E-commerce For Manufacturers - An Ultimate Guide

Between widespread supply chain issues and unstable market demand, manufacturers everywhere have faced their fair share of challenges lately.

But recent years have also ushered in a new series of industry trends, from smarter operating systems to the rise of e-commerce for manufacturers.

In 2022, B2B manufacturing e-commerce sales pulled in over $623 billion in the United States alone. Today we’ll take a closer look at why more manufacturers are taking their businesses online and explore how e-commerce could fit into your company’s overall sales strategy.

What Does E-commerce Look Like for Manufacturers?

A recent report by PwC Global highlighted the “pressing strategic need for many companies to adapt and transform business models. But what exactly does that mean? The truth is that manufacturer e-commerce strategies can vary widely, depending on what a company sells and to whom.

How Does E-commerce Work for Manufacturers?

Some industrial companies are embracing B2C or D2C e-commerce strategies as a means of cutting out traditional middlemen retailers. Rather than heading to their nearest hardware store, customers are now able to purchase anything from tools to building materials directly online.

For B2B companies, e-commerce for manufacturing often involves venturing into digital territories traditionally considered the realm of B2C entrepreneurs. No matter what form your e-commerce strategies may take, the goal is to provide customers with an easier, more efficient sales experience.

Why Are Manufacturers Expanding into E-commerce?

One of the biggest perks of e-commerce for manufacturers is the ability to create tailored, company-specific solutions. After all, direct-to-customer sales make more sense for some companies than others.

The right e-commerce platform for manufacturers can offer visitors a unique blend of online purchase options and product research guides. While each company has its own unique needs, the goal is to streamline the sales process by making it easier for customers to find and order the products they need.

Benefits of Manufacturers Having an E-commerce Site

To some extent, the rise of e-commerce manufacturing was born of necessity during the recent global pandemic. But the more manufacturers began exploring online marketplaces, the more benefits they discovered. Here are a few examples of top e-commerce manufacturing solutions:

• Enhanced personalization throughout the sales process
• Customizable solutions for creating a seamless buyer journey
• Heightened brand awareness through online visibility
• Data analytics for more informed decision-making
• Automated pricing and quote capabilities
• Seamless integration with promotional tactics such as social media marketing
• Ease of enhancing third-party product options

Models Of E-Commerce For Manufacturers 

Depending on the target audience and business goals, manufacturers can choose from various e-commerce models. Here are the three most common ones.

B2B (Business-to-Business) E-commerce

In a B2B eCommerce model, manufacturers sell directly to other businesses, typically bulk orders, wholesale products, or industrial components. This model is common in industries like manufacturing, where companies need to provide products to retailers, resellers, or other manufacturers. B2B eCommerce platforms streamline the ordering process, offering customized pricing, bulk ordering options, and account management features.

B2C (Business-to-Consumer) E-commerce

In a B2C eCommerce model, manufacturers sell their products directly to end consumers, bypassing intermediaries like retailers. This model is growing in popularity as manufacturers create their own online stores or use platforms like Amazon or Etsy. B2C eCommerce allows manufacturers to build a direct relationship with their customers, gaining valuable data, offering personalized experiences, and capturing a larger share of the market.

B2B2C (Business-to-Business-to-Consumer) E-commerce

B2B2C is a hybrid model where manufacturers sell to other businesses (distributors, wholesalers, or retailers), who in turn sell the product directly to consumers. This model is common for manufacturers who want to expand their reach through established retailers or online marketplaces. It allows manufacturers to benefit from a wider distribution network without managing direct consumer relationships.

What to Consider Before Setting Up Your Manufacturer E-commerce Store

Before setting up an e-commerce store for your manufacturing business, it's crucial to carefully evaluate several key factors to ensure long-term success and efficiency. Here are the most important considerations.

Target Market and Customer Segmentation

Understanding your target audience is essential. Are you selling directly to consumers (B2C) or other businesses (B2B)? The needs of these two groups are very different. B2B customers may require bulk ordering options, custom pricing, or specific shipping methods, while B2C customers might prioritize ease of navigation, fast delivery, and customer service. Clearly define who your customers are and tailor the online store to their preferences and expectations.

Platform Selection

Choosing the right eCommerce platform is one of the most important decisions you'll make. Platforms like Shopify, WooCommerce, and Magento offer different features, flexibility, and pricing structures. If you're focused on B2B sales, look for platforms that support bulk orders, custom pricing tiers, and integration with your existing inventory or ERP systems. For B2C, ensure the platform is user-friendly, supports payment gateways, and integrates with marketing tools.

