79% of B2B buyers now prefer to place repeat orders online, and many are comfortable placing large orders when the experience is seamless. 39% are willing to spend over $500,000 per order through self-service ecommerce - up from 28% just two years ago.

This is also what we are seeing.

Across our work with clients like Soundbay and Modern Star, once the buying experience becomes seamless , with accurate pricing, real time stock, and easy reordering - customers naturally shift to placing larger, repeat orders online. It’s not just about moving transactions online, it’s about removing friction so customers feel confident placing high-value orders without needing manual support.

Where things actually break
One of the most common issues we see is around account management and customer experience.

As highlighted in Shopify’s article: “We had to manually add all B2B accounts and contacts, which caused errors and created inefficiencies. Clients were often forgetting passwords or shared logins, which created frustration and additional work for our customer care team.”

This is something we see consistently:

• Manual setup

• Shared logins across teams

• Limited control over user roles

• Poor visibility across customers and orders

  
  

The modern B2B ecommerce experience is shifting towards:

• Customer-specific catalogues and pricing

• Role based access across teams

• Selfservice ordering and reordering

• Clear visibility of orders, invoices, and account history

  
  

This is exactly where Shopify and Pipelabs is continuing to evolve - and where we see the biggest impact for clients.

Our perspective at Pipelabs
Technology alone doesn’t solve B2B complexity - how it’s implemented and integrated does.
Many businesses already have the right systems in place (ERP, PIM, etc.), but the challenge is connecting them in a way that:

• Enables accurate pricing and account structures

• Supports complex workflows (quotes, approvals, large orders)

• Delivers a seamless customer experience

  
  

This is what we focus on at Pipelabs, chat to us.