Why B2B ecommerce needs a different integration than D2C
B2B ecommerce looks like ordinary ecommerce on the surface — a webshop, a checkout, an order. But underneath, the data flow is fundamentally different. Three things make a standard D2C integration fall short for wholesalers, distributors, and brands selling B2B alongside D2C:
Customer-specific price lists and agreements — in B2B, not every customer pays the same price. Resellers have volume discounts, distribution partners have their own price lists, some customers have currency-specific agreements. The ERP owns these contracts — the webshop needs to read them, show the right price at checkout, and send the order back with correct pricing.
Credit limits and net terms — B2B customers rarely pay by card at checkout. They buy on invoice with 30-day net terms, have a credit limit with you, and expect to see their available credit when placing the order. That requires the webshop to know what the ERP knows.
Large orders with complex line items — a B2B order can include 50, 100, or 500 line items. Entering them manually in the ERP is a well-known failure mode. B2B integration is largely about eliminating manual order entry — orders from the webshop should land in the ERP as proper order and invoice lines, not as CSV files someone manually pastes in.
The typical Nordic B2B ecommerce stack
Most brands selling B2B that we work with run a variation of this stack:
- Ecommerce: Shopify (with B2B functionality), WooCommerce (often with B2B plugins), Centra (larger global brands running D2C + wholesale), Norce, Geins
- ERP: Visma.net, Visma Business, Business Central, Monitor G5 (manufacturing), Specter (trade), Fortnox (smaller brands)
- Payments: Klarna B2B, Walley B2B, invoice handling directly in the ERP
- Warehouse/3PL: in-house warehouse or a third-party logistics provider with their own WMS
The integration challenge in B2B is getting price lists, credit limits, customer agreements, and product data to flow from the ERP out to the webshop, and getting orders to flow back into the ERP with correct customer mapping and pricing.
Brands running B2B ecommerce on Junipeer
Nordic brands running B2B ecommerce — often alongside D2C — include:
- Holzweiler — Norwegian fashion brand selling both direct to consumers and to retailers globally. Centra connected to Visma Business via Junipeer, with B2B and D2C flows in the same stack.
- Superfront — Swedish design brand selling kitchen fronts and furniture components to both consumers and interior designers. Specter and Monitor G5 connected via Junipeer to automate purchase orders and B2B flows.
- Rauma Garn — Norwegian yarn manufacturer distributing to yarn shops across the Nordics. Centra connected to Visma Business to handle B2B orders and stock visibility for resellers.
- Amundsen Sports — Norwegian outdoor brand with global D2C and B2B distribution to specialty retailers. Centra as the ecommerce platform with integrated B2B flows.
The pattern is consistent: an ERP as the backbone, an ecommerce platform with B2B functionality, and integration that keeps customer agreements, price lists, and orders flowing without manual handoffs.
What a B2B integration needs to handle
When evaluating a B2B integration, there are five concrete things to check:
- Customer-specific price lists — can the integration show different prices in the webshop based on which B2B customer is logged in?
- Credit limits — do credit limits flow from the ERP to the webshop, and does the integration block or flag orders if the limit is exceeded?
- Large order lines — can the integration handle orders with 100+ lines without failing or stalling?
- Invoice events — are invoices generated automatically in the ERP when a B2B order ships, or does someone need to trigger that manually?
- D2C in parallel — can the same webshop run both B2B and D2C without duplicate integrations?
Junipeer handles all of these flows. Complex B2B cases (customer-specific catalogs, multi-warehouse, custom EDI) are configured during onboarding and tested before go-live.
Get started with B2B integration
See our platform-specific guides for setup details: