B2B E-Commerce Services for Complex Organizations

B2B e-commerce services help manufacturers, distributors, wholesalers, and dealer networks improve how customers discover, evaluate, purchase, and reorder products online. Services can include e-commerce strategy, assessments, platform selection or migration, product information and catalog optimization, UX and conversion optimization, systems integration, analytics, and ongoing performance improvement.

We simplify complex B2B buying journeys by understanding how different customers research, compare, and purchase products. We then improve product information, navigation, search, pricing visibility, comparison tools, UX, and conversion paths so buyers can make confident decisions. Straightforward purchases can be handled through self-service, while more complex requirements can be supported through quote requests or sales-assisted buying.

E-commerce directly affects how users convert into customers from channels like paid search and paid social media. Improvements in UX, product content, and checkout flows can significantly increase conversion rates and overall revenue.

Your e-commerce platform or broader commerce ecosystem may be limiting growth if customers struggle to find, compare, or purchase products, teams depend on manual workarounds, or product and experience updates are difficult to manage. Other warning signs include low conversion, high cart abandonment, inconsistent product or pricing information, disconnected CRM or ERP systems, limited reporting, and difficulty supporting dealers or distributors.

Not necessarily. Many businesses can improve e-commerce performance by optimizing the customer experience, product content, site architecture, integrations, analytics, or internal processes around their existing platform. We assess the current e-commerce ecosystem first, then recommend whether to optimize, extend, integrate, migrate, or replace technology based on business needs and growth potential.

A B2B e-commerce assessment identifies the customer experience, technology, data, and operational issues limiting digital revenue. We evaluate customer journeys, product discovery, catalog structure, content, UX, site search, checkout, platform capabilities, integrations, analytics, conversion performance, and internal processes. The result is a prioritized roadmap for improving the buying experience and e-commerce performance.

Yes. Effective B2B e-commerce supports different levels of buying complexity. Customers can complete straightforward purchases independently, while buyers with more complex requirements can access detailed product information, account-specific pricing, configuration support, quote requests, or sales assistance. The goal is to give each customer an appropriate path to purchase rather than forcing every buyer through the same journey.

We assess how dealers, distributors, sales teams, and other partners interact with the e-commerce ecosystem and identify opportunities to improve product information, pricing, inventory visibility, ordering tools, workflows, and account-specific experiences. This can reduce manual work, improve partner enablement, and create a more connected buying experience across direct and indirect channels.

We help connect e-commerce with the systems that support the customer journey, including CRM, ERP, product information management, marketing automation, inventory, sales, customer service, and fulfillment platforms. Better integration can create more consistent product, pricing, customer, inventory, and order information while giving teams greater visibility into the factors influencing conversion and revenue.

We improve conversion by identifying and reducing friction throughout the buying journey. This can include improving site navigation, product search, product pages, comparison tools, calls to action, forms, account experiences, pricing visibility, checkout, and sales handoffs. We use analytics, customer research, testing, and business performance data to prioritize changes with the greatest potential impact.

We improve e-commerce SEO and AI search visibility by making product, category, and supporting content easier for search engines and AI systems to discover, understand, and retrieve. This can include stronger product information, site architecture, internal linking, structured data, technical SEO, page experience, and clear, fact-rich content. We connect visibility efforts to qualified traffic, engagement, conversion, and revenue so increased exposure supports measurable business outcomes.

An e-commerce transformation can include B2B e-commerce strategy, customer journey mapping, platform and technology assessment, UX and experience design, product information and catalog optimization, CRM, ERP, or PIM integration, conversion optimization, analytics, operating model improvements, and ongoing performance management. The scope is based on business objectives, customer needs, technology requirements, and the opportunities identified during assessment.

Jan Kelley brings together growth strategy, customer experience, creative, technology, analytics, and optimization to address the full B2B e-commerce ecosystem. Rather than treating e-commerce as a standalone platform project, we focus on how product discovery, buying journeys, technology, data, sales, and marketing work together to reduce friction, improve conversion, and create more measurable revenue growth.