Our New Offering: Flagship B2B™

B2B e-commerce is no longer just a trend; it’s experiencing a full-blown hype cycle. What once started as an initiative from the IT department has now landed high on the strategic agenda for many companies. Some brands are struggling with their DTC growth and are revisiting wholesale. Others are moving away from traditional distributor-agent setups, removing middlemen to take greater ownership. But perhaps the most interesting shift is within traditional industries, from manufacturing to construction and beyond, where companies are realising the need to fully embrace digital commerce.

In some sectors, B2B e-commerce is becoming increasingly commoditised. In fashion, for example, the wholesale buyer journey tends to follow a fairly standardised model across brands and markets. EDI integrations, fashion-specific wholesale platforms, and off-the-shelf tools are still in their infancy, but the framework is becoming clear. For these use cases, we typically recommend Centra Wholesale, a robust, out-of-the-box solution designed for advanced fashion wholesale needs.

But most B2B businesses don’t operate in a standardised world. They have unique offerings, complex sales processes, and specific product value propositions that don’t translate neatly into a simple online catalogue. And this is where many companies go wrong. They digitalise their catalogue, add a buy button, and assume that customers will simply start ordering. But that’s not B2B e-commerce. That’s a product catalogue with a transaction layer.

What we believe is missing from most B2B e-commerce experiences is the digitalisation of the salesperson. The ability to replicate how the best sales rep presents, sells, and brings a product to life for the customer. B2B e-commerce should focus on replicating the best of your sales team. We call this Flagship B2B™

What is a Digital Flagship Store for B2B?

• You need to sell the why, not just the how
• You need to communicate product value, not just product details
• You need to convey a brand experience, not just display a SKU
• You need to create demand and aspiration, not just fulfil orders
• You need to build a digital customer journey that extends beyond the transaction, before, during, and after, with personalisation, circularity, service, repairs, or customisation

Of course, it must also be about transactions, re-orders, and client success. It should support complex workflows, eliminate administrative burdens, and handle the nuances of your customers' buying behaviours. But many companies need their B2B e-commerce platform to be a sales tool, not just an order receiver. It should help generate demand, communicate product and brand value, and bring the sales process online, not simply replace the old-school printed product catalogue with a digital version.

To meet this new wave of demand, we’re excited to launch our new offering: Flagship B2B™

It’s our approach to B2B e-commerce and customer experience, purpose-built for companies with complex needs. From interior design, furniture, and luxury brands to fashion, manufacturing, wholesale, distribution, construction, automotive, and medical industries — Flagship B2B™ is designed for those who need more than a plug-and-play wholesale platform. A key target group is company groups, especially in manufacturing and industrial sectors, where we have extensive experience digitalising on a group level regardless of whether they operate in a centralised or decentralised structure.

On the technical side we’ll focus on two solutions:

• Norce Commerce with our GrebCommerce Accelerator for B2B
• Shopify Plus for B2B