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The B2B channel represents one of the greatest growth opportunities in today’s eCommerce landscape. While most B2B companies still lack a solid online platform, demand continues to rise. In this session during LogiCommerce Connect, Xavier Leoz, CTO of LogiCommerce, explained which functionalities are essential to ensure a profitable, efficient, and scalable B2B channel.
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According to a 2021 study by Forrester, 94% of B2B buyers prefer to purchase online, but 60% of B2B companies still lack an efficient digital channel. Although the situation has improved in recent years, B2B remains a channel with significant room for growth.
As Xavier Leoz states: “B2B is the most untapped segment in eCommerce. Which means it’s also one of the biggest opportunities.”
B2B sales are fundamentally different from B2C. While both operate online, their dynamics vary greatly. In B2C, purchases are often impulsive, with a single decision-maker and short sessions. In contrast, B2B sales involve:
And above all, a key difference: the B2B customer is already known. There is an existing relationship, negotiated pricing, assigned products, and specific logistical needs. This calls for deep personalization at every stage of the process.
A modern B2B channel must go beyond just being a purchasing portal. It should become the central platform for the customer’s relationship with the company—a space where they can manage everything without sending emails or making phone calls. The more features are integrated into this environment—order tracking, documentation downloads, automated support, return handling, etc.—the greater the retention and recurring use of the channel.
Incorporating tools like virtual agents or chatbots trained on business-specific data enables instant responses without human intervention for repetitive tasks, improving operational efficiency and reducing costs. When done right, a B2B channel not only streamlines processes and enhances customer experience, but also frees internal teams to focus on higher-value tasks.
Tres Grifería, a LogiCommerce client, is a family-owned business founded in 1968, specialized in the manufacturing and distribution of high-quality faucets. In an interview with LogiCommerce, CMO Lluís Campderrós shared their experience with the platform. Tres implemented a B2B channel that has become a major success, thanks to extensive customization and a wealth of information available within their portal—allowing clients to operate with complete autonomy.
Tres has taken things further by launching a loyalty program, a common B2C strategy but highly innovative in the B2B space. Their “drops” program rewards professional clients for their purchases, triggering more impulsive behaviors even in typically rational buying decisions.
The result? Increased engagement, repeat orders, and a more humanized B2B experience.
To enable all of this, a solid platform is key—in this case, LogiCommerce: A SaaS solution developed 100% in Spain, with a headless architecture, optimized TCO, over 250 native features, easy integrations with third-party tools, and excellent scalability.
One of LogiCommerce’s main strengths lies in its composable architecture, where all modules are developed in-house by the LogiCommerce team. This means:
This consistency is critical to ensure stability, performance, and unified support.
LogiCommerce allows full segmentation of both catalog and pricing based on multiple variables:
It includes modules for:
Transport providers can also be segmented by product type, country, weight, or volume.
One standout feature is LogiCommerce’s AI-driven search engine, specifically designed for B2B needs. It:
This works natively out of the box, with no extra configuration. As far as we know, LogiCommerce is the only platform that does this by default.
For companies requiring multi-user accounts, LogiCommerce supports the enterprise account structure, grouping multiple buyers under one organization. Internal divisions or country-level branches can be set up with specific roles and permissions.
This is especially important when purchases, order tracking, or invoicing access needs to be limited to certain users—providing total control over corporate access and workflows.
B2B operations often demand complex logistics. LogiCommerce enables the assignment of different warehouses to specific countries, user groups, or customer segments, allowing for differentiated stock visibility.
Shipping logistics are also configurable by origin and destination, making it easy to optimize delivery strategies across markets.
Additionally, LogiCommerce includes a returns system adapted to B2B workflows. Although traditionally associated with B2C, returns are common in professional environments. By integrating this feature directly into the portal—eliminating the need for emails or calls—the process becomes faster, frictionless, and more efficient, reinforcing the platform as a true management hub.
For companies with a commercial network, LogiCommerce offers a dedicated sales agent module, enabling agents to:
In B2B, it’s common for carts to remain open for days. LogiCommerce ensures users can recover incomplete or abandoned carts easily, allowing them to continue the buying process without losing product selections or preferences.
Unlike the B2C environment, where payment methods are usually standardized, B2B requires greater flexibility and customization. In many cases, purchases are made under conditions previously agreed upon between the company and the customer: deferred payments, credit limits, or specific financial agreements. However, replicating this type of transaction in an online channel has historically been complex.
While some solutions have attempted to offer 100% integrated online credit purchases, many have failed. LogiCommerce, on the other hand, allows these cases to be incorporated directly into the digital flow: assigning different payment methods by user, group, or country, with personalized credit limits, specific conditions, and internal validations.
In sectors like construction or industrial supplies, orders are often planned progressively. To meet this need, LogiCommerce offers dynamic shopping lists that allow users to save products without immediately converting them into orders.
These lists can be edited, updated, and maintained over time until the user chooses to place the final order. They don’t function as quotes, but rather as everyday tools that help customers naturally organize their purchases according to the real pace of B2B operations.
In the B2B channel, order management is usually integrated directly with the ERP, making the eCommerce more of a consultative tool than an operational one. Nevertheless, it’s essential to offer customers full visibility into the status of their orders, deliveries, and returns.
Additionally, LogiCommerce enables analysis of how various customizations — such as dynamic pricing, segmented catalogs, or specific payment methods — impact conversion rates and buying behavior. Thanks to its reports, which can be segmented by user, country, or customer group, strategic decisions can be made based on real data.
In B2B, it’s common for product prices to vary based on purchase volume. LogiCommerce natively includes a volume-based purchasing module that allows for tiered pricing: for example, 1 to 5 units at a base price, 6 to 15 units at a reduced rate, and so on. This feature is key to encouraging larger purchases and offering tailored pricing to each client or group.
Moreover, all pricing logic — just like catalogs or payment methods — can be customized by country, user group, or specific account. The system takes into account multiple variables to ensure that each customer sees exactly the conditions that apply to them, automatically and without error. This not only streamlines the purchasing process but also accurately replicates traditional B2B commercial agreements in the online environment.
A powerful B2B platform must natively integrate with Enterprise Resource Planning (ERP) systems, as most processes — from orders to invoicing or inventory management — rely on this connection. Without solid integration, the digital channel remains incomplete. LogiCommerce makes this connection easy through agile, well-documented APIs that support custom synchronizations without the need for complicated or costly developments. This interoperability ensures that the eCommerce and ERP work as a single system, maintaining data consistency and streamlining internal operations without duplication or errors.
Full video of the session on YouTube:
