The ascent of B2B eCommerce has been significantly hindered by various barriers in the past. However, as technology advances, these hurdles are being systematically dismantled, paving the way for a thriving B2B eCommerce landscape. This blog delves into three major barriers that have been overcome to foster a conducive environment for B2B eCommerce.

1. User-friendly systems for the business.

Why was this a barrier? Legacy systems were often cumbersome and required a high degree of technical know-how, making them inaccessible for many users as the skills gap was so difficult and costly to fill.

How that barrier has been overcome:

  • Ease of use. Shopify's intuitive interface is designed for the average computer user, lowering the learning curve significantly compared to legacy systems.

  • Lower training costs. Businesses save on extensive training and onboarding costs that are typically associated with complex e-commerce systems.

  • Faster adoption. A user-friendly system encourages faster adoption within the organisation, accelerating the digital transition.

2. Outstanding user experiences for end-customers.

Why was this a barrier? Inflexibility. Past B2B platforms were rigid and lacked the flexibility to adapt to the diverse needs and complexities needed for different transactions.

How that barrier has been overcome:

  • Simplified navigation. Agencies like blubolt excel in creating intuitive designs that simplify the navigation of complex B2B transactions.

  • Emotive design. A design with your brand at the very centre of it. An experience that sparks emotive feelings leading to higher user satisfaction and repeat business.

  • Customisation. Tailoring the user experience to meet individual customer needs enhances satisfaction and loyalty.

3. Explosion in average order value of B2B eCommerce transactions.

Trust deficit. Previously, the lack of trust in online systems curtailed high-value transactions as buyers were hesitant to make large purchases without personal interactions.

How that barrier has been overcome:

  • Quick ROI realisation. With high-value transactions, businesses can now realise a positive ROI on their B2B e-commerce investment in a matter of transactions.

  • Increased buyer confidence. Higher transaction values indicate a growing confidence among buyers in conducting substantial business online.

  • Market expansion. High-value transactions open up new markets and opportunities, enabling businesses to scale and grow.


The dismantling of these significant barriers has ushered in a new era for B2B eCommerce. By embracing user-friendly systems, delivering outstanding user experiences, and capitalising on the surge in average order value, businesses are well-poised to thrive in the burgeoning B2B eCommerce domain.

The future indeed looks promising for those ready to adapt to these favourable changes.

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The 2024 B2B eCommerce Buyers Guide
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