Product Catalog Management

A well-organized product catalog is vital for both user experience and SEO. Consider how you’ll categorize your products, manage stock levels, display pricing, and handle product variations (sizes, colors, models). Make sure your eCommerce platform allows for easy updates and integrations with your inventory system, ensuring that your online store reflects accurate product availability.

Payment Gateways and Security

Security is critical for e-commerce businesses, especially when handling sensitive customer data and transactions. Ensure that your store is equipped with secure payment options, including credit card processing, digital wallets, and other relevant methods for your target market. Compliance with industry standards like PCI-DSS (Payment Card Industry Data Security Standard) is necessary to protect both your business and your customers.

Shipping and Fulfillment

Decide how you will handle shipping and fulfillment. Will you manage this in-house, or will you use a third-party logistics provider (3PL)? For manufacturers, it's essential to determine how shipping costs will be calculated, whether you’ll offer international shipping, and how quickly products can be delivered. Also, consider if your platform integrates with shipping carriers to streamline the process.

Customer Support

Providing robust customer support is crucial for building trust and retaining clients. Consider how you will handle customer inquiries, returns, and warranty issues. Features like live chat, email support, and a comprehensive FAQ section can help improve customer satisfaction. For B2B businesses, dedicated account managers or a support team with industry-specific knowledge may be necessary.

SEO and Marketing Strategies

Having a well-optimized eCommerce store is essential for driving traffic. Before setting up your store, plan how you will optimize for search engines (SEO). This includes keyword research, creating valuable content, and optimizing product pages for relevant search terms. You should also think about how you’ll promote your store through digital marketing channels like social media, email campaigns, and paid advertising.

Scalability

As your business grows, your e-commerce store should be able to scale with it. Ensure the platform you choose can accommodate increased product listings, higher volumes of traffic, and more complex inventory management needs. A scalable solution allows you to grow without having to redesign your entire online store in the future.

Legal and Compliance Issues

Make sure you’re aware of any legal requirements related to selling online. For instance, if you’re selling internationally, be sure to comply with regulations on taxes, tariffs, and shipping. Ensure that your terms of service, privacy policy, and return policies are clearly outlined on the site. Consult with legal professionals to make sure you’re fully compliant with applicable laws in your region or market.

Analytics and Performance Tracking

Setting up tools for tracking your store’s performance is essential for making informed decisions. Use tools like Google Analytics and integrated eCommerce analytics to track user behavior, sales performance, and marketing campaign effectiveness. This data can help you identify areas for improvement and optimize the shopping experience over time.

Top 10 E-commerce Strategies In The Manufacturing Sector

By implementing these 10 eCommerce strategies, manufacturers can optimize their digital sales channels, improve customer satisfaction, and expand their reach. 

1. Optimize for B2B or B2C Needs

Whether you’re selling directly to consumers (B2C) or other businesses (B2B), it’s crucial to tailor your website and offerings for each type of customer. B2B sales often involve bulk orders, custom pricing, and long-term partnerships, while B2C focuses on user experience, ease of navigation, and direct purchases. Make sure your eCommerce platform can accommodate both, or choose the right model that best suits your business.

2. Focus on Product Customization

Manufacturers can differentiate themselves by offering product customization features. This is especially useful for industries like automotive parts, industrial machinery, or custom packaging, where customers often need specific product configurations. Allow customers to select variations, input specifications, and even upload blueprints or designs directly through the website.

3. Leverage Content Marketing and Education

Providing value-added content such as blogs, guides, tutorials, and case studies can help drive traffic to your e-commerce site and establish your authority in the industry. By educating your audience on product use, industry trends, and best practices, you build trust and increase engagement, ultimately encouraging conversions.

4. Implement a Strong SEO Strategy

SEO is crucial for visibility in search engines. Focus on both on-page and technical SEO to ensure that your website ranks well for industry-specific keywords. Target long-tail keywords that reflect your niche and local SEO to reach regional or location-based customers. Optimizing your product descriptions, meta tags, and images will help improve your website's ranking and drive organic traffic.

5. Personalize the Customer Experience

Personalization can significantly enhance the user experience and boost conversion rates. By utilizing customer data, such as purchase history and browsing behavior, you can create personalized product recommendations, special offers, and targeted content. For B2B businesses, this could include custom pricing or tailored product suggestions for returning customers.

