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It's set to be a big year for B2B ecommerce websites. In 2020, predicted that 80% of B2B sales interactions would happen via digital channels by the end of 2025. Plus, predicts that the global B2B ecommerce market will reach $28.86 trillion this year.

So, if you want to get a piece of the pie, the time is now. I analyzed nearly 60 B2B ecommerce websites to bring you the best examples and best practices to help you win in 2025.

Table of Contents

• What is a B2B ecommerce website?
• 8 Excellent B2B Ecommerce Website Examples
• B2B Ecommerce Website Design Best Practices
• How do I create a B2B ecommerce website?
• Is this your year to launch your B2B ecommerce website?

A B2B ecommerce website differs from a B2C ecommerce website in that the latter sells online directly to consumers.

8 Excellent B2B Ecommerce Website Examples

1.

This sod and seed supplier has 10 farms and over 20 stores, selling both to consumers who want to DIY their landscaping and businesses that create dream lawns for their customers.

Notice the prominent call-to-action buttons on the hero image. One says “PRO Account Access,” which helps businesses create wholesale accounts — crucial for any B2B website design.

When Super-Sod enhanced its website with ecommerce features and , it saw a 59% year-over-year uptick in leads and a 27% boost in YOY website traffic.

Standout B2B Ecommerce Feature: Virtual Yard Estimator

My favorite thing about the Super-Sod website is this creative yard calculator, which is prominently linked to above the fold on the homepage.

Businesses can simply type in the address of the property of their upcoming job and instantly get an estimate for their projects. Then, they’re directed to “Shop Fresh Shod.” Genius! (It was also kind of fun to play with.)

2.

This UK-based paint supplier aces both B2C and B2B selling on its site. While it has the standard direct-to-consumer features like a shopping cart, it has a special portal for wholesale accounts.

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Standout B2B Ecommerce Feature: Enhanced Product Listings

A major struggle for any online shopping experience is making something digital feel tangible to the customer.

Tikkurila outdid itself here by creating an immersive product listing for its paints. Each paint color page has a 3D-looking paint stroke, parallax scrolling, various pictures of the paint in different rooms, and suggestions for complementary colors.

And it’s paid off. As , digital acquisitions manager at , told me: “This innovation has led to an 80% jump in transactions and a 127% growth in revenue for users visiting these pages, making these pages a cornerstone of our ecommerce success.”

On top of that, notice the numerous CTAs for trade customer or pro accounts, boosting the B2B part of Tikkurila’s online presence.

3.

Pro Coffee Gear is a Texas-based supplier of premium coffee machines for home and commercial use. Its website is smartly designed with a few key features that make it a lead and sales generation machine:

• The “Text us for deals!” CTA at the upper right corner harnesses the power of SMS marketing.
• The top navigation clearly delineates between commercial and home intent.
• When you scroll down, there’s a “Book a call now” CTA that lets you quickly pick among several time slots to ask questions of their reps.

Standout B2B Ecommerce Feature: Real-Time Inventory and Restock Predictor

There’s a lot that Pro Coffee Gear gets right, but the best feature is something you can’t see immediately upon arriving on the website.

“Streamlining inventory management is a priority for the cafes and small businesses we serve, which led us to introduce our real-time inventory and restock predictor on our B2B platform,” Pro Coffee Gear Founder told me.

“This feature lets clients monitor stock levels, predict demand spikes based on past order trends, and plan restocks before they run out. It's particularly valuable during busy seasons or promotional periods when precision planning can make or break sales performance.”

And this feature has brewed some delicious results.

“Repeat customers have increased their average order size by 31% since the feature launched, and stockout incidents among key clients have dropped by 18%,” says Wakefield. “These numbers show how proactive inventory planning tools not only save time but also protect our clients from operational disruptions.”

4.

I’m always disappointed when I’m searching for B2B ecommerce website examples, and there aren’t any that show service businesses!

Well, PlayAbly is an ecommerce gamification platform that does sell a service: customizing games that other ecommerce businesses can put on their websites to generate leads and boost conversions.

