How-to guide: Getting ready to start a B2B e-commerce project

When thinking about building a B2B e-commerce store, there is a lot to think about. In this article, We will take you through areas of the process you need to consider and commonly take a lot of time and effort.

Here’s today’s menu:

  1. Site structure
  2. Photos
  3. Design for SEO
  4. Policies

Site Structure

Creating a sitemap will help you work out your customer journey and spot problems before they happen. This planning step will save you time restructuring your site later, plus the SEO benefits of a good site structure will help you rank better online.

What to consider:

  1. Fewer clicks to get to your products the better.
  2. If you think you need more than three levels of categories, seriously reconsider!
  3. Ask some key-clients for feedback (they’ll thank you for it).

Product photos

Before you spend a penny on design, you should look at the product photos you will need or might want. All the great e-commerce sites you’ve seen are because the images are excellent. What do you think when you visit an online store that has a mix of photographic styles, or a lack of images? It doesn’t entice you to stick around and buy.

Even if you take a few dozen photos of your best sellers, this will help during the design phase, and you’ll want to add more great photos as you go!

Design for SEO

Once you have your site structure and photos sorted, you’ll want to make a start on your website design. Your designer should consider the page structure, and its impacts on SEO. There are a few elements that should flow nicely on the page and are considerations for ranking well.

Product and variant names

These should feature clearly in the design, near the top of the page (before product images or beside them).

Product images

The more you can show the higher your conversion will be, plus Google loves to pick up these images and uses them in search results.

Product descriptions

Allow for small, medium and large amounts of text. The better laid out your descriptions, the easier it is for your customers (and the search engines) to find what they are looking for.

Extra content

PDF product sheets and video are great ways to increase engagement on product pages.


Here is a quick list of policies that we share with our clients soon after we start their e-commerce website project. This list helps speed up the process by doing most of the thinking for you (most of the time a few tweaks are all that is needed).

  1. Privacy Policy
  2. Terms and Conditions/Terms of Trade
  3. Shipping Policy
  4. Returns Policy

All of these will reduce the time needed for customer service. Shipping queries are the #1 reason for post-sale enquiries and drive online sales teams crazy!

There you have it, a guide that will help you on your e-commerce journey. It would help if you started on these small items as soon as you can, before you pick a vendor in a lot of cases, or at least shortly after. Product catalogues take a long time to tidy and work on and delay e-commerce projects.

Are you looking to start an e-commerce site or replace your existing e-commerce solution? We would love to help. We have 20+ years of building high-converting e-commerce websites for our customers. We use modern techniques coupled with a proven approach. Book a coffee meeting with Arron Edwards to see how we can help speed up your e-commerce journey.

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