Unlock advanced B2B eCommerce features with Venditan Commerce

An introduction to B2B selling with Venditan Commerce

Venditan Commerce is a unified eCommerce and retail platform that supports both retail and trade business models within a single ecosystem. Its dedicated B2B module equips wholesale and distribution businesses with the advanced functionality they need to sell efficiently, manage complexity, and grow with confidence.

More than just a trade portal, the platform supports end-to-end B2B operations, from front-end selling through to customer-specific pricing, credit account management, and seamless integration with essential third-party tools such as accounting systems or sector-specific product information management (PIM) platforms.

British distributors and hybrid merchants, including Bradshaw Taylor, Impulse Embedded, Nest, Hennings Wine and Butler Technik, already trust Venditan Commerce to power their B2B operations.

Product management built for trade complexity

Trade and wholesale products often come with a level of complexity that most eCommerce platforms can’t handle out of the box.

Venditan Commerce is different, built from the ground up to support the nuanced requirements of distributors, manufacturers, and hybrid businesses managing intricate product data, pricing logic, and stock movement.

Multi-SKU and variant handling

Trade products often come in extensive permutations and specifications.

The platform supports complex parent-child relationships, allowing you to manage multiple SKUs under a single product umbrella with ease. Each variant can carry its own:

• Pricing.
• Inventory level.
• Barcode or identifier.
• Images and attributes.
• Descriptions and media.

This variant system is essential for accuracy in both front-end B2B catalogues and back-end fulfilment workflows.

Bill of Materials (BOM) and Product Bundling

Venditan Commerce supports both Bills of Materials (BOMs) and commercial product bundling, offering flexibility across both manufacturing and marketing use cases:

• Nested BOMs allow for structured assemblies with subcomponents, ideal for electronics, machinery, and kit-based builds.
• Bundled products allow you to group SKUs into commercial packs with defined pricing and stock rules, ideal for starter kits, trade deals, or promotional offers.

Both systems intelligently tie into inventory and order processing, ensuring stock levels reflect the real-world relationship between components and finished goods.

Flexible B2B Pricing and Quoting

Venditan Commerce supports the complex pricing structures expected in B2B:

• Volume-based pricing: Automatically apply price breaks by quantity.
• Customer-specific pricing: Serve contracted rates or bespoke price lists by customer or group.
• Quote-driven sales: Mark products as “Request a Quote,” triggering structured forms that feed into the platform or your CRM, enabling teams to handle custom pricing and terms offline.

Barcode, GTIN, and Part Code Support

Venditan Commerce supports multiple product identifiers,  including SKUs, barcodes, GTINs, and manufacturer part numbers, essential for fast, accurate fulfilment. These identifiers can be used in:

• Goods-in scanning.
• Warehouse picking.
• Stock takes and audits.
• Trade counter lookups.

This makes the platform particularly well-suited for B2B merchants handling high volumes or technical products that rely on accuracy and traceability at every stage of the fulfilment workflow.

Rich Product Data & Resources

Trade buyers need detail, and we deliver:

• Custom product attributes: Add unlimited, structured data fields to each product (e.g. wattage, materials, certifications).
• Supporting documents: Attach technical PDFs, spec sheets, installation guides and more, all visible to your internal team and trade buyers alike.

Together, these tools ensure your product catalogue is not just accurate, but genuinely helpful, reducing friction, minimising errors, and building buyer trust.

Structured product lifecycles

Venditan Commerce allows merchants to manage the full lifecycle of a product, from initial creation to deactivation.

Products can be held in draft while awaiting sign-off or stock, marked as discontinued for phase-out, or archived entirely when no longer in use. This provides tight control over catalogue visibility while supporting long lead times, phased product rollouts, and seasonal changes common in B2B environments.

Order Management across every B2B channel

Venditan Commerce gives B2B merchants a centralised command centre for order capture and fulfilment, unifying online, in-store, and offline trade orders into a single system.

From quote to dispatch, every stage is handled in-platform, allowing operational teams to maintain visibility and control regardless of sales channel or fulfilment method.

Partial fulfilment with linked order handling

In B2B, fulfilment rarely happens all at once. Whether due to lead times, stock gaps, or customer preference, partial dispatch is often the norm.

Venditan Commerce allows you to:

• Split orders into multiple consignments, each with its own dispatch date.
• Maintain a link to the original order for accurate tracking and reporting.
• Update customers automatically with relevant fulfilment details.

This is critical for maintaining service levels on large or phased orders, especially in sectors with backorders, made-to-order products or staggered project rollouts.

Manual stock allocation for priority orders

Venditan Commerce gives fulfilment managers the ability to manually allocate stock to specific orders, bypassing FIFO or automated logic when needed.

This means you can:

• Prioritise key trade accounts.
• Reserve stock for scheduled jobs or VIP clients.
• Allocate stock tactically during shortages or launches.

