7 Ways to Onboard Customers to Your B2B eCommerce Portal

Updated on November 24, 2025 to include onboarding mistakes and updated best practices.

Got your B2B online store all set up? Onboarding your customers to your B2B eCommerce portal is one of the most essential steps in helping them adopt online ordering and transition smoothly from offline workflows.

Your storefront is now made of pixels, but the fundamentals haven’t changed. Just like you’d greet a customer with a smile and guide them through your physical store, your online portal needs a thoughtful, welcoming introduction. In the world of B2B eCommerce, this welcoming process is called onboarding.

Here’s how to make that transition seamless for your buyers.

What is B2B customer onboarding, and why does it matter?

Customer onboarding is a structured walkthrough of your online wholesale platform. It helps customers understand your storefront, use its key tools, and feel confident placing orders online.

And it matters a lot. Many wholesalers struggle to transition customers from phone, email, or text ordering to a true B2B online ordering portal—and that’s where structured onboarding makes all the difference.

Studies show that the buyer’s first experience with your online service sets the tone for your entire relationship. Businesses that invest in onboarding processes can grow revenue by up to 5-10%, according to Gitnux Journal. A confusing or neglected onboarding process, on the other hand, leads to lower adoption and lost accounts.

A smooth onboarding strategy doesn’t just introduce your portal: it supports your long-term growth, customer satisfaction, and operational efficiency.

7 best practices for onboarding customers to your B2B eCommerce portal

1. Start by spreading the word

If you recently switched to online ordering, communicate it early and clearly. You can:

• Send an introductory email explaining the transition
• Attach screenshots or simple “how to get started” guides
• Call customers if you prefer a personal touch
• Ask sales reps to share the news and answer early questions

Sometimes, all customers need is a heads-up and reassurance that you’ll support them every step of the way.

2. Explain the online ordering process clearly

When you’re sharing your news with customers about your transition to online ordering, be sure to give them a thorough breakdown of the new ordering process before actually logging them into your B2B eCommerce portal.

For example, let them know:

• When and how they’ll receive their login credentials to your online store (e.g., email or text message)
• What to expect when entering the portal for the first time
• Where to find categories, products, or reordering tools

Then, remember to follow up with your customers to confirm they received those messages.

Up to 89% of buyers will switch to a competitor if onboarding feels too complicated. If clients feel confused during onboarding, they’re far less likely to adopt your B2B eCommerce portal—so clarity matters.

3. Show off your B2B eCommerce portal

A guided demo of your B2B ordering portal is one of the most effective and engaging ways to onboard customers.  They’ll feel more comfortable using it because they were able to explore this new territory with you by their side.

The demo process will also give you a chance to showcase to each customer specific features and functions that will be particularly useful to them, such as:

• Browsing and searching products
• Checking order history or quick reorders
• Creating an order

Use the demo to highlight workflows or features that match their unique needs and buying habits, and how your B2B store can fulfill them faster and more efficiently.

4. Have your customer place a test order

How do you know if customers really understand your B2B portal? You test it. That’s where verification comes in. You can encourage customers to place a test order to start experimenting with the online ordering process. Or, you can create an order for them and let them modify it.

For customers, verification boosts confidence. For you, it reveals gaps in your onboarding flow that need improvement. And considering that smooth onboarding leads to increased sales and higher adoption, it’s absolutely worth the time.

‍5. Convert a few offline orders to digital

Even with personally demonstrating your online B2B store, some customers will still cling to their offline ways. You wouldn’t let a man drown in the (digital) sea.

Help your customers get accustomed to your B2B eCommerce platform by uploading their open offline orders directly to your portal and letting them take it from there. It’ll ease even the least tech-savvy customers into your system and turn onboarding into a breezy experience.

6. Test the process out

Customer onboarding may feel like uncharted waters, and that’s normal. We’ve been through it. And here’s the lesson we learned: test it till you make it.

Introduce your online B2B portal to a small group of friendly customers and gather their feedback. It will help you refine your onboarding process by understanding what they like, where they get stuck, and where you need more clarity.

7. Offer a one-time coupon or discountfor their first order

Sometimes buyers just need a little push. A one-time-use coupon or small discount gives customers a reason to place their first online order—and once they do, most realize how simple your portal really is.

To encourage consistent use, you can extend this approach with small incentives like free shipping, limited-time offers, or special discounts for orders placed through your B2B portal.

These nudges reinforce the habit of ordering online and help customers stick with your digital workflow in the long term.

Customer example: Tradewinds’ onboarding playbook

Tradewinds, a premier distributor and retailer of outdoor apparel, onboarded customers to B2B Wave using a simple two-track approach. For long-time buyers, they imported open offline orders so customers could begin within a familiar workflow. For newer or more tech-comfortable buyers, they used hands-on test orders to help them learn the portal step by step.

According to Logistics Coordinator Max Thorpe, this approach helped customers realize “it’s a much more foolproof way of placing an order.” Buyers especially loved the spreadsheet-like product list view, which made online ordering intuitive, and adoption followed naturally.

Common onboarding mistakes to avoid

Even good onboarding can fall apart if you hit a few classic friction points. Here are the big ones:

1. Not giving customers enough guidance

❌ A username and password aren’t onboarding. Without direction, buyers freeze.
Fix: Pair login details with a user guide, a walkthrough video, or a demo.

2. Expecting every customer to be tech-savvy

❌ Your most valuable legacy customers are often the least digitally fluent.
Fix: Import a few open orders to ease them into the portal.

3. Skipping test orders

❌ Confusion only shows up when it’s time to place a real order
Fix: Always place one test order together.

4. Not collecting early feedback

❌ If you don’t ask where they get stuck, you’ll never know
‍Fix: Test your flow with a small, friendly group before rolling out broadly.

Final thoughts: B2B onboarding geared for success

Customer onboarding is a powerful driver for increased sales, customer satisfaction, and loyalty. It defines how your buyers experience your business online.

Many of our customers say it seems like a mountain of work at the outset. But when you guide customers through their first order, smooth out friction, and meet them where they are, you’re not just teaching them how to use a tool. You’re building trust, confidence, and long-term loyalty. Eventually, they’ll swim on their own—and you’ll have nothing to fear.

Start small. Listen closely. Refine often. Onboarding processes aren’t set in stone; they evolve as your customers do.

Give your buyers a smoother first experience and a reason to keep ordering online. Start your free B2B Wave trial today and see how simple online ordering can be.

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