Bridging the B2B experience gap: Fixing friction in wholesale buying

About the playbook

The Future of Wholesale Buying Starts Here

Friction in the buying journey is costing B2B distributors sales, loyalty and margin. Bridging the B2B Experience Gap — a new playbook by  commercetools and Orium  — shows how to fix it.

Packed with insights and actionable strategies, this practical guide helps you move from legacy limitations to seamless, AI-powered buying, without a full system overhaul.

Fill out the form to get the guide and start closing the experience gap today!

What you’ll learn

• A breakdown of the top friction points holding back wholesale transactions and how they’re impacting revenue, loyalty and efficiency.
• A phased roadmap for change that shows how to unlock quick wins without disrupting your entire tech stack.
• Key metrics and buyer insights to help you build the business case and align internal teams around what’s next.
• How leading distributors are modernizing with modular commerce.