6. Streamline the Ordering Process

Whether B2B or B2C, a seamless ordering experience is vital. Simplify the checkout process by minimizing the number of steps and offering various payment methods. For B2B customers, ensure that bulk ordering and repeat orders are quick and easy, with features like reordering past purchases or integrating with business accounts.

7. Offer Flexible Shipping and Delivery Options

Shipping can be a major consideration for both B2B and B2C customers. Provide multiple shipping options such as express delivery, international shipping, or freight shipping for large items. Offering free shipping or discounted rates for bulk orders can also be a compelling incentive. For B2B customers, include options for scheduled deliveries or shipping to multiple locations.

8. Invest in Mobile Optimization

More customers are using mobile devices to make purchases. Ensure that your eCommerce platform is fully responsive and offers a smooth mobile experience. For manufacturers, this could mean mobile-optimized product catalogs, easy navigation, and quick checkout processes that make ordering on-the-go effortless.

9. Integrate with ERP and Inventory Management Systems

Manufacturers often manage complex inventories, so integrating your eCommerce store with an ERP (Enterprise Resource Planning) system or inventory management software is crucial. This integration helps automate stock updates, order management, and pricing, ensuring accurate and real-time information for your customers.

10. Build Strong Customer Support

Offering excellent customer support is essential to maintaining loyalty and trust. Provide multiple support channels, such as live chat, phone support, and email. For B2B businesses, offering dedicated account managers or priority support for enterprise clients can set you apart from competitors. Ensure that FAQs and product manuals are easily accessible to assist customers with common inquiries.

E-commerce for Manufacturers Tips and Tricks 

By incorporating these tips into your eCommerce strategy, manufacturers can enhance user experience, streamline operations, and ultimately increase sales and customer retention.

Offer Bulk Pricing and Custom Quotes

Many manufacturing businesses deal with bulk orders or customized products. To cater to B2B customers, incorporate a bulk pricing feature on your website or offer the ability to request custom quotes directly through your eCommerce store. This makes it easier for clients to quickly get pricing for large or custom orders, streamlining the purchasing process and encouraging more significant orders.

Utilize Advanced Product Filtering and Search

As a manufacturer, your product catalog may be large and complex. Make it easy for customers to find what they need by using advanced search filters, like product type, size, specifications, or material. A robust search functionality ensures that customers can quickly navigate your site and locate the exact product they need, improving the user experience and conversion rates.

Automate Order Processing and Notifications

Automating key aspects of the order process can save time and reduce errors. Set up automatic order confirmations, shipping updates, and delivery notifications to keep customers informed. For manufacturers with complex production cycles, automating parts of the process (like invoicing or production scheduling) can improve efficiency and enhance customer satisfaction by providing real-time updates.

Leverage Social Proof and Customer Reviews

Showcase customer reviews, testimonials, or case studies directly on your product pages. Social proof is powerful for building trust, especially in the manufacturing sector, where customers are often looking for reliable and proven products. Including reviews or success stories from other businesses in similar industries can increase confidence and drive more sales.

Integrate Your eCommerce Store with CRM Systems

Connecting your eCommerce platform with a Customer Relationship Management (CRM) system allows you to collect valuable customer data and insights. This integration helps track customer behavior, manage sales leads, and personalize communication. For manufacturers, it can provide insights into which clients are ordering most frequently, what they’re ordering, and help streamline customer service for repeat business.

The Business Impact of E-Commerce on Manufacturers

E-commerce has fundamentally transformed the way manufacturers operate, offering new channels for revenue growth, customer acquisition, and market expansion. By selling directly online, manufacturers can bypass traditional intermediaries, reduce dependency on distributors, and build direct relationships with customers—whether B2B or B2C. This direct model increases profit margins, enhances brand control, and allows for real-time feedback from buyers. Additionally, digital storefronts operate 24/7, enabling manufacturers to generate sales around the clock and reach global audiences without the overhead of physical locations.

Beyond sales, e-commerce also streamlines operations and improves efficiency. Integrated platforms can automate order processing, inventory management, and customer communication, reducing manual tasks and minimizing errors. With better data and analytics, manufacturers gain insights into customer behavior, demand trends, and product performance, allowing for smarter decision-making and faster time-to-market. Overall, e-commerce empowers manufacturers to be more agile, customer-focused, and competitive in an increasingly digital economy.

How Manufacturers Can Measure E-commerce Website Success

Manufacturers can measure eCommerce website success by tracking a combination of performance, customer behavior, and revenue metrics. 

