Selling to businesses through an online store requires more than just an online catalog. Customer-specific pricing, quote workflows, ERP integrations, and user roles: Cube builds B2B e-commerce solutions that digitize your ordering process without compromising on the complexity that business relationships inherently demand.
Selling business-to-business products through an online store is harder than it seems.
The process
Your current platform can’t handle it: customer-specific pricing, volume discounts, multiple users per account, and purchase on credit. Most standard platforms don’t offer these features without a stack of plugins that will eventually conflict with one another. You end up adapting your processes to the platform, when it should be the other way around.
Prone to errors
Orders are entered into your systems manually: the online store operates separately from your ERP, accounting, and inventory systems. Orders have to be manually retyped. Pricing agreements aren’t synchronized. Inventory information isn’t always accurate. The more orders you have, the bigger the problem.
Time
Business buyers either give up or end up calling: a B2B buyer wants to place repeat orders quickly, view their order history, pay by invoice, and possibly request a quote. If the online store doesn’t support these features, they’ll call. And that costs you time and them patience.
Essential features for B2B e-commerce sites.
Prices and discounts
The foundation of every B2B online store. When customers are not logged in, they see only their own prices—or no prices at all. Volume discounts (the more you order, the lower the price per unit) and customer group discounts are standard features in a custom solution.
Accounts
A business customer is not an individual but an organization. Multiple employees should be able to place orders, but not everyone has the same permissions. A purchasing manager sees different information than an assistant who places orders. Define roles and permissions by user, by department, or by location.
Available
Not every B2B transaction starts with a direct purchase. For larger orders, a quotation process is standard: the customer requests a quote, you confirm the price and delivery time, and the customer converts it into an order. You want to digitize that process—not via back-and-forth emails, but integrated into the online store.
Repeat orders
Let customers reorder previous items with a single click. Display their full order history, including status, tracking information, and invoices. This significantly lowers the barrier to placing repeat orders and reduces the number of inquiries to your customer service team.
Buy on account
The standard payment method in B2B is payment by invoice with a payment term. Set a credit limit for each customer, link this to your accounts receivable management system, and send invoices automatically via your accounting integration.
Catalog
Not every customer is allowed to view or order every product. Create catalogs by customer segment, hide products from unauthorized users, and display customer-specific product ranges.
ERP integration: the backbone of a successful B2B online store.
A B2B online store without an ERP integration is an island. Orders come in through the online store, but have to be manually entered into your ERP, accounting, or warehouse system. That works for a handful of orders a week, but not for the scale at which you want to grow. Building ERP integrations. We build ERP integrations for systems such as AFAS, Exact, SAP, Microsoft Dynamics, and Sage. We do this via a middleware layer: an intermediary layer that manages communication between systems, without the webshop and ERP being directly dependent on each other. This makes future expansions and system changes much easier.
A good ERP integration synchronizes in real time:
Product data and inventory: from your ERP to the webshop, so customers never order a product that is out of stock.
Customer data and pricing agreements: including customer-specific prices, discounts, and payment terms.
Orders: automatically from the webshop to your ERP, so order processing starts immediately.
Invoicing and payment status: back from the ERP to the webshop, visible to the customer in their account.
You know your systems. We build the connection.
When should you opt for a custom solution?
Off-the-shelf B2B platforms such as Magento B2B, BigCommerce B2B, or Shopify Plus offer an increasing range of B2B features. They are a good choice for standard scenarios. But they have their limitations.
Choose a platform such as:
Your B2B processes are relatively standard, short-term scalability is a priority, or your budget is limited and you want to expand the complexity later.
Choose a custom solution if:
Your pricing logic or order flows are too complex for standard configurations; you need to deeply integrate multiple systems (ERP, WMS, CRM, PIM); you require specific features that no platform offers out of the box; or vendor lock-in poses a strategic risk.
Experience with OCI integrations.
