Offering a compelling ecommerce experience to B2B buyers requires a process of continuous improvement. It can be helpful to examine other B2B ecommerce sites, to learn. Grainger and Amazon Business are often cited as leading examples. Both companies have invested heavily in getting commerce right. But there is also value in learning from smaller, innovative B2B companies.

In this post, I’ll address six impressive, independent B2B sites.

Curbell Plastics

Curbell Plastics, a fabrication company, helps buyers narrow their choices by showing the shape of the product they are looking for. Using shapes in the reductive navigation is an interesting way to assist users to find what they are looking for.

Curbell Plastics shoppers can sort by shapes and materials.
Curbell Plastics shoppers can sort by shapes and materials.

The Curbell Plastics site works well on mobile — the phone number and hamburger menu are helpful, too.

Curbell Plastics is optimized well for mobile with a clean layout.
Curbell Plastics is optimized well for mobile with a clean layout.

The “Shop by Shape” feature is also presented at the top of the mobile screen, simplifying the shopping process for buyers.

“Shop by Shape” is at the top of the Curbell Plastics mobile site, helping buyers to quickly narrow down what they’re looking for.

Also, Curbell offers suggestions to save money, such as avoiding pallet charges. This helps buyers build confidence in the company.

Curbell Plastics offers customers options to avoid extra charges, helping to build confidence in their brand.
Curbell Plastics offers shoppers options to avoid extra charges, helping to build confidence in their brand.

3DXTech

3DXTech, a 3D printing company, uses an exit popup to solicit a visitor’s email address. The initial reaction from business owners regarding popups is often negative. But done well, popups are highly effective, converting a visitor into a marketing contact.

3DXTech has a popup that offers a free sample in exchange for the shoppers email on their next order.
3DXTech has a popup that offers a free sample in exchange for the shopper’s email on their next order.

3DXTech displays a top banner highlighting a product in stock. With the right message, a persistent top banner can be a strong tool — especially if it’s tailored to a search ad or marketing campaign.

3DXTech has a banner at the top of their site highlighting a product that is back in stock.
3DXTech has a banner at the top of their site highlighting a product that is back in stock.

3DXTech also has a…