Everything you need to know about B2B Ecommerce
- Atul Jain | 16-07-2025
As digital maturity grows in mid-sized B2B companies, one question keeps surfacing: Where should ecommerce sit in the organization?
Under Sales? Under Marketing? IT? Or should it be a standalone function?
Here’s the truth we see across many Western European B2B businesses: There is no single right answer — but there’s a clear wrong one: treating ecommerce as a silo. maar er is wél een duidelijk fout antwoord: e-commerce als een losstaande silo behandelen.
The Silo Trap
Ecommerce is often misunderstood as “just another sales channel” or “part of digital marketing.” But in reality, it touches every department:
Marketing brings the audience
Sales negotiates pricing and guides key accounts
IT connects systems and ensures performance
Operations executes the fulfilment promise
When ecommerce is boxed into one department, the other functions disengage. That’s when friction starts — slow updates, inconsistent pricing, and misaligned goals.
Ecommerce as a Glue
Leading B2B firms are rethinking ecommerce as a cross-functional capability — not a vertical silo. In practice, this means:
Creating a shared governance structure across Sales, Marketing, IT, and Ops
Defining joint KPIs like online revenue, fulfilment accuracy, and digital adoption
Empowering teams with integrated systems (ERP, CRM, PIM, ecommerce)
Supporting collaboration with shared workflows and planning routines
It’s not about where ecommerce sits — it’s about how well it connects.
What Business Leaders Have To Consider?
There’s no perfect org chart, but flexible, shopper-aligned structures work best.
Ecommerce must unify Sales, Marketing, IT, and Operations.
Shared accountability is non-negotiable — especially as budgets and expectations rise.
Ecommerce is no longer optional in B2B — but organizational clarity is.
The businesses that win will be the ones that break silos, connect teams, and put the customer journey at the center.
From strategy to success
At Neortus, we help develop scalable, customer-centric, and integrated e-commerce solutions. Whether you’re building a new platform, optimizing your current systems, or aiming to create a seamless omnichannel experience, we deliver the best digital solution. Get in touch with us today.