OCI (Open Catalog Interface) is a standard for electronic procurement that is widely used in large organizations and government agencies. Through an OCI integration, a procurement system such as SAP or Coupa can place orders directly from your online store without the buyer having to leave their procurement system. The product is selected in the online store and sent back to the procurement system as an order line. For organizations that sell to corporations or government agencies, this is often a strict requirement. Cube builds custom OCI integrations.
Configurators for complex B2B products.
A configurator turns a complex product range into a clear decision-making process. Business buyers put together their own products, services, or contracts based on variants, specifications, and customer-specific pricing agreements. The correct quote or order line is generated instantly, without the sales team having to work everything out manually. For organizations with a broad or technical product range, this means fewer errors, faster response times, and a shorter sales cycle. Cube builds custom configurators tailored to your product logic and integrated with the systems you already use.
The benefits of a B2B online store
Efficiency
Orders are automatically imported into your ERP system. No manual data entry, no errors caused by human intervention, and no backlogs.
Self-service
Customers can place orders, view their order history, and request quotes without having to call your team. That saves time for everyone involved.
Control
You decide which products each customer sees, what prices apply, and who is authorized to place orders. By customer, by user, by product group: down to the level your business relationships require.
Scalability
The platform scales with your order volume, customer base, and product catalog without requiring you to start over or switch platforms.
Integration
Real-time synchronization with your ERP, accounting, and inventory systems. A single source of truth for your entire operation—no duplicate entries, no errors.
Ownership
No platform licensing fees, no reliance on an external roadmap. The code is yours.
What this means in practice
A B2B online store makes the ordering process much simpler. Customers place their own orders, which are automatically entered into your systems, eliminating many manual steps. This provides peace of mind and a clear overview. What does that look like in practice? These organizations have already made the switch and are showing the benefits.
More conversions, less manual work for Pure Energie.
Pure Energie wanted a website that guides visitors step by step toward an energy contract. The decision flow calculates the price in real time based on usage and circumstances, and concludes with a payment process that is immediately routed to the back office. More conversions, less manual work.
Lucassen Nursery: From Excel to a Modern Ordering Process.
Orders used to come in via Excel and email. That worked—until the volume became too high. We built an ordering portal with daily inventory synchronization via the Wintree API. Customers now place orders themselves, 24/7, based on real-time inventory information. The payment flow goes directly to Lucassen’s system.
A new digital landscape for Nou.
Following the merger of three printing companies, we built a web store for Nou that is fully integrated with their AFAS environment. Customers order cartridges and toners through the portal. Orders, product management, and customer data are all handled through a single system. In addition, a configurator is available that allows companies to easily manage their printing needs and machines. No external platforms, no duplicate data entry.
When you need a B2B online store.
Phone orders
Your business customers still call or email you before placing an order.
Manual processing
You process orders manually in your ERP or accounting software.
Complex pricing logic
You have customer-specific prices or volume discounts that a standard platform can't handle.
User rights
You want to have multiple users per account with different permissions.
Quotation Process
You want to digitize the quoting process without back-and-forth emails.
Platform dependency
You are dependent on your current platform's roadmap for future developments.
We look forward to working with you.
Create
We map out your ordering processes, customer relationships, and system landscape. What pricing agreements are in place? How do the quotation processes work? Which systems need to be integrated? In a Sprint 0, we lay the foundation so that we build on understanding, not on assumptions.
Develop
Based on that knowledge, we design the B2B architecture: data model, user roles, integration strategy, and the UX of the client environment. We prototype the critical workflows and validate them with you and your end users before a single line of code is written.
Construction
Development in two-week sprints. You monitor progress, provide feedback, and set priorities. We build the online store, the ERP integration, the payment flow, and the account portal as a single, cohesive whole—not as separate components that are pieced together afterward.
Evolve
After launch, we monitor usage, process feedback from your business buyers, and expand the functionality. Through software management , we ensure that the platform remains stable and up-to-date. A B2B platform is never finished; it grows along with your organization.
We help corporations operate like startups, and startups grow into corporations.
Make it hard for us
Want to build a B2B online store? So do we.
Don't have a concrete plan yet? That's often where we start. Tamara would be happy to help you figure it out.
Prefer direct contact?
