author img

Michał Kloczkowski

B2B catalog - your first step towards e-commerce success

How to start your e-commerce journey in the B2B sector

Starting an e-commerce journey in the B2B sector doesn’t necessarily mean immediately building a complex and fully-fledged trading platform. For many B2B companies that have yet to establish an online presence, this step may seem too daunting. Transitioning to e-commerce involves managing the entire online sales process - from product presentation, through price calculation, to order fulfillment. However, there is a simpler and more accessible solution that allows the gradual introduction of the company into the world of digital commerce.

B2B catalog - effective product presentation

A B2B catalog can be an excellent first step towards e-commerce. This approach focuses on one of the key aspects of online sales – effective product presentation. Implementing an online product catalog does not require the immediate setup of a complete e-commerce infrastructure while allowing for building brand presence on the Internet, increasing potential customer awareness of the offer, and gradually acclimating the organization to operating in a digital ecosystem.

Check out an example of a B2B catalog implementation for one of our clients, the Bioderma brand - link.

B2B catalog business model

The B2B catalog business model is based on simplicity and efficiency in using the internet to increase the company’s visibility. Thanks to this, your products can be easily found, which significantly facilitates generating new inquiries. In practice, this means that the products presented on the platform become a marketing tool that attracts attention and encourages potential customers to contact the company. These inquiries can be automatically forwarded to the CRM system or managed directly through the platform, where sales specialists can handle them efficiently.

Added value for existing customers

The B2B catalog also offers added value for existing customers, providing them with resources that they can use in their sales and marketing activities. This can be particularly valuable when customers want to integrate product information with their own sales systems or other types of e-commerce. Facilitating access to product data through integration, such as exporting data in XML or CSV format, makes the catalog not only a presentation tool but also an operational support for customers who want to automate and streamline their sales processes.

What do you need to get started?

Cataloging products

The foundation of an effective B2B catalog is a well-organized product database. If your company already has a product catalog in an ERP system, the ideal solution would be to integrate this system with the newly created online catalog. At this stage, it is also crucial to thoroughly verify the product SKU (Stock Keeping Unit) numbers. SKUs should be unique and free of special characters that could complicate future integrations – we covered this topic in detail in another article on our blog. Additionally, organizing products into categories is key, which may differ from the classifications used so far.

Marketing materials

Product images play a central role – they should not only present the product well in isolation (e.g., packshot) but also show it in the context of use, which can have a greater impact on potential customers. It is important for the images to be optimized for online loading; lightweight files and modern formats like WebP will significantly speed up page load times, which is crucial for performance and SEO.

Convincing product descriptions are also necessary. If you plan to share content with your contractors, it’s important to have unique descriptions that won’t be used by others – this helps avoid duplicate content issues that can negatively impact your site’s SEO. Additionally, precise product parameterization is crucial.

CRM integration - optional

The decision to integrate a CRM system with the B2B catalog platform depends mainly on your company’s experience in managing sales processes and the complexity of the sales cycle. For companies just starting their e-commerce journey and without established processes related to sales funnels, the platform alone without an integrated CRM system may be sufficient. Experienced companies in generating leads and managing customer relationships will gain much more by integrating with a CRM system.

Choosing software

Choosing the right software for a B2B catalog can seem like a complicated task, especially for companies new to e-commerce. It is crucial that the technology partner you decide to work with plays an advisory role, not just limits themselves to selling their platform. When choosing a platform, pay attention to several key aspects.

Do not forget to check the licensing conditions and the availability of technical support and system maintenance from the software house. Ensuring continuous support is key to avoiding complications arising from the need to manage the platform in collaboration with multiple different providers.

Benefits unlocked by a B2B catalog


Having a B2B catalog brings significant benefits in terms of search engine optimization (SEO), a key element in developing online business visibility. Each category and product page is a separate opportunity to rank for specific keywords, directly translating into better visibility in search results and increased organic traffic to your site.

Additionally, expanding the platform with a blog is another way to enhance SEO efforts. Regularly publishing valuable content supports positioning through keyword-rich articles while also building the brand's authority in the industry.

PPC campaigns and analytics

Implementing a B2B catalog can significantly impact the effectiveness of PPC (pay-per-click) campaigns, even if the standard e-commerce purchasing path is not fully available. With a well-constructed catalog, your campaigns can benefit from lower click-through rates, broader reach, and more precise traffic analysis.

An efficient catalog structure not only improves content organization but also allows for a more targeted approach to potential customers.

Lead generation

Although a B2B catalog lacks a direct purchasing path, it serves as an effective lead generation tool. Instead of the traditional "Add to Cart" button, each product can have an "Inquire about Product" option. This approach transforms every interaction into a potential opportunity to contact the client, enabling the collection of valuable information about the interests and needs of potential buyers.

Marketing automation utilization

Integrating Marketing Automation systems with the B2B catalog can be a key element in building effective and efficient marketing. These systems allow for the automation and optimization of various marketing activities, providing a significant competitive advantage.

Using marketing automation also enables proactive customer relationship management. For example, you can automatically inform customers about new products or special offers, as well as engage those who have visited your site multiple times but have not yet made an inquiry.

Educating the end customer and building the brand

While the B2B catalog is initially aimed at direct contractors, it can also serve as an effective communication tool with the end user of your products. Using product cards to educate about the specifics, applications, and benefits of products not only informs but also increases interest and demand for the offered goods.

Both end-customer education and systematic brand building through the B2B catalog are actions that bring long-term benefits.

Integration opportunities

Centralizing product data in one digital place opens new opportunities for your B2B company, especially regarding collaboration with existing customers, for whom easy access to detailed product information is often crucial.

One of the simpler ways to support your customers is by offering product information in easily accessible files such as CSV or XML, which are regularly updated.

For more advanced requirements, developing and providing an efficient API is ideal, allowing not only access to detailed product data but also including prices and inventory data, enabling your customers to place orders directly from their purchasing platforms.


Implementing a B2B catalog is an effective and strategic first step for companies looking to establish a presence in e-commerce without investing in a full-scale trading platform right away. The accessibility of this solution allows focusing on key aspects such as product presentation, which is crucial in building brand visibility and awareness in the digital world.

Through a B2B catalog, enterprises can not only effectively manage product information and simplify sales processes but also gain a competitive advantage through better organization of product data.

A B2B catalog also enables the use of advanced marketing automation tools, significantly contributing to increased communication and sales efficiency.

In summary, a B2B catalog is not just a product presentation tool but a comprehensive platform enabling the expansion and integration of various functionalities, supporting dynamic development in e-commerce.

Need e-commerce support? Contact us!

Schedule a free consultation with our expert.

Read also: