Digital transformation has changed the way B2B companies do business.
Today’s buyers expect the same seamless experience they get in B2C — fast ordering, easy access to product information, and full transparency around pricing, stock, and order status.
A customer portal is no longer a nice-to-have. It’s a key part of your digital ecosystem. But with so many options out there, finding the right solution can feel overwhelming.
In this article, we’ll walk through what to consider when choosing a platform, which features matter most for manufacturers and wholesalers, and how to make sure your investment delivers lasting value.
1. Start by defining your purpose
Before you start comparing vendors or technologies, be clear about what role the portal should play in your business. This isn’t just about software: it’s about creating business impact.
Identify goals and users
Ask yourself:
- Who is the portal for — resellers, wholesalers, end customers, or partners?
- Which processes should it support — ordering, product data, service cases, after market sales?
- Which internal systems does it need to integrate with ERP, CRM, warehouse, pricing?
- Do you want an all-in-one setup with PIM, CMS, campaigns, and customer-specific pricing?
A portal that strengthens your competitive edge
A well-designed customer portal does more than save time. It helps you strengthen your customer relationships.
Manufacturers and distributors that offer a modern, easy-to-use portal can stand out by offering genuine value: simpler ordering, a sales channel that’s always open, real-time data and personalized experiences.
2. Focus on the essentials
A strong B2B portal brings together usability, business logic and smooth integration. These are the fundamentals you shouldn’t compromise on.
Self-service and order management
Customers want to be able to:
- View their order history and invoices
- Place new orders online
- See current prices and stock levels
Personalization and pricing
B2B business rarely follows a standard pattern. Different customers have different prices, assortments and terms. Your portal should support customer-specific pricing, product ranges and campaigns as a natural part of the setup.
Integration with core systems
One of the main success factors for B2B portals is seamless integration with ERP and CRM systems. It ensures that key data such as prices, product information and order status are accurate and always up to date.
3. Plan for growth and flexibility
When you invest in a new customer portal, think long term. B2B commerce changes quickly, and your platform should be able to evolve with your business.
Built for flexibility
Choose a solution that doesn’t lock you into a specific architecture or supplier. It should be flexible enough to support new business models like subscriptions, reseller self-service or digital product catalogs. A broad partner network is also important to make sure you can adapt as your needs grow.
Cloud-based architecture for simplicity
A modern cloud platform makes it easier to handle maintenance, updates and scaling. It reduces IT costs and allows for faster development, which can make a real difference in a competitive market.
4. Make the customer experience count
Customer experience (CX) is just as critical in B2B as in B2C. A portal that is simple, fast and consistent helps build loyalty and boost sales.
Design for the user (UX)
Invest in a portal that reflects how your customers work, not how your organization is structured.
Good design makes it easy to find products, understand prices and complete orders without confusion or friction.
Mobile-friendly by default
Many users of B2B portals work in warehouses or out in the field. A mobile-friendly portal is therefore essential. It increases accessibility and encourages everyday use.
5. Choose the right partner and platform
Finding the right technology is only half the work. The partner behind it matters just as much.
For manufacturers and wholesalers, success often comes from combining e-commerce, PIM and customer portal functions into one solution.
Ask the right questions
- Does the platform handle complex B2B flows such as customer-specific pricing, EDI orders or quotations?
- Can it integrate easily with your existing systems?
- Are there ready-made modules for a faster launch?
- Is it designed to scale internationally?
A platform ready for growth
A flexible B2B commerce platform should adapt to the specific needs of your industry, whether you are a manufacturer, wholesaler or distributor. It should give you control, insight and the ability to meet changing customer expectations quickly.
That’s where modern solutions like Litium’s B2B platform come in. With built-in integrations, advanced PIM capabilities and support for multiple business models, it gives you a solid foundation for growth without sacrificing customer experience.
Conclusion: The customer portal as a long-term investment
Choosing a customer portal isn’t just about digitalizing order flows. It’s about building a future-ready business. The right solution will strengthen relationships, improve efficiency and deliver valuable insights for continued growth.
Take the next step
Want to learn more about how a modern B2B customer portal can support your business?
Discover how a flexible and scalable solution can help you improve customer experiences, build loyalty and grow faster — whether you’re a manufacturer, wholesaler or distributor.
Read more: Customer Portal | ERP-integrations | Contact Litium