PlayAbly proves that ecommerce doesn’t have to be boring. Its website is built on Shopify and practices what it preaches: There’s a “Play to win a free game” CTA button that serves as lead gen by offering a discount if you provide an email address at the end of the game.

It even has your classic B2C feature of a shopping cart, which is a little uncommon for a B2B business to incorporate since the products tend to be at a much higher price point. I like the pricing transparency!

Standout B2B Ecommerce Feature: AI-Powered Quiz

PlayAbly’s CEO told me, “I‘ve recently revamped PlayAbly.ai’s B2B portal with our AI-powered quiz feature that's been a game-changer for personalization. After implementing interactive product discovery quizzes, we saw a 27% increase in qualified leads and our average deal size jumped from $15K to $23K since customers could better understand our solution fit.”

5.

I like the “Need some assistance with your lab?” overlay and “Contact Us” CTA button on the hero image section. It really caught my eye, and if I were a lab worker looking to buy supplies fast, it‘s exactly what I’d want to see.

There’s also a one-sentence description of what Medical Equipment Source offers: “the highest quality new and remanufactured histology equipment and services.”

Clear, clean, and to the point. I love it.

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Standout B2B Ecommerce Feature: Custom Quote Builder

If you thought the “Request a Quote” feature of every B2B ecommerce site is pretty much the same, clearly, you haven’t seen this one.

It’s the only one I came across with a dropdown option that displays each product’s photo in a beautiful grid, allowing prospects to select which ones they’re inquiring about.

Sure, it’s a small detail — but it wasn’t lost on me.

But why not just let B2B website customers add products to their carts and see how much it costs?

“In B2B, you often deal with complex, high-ticket purchases that don't fit neatly into an ‘Add to Cart’ button,” explains , CEO of , which designed this website.

“Customers need to compare options, customize orders, and, in many cases, get approval from higher-ups before making the purchase. A quoting system makes that easy, streamlining what is usually a clunky back-and-forth process.”

6.

Visiting Goody’s delightful website felt like a masterclass in segmenting customers into B2C and B2B. In the upper left corner, there are two tabs you can toggle between: business gifting and personal gifting.

Depending on which you click, you’ll get a different UI. Talk about personalization!

I loved the two CTA buttons on the upper right corner that meet visitors at different stages of the buyer’s journey: “Send a gift” for those ready to buy and “Book a call” for those still exploring their options.

Standout B2B Ecommerce Feature: Budget Calculator

Goody’s B2B ecommerce site has a cleverly designed gift budget calculator. Users can input the number of employees they need to send gifts to, plus the total budget for all recipients.

Then, Goody will calculate how much the user can spend on each employee — and it’ll show products that fit within that budget.

7.

Houzer sells sinks to both consumers and businesses. Its B2B ecommerce website is set up to encourage sales. From its customer support chatbot to its popups offering discounts, Houzer knows how to generate leads and nurture them to buy.

Most importantly for B2B ecommerce, Houzer has a page that shows off the benefits of signing up for a pro account, including free shipping, early access to products, bulk discounts, and a dedicated rep.

Standout B2B Ecommerce Feature: Exit Intent Popup With B2B Segmentation

I was delighted by this full-screen exit intent popup.

Why? Because the email marketer in me smiled with glee at the segmentation. It asks, “Are you a homeowner or a professional?” That way, you get emails that are personalized to your needs.

8.

This B2B ecommerce site is so good that it was recognized as a 2019 Optimizely Best Buying Experience Award Finalist. It has all the hallmarks of a solid B2B online store:

• Quote requests
• Shopping cart
• Business account
• Virtual and print catalogs
• Special discounts for business customers
• Detailed product specifications
• Resources specific to business needs, such as links to the Department of Transporation websites for every state

Standout B2B Ecommerce Website Feature: Virtual and Physical Product Catalogs

White Cap is a classic example of knowing your audience well. The construction industry tends to lean toward physical/paper versions of things versus digital. To cater to this, White Cap provides virtual product catalogs and the option to request a physical catalog to be mailed to you.

B2B Ecommerce Website Design Best Practices

Use AI for personalized product recommendations.

A major theme among the many B2B websites I looked at is that many are using AI-driven personalization to recommend products based on the shopper’s history.

