More and more B2B companies are shifting to digital sales – but manufacturing businesses are still lagging behind. At the same time, buyer behavior is changing rapidly, and competition is intensifying. In this article, we’ll explain why digital sales is essential for manufacturers aiming to boost profitability, improve customer experience, and stay ahead of the curve. You’ll also get answers to common questions, learn why ERP integration matters – and see how others have succeeded.
Manufacturers are falling behind – but the opportunity is huge
According to our annual report “Nordic Digital Commerce in B2B 2025”:
- 79% of manufacturers use some kind of digital sales channel today.
- That’s still lower than resellers (86%) and wholesalers (90%).
- Many still haven’t implemented direct digital sales through a webshop or customer portal.
This doesn’t mean it’s too late – it means the potential for growth is greater than ever.
Why should manufacturers invest in digital sales?
1. How does digital sales improve customer relationships?
By offering digital interfaces like webshops or customer portals, you gain direct insight into customer behavior and buying patterns. This helps you deliver more relevant content and improve communication.
2. How can digital tools increase sales to existing customers?
With 24/7 access to self-service, customers can easily repeat orders, configure new ones, or add complementary products. That means more sales – without adding pressure on your sales team.
3. How does digitalization improve service and support?
Digital platforms give customers access to order history, stock status, product data, and downloadable documents – any time, from anywhere. That reduces manual admin and increases satisfaction.
Make it manageable – connect your B2B orders to your ERP
To succeed with digital sales, everything must connect. That’s why many manufacturing businesses choose solutions where their customer portal is integrated with their ERP system. This lets you:
- Handle all orders on a central platform
- Avoid duplicate work and manual errors
- Save time, prevent over- or under-selling
- Optimize order flows and customer experience
➡️ Read more about a customer portal for B2B companies
Example: El-Björn and MCT Brattberg integrated the solution with their ERP
Concrete examples are El-Björn and MCT Brattberg who choose Litium with full integration to their Monitor ERP system. This gives their customers a modern digital portal to browse products, place orders, track deliveries, and access documents 24/7.
“We chose Litium for a flexible, future-proof platform... The integration with our Monitor ERP makes it easier for customers to manage their orders smoothly.”
– Sofia Smajlovic, Marketing Coordinator at El-Björn
👉 Read more about El-Björn’s decision here
"For us, it is important that our customers can easily find the right solution, no matter where in the world they are. With Litium, we get a flexible and future-proof platform that helps us improve both accessibility and service," says Ola Johansson, Marketing Coordinator at MCT Brattberg.
Here you can read more about the solution for MCT Brattberg and the most important functions for an integrated customer portal.
Challenges exist – but are solvable step by step
We know many manufacturers ask:
- How do we digitalize a personal sales culture?
- How do we connect our ERP to digital platforms?
- Who should lead the project – and where do we start?
The key: You don’t need to have all the answers at once. Start small:
- Choose a product group to pilot
- Focus on simpler order types
- Involve sales and marketing from day one
- Spend time on internal education, it takes time to change behaviors.
AI and data-driven sales – the next step for manufacturers
AI and analytics are accelerating in B2B:
- 24% already use AI – mainly for marketing, analysis, and sales optimization
- 43% of digital sellers use ongoing data insights to improve their offering
For manufacturers, this could mean smarter demand forecasts, personalized product recommendations, and dynamic pricing strategies.
Very soon our report about AI and B2B is released, find out more information here.
Digital sales = business development
Digital sales isn’t an IT project – it’s a business strategy for:
- Stronger customer relationships
- Profitable growth
- Meeting tomorrow’s expectations
“More companies now see digital sales as a way to create customer value – not just to optimize internal processes.”
– Martin Billenius, CEO Litium
Common questions from manufacturing companies
What is digital sales in manufacturing?
It means selling via digital platforms – like webshops or customer portals – instead of relying solely on personal or manual channels.
Why is ERP integration important for B2B sales?
It ensures your customer portal shows correct pricing, stock status, and order history. It also reduces admin and errors.
How does digital sales impact profitability?
Companies see higher repeat sales, better service, and more efficient processes – all contributing to stronger margins.
Next steps?
📘 Download the report: Nordic Digital Commerce in B2B 2025
📌 Read the guide: The ultimate guide to B2B customer portals
💬 Talk to us: We help manufacturers succeed with digital sales integrated to ERP. Mail to curious@litium.com and we will get back to you.
