The 2026 B2B commerce study by Emporix/ONE8Y delivers remarkable figures: 53.6 percent of the buyers surveyed spend more than a quarter of their working time on manual tasks. The main drivers of these inefficient processes are quotation workflows, internal coordination, and manual order entry. For manufacturers and wholesalers, this means not only high personnel costs but also delayed orders, error rates, and missed revenue opportunities.
The good news: with a B2B online shop or customer portal, key processes around order entry can be automated. This saves time, reduces errors, and relieves both the sales team and the customers' purchasing departments. This article presents four concrete processes that can be optimized through B2B process automation, and how they deliver measurable efficiency gains.
1. Move orders from email, fax, and phone to the B2B online shop
In many mid-sized companies, a large share of orders still comes in through traditional channels: email, fax, or phone. For the sales team, this means manual data entry, follow-up questions about unclear information, and a high risk of errors. At the same time, customers wait for confirmations and lose time.
How the automation works
A B2B online shop enables customers to place orders on their own, around the clock, with real-time availability checks and individual prices. The order is transferred automatically to the ERP system without any employee having to intervene.
Concrete benefits
Time savings: No more manual order entry — employees can focus on strategic tasks.
Fewer errors: Customers enter their orders themselves, eliminating typos and misunderstandings.
Customer satisfaction: Instant confirmation, transparent delivery times, and 24/7 availability increase satisfaction.
Scalability: More orders without additional staff — the shop grows with the business.
Many companies start with a hybrid model: the shop is available, but the sales team actively supports customers during the transition. This reduces resistance and ensures a smooth changeover.
2. Quick ordering via article number or CSV upload
Especially in B2B, customers frequently order the same products at regular intervals. If these customers have to navigate the entire product catalog every time, it costs time and patience. The solution: quick-order functions that drastically shorten the B2B ordering process.
How the automation works
A modern B2B online shop offers functions such as:
Article number entry: Customers enter known article numbers directly and add products to the cart instantly.
CSV upload: Complete order lists can be uploaded as a file — ideal for key accounts with extensive product ranges.
Favorites lists: Frequently ordered items are saved and reordered with a single click.
Concrete benefits
Speed: Orders that used to take 20 minutes are completed in under two minutes.
Fewer abandonments: A smooth process reduces the likelihood of customers abandoning their order.
Higher order frequency: The easier the process, the more often customers order — increasing lifetime value.
Quick ordering is a decisive competitive advantage, especially for technical products and spare parts.
3. Automate recurring orders
Many B2B customers have a regular need for certain products: consumables, raw materials, or spare parts. Until now, these orders had to be triggered manually, either by the customer or by the sales team. This ties up capacity and carries the risk of orders being forgotten.
How the automation works
A B2B online shop with a subscription or reorder function allows customers to define recurring orders. The system triggers the order automatically, at fixed intervals or based on consumption data.
Concrete benefits
Predictability: Both sides can plan better, from production to logistics.
Customer retention: Automatic reorders reduce the likelihood of customers switching to competitors.
Revenue stability: Recurring orders ensure continuous income and reduce fluctuations.
This function is particularly valuable in industries such as food wholesale, chemicals, and packaging materials.
4. ERP integration: no more duplicate data entry
One of the biggest time wasters in manual order entry is duplicate data entry: an order comes in by email or phone, is recorded, and then has to be transferred to the ERP system a second time. This not only costs time but also increases the error rate.
How the automation works
By connecting the B2B online shop to the ERP system (e.g. SAP, Microsoft Dynamics, JTL, or Sage), orders are transferred automatically. Stock levels, prices, and customer data are synchronized in real time.
Concrete benefits
Time savings: No more manual transfers — orders land directly in the ERP and can be processed immediately.
Fewer errors: No typos, no forgotten line items, no incorrect prices.
Transparency: Customers see in real time whether products are available and when they will be delivered.
Efficiency: Employees focus on value-adding activities instead of transferring data.
ERP integration is often the biggest lever for efficiency gains: companies report time savings of up to 70 percent in order processing.
Why now is the right time
The figures from the 2026 B2B commerce study make it clear: manual processes slow down not only your own company but also your customers. Those who invest in process automation now gain a clear competitive advantage. What's more, the technology is mature and the barriers to entry are low. With an MVP approach, the first processes can be automated within a few weeks, delivering measurable results.
Three points are decisive:
Start small: Don't automate all processes at once — begin with the biggest pain point, which is often manual order entry.
Involve your customers: Inform customers early about the new options and support them during the transition.
Measure success: Define clear KPIs (e.g. number of orders in the shop, time savings in sales, error rate) and review them regularly.
Common concerns — and how to address them
"Our customers are used to ordering by phone or email." That is often true, but only at first glance. Studies show that B2B buyers prefer digital channels when they work well. The key is that the shop offers real added value: faster orders, transparent prices, better availability.
"ERP integration is too complex and expensive." Modern middleware solutions and standardized interfaces have simplified integration considerably. With an experienced partner, even complex ERP systems can be connected, often faster and at lower cost than expected.
"We lack the resources for such a project." Many companies therefore rely on external partners who deliver not only the technology but also strategy, implementation, and operations. This creates efficiency gains without having to build up internal capacity.
What happens if companies don't act?
Digitalization in B2B sales is no longer a trend but the standard. Companies that continue to rely on manual processes lose not only time and money but also customers. If competitors offer a more efficient ordering process, customers will switch sooner or later. In addition, the costs of manual processes keep rising, skilled workers are becoming more expensive and harder to find, and error rates lead to complaints and goodwill costs.
How to get started
Getting started with order entry automation doesn't have to be complicated. A typical roadmap:
Analysis: Which processes cause the most effort? Where are the biggest pain points?
Strategy: Which functions are the priority? Which systems need to be connected?
MVP setup: Build a lean shop with the most important functions, often within six weeks.
Pilot phase: Test with a selected customer group, gather feedback, make adjustments.
Rollout: Gradually extend to all customers, with accompanying communication and support.
Optimization: Continuous improvement based on data and customer feedback.
When choosing the technology, what matters are individual prices per customer, configurable user roles and approvals, seamless ERP integration, quick-order functions, and self-service features such as order history, invoice downloads, and returns processing.
Conclusion: measurable results through automation
Companies that automate their order entry report time savings of 50 to 70 percent in order processing, an error rate reduced by up to 80 percent, and an order frequency increased by 20 to 30 percent. Add to that higher customer satisfaction and scalability without additional staff. The investment in automating order entry therefore often pays off within the first year.
