B2B Ecommerce Fundamentals

Learn B2B Ecommerce essential functionality and best practices with this FREE online training

Free online course B2B Ecommerce

About the Course

To succeed in B2B Ecommerce implementation, it’s essential to have a strong understanding of the fundamentals. This includes knowing your target audience, understanding their needs and pain points, and creating a user-friendly and efficient buying experience. It’s also essential to have a solid understanding of the industry and market trends and the technologies and tools available to optimize your ecommerce platform. This vendor-independent training serves as an introductory guide to B2B Ecommerce best practices, equipping participants with valuable insights to enhance their B2B online selling strategies. 

Learning time 1 hour.

Who is the Training for

This free course is designed for business professionals seeking to rapidly acquire knowledge about B2B Ecommerce and its distinctions from B2C. It caters to individuals who wish to grasp a comprehensive understanding of B2B buyers and their expectations regarding the features and functionality of a modern B2B website. Whether you are an entrepreneur, manager, or executive involved in B2B operations, this training offers the knowledge and tools necessary to excel in the realm of B2B Ecommerce.

Course Content


Explore the unique characteristics and challenges of business-to-business E-commerce. Understand the key distinctions between B2B and B2C Ecommerce. Gain a comprehensive understanding of the diverse types of B2B merchants and the challenges that B2B companies encounter when implementing Ecommerce projects.

B2B Customers

B2B customers are businesses rather than individuals, which affects their purchasing behavior. We will dive into B2B buyer personas, understanding the different roles and responsibilities within B2B organizations that influence purchasing decisions. Furthermore, we will explore the B2B buying journey, examining the various stages and complexities involved in the decision-making process for B2B customers. By the end of this section, you will have a solid understanding of B2B customers’ unique characteristics and how to tailor your Ecommerce strategies to meet their specific needs.

Digital Channels In B2B E-Commerce

This course section is dedicated to exploring sales channels in B2B Ecommerce. We will delve into the omnichannel concept in B2B, understanding how to create a cohesive and integrated customer experience across multiple channels. Additionally, we will discuss effective strategies for structuring your online stores to optimize sales. We will also explore the importance of empowering your sales team with digital tools to enhance productivity. Lastly, we will cover the benefits and considerations of selling on third-party marketplaces. By completing this section, you will have the knowledge and tools to leverage different sales channels effectively in B2B Ecommerce and maximize your business’s online presence.

B2B Catalog and Products

This section will dive into best practices for organizing your Ecommerce catalog in B2B. You will learn to effectively define physical goods and services within your catalog, ensuring an accurate and detailed representation of your offerings. We will also explore different approaches to structuring your product data in B2B Ecommerce, allowing you to present your products in a logical and user-friendly manner. By completing this section, you will know how to optimize your catalog organization and enhance the browsing and purchasing experience for your B2B customers.


This course section delves into the art of merchandising in B2B Ecommerce, exploring various strategies to optimize product presentation and maximize sales. We will cover essential topics such as product relations, labeling, up-selling, cross-selling, and creating bundles. Additionally, we will delve into advanced techniques like configurable bundles and searchandising. By the end of this section, you will have a comprehensive understanding of effective merchandising techniques to drive conversions and enhance customer satisfaction in the B2B Ecommerce realm.

Product Discovery

This course section will explore the critical aspects of product discovery in B2B Ecommerce. We will delve into the importance of well-structured categories and filters, enabling customers to navigate and find products that meet their specific needs easily. Additionally, we will discuss effective product search strategies, ensuring that customers can quickly and accurately search for desired items. We will also explore the concept of category trees and the significance of filters and faceted navigation in enhancing the product discovery process. Lastly, we will cover techniques to assist customers in choosing the right product, providing them with the necessary information and guidance. By the end of this section, you will learn how to optimize product discovery in B2B Ecommerce, resulting in improved customer satisfaction and increased sales.


