B2B eCommerce has a complexity problem. Multiple price lists. Buyer approvals. Orders relying on accurate inventory and ERP data. Most platforms are built for retail simplicity. Manufacturers don’t get that luxury.
So sales teams quote what should be self serve. Content gets duplicated into rigid templates. Integrations creak under pressure. Growth slows even though demand is rising. It doesn’t need to be that way...
We are a B2B eCommerce agency built for the reality of industrial buying. Headless Shopify using Hydrogen or custom commerce connected to ERPs and CRMs like NetSuite, Salesforce and Cin7. Structured content that supports SEO and storytelling. One experience for discovery, quoting and reordering. Designed around how customers actually buy.
Operations run smoother. Sales focus on selling. Customers get what they need without waiting. And when the time is right to sell direct to consumer, the platform is ready.
Retail experiences for trade orders. No compromises.
Most B2B platforms feel like portals built for admin, not customers. Hard to browse. Hard to buy. Hard to come back to. Buying should not feel like doing paperwork.
We design B2B eCommerce that behaves with the same clarity and confidence as the best retail experiences. Modern search and navigation. Rich product content. Saved lists and effortless reordering. All tailored to complex pricing, approvals and multi-user accounts.
Fewer calls to sales. Faster repeat orders.
Technology that adapts to your business, not the other way around
B2B companies already rely on systems that keep the operation running. ERPs, CRMs, inventory and pricing engines. Often not the systems you would choose today, but the ones the business relies on. Replacing them is not an option.
We build headless commerce that works with the platform you already trust. Shopify connected through APIs. Sanity powering content. Next.js and Remix running fast on Vercel. Integrated directly with tools like NetSuite, Salesforce and Cin7. No duplication. No workarounds. No compromises.
Your eCommerce becomes an extension of how the business actually operates. Buying gets easier. Orders get smarter. Operations stay fully in control.
Content and commerce working together to drive smarter buying
B2B buyers need more than a cart and a SKU. They need clarity. Specification. Confidence. And fast paths to reorder what matters.
We combine commerce with structured content so product information is reusable, searchable and understood by machines as well as people. Rich storytelling from Sanity. Lightning fast discovery with Algolia. Personalised recommendations driven by real buying patterns, not guesswork.
Amazon style confidence for trade purchasing. Better decisions. Larger baskets. Repeat orders with zero friction.
Make B2B buying feel effortless
Remove friction. Reduce manual work. Grow without adding headcount.
Services
B2B eCommerce services built for real operations
- 01
Headless Shopify development that scales with operations
We build Shopify headless using Next.js, Remix or Hydrogen so performance, SEO and flexibility become a competitive advantage. Designed for complex catalogues, multi-store setups and B2B workflows that standard themes cannot handle.
- 02
Content + Commerce powered by Sanity CMS
Product data doesn’t live in isolation. We structure storytelling content in Sanity so it drives search, product confidence and conversions across every channel - website, customer portal, onboarding and beyond.
- 03
Deep ERP & CRM integrations that remove manual work
We connect Shopify and Sanity to the systems that run your business. NetSuite, Salesforce, Cin7 or a bespoke ERP - no problem. Live pricing, real inventory and account-based controls sync without manual steps. Sales teams stop firefighting and start selling.
- 04
eCommerce that understands operations
ERP and CRM connections built into the experience - not bolted on top. Inventory, quotations and customer data stay perfectly in sync so orders keep moving and costs stay controlled.
- 05
Advanced search and product discovery with Algolia
Buyers find what they need faster. SKU-heavy catalogues become navigable, filterable and personalised. Searching becomes selling - not searching for someone to talk to.
- 06
B2B self-service built around real workflows
Custom quoting, repeat ordering, contract pricing and multi-buyer accounts. Designed to match how trade customers already purchase, not how software thinks they should.
- 07
Operational automation that scales without hiring
From order routing to fulfilment triggers - processes stop relying on inboxes and spreadsheets. Efficiency multiplies. Errors disappear. Margins improve.
- 07
Performance that moves the needle
Edge delivery with Vercel, image optimisation, and lighthouse-obsessed engineering. Faster pages. Higher rankings. More revenue per session - especially on mobile.
- 07
Personalisation that increases average order value
Using buyer history, frequency and product relationships, we deliver relevant cross-sell and replenishment moments at exactly the right time. Repeat business without sales chasing.
Case Study
Commerce for retail. Workflow for trade. One unified experience.
Adlestrop needed a single platform to serve two very different business models: retail shoppers who expect a polished Shopify checkout, and trade customers who require live pricing, account-level rules and quick repeat ordering. We architected a headless solution where Sanity powers content operations, Algolia drives dynamic product discovery, and Cin7 handles inventory and trade logic. Cloudflare Workers manage custom workflows at speed and scale. Trade buyers see what matters only to them. Retail customers shop without complexity. Editors manage everything from one place. A genuinely unified headless eCommerce experience that supports how the business operates in the real world.
Read the full story
b2b eCommerce FAQs
01What makes B2B eCommerce different from B2C?
B2B buying is rarely a single click. Pricing tiers, purchase approvals, repeat orders, credit terms and ERP workflows all need to be part of the experience. We design the front end around real buying behaviour and integrate with the systems that run your operations so customers can self-serve without cutting corners.
02Do we need to replace our current ERP or CRM to upgrade our ecommerce platform?
No. In fact, most B2B transformation fails when businesses try to rip everything out. We extend the systems you already rely on. Integrating platforms like NetSuite, Salesforce and Cin7 into headless Shopify or Sanity so you gain new capability without disrupting how the business works today.
03Can headless commerce really work for complex B2B requirements?
Yes. Headless architecture is built for complexity. It allows us to tailor the buying journey around contracts, product configurations, account access and live inventory. You get a fast storefront for users and a flexible integration layer for everything behind it.
04What if we sell both B2B and D2C?
That’s a growing challenge and one we help solve often. We design a single content and commerce foundation that can serve both models. B2B gets account-based pricing and workflows. D2C gets a high-conversion retail experience. One stack, two engines for growth.
05How do you handle pricing, quoting and approvals online?
We map your business rules into the platform. Dynamic pricing from your ERP, automated quotes, custom workflows and approval states. Customers move through self-serve journeys that used to require a salesperson. Calls still happen when needed, but the process no longer stops without them.
06Can you improve search and product findability?
Yes. We use platforms like Algolia to bring intelligent product discovery to large, complex catalogues. Structured content and product data work together so customers find the right item the first time. Fewer enquiries. Higher conversion. Less frustration.
07How do you measure success for B2B commerce?
We measure success in outcomes that actually move the business. Reduced manual quoting. Higher repeat ordering. Faster onboarding. Increased revenue per account. The goal is not more sessions, but more business.
We also run Impact Mapping workshops early in the engagement so success is defined clearly and pragmatically for your business. From that, we design code-level analytics and ongoing optimisation that continually improve performance based on real behaviour. Commercial and operational gains tracked and proven.
08How long does a B2B ecommerce project take?
Most projects run 12 to 20 weeks depending on integrations and complexity. We can launch the core experience quickly and iterate. Improvements continue as behaviour is measured and new capabilities come online.
Make B2B buying feel effortless
Remove friction. Reduce manual work. Grow without adding headcount.