Tamara
Business Consultant
They went before you.
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Our team. Or rather, your team.
With courage, pragmatism, and a focus on quality.
Amber Projectmanager
Good at padel, social and has a good dose of humor. As project manager at Cube, Amber brings technology and client together and ensures that projects run smoothly. Sporty and curious, always ready for a new challenge and to achieve great results together with the team.
Bart Developer
Whether he's on the judo mat or in the office, Bart brings energy and humor wherever he goes. Always in good spirits, quick-witted, and a colleague you can truly count on.
Bernard Developer
Tukker, lover of squash, PSV, and photography during the golden hour. Bernard has been working with code for years, paying attention not only to functionality but also to readability and testability. Quiet, precise and always focused on beautiful and well-working solutions.
Bob Test Engineer | Security & Privacy
Of course, someone has to monitor AVG, quality & security. With conviction and punctuality, our Test Engineer and Security & Privacy Officer, Bob safeguards these facets.
Demi Officemanager
With a down-to-earth outlook and organisational talent, Demi is the go-to person who makes sure everything in the office runs smoothly. Her flexibility and people-oriented approach make her indispensable as office manager.
Dennis Full Stack Developer
With his vast knowledge and perseverance, he knows how to solve complex issues, while always being committed and pragmatic. We are happy to have someone like Dennis on our team.
Guus Full Stack Developer
Genuine Twente down-to-earthness, you're going to find that with Guus. An approachable and open person, a rock for our team.
Jarno Business Director
As fanatical as Jarno is in the gym and on the tennis court, he is also committed within Cube. His strength? Thinking along with clients' business and getting to the heart of business processes.
Jarno Back-end Developer
A true professional, Jarno keeps every appointment and delivers reliable results.
Jasper Developer
With his technical background, he is the perfect link between the developers and our clients. He is a true team player: sociable, structured and therefore a top Project Manager.
Jenne Marketing Manager
With confidence and a sharp pen, Jenne powerfully conveys any message. She knows exactly how to make an impact.
Jeroen Back-end Developer
Just as in jujutsu, the sport Jeroen practices, the same applies at Cube: Jeroen thinks ahead and acts decisively.
Job CEO | Executive
As founder of the organisation, Job starts his working day full of pride. Proud of the Cube team, of what we have achieved together and full of energy to realise our ambitious goals.
Joost Tech Lead | Team Pentagon
An expert in app development, who loves to share his knowledge! With a keen interest in others and a determined attitude, Joost is an asset to any project.
Jordy Software Architect
With a good dose of (rubber duck) humour, Jordy oversees every situation perfectly. You don't have to chase anything because he always has everything under control.
Justin Tech Lead | Team Hexagon
If there is anyone you can count on within the team, it is definitely Justin! With his sense of responsibility, he radiates calmness to his colleagues.
Kevin Developer
With his cheerful attitude and fresh outlook, Kevin has become a valuable force. He possesses a lot of expert knowledge and puts it to effective use every day.
Laura Digital Designer
A creative and curious professional with a passion for design and FC Twente. Cheerful, enthusiastic and always up for a good conversation, she brings both atmosphere and quality to her work.
Maartje Content Marketeer
Whether it is a catchy image or a compelling video, Maartje combines creativity, openness and honesty to tell stories that connect.
Mans Operations Manager
With a good dose of enthusiasm, Mans focuses daily on optimising processes and working methods. Cooperation is key, with the aim of achieving great results together.
Marcus Projectmanager
Marcus brings a fine energy to the team with his social character and enthusiasm. A real matchwinner, not only within Cube but also on the tennis court!
Marleen Projectmanager | Team Lead Octagon
With her down-to-earth approach and a wealth of technical knowledge, Marleen makes every project a success. As a driven Project Manager, she continuously helps Team Octagon move forward.
Mart Front-end Developer
With genuine interest, Mart builds front-end experiences that stand out. A precise person with whom working together is always a pleasure.
Melanie Projectmanager | Team Lead Hexagon
Thanks to Melanie's process-oriented approach, nothing gets left behind and everything comes together within the projects. With her enthusiasm, she takes the team with her in this.
