Today’s business customers expect the same seamless, on-demand experience in their professional interactions as they do in their personal lives. From checking product availability to paying invoices online, they value speed, convenience, and transparency. For manufacturers and distributors, enabling self-service for B2B customers has become more than just a nice to have - it’s essential for competitiveness and customer retention.
However, one major obstacle stands in the way: many B2B customers still send orders via email from their internal systems, reluctant to re-enter data into supplier portals. This blog explores how manufacturers and distributors can make self-service for B2B both practical and effective while addressing this challenge head-on.
The Growing Need for Self-Service
Modern business buyers prefer autonomy. They want easy access to product data, order history, and payment tools, all without waiting for a sales rep or customer support. A well-designed self-service portal offers:
- 24/7 Access: Customers can browse product catalogs, check stock, and review order information anytime.
- Simplified Ordering: Streamlined processes reduce time spent placing or managing orders.
- Effortless Payments: Online portals make paying invoices faster and more convenient.
With digital self-service options, manufacturers can reduce administrative tasks, minimize delays, and deliver a smoother buying experience.
The Double Entry Challenge
Despite these advantages, many B2B customers hesitate to use online portals because of the double entry problem. They typically create orders in their internal systems and then email them to suppliers. Re-entering the same data into a portal feels redundant and time-consuming, leading them to bypass self-service entirely.
To truly succeed with self-service for B2B, suppliers must address this challenge by eliminating redundant steps and ensuring seamless data flow between customer and supplier systems.
Practical Strategies to Overcome Double Entry
- System Integration
Integrate customer order systems with your portal through APIs or middleware. This allows orders placed in the customer system to flow automatically into your platform, eliminating manual re-entry.
- Develop RESTful APIs to sync data in real time.
- Use middleware to handle system compatibility and automate order transmission.
- Electronic Data Interchange (EDI)
EDI remains one of the most reliable ways to exchange structured order data between systems. By implementing EDI, suppliers can:
- Automated order transfers from customers’ systems directly into their own.
- Reduce manual touchpoints and human errors.
- Improve processing speed and order accuracy.
- Transform Email Orders into Digital Orders
For customers who still prefer sending orders via email, automation is key. Using Backoffice AI, suppliers can automatically convert emailed purchase orders into structured, digital orders that integrate with their ERP or eCommerce platforms, no manual input required. This bridges the gap between traditional workflows and modern digital processes.
- Create User-Friendly eCommerce Portals
Even the best technology can fall short if it’s difficult to use. Focus on intuitive design and easy navigation. Offer customers:
- Clear product categorization and search options
- Transparent pricing and stock visibility
- Quick checkout and simple payment options
Additionally, provide onboarding support and training resources to help customers transition smoothly to digital ordering.
How Backoffice AI Simplifies the Transition
Backoffice AI helps manufacturers and distributors connect their existing email-based order workflows with digital systems. By automatically extracting and structuring data from emailed purchase orders, Backoffice AI enables businesses to process orders instantly, without requiring customers to change their existing processes.
This approach supports both traditional buyers and tech-savvy customers, making self-service for B2B achievable without disrupting customer habits.
