A B2B wholesaler processing 1,000+ orders/week via phone and email with customer-specific pricing
Automating B2B Order-to-Cash with a Self-Service Portal
40-60% portal adoption typical in 6 months
This blueprint describes our proven approach. Specific outcomes vary by engagement.
Ideal For
Australian B2B wholesalers and distributors on NetSuite or Business Central processing high volumes of routine reorders via phone and email. Particularly relevant for food and beverage, building supplies, industrial consumables, and businesses with customer-specific pricing, credit management, and complex delivery scheduling.
The Problem
B2B ordering complexity goes beyond what a standard eCommerce platform handles. Each trade account has individually negotiated pricing across hundreds of SKUs. Credit limits need enforcement at point of order, not after. Products can only be ordered in case quantities (packs of 6, 12, or 24). Delivery scheduling is region-dependent with fixed delivery days per zone.
The net effect: the sales team - hired to build relationships and grow accounts - spends 60-70% of their time on data entry. Error rates sit at 5-12% depending on category, costing hundreds of thousands annually.
Our Approach
Platform Selection
For wholesalers on NetSuite, Sana Commerce integrates natively - the portal reads pricing, credit limits, and history directly from the ERP in real-time. BigCommerce B2B Edition offers more storefront flexibility and is better when the business needs custom merchandising or serves both B2B and B2C.
Celigo Integration Flows
Salesforce to NetSuite customer provisioning: New trade accounts automatically provisioned in NetSuite with correct price level, credit limit, payment terms, and delivery schedule. Previously 24-48 hours, now under 2 minutes.
Delivery schedule engine: Custom io.js scripting calculates available delivery dates based on postcode, warehouse, carrier cut-off times, and public holidays.
Financial sync to Xero: Invoice and payment data flows for automated reconciliation.
Low stock alerts: Automated PO generation when stock drops below reorder point.
Credit limit enforcement: Real-time credit checking at point of order submission.
Rollout Strategy
Three waves: 150-200 high-volume accounts first, then 500-800, then all remaining. Each wave includes a 2-week parallel period where phone/email ordering remains available. Account managers retrained during rollout - their role shifts from order processing to account growth.
Typical Impact
Portal adoption
Before
0%
After
40-60% typical
Order errors
Before
5-12%
After
< 2% typical
Sales time on entry
Before
60-70%
After
20-30% typical
Average order value
Before
Baseline
After
+8-15% typical
Days to payment
Before
35-45 days
After
25-32 days typical
Expected Outcome
40-60% of routine reorders shift to self-service. Error rates drop from 5-12% to under 2%. Sales time on processing drops from 60-70% to 20-30%. AOV frequently increases 8-15% from product recommendations. Days-to-payment improves from 35-45 to 25-32 days.
Want to explore this approach?
Every project starts with a conversation. Tell us what you're working with and we'll tailor this blueprint to your situation.
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