Business buyers have much higher expectations than consumers when it comes to personalized shopping experiences.

found that 59% of B2B customers expect personalized content when discovering a company's products or services (compared to only 22% of B2C buyers). AI content personalization can help you meet their expectations.

, CEO of , told me about how his design agency used AI to boost revenue for a B2B website client.

“One standout B2B e-commerce project was a site we developed for a tech-forward client specializing in renewable energy solutions,” he says. “One feature I'm particularly proud of is the personalized recommendation system we built using AI. This feature analyzes customer behavior to suggest products custom to their specific needs, significantly enhancing user engagement.

“The metrics are compelling: After integrating this AI-driven feature, the client reported a 40% increase in conversion rates and a 50% boost in average order value within three months. This success underscores the power of leveraging AI for personalized experiences, which can be transformative for B2B e-commerce platforms aiming to optimize customer journeys and drive higher sales.”

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Consider pricing transparency.

Because B2B prices tend to be higher and orders tend to be bigger, the general convention in this space is not to share pricing until a prospect has filled out a quote request, created a business account, or taken a sales call.

However, , SEO and content lead at , told me a story that made me question that time-honored B2B practice:

“I own a B2B platform that sells industrial supplies, and my proudest feature stems from a late-night talk with my father, an old-school factory manager. He was complaining about how much he disliked having to call sales representatives just to get basic pricing. ‘Why can't I just see what things cost like at a regular store?’ he began to complain.

“That conversation resonated deeply with me. The next day, much to the consternation of my colleagues, I eliminated all of our pricing gates and login walls. We made every bulk price, discount tier, and delivery estimate available upfront. When I warned that competitors would copy our pricing strategy, my sales team thought I was crazy.”

The result? Asenov’s B2B site’s conversion rate tripled in two months.

“A buying manager said in an email last week that it was refreshing to see a B2B site that ‘doesn't play games with pricing,’” says Asenov.

He adds, “It turns out that transparency is not only desirable but also profitable.”

So, consider experimenting with adding pricing lists to your website. See if that actually leads to more sales than you thought possible.

Create assets for internal champions.

In B2B sales, you often want to identify an “,” an employee at the prospective company who can advocate for your product or service internally.

To do this well, they need assets like case studies, pricing lists, demos, and samples to bring back to the decision-makers at their company. Make your pricing lists, product specifications, and catalogs downloadable for easy sharing.

One of the best examples of this I found was on the Goody website. It has dedicated landing pages based on use cases.

Each landing page highlights ROI and helps the prospect see how Goody can help them specifically.

How do I create a B2B ecommerce website?

To create a B2B ecommerce website, you basically have three options.

Option 1: Outsource - Hire a web design and development agency to build a custom site.

If you have very specific needs that a premade website template can’t meet, then hiring a web design and development agency is your best bet.

Ecommerce websites are relatively complex and expensive compared to other types of websites. In fact, a custom ecommerce website could run you anywhere from $5,000 to $50,000+, according to a survey of over 100 web development agencies.

If you’re looking for a place to start, 探花精选 has a with ratings and reviews.

Option 2: DIY - Use a website builder.

DIY is my favorite. The fact is there are thousands of out there (many of them are free!). You’re bound to find one that meets your needs.

I’ve used many website builders, including , over the years and can vouch for the ease of use — even for a non-developer. In fact, you can check out the detailed post where I show you how to build an ecommerce website using a website builder.

Option 2: Hybrid - Hire a developer to customize a website template.

A middle-ground option is to hire a freelance developer who can customize parts of a premade website template. Most ecommerce websites have the same designs and features: a hero image area, for example, and a shopping cart.

But, if you have a vision that the template can’t quite meet (such as a more complex checkout flow or animations you want to add to the hero section), ask a freelance developer to help. This should be less expensive than a custom website, as it doesn’t take as much time or resources.

Is this your year to launch your B2B ecommerce website?

I personally set an intention to launch an ecommerce website this year. So I know how intimidating it can feel — especially when you’ve got a lot on your plate already.

But now that you’ve read the examples and tips in this blog post, you’re already ahead of the competition.

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