Manual allocation ensures the right products go to the right customer, protecting revenue and relationships when availability is tight.

Multi-location fulfilment logic

Venditan Commerce supports multi-location fulfilment, enabling you to dispatch orders from warehouses, retail stores, or third-party partners, with full visibility and control.

Features include:

• Routing rules to determine the best fulfilment source.
• Split dispatch by location with separate tracking.
• Different dispatch dates per fulfilment node.

The result is a highly flexible fulfilment operation, more akin to Amazon than a traditional wholesale backend, allowing you to optimise stock flow, reduce delivery times, and leverage every inventory point in your network.

Advanced shipping logic and carrier integrations

Venditan Commerce comes pre-integrated with major British courier services, supporting both direct integrations and shipping aggregators like ShipEngine. This opens up a wealth of automation options:

• Rate shopping between carriers.
• Service-level filtering by order type or destination.
• Print-ready label generation.
• Live tracking and status updates.
• International shipping compliance (e.g. customs forms).

These integrations allow your team to scale B2B fulfilment without being held back by manual booking or disconnected systems. Whether you’re dispatching five pallets to a building site or a next-day parcel to a trade account, Venditan handles it with precision.

Stock and inventory management built for scale

Venditan Commerce gives you complete visibility and control over your stock position across every location and channel.

Whether you operate warehouses, retail stores or a combination of both, the platform maintains a central source of truth for all inventory activity.

Multi-location stock with one master record

Every product in Venditan Commerce is tied to a single master stock record, regardless of how many sales channels or fulfilment locations you operate. This means you can:

• Track inventory across all warehouses and stores.
• Adjust availability rules by location or channel.
• Monitor overall and per-location levels in real time.

This single-record approach avoids duplication, reduces the risk of overselling and enables hybrid B2B/B2C businesses to operate from a unified inventory pool without unnecessarily ringfencing stock.

Purchasing, suppliers and replenishment in one place

Purchasing and supplier relationships are built into the platform. Manage vendors, stock sources and pricing within Venditan Commerce to simplify your operations. Purchase orders can be raised, approved and tracked from within the system, with full visibility for operational teams.

This integrated view ensures trade teams are not switching between disconnected spreadsheets, inboxes and finance tools to place or chase orders.

Automated replenishment and purchasing

Venditan Commerce can generate purchase orders automatically based on live and historical sales data. Set minimum and maximum thresholds, forecast demand, and let the platform recommend what needs reordering, when and from which supplier.

Orders can be reviewed, signed off and emailed directly to vendors with all required product and delivery information.

This saves time, improves stock availability and reduces the risk of missed sales due to stockouts.

Dropshipping support

When direct fulfilment is not the most efficient route, Venditan Commerce allows you to send specific orders straight to suppliers for dropship. The platform automatically identifies the right supplier, forwards the order details, and updates the order record to reflect the arrangement.

This allows you to expand your range, reduce holding costs and increase flexibility without manual intervention or external tools.

Built for hybrid stock workflows

For businesses that serve both retail and trade customers, Venditan Commerce supports a hybrid model. Stock is not split between B2B and B2C unless you need it to be. Instead, rules around availability, pricing and allocation are set per channel, giving you full control over who sees what and when, without introducing duplication or complexity.

This hybrid approach makes the platform ideal for growing businesses that sell to both consumers and trade accounts, whether through their own site, marketplaces or sales teams.

Trade customer management in one unified system

Venditan Commerce enables you to manage trade accounts with clarity and control. From credit limits to loyalty schemes, the platform provides customer-level flexibility while maintaining a single, connected system for your operational teams.

Credit limits, payment terms and preferred payment methods

Venditan Commerce supports the full credit management cycle for trade customers. You can set individual credit limits that control how much a customer can owe at any one time. Alongside this, the platform enables you to define payment terms, such as 30, 60, or 90 days, tailored to each account.

Preferred payment methods can also be configured per customer, whether that’s invoice, direct debit, credit card or other options. The system tracks outstanding balances in real time, automatically preventing new orders from exceeding credit limits until outstanding amounts are reconciled.

This integrated approach ensures you maintain control over credit risk while giving customers flexible payment arrangements that suit their needs, all managed from one place without the need for disconnected finance systems.

Loyalty programmes for trade

Venditan Commerce includes a configurable loyalty system, traditionally reserved for B2C, now available to your trade customers.

• Apply a points multiplier on the order value.
• Points are redeemable as a balance at checkout.
• Can be used alongside other payment methods.

Offering loyalty points is an effective way to modernise your B2B offering, encourage repeat business, and differentiate from competitors. It brings a proven consumer tactic into the wholesale space, where retention is often driven by price alone.

Preferential Pricing and Customer-Specific Lists

Give key accounts their own pricing across your product catalogue. Venditan Commerce supports fully custom price lists per customer, which automatically apply online. No manual rekeying. No back-and-forth. Your customers log in, see their pricing, and place orders at agreed rates.