• Conversion Rate: Track how many visitors complete key actions like purchases, quote requests, or contact form submissions.
• Traffic Sources: Analyze where your website traffic is coming from—organic search, paid ads, social media, referrals, or direct visits.
• Organic vs. Paid Traffic: Understand the balance between visitors coming from unpaid search engine results and those from paid marketing efforts.
• Bounce Rate: Measure the percentage of visitors who leave your site after viewing only one page, indicating potential engagement or UX issues.
• Average Session Duration: Evaluate how long users stay on your site, which reflects content relevance and user experience quality.
• Order Volume: Monitor the total number of orders placed to assess sales trends and overall store performance.
• Average Order Value (AOV): Calculate the average spend per order to help identify opportunities for upselling or bundling products.
• Customer Lifetime Value (CLV): Estimate how much revenue an average customer brings over the course of their relationship with your business.
• Top-Performing Products: Identify which products generate the most sales or traffic to inform inventory, marketing, and pricing strategies.

Regularly reviewing these metrics helps manufacturers optimize their e-commerce strategy, improve customer experience, and drive long-term business growth.

What Are the Challenges of Selling via eCommerce for Manufacturers? 

Overcoming these challenges requires a strategic approach, the right technology partners, and often, a cultural shift within the organization toward digital-first thinking.

Complex Product Configurations

Manufactured products often have multiple specifications, custom options, or variations, making them harder to present in a simplified eCommerce format. Building a site that can handle complex quoting, pricing, or configuration tools can be costly and technically demanding.

Long Buying Cycles (Especially in B2B)

Manufacturers often sell high-value, technical products that require research, consultation, or approval from multiple decision-makers. This makes instant online purchases less likely, complicating the effectiveness of standard eCommerce funnels.

Integration with Legacy Systems

Many manufacturers rely on ERP, CRM, or inventory systems that aren’t easily compatible with modern eCommerce platforms. Integrating these tools for real-time updates on inventory, pricing, or orders can be technically complex and resource-intensive.

Shipping and Logistics

Heavy, oversized, or custom products present unique shipping challenges. Calculating accurate shipping costs and managing logistics through an e-commerce platform can be difficult without specialized integrations or partnerships.

Limited Internal Digital Expertise

Many traditional manufacturers don’t have in-house marketing or IT teams experienced with e-commerce. This can lead to slow implementation, poor site performance, or an inability to fully capitalize on digital growth opportunities.

Channel Conflicts

Selling direct-to-consumer (D2C) through e-commerce can create tension with distributors, wholesalers, or resellers who may see it as competition. Managing these relationships while growing your online sales requires a careful strategy.

Digital Marketing Demands

Simply launching an eCommerce site isn't enough. Manufacturers must invest in SEO, content marketing, paid ads, and analytics to drive traffic and conversions—skills that may fall outside their traditional strengths.

E-commerce Trends For Manufacturers 

As the manufacturing industry continues to embrace digital transformation, e-commerce is evolving rapidly to meet changing buyer expectations and market demands. Manufacturers are no longer just adopting online sales; they’re optimizing and innovating their strategies to stay competitive. 

Here are three major e-commerce trends manufacturers should watch to stay ahead in a digital-first economy.

Direct-to-Consumer (D2C) Expansion

More manufacturers are bypassing distributors and selling directly to consumers through branded e-commerce sites. This trend gives manufacturers greater control over pricing, customer experience, and brand messaging, while also capturing higher profit margins and valuable customer data.

Self-Service B2B Portals

Manufacturers are increasingly offering B2B customers self-service portals where they can place orders, view pricing, track shipments, and manage invoices without sales rep involvement. This trend improves efficiency, reduces friction in the buying process, and meets modern B2B buyer expectations for speed and convenience.

Product Personalization and Configurators

As buyers demand more tailored solutions, manufacturers are adopting online product configurators that allow customers to customize items based on size, materials, features, or performance specs. These tools enhance user engagement, reduce ordering errors, and streamline custom manufacturing workflows.

The Best eCommerce Platforms for Manufacturers

Choosing the right platform depends on your business size, sales model (B2B, B2C, or D2C), and integration needs. Manufacturers should prioritize flexibility, scalability, and features that support complex products and B2B workflows.

Shopify Plus

Ideal for manufacturers looking for a user-friendly, scalable platform. Shopify Plus offers fast setup, a wide range of apps, and strong support for B2C and D2C models. While not built specifically for B2B, it can handle wholesale needs with third-party apps or customizations.

BigCommerce

Designed with manufacturers and wholesalers in mind, BigCommerce B2B Edition includes features like custom pricing, quote management, account-based logins, and multi-location inventory. It’s a solid option for manufacturers selling to both B2B and B2C audiences.

Magento (Adobe Commerce)

Highly customizable and ideal for manufacturers with complex product offerings, global operations, or custom workflows. Magento supports advanced B2B functionality out of the box—like bulk pricing, quote requests, and customer-specific catalogs—but it requires more development resources.

OroCommerce

Built specifically for B2B eCommerce, OroCommerce is tailored for manufacturers and distributors. It includes native features like corporate account management, tiered pricing, and integration with ERP/CRM systems. Best for manufacturers with complex workflows and enterprise-level needs.

WooCommerce

A good choice for smaller manufacturers or those already using WordPress. WooCommerce is flexible and cost-effective, with many plugins available for adding B2B capabilities. However, it may require more customization to match the sophistication of other B2B platforms.

NetSuite SuiteCommerce

Part of Oracle NetSuite, SuiteCommerce is ideal for manufacturers already using NetSuite ERP. It offers seamless integration between eCommerce, inventory, and financials, making it a powerful all-in-one platform for large-scale operations.

How to Effectively Use E-commerce for Manufacturing

Before diving headfirst into manufacturing e-commerce, there are a few things your company will want to consider. Here are several helpful tips that can help you build a winning game plan.

1. Start with your audience and competitors

If you run an established manufacturing marketing company, then the odds are that you already have a pretty good idea of the type of customers most likely to be interested in your products. Whether you tend to sell to consumers or companies, understanding your buyer personas will provide major clues to your audience's needs, expectations, and online shopping preferences.

Your competitors can also be a big help here. Conducting a thorough competitor analysis will reveal which other companies in your industry are already offering e-commerce solutions, as well as what is and isn't working for them.

2. Factors to Consider When Creating an E-commerce Store for Manufacturers

In many cases, e-commerce for manufacturers doesn't all come down to direct online sales offers. Take the John Deere tractor company, for instance. While the company may not deliver a massive piece of farming equipment right to your doorstep, John Deere’s ecommerce solutions allow customers to:

• Browse a full catalog of equipment, vehicles, and parts
• Build and customize their own products
• Request quotes
• Find local dealers and service providers
• Explore financing options

Analyze your offerings and map out which do (and don’t) make sense to sell directly online. Then brainstorm other ways to use manufacturing e-commerce to enhance your customer experience.

3. Build a great website

No matter how many channels your marketing strategy includes, think of your website as a home base. One of the perks of e-commerce for manufacturers is that it offers the chance to transform your website into a hub of information about your company's unique solutions.

While a detailed sales catalog is a great place to start, don’t forget to make it as easy to navigate as possible. This is where features like search options, filters, and product recommendations can make things much easier for your visitors.

Your website is also an excellent place to feature content like videos, case studies, or even educational blogs. As you build out your content strategy, remember to use tactics like SEO to enhance your site’s visibility online.

4. Centralize your operation with a CRM

The right tools can go a long way toward streamlining your company’s journey into e-commerce for manufacturing. HubSpot’s forever-free CRM is a solid option that comes with tools for every department.

Your sales team will enjoy tools designed to help them track everything from pipelines and contacts to email open rates. HubSpot also offers free customer service tools like live chat and help desk software.

Whether you want to track the success of a PPC advertising campaign, automate lead nurturing, or gain data-based insights, HubSpot’s got you covered. It also has over 1,500 integrations that can help you centralize all your software solutions in one handy dashboard.

Choosing the Right E-commerce Platforms for Manufacturers

E-commerce for manufacturers comes in a variety of different shapes and sizes. Some companies choose to sell through online marketplaces like Amazon or specialty vendors like Equipment Share.

Others choose to create their e-commerce stores with B2B e-commerce platforms like Shopify or Adobe Commerce. When searching for the right platform for your business, keep in mind considerations such as:

• Customization and integration options
• Scalability
• User support and ease of use
• B2B/B2C friendliness
• Customer personalization and account options
• Payment processing options
• Integration options with your current software

Conclusion

E-commerce for manufacturers is an industry trend that doesn’t appear to be going away anytime soon. Getting in on the ground floor can give your company a powerful competitive edge, all while offering your customers an easier, more convenient sales experience.