The way companies buy from each other is changing. Back in the days, B2B orders were often placed by phone, through personal contacts, or with manually made price quotes. Today, more wholesalers, manufacturers, and distributors are moving to digital self-service. A good customer portal helps them work more efficiently, lowers operational costs, and makes it easier for customers to place orders.
This change is driven by new expectations. B2B buyers are now used to simple and fast online shopping in their personal lives. They expect the same at work. 24/7 access, clear prices, and up-to-date stock information.
The new generation of B2B buyers expects more
The group of people buying for businesses has changed a lot. Research from LinkedIn shows that most B2B buyers today are millennials, and Gen Z is also starting to play a role in buying decisions. As you might know, these generations grew up with digital technology and accordingly have different expectations than buyers in the past.
They prefer to buy independently and online. Research from Gartner shows that younger buyers prefer a fully digital buying process, without needing contact with a salesperson. They want to quickly see which products are available, what they cost, and place an order right away. If they have to fill in a form to request prices, many will simply leave and choose another supplier.
This also changes customer loyalty. In the past, B2B relationships were often based on long-term personal contact with for example, the sales or accountmanagers. Today, buyers choose suppliers based on speed, ease of use and clear information. Due to the prices that have been increasing in recent years, B2B buyers compare suppliers more often and are less likely to stay with just one partner.
A good working B2B self-service portal is more than an online product list. It enriches and supports the entire customer relationship and gives business customers access to everything they need, without depending on direct contact.
Customer-specific prices and agreements are a key part of this. In B2B, prices often depend on contracts, volumes, or special terms. An effective portal shows the correct prices and conditions as soon as a customer logs in, so there is no confusion.
Up-to-date stock information is just as important. When the portal is connected to the ERP system, customers can see if products are available and when they can be delivered. This helps them make decisions quickly and avoids unnecessary calls or emails.
Order history also plays a big role. Many business customers order the same products regularly. Being able to reorder previous purchases with just one click saves time and reduces mistakes.
Finally, good document access makes a real difference. Customers want to find invoices, technical documents, or certificates on their own. When this information is easy to access in the portal, it reduces pressure on customer service and improves the overall experience.
Switching to a self-service model brings real advantages for your business. Here are a few of them.
Operational efficiency improves quickly. When customers place orders themselves, your team will be spending less time answering emails and phone calls. Fewer errors wil happen because customers add in their own information, and employees can focus on more complex questions or strategic work.
Growth becomes easier. A self-service portal can handle more customers without needing to hire more staff. This makes it possible to serve smaller customers profitably, groups that were maybe harder for you to reach at first.
Customer satisfaction increases. Buyers can order when they want, without waiting for their account manager. Clear information about prices, stock, and delivery builds trust and helps them make decisions faster.
Valuable data insights. A digital platform shows patterns in customer behavior, popular products, and ordering habits. These insights are hard to see with traditional sales, but they help you improve your offerings and meet customer needs better.
Not all customers are comfortable with digital tools or giving up personal contact. A good portal offers both options—call if you want, order online if you prefer. Most customers see the benefits after trying it a few times.
Sales teams may worry about losing their role. In reality, self-service removes routine tasks and lets them focus on complex questions and strategic advice.
B2B self-service is no longer optional, it's what today’s buyers expect. By combining digital convenience with personal support, you can boost efficiency, satisfy customers, and strengthen your competitive edge.
Ready to give your customers the freedom to do business on their own terms? Contact Memo today to explore how a B2B self-service portal can work for your company.