Mick Tech Lead | Team Nexus
Mick works as a Tech Lead and collaborates closely with colleagues and clients to develop practical and smart solutions. With a strong focus on communication and the use of AI, he contributes to increasingly efficient workflows.
Nicky Projectmanager | Team Lead Nexus
Nicky brings people together, keeps an overview and ensures that plans become reality. With her creative vision and down-to-earth approach, she steers projects smoothly to the desired result. Always eager to learn and keen on content.
Onno Business Controller
With an eye for detail and a talent for numbers, Onno makes sure every comma and decimal is correct. Structured and disciplined - both in the office and on the tennis court, where precision and strategy come together.
Remi Software Architect
With a passion for imparting his expertise to colleagues and clients, Remi is known within Cube as the team's mentor - or as many call him: 'the Padre'.
Rogier Business Consultant
Rogier speaks the language of both our clients and our developers. Understanding processes? He is an expert at that!
Rosan Manager People & Organization
Rosan is the connecting force within our team. Committed, sincere and punctual - the enquiry point that brings people together and keeps the organisation running smoothly.
Roy Full Stack Developer
Roy has made his hobby his profession, with a passion for programming and an eye for detail. A quiet, extremely thorough developer who has his work cut out perfectly.
Ruben Full Stack Developer
Enterprising and structured - Ruben is a developer with vision... and he is always up for a game of darts in the break!
Ruben Digital Designer
A Digital Designer who combines innovation and structure, where his work is not only beautiful, but above all functional and purposeful.
Sander Developer
With an impressive amount of knowledge for his age and an athletic attitude, Sander is a committed and energetic force within any project.
Stijn Front-end Developer
A social Front-end Developer who loves structure and always keeps an overview. A valuable colleague within our team - not only on the shop floor, but also at Friday afternoon drinks!
Tamara Business Consultant
Tamara knows how to turn any issue into new opportunities with her energy and creative thinking.
Thomas Back-end Developer
A skilled Back-end Developer with a social attitude. Whether it is getting to the bottom of an issue, playing ping-pong or a game of football on the square - he always plays at a high level.
Ties Tech Lead | Team Pentagon
A fine collaboration with Ties? You can count on that! An accurate Tech Lead who stands firmly on his feet and is not afraid to step outside his comfort zone.
Tom Tech Lead | Team Octagon
Think of speed? Then you think of Tom! Whether it's fast cars or racing on the go-kart track - as long as it goes fast. So the innovative technology in this industry suits him perfectly.
Wesley Projectmanager
Met zijn IT-ervaring in ERP-software als consultant en projectmanager helpt Wesley klanten graag bij het realiseren van slimme automatisering en digitalisering als waardevolle aanvulling op hun ERP- en CRM-systeem.
Questions? No problem.
A B2B e-commerce platform supports business buyers with customer-specific pricing, volume discounts, multiple user roles, quote workflows, and ERP integration—features that a consumer platform does not offer.
Custom pricing, volume discounts, user roles per account, a quote module, order history, purchase on credit, and ERP integration are the core features. Additionally, configurators, EDI integrations, and multi-warehouse support are available.
Via API integration or middleware. Cube integrates with AFAS, Exact, SAP, and Microsoft Dynamics through a middleware layer that keeps the online store and ERP systems independent of one another and ensures their future-proofing.
Yes. With customization, you use the same catalog but with separate pricing rules and checkout flows for each segment. B2B customers see their own environment; consumers see a standard shopping experience.
For standard scenarios, Magento B2B or Shopify Plus are good options. For complex pricing logic, deep integrations, and custom order flows, a custom solution is the better choice. Cube provides recommendations based on your specific processes.
OCI allows you to place orders directly from your online store through an external procurement system such as SAP. Products are selected in the online store, and the order line is automatically sent back to the procurement system. This is often a strict requirement for corporations and government agencies.
Through a targeted onboarding campaign, a first-order experience that’s as simple as possible, and active support from your inside sales team during the transition to the new platform.