Here we will delve into the intricate pricing world in B2B Ecommerce. We will cover essential concepts such as price dimensions, regular and sales prices, net and gross prices, volume and tiered prices, and customer-specific pre-negotiated prices. Additionally, we will discuss strategies for enabling price visibility in B2B Ecommerce, ensuring transparency, and facilitating informed purchasing decisions for your customers. By the end of this section, you will have the knowledge and tools to optimize pricing strategies in B2B Ecommerce, driving profitability and customer satisfaction.

B2B Shopping Cart and Checkout

This section is dedicated to implementing shopping cart and checkout processes in B2B Ecommerce. We will explore the unique requirements of B2B customers, including the need for multiple ways to add items to the cart, such as bulk add functionality for multiple products. We will also discuss why B2B customers often require multiple active shopping carts and the ability to share them among team members. Furthermore, we will delve into the best practices for implementing a seamless and efficient checkout flow in B2B, considering factors such as account-based pricing, order approvals, and payment options. You will gain the knowledge and insights to optimize the shopping cart and checkout experience in B2B Ecommerce, streamlining the purchasing process for your customers and enhancing their satisfaction.

B2B Payment Methods

In this course section, we will dive into the world of B2B payment methods and explore how to select the ones that are essential for your business. We will discuss the various payment options available in B2B Ecommerce and their suitability for different types of transactions. By the end of this section, you will have the knowledge and tools to make informed decisions about the payment methods that best meet your business’s requirements and align with your B2B Ecommerce strategy.

Order Management & Fulfillment 

This course section focuses on order processing in B2B Ecommerce, covering critical aspects of the order management flow. We will explore the step-by-step process of B2B order processing, from order placement to fulfillment. Additionally, we will discuss best practices for implementing user-friendly My Orders and Order Details pages, enabling customers to track their orders and access important information quickly. Furthermore, we will emphasize the importance of self-service in B2B Ecommerce, empowering customers to manage their orders efficiently and reducing the need for manual intervention. By the end of this section, you will have a comprehensive understanding of order processing in B2B Ecommerce and best practices.

Enroll in FREE online course to start learning right away!

Created by Ecommerce Expert

Ecommerce expert, Michael Vax

My name is Michael Vax, and I created this course and Digital Commerce Canvas framework to help businesses to plan and manage their digital initiatives. I am an Ecommerce industry veteran with 30 years of IT experience, including more than a decade as an  executive leading the development of top enterprise Ecommerce platforms and helping customers to move their business online.

In the past, I was fortunate to work for such industry leaders as Hybris (SAP), Spryker, and Elasticpath. During these years, I helped many customers to develop innovative B2B E-commerce solutions, and I am looking forward to sharing these experiences with you.

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What Course Participants Say

Octavian Dumitrescu

CEO, CustomSoft

Online training from CommerceIsDigital is must-have for any organization involved in the implementation of Ecommerce Initiatives. Deep knowledge and understanding of digital commerce it provides are invaluable. If you are an agency providing Ecommerce services, all your employees will benefit from getting an expert level understanding of the Digital Commerce domain. I especially recommend using this course for onboarding new members of your team.

At CustomSoft we achieved great results by incorporating the online courses in the onboarding process for employees in different roles - sales, project managers, developers, and others.

Lily Kriegs

Senior Team Manager - Client Success Management at Cleverbridge

Creating a great ecommerce and digital strategy is crucial to the success of an online business. What I consider even more important, it to have a clear understanding of the possibilities and terminology in the teams to make this process more effective and innovative. I would recommend the course "Digital Commerce for YOUR Business" to any company planning their strategy, for eCommerce teams, eCommerce Managers, Online Marketing Managers, Customer Success Managers in the eCommerce industry, but also for decision makers looking to understand important things to consider. The value of learning from one of the most knowledgeable and experienced eCommerce strategists - Michael Vax - lies in systematically understanding and at the same time getting inspired to develop own ideas. 

Egle Ragauskaite

Partner Success Manager, Spryker

I truly enjoyed the course and got a chance to expand my knowledge. It is a perfect combination of big experience and endless curiosity for e-commerce. It will do both, help to form a bigger picture and envision the possibilities of your commerce tools, and point at small important details you might not know about yet. My biggest recommendations for everyone, who has a goal to transforms their business