This functionality is essential for sectors where margins are negotiated and pricing structures vary across accounts.

Discretionary Discounts at Order Level

When flexibility is required, Venditan Commerce gives your team the ability to edit product prices or apply discounts at the order level. These can be processed on the fly by internal users with the appropriate permissions, preserving your ability to make exceptions for high-value accounts or situational requirements.

This balances process with pragmatism, keeping your teams in control without limiting their ability to serve trade customers effectively.

Purpose-built B2B websites, powered by Venditan Commerce

Your website is more than a portal. It’s a sales tool, a customer service hub, and often the first impression of your business. Venditan Commerce gives you full flexibility in how you take your B2B site to market, with award-winning design and development to match the complexity of your operations.

Three Development Routes

Depending on your needs, we offer different approaches to building your B2B storefront:

• Fixed: A focused build for fast deployment, using predefined functionality to get you trading quickly.
• Blended: Combines B2B and B2C elements into a single customer-facing site, perfect for hybrid merchants who serve both audiences.
• Portal: A dedicated trade portal built around logged-in user experience, tailored pricing, account access and high-volume reordering.

Every approach is underpinned by the same robust Venditan Commerce platform, giving you the same backend control, whichever frontend route you take.

Built-in Features Designed for Trade

Your customers expect more than just a basic order form. Venditan Commerce includes the following B2B-ready features out of the box:

• Optimised Site Search: Built to handle technical product catalogues and part codes, not just product names.
  
• Customer Account Area: Allow customers to manage orders, credit limits, invoices and saved baskets, all within a secure login area.
  
• Product Comparison Tools: Enable technical comparisons based on product specifications, helping customers make informed purchasing decisions without calling a rep.
  
• Quick Order / Bulk Add to Basket: Let customers enter SKUs directly or upload CSVs to quickly build large orders. Essential for high-frequency buyers who know exactly what they want.
  
• Saved Baskets & Reordering: Customers can save baskets for future use or reorder from past purchases, reducing friction and making recurring orders quick and easy.

Your Site, Your Way

Venditan Commerce gives you the building blocks, but the roadmap is yours. Suppose your team or customers need something specific. In that case, whether it’s a bespoke quote builder, sector-specific filtering, or real-time stock feed integration, our in-house team can design and deliver it.

The result is a B2B site that not only meets expectations but reshapes them.

Payments

Venditan Commerce supports a wide range of B2B payment requirements, built to reflect how trade businesses operate, both online and offline.

Online and Offline Payment Support

Take payments directly through your B2B website using popular gateways (credit/debit cards, Apple Pay, PayPal), or record offline payments received via phone, cheque, or in person. All payment activity is stored centrally and reconciled against customer accounts.

Credit Payments and Terms

Assign credit limits and custom payment terms to individual trade customers. Orders placed on account are automatically deducted from their available credit, with the balance visible in their online account area.

Invoicing System

Generate professional, itemised invoices automatically for any order placed on credit. Invoices are accessible to customers through their online account and can be tracked and managed within the admin interface for reconciliation and follow-up.

Preferred Payment Methods

At the customer level, you can set preferred payment methods, ensuring the checkout process is pre-configured for each client’s buying behaviour.

Built-In Flexibility

Whether you’re dealing with advance payments, part-payments, or post-fulfilment invoicing, Venditan Commerce gives you the flexibility to define how and when payment is taken, while keeping the experience consistent for both buyer and finance teams.

Integrations

Every trade business is different, and so are the systems that support them. Venditan Commerce offers flexibility at the integration level, enabling retailers and distributors to run a fully unified stack or selectively connect third-party platforms where it makes sense.

Native Functionality, Composable Where It Matters

Venditan Commerce includes robust, built-in ERP and PIM capabilities, meaning for many businesses, there’s no need for costly bolt-ons or middleware. However, when it comes to areas like accounting, marketing automation, or specialist reporting tools, the platform is composable by design.

This allows you to create a tech stack that suits your exact operational model, centralised where it should be, integrated where it must be.

Trade-Ready Data Flow

Integrations can be used to power key trade workflows such as:

• Pushing sales data into external accounting platforms.
• Pulling enriched product data from industry-specific databases.
• Syncing customer and order information with CRMs.
• Automating purchase order communication with suppliers.
• Triggering shipping and logistics updates via fulfilment partners.

All of this ensures your business isn’t just connected, it’s coordinated.

Efficiency Through System Cohesion

The value of integrations isn’t in the technical link, it’s in the operational efficiency they unlock. Venditan Commerce is built to keep data accurate, real-time, and actionable across systems, reducing manual duplication, streamlining finance operations, and keeping stock and customer records tightly aligned.

Whether you're looking for a single-source platform or a modular ecosystem, Venditan Commerce supports the way you work, now and as you grow.