European wholesalers used to face a big challenge that retailers were demanding faster orders, better pricing, and flexible payment terms. Wholesalers still use outdated tools such as phones, spreadsheets, or local agents. All these outdated tools slow down growth and decrease sales. The e-commerce business-to-business (B2B) marketplaces in Europe are rising faster than the conventional wholesale business because it is favorable for retailers to acquire goods through e-commerce. Thus, in this context, the question is, how are wholesalers using e-commerce platforms to increase B2B sales?
This blog will explain what’s happening, why it’s important, and importantly, how wholesalers throughout Europe are using online marketplaces to increase their customer base, including retailers, and develop their business.
Why B2B Sales Are Becoming Harder for Wholesalers
Wholesale buying has changed across Europe. Retailers want faster ordering and clear pricing. Many wholesalers still depend on offline processes that slow down B2B sales.
Wholesale trade in Europe is no longer limited to local markets or trade fairs. Retailers now compare prices online, expect instant availability, and prefer self-service ordering.
Traditional wholesale sales methods are struggling to keep up.
Many wholesalers face these challenges:
- Limited access to new retailers outside their region
- Manual order processing and delayed payments
- Poor visibility into demand and stock levels
- High dependency on sales agents
These issues directly impact B2B sales. Without digital tools, wholesalers lose time, margins, and opportunities. Retailers also move to competitors who offer faster and simpler buying options.
What Is B2B Selling in the E-commerce Era
B2B selling today goes beyond traditional calls and invoices. It now includes online catalogs, digital payments, and repeat ordering. This shift helps wholesalers sell more easily to retailers.
What Is B2B Selling?
B2B selling means selling products from one business to another. In wholesale trade, this usually involves a wholesaler selling wholesale products to a retailer. Unlike retail sales, B2B sales focus on volume pricing, repeat orders, and long-term relationships.
In Europe, B2B selling has shifted online. Retailers want digital catalogs, transparent pricing, and reliable delivery. This has changed how wholesalers approach sales.
How Wholesale Trade Is Changing
Wholesale trade is moving from physical wholesale markets to online platforms. Many wholesalers now operate across borders without opening physical branches. Online wholesale distribution helps them to reach retailers in Spain, France, Germany, and other EU markets from one system to scale faster and reduce operational costs.
How E-commerce Helps Wholesalers Grow B2B Sales
E-commerce removes barriers between wholesalers and retailers. It simplifies ordering, improves visibility, and supports cross-border trade. These factors directly support consistent B2B sales growth.
Access to a Larger Wholesale Market
E-commerce removes geographic limits. A wholesaler in Spain can sell to retailers across Europe without travel or intermediaries. Online platforms help wholesalers enter new wholesale markets with lower risk.
These online platforms directly help in improving B2B sales by increasing the number of potential buyers.
Better Control Over Wholesale Sales
With digital marketplaces, wholesalers:
- Manage inventory in real time
- Set clear wholesale pricing
- Track order history and demand trends
This level of control helps in improving decision-making. It also reduces errors caused by manual processes.
Stronger Relationships With Retailers
Retailers prefer online platforms where they can reorder easily, view invoices, and track deliveries. When wholesalers offer this experience, retailers return more often. These types of strong relationships lead to consistent wholesale sales over time.
How B2B Platforms are Replacing Traditional Wholesale Models?
Selling B2B today means a lot more than making calls and sending invoices. Today, it includes online catalogs, digital payments, and repeat ordering. This helps wholesalers with very easy selling to retailers.
What is B2B selling?
B2B selling means selling products from one business to another. In wholesale trade, this usually would mean wholesale products being sold from a wholesaler to a retailer. Unlike retail sales, B2B sales focus on volume pricing, repeat orders, and long-term relationships.
In Europe, for example, business-to-business selling has moved online. Retailers want digital catalogs, transparent pricing, and reliable delivery. The arrivals of these marketplaces change how wholesalers approach sales.
Features Wholesalers Need Today
Modern B2B platforms support:
- Volume ordering and tiered pricing
- Secure digital payments
- Credit options for retailers
- Logistics coordination
These advanced features help wholesalers close deals faster and improve B2B sales easily.
Retailers can also use thokmandeePay, which is a financial tool created by thokmandee to help small and medium-sized enterprises across Europe.
How thokmandee Supports B2B Wholesalers and Retailers
thokmandee connects verified wholesalers with retailers across Europe through one B2B platform. Wholesalers can list products, manage wholesale distribution, and reach new buyers without building their own marketplaces.
With thokmandeePay, retailers can use flexible credit options and secure transactions to reduce payment delays and build trust between the marketplace and retailer.
B2B Sales Strategies that Wholesalers Use Online
Online selling helps wholesalers to test new strategies. Digital tools help track demand and improve pricing that leads to smarter decisions and stronger B2B sales outcomes.
Digital Catalogs and Self-Serve Buying
Online catalogs help retailers in browsing products anytime to reduce the need for constant sales calls and speed up buying decisions. Many wholesalers report higher B2B sales after switching to self-serve ordering.
Data-Driven Wholesale Decisions
E-commerce platforms provide insights into:
- Best-selling products
- Seasonal demand
- Retailer buying behavior
This data helps wholesalers adjust pricing and stock levels for better results.
Selling Niche Categories Online
Some categories perform especially well online, including:
- Wholesale children’s clothing
- Wholesale fashion jewelry
- Wholesale beverage distribution
Niche products help wholesalers stand out in competitive markets.
How Wholesalers Can Start Selling B2B Online
Online wholesale does not have to be complex. With the right ecommerce platform, wholesalers can digitize pricing, payments, and logistics. Let’s see few steps that wholesalers can use to start selling B2B online.
Step 1: Choose the Right B2B Platform
Look for platforms that support EU wholesale trade, cross-border logistics, and multiple currencies.
Step 2: Upload Clear Wholesale Pricing and Catalogs
Clear product descriptions and tiered pricing help retailers in deciding faster.
Step 3: Handle Payments and Logistics
Secure payments and flexible credit options reduce friction. Reliable logistics providers make sure retailers repeat orders.
These steps help wholesalers move from offline and traditional selling to advanced B2B sales.
Grow Your B2B Sales With the Right Wholesale Marketplace
B2B wholesalers and retailers business growth depends on reach and trust. Digital platforms, including thokmandee help wholesalers manage all three options to support more B2B sales across Europe.
thokmandee helps wholesalers connect with retailers across Europe while simplifying payments and logistics. With thokmandeePay, businesses trade securely and offer flexible credit options that retailers value.
For wholesalers that are looking to grow beyond local markets, e-commerce is no longer optional. It is the path forward.