quickly, Commerce Cloud continuously improves with new features and capabilities.
Integration tools are better than ever. Connecting Commerce Cloud with existing systems is easier now than it was just a few years ago.
The competitive pressure will only increase. As more companies adopt modern commerce platforms, buyer expectations will rise. Getting ahead of this curve positions you well for the future.
The Customer Experience Transformation
Commerce Cloud changes how customers interact with your business.
They gain independence and control. Buyers can research products, compare options, and make purchases without depending on your availability.
Speed increases throughout the buying process. Information is instant. Orders process immediately. Updates arrive automatically.
Transparency builds trust. Buyers see real-time inventory levels, accurate pricing, and clear delivery dates. No surprises or "let me check and get back to you."
Consistency improves across channels. Whether a buyer shops online, talks to a sales rep, or calls customer service, they receive the same information and experience.
Accessibility expands beyond business hours. Buyers in different time zones or with unusual schedules can shop when convenient for them.
This transformation affects relationships. Sales interactions become more consultative because routine transactions are automated. Reps can focus on solving complex problems and building strategic partnerships.
Future-Proofing Your B2B Commerce
The platform is designed to adapt as your business evolves.
Adding new products or categories doesn't require platform changes. The flexible data model accommodates different product types and attributes.
Expanding into new markets is straightforward. Commerce Cloud supports multiple languages, currencies, and tax regulations from day one.
Acquiring or merging with other companies becomes easier. You can bring their products into the existing platform or maintain separate storefronts while sharing backend systems.
New sales channels can launch quickly. Want to sell through a marketplace, add B2B2C capabilities, or enable partner portals? The platform supports these models.
Emerging technologies integrate smoothly. As new payment methods, shipping options, or communication channels develop, Commerce Cloud adapts through its API ecosystem.
The platform's roadmap continues evolving based on customer needs. Salesforce invests heavily in developing new capabilities that address emerging B2B commerce challenges.
Making the Business Case
Justifying the investment requires showing clear ROI.
Calculate efficiency gains from automation. How much time do sales reps currently spend on order entry? What's that time worth if redirected to selling?
Project revenue increases from better customer experience. If 10% more buyers complete purchases online instead of abandoning carts, what's the revenue impact?
Factor in customer retention improvements. Reducing churn by even a small percentage has significant long-term value in B2B relationships.
Consider cost savings from system consolidation. Replacing multiple legacy systems with one integrated platform reduces licensing, maintenance, and integration costs.
Account for competitive risk. What revenue might you lose if competitors provide better digital experiences?
Include the cost of doing nothing. Maintaining outdated systems requires ongoing investment with diminishing returns.
Most companies see payback within 18-24 months, though results vary based on size and complexity.
Getting Started with Your Commerce Cloud Journey
The first step is assessment.
Evaluate your current state honestly. What works? What frustrates customers? Where are the biggest inefficiencies?
Define clear objectives. Are you trying to increase online revenue, reduce manual work, improve customer satisfaction, or all three?
Identify key stakeholders across departments. Commerce affects sales, marketing, customer service, IT, and operations. Get input from all groups.
Choose implementation partners carefully. Look for experience with B2B commerce, not just Salesforce expertise. Ask for references from similar companies.
Set realistic timelines. A typical B2B Commerce Cloud implementation takes 6-12 months depending on complexity and customization needs.
Plan for ongoing optimization. Launch is just the beginning. The real value comes from continuously improving based on data and feedback.
Conclusion
B2B commerce is entering a new era. Companies that provide modern, convenient digital experiences will win more business and build stronger customer relationships.
Salesforce Commerce Cloud gives B2B companies the tools they need to compete in this environment. It handles complex B2B requirements while delivering the smooth experiences buyers expect.
The platform integrates sales, service, and marketing into one view of the customer. It automates routine transactions while freeing teams to focus on high-value activities. It scales as your business grows and adapts as needs change.
The shift to Commerce Cloud isn't just about technology—it's about transforming how you do business. Companies that make this shift position themselves for success in an increasingly digital B2B world.
The question isn't whether to make the change, but when. Early movers gain competitive advantages that compound over time. As buyer expectations continue rising, the cost of waiting grows higher.
If you're ready to transform your B2B commerce capabilities, start the conversation now. The journey takes time, but the destination—a modern, efficient, customer-friendly commerce operation—is worth the investment.
