B2B buyers are not shopping. They are executing a purchase decision that was already made, usually under a contract, often on someone else’s budget.
Features that actually get used
- Company accounts with multiple users, roles and permissions.
- Contract pricing visible per account, including volume breaks.
- Reorder from order history and saved lists — often the most-used screen in the entire portal.
- Quote requests for non-standard configurations or quantities.
- Approval workflows where orders above a threshold route to a manager.
- Self-service invoices and payment status, which quietly removes a lot of support load.
What to prioritise
Reorder and account management first. Approval workflows second. Elaborate product discovery last — B2B buyers usually know exactly what they want and search by SKU.
Measure success by reduction in phone and email orders, not by time on site.
