How to Help B2B Customers Embrace Buying Online

Driving Customer Adoption: A Critical Step Toward B2B eCommerce Success

When launching a new eCommerce site for an existing B2B company, one of the biggest challenges — and opportunities — is getting your current customers (customer adoption) to use it. Whether they’re used to picking up the phone, emailing a CSR, or sending faxed purchase orders, shifting longstanding behavior takes intention and planning. But that shift is essential. After all, successful B2B eCommerce is built around four core pillars: Driving Traffic, Increasing Conversions, Increasing Average Order Value, and Increasing Customer Lifetime Value. And one of the most direct ways to drive traffic — especially in the early stages — is through customer adoption/utilization of the new website. 

Not only does adoption increase immediate usage, but it also sets the foundation for long-term digital engagement. In this article, we’ll walk through key tactics, topics, and reasons a B2B company should prioritize online purchasing through a customer adoption campaign— and how doing so can unlock value across your organization. 

Why B2B Online Purchasing is an eCommerce and Digital Marketing Priority

Just building a great site isn’t enough — you need to communicate its value clearly and consistently to your site users. If internal staff and customers are comfortable that the current process works "good enough," there is no incentive for them to make the change. 

If customers do not understand how buying online benefits them,  they will be less inclined to embrace a B2B online purchasing model. Therefore, it is crucial to shift your messaging from merely highlighting features to emphasizing outcomes.

Focus on what customers care about: speed, convenience, and control

• Promote the ability to reorder in two clicks, track shipments in real time, and view their own negotiated pricing and terms online.
• Messaging like “Get What You Need Faster” or “The Site is Open 24/7 – We Aren’t” hits home because it speaks to their daily pain points.
• Use email, sales meetings, onboarding calls, and packaging inserts to reinforce the message.
• The more customers see the site as a time-saver, the more likely they are to use it.
  

What Tactics Drive eCommerce Site Adoption for B2B Purchasing

Getting B2B customers to change behavior doesn’t happen by accident — it requires a blend of incentives, education, and internal alignment. The goal is to make the new site feel like an upgrade, not an obstacle.

Below are proven tactics that encourage customers to try and keep using your new eCommerce channel

• Start by incentivizing first-time use: think discounts, rewards, or online-only promotions.
• Ensure internal teams are aligned: train sales reps and CSRs to use the site with customers, as a tool to make their process easier, not as an obstacle.  For example, sales reps can place orders via the site during customer calls, turning each interaction into a training moment. 
• Address Sales Channel Conflict Concerns head-on: it is not unusual for the sales team and the CSR team to feel as though the site is going to replace them. It is critical from the beginning to get them onboard to understand how the new site benefits them in their roles.
• Utilize easy onboarding tools: having cheat sheets, short videos, or live demos will help you create a frictionless path to adoption.

The right tactics drive the right behavior — and ultimately shift more order volume online. 

Example: How a Distribution Company Encouraged Website Use for Purchases

A B2B distribution company operating through a network of distributors and installers has adopted a multi-channel onboarding strategy to promote its new eCommerce platform. This strategy combines training, incentives, and personalized follow-up. They host live webinars to walk customers through how to use the site, thereby minimizing friction and enhancing confidence in the new system. To encourage that all-important first order, they offer discount codes that provide immediate value. After the purchase, they maintain engagement through targeted email campaigns, suggesting related products and new categories based on the customer's initial order. This thoughtful, customer-centric approach not only boosts site usage but also lays the groundwork for sustained digital loyalty.

Reasons to Prioritize Online Buying Adoption for Existing B2B Customers 

You already have a customer base — why not leverage it to grow your digital channel from day one? Getting existing customers to adopt the new site delivers big benefits, fast. 

• First, it frees up internal resources. By driving ‘easier’ and ‘lower-touch’ orders online, your sales and customer service reps can focus on more complex and valuable customer interactions.
• Next, online orders improve accuracy, reduce rework, and create cleaner data — which feeds better business insights.
• Beyond that, your eCommerce platform can uncover additional revenue opportunities by making it easier for customers to browse and buy more.
• Repeat purchases become simpler, and over time, this strengthens customer relationships and increases the share of wallet.

Adoption isn’t just about making things digital — it’s about making your entire business more efficient and scalable. 

Example: How a Distribution Company Shifted Its Sales Process and Increased Online Purchases

B2B distribution company serving the communications and medical industries. As a division of a global enterprise, they strategically launched their eCommerce site to better serve their lower-priority, lower-volume customers — the 80% of accounts that place simpler, transactional orders.

By shifting these customers to the digital channel, the company is freeing up its internal teams to provide more focused, high-touch service to their top-tier, high-volume accounts. Orders that were once handled manually by sales reps or CSRs can now be placed directly online — or entered by internal staff on behalf of the customer using the site.

To support more complex transactions, they’ve also implemented a “Request for Quote” feature, allowing for negotiation on high-value items without sacrificing the convenience of the online experience. This blended approach helps drive adoption while aligning digital tools with customer expectations and business goals. 

Final Thoughts: Why Customer Adoption of Online B2B Buying is a Strategic Priority 

Customer adoption is often overlooked in eCommerce rollouts, but it’s one of the most important factors for success — especially in B2B environments where relationships and processes run deep. Driving adoption of your new site isn’t just about onboarding customers; it’s about setting the stage for long-term growth through digital engagement. When done right, it boosts traffic, reduces manual work, and builds a scalable foundation that supports all four pillars of eCommerce success: traffic, conversions, order value, and lifetime value. 

Your eCommerce investment isn’t complete until your customers are using it — so make adoption a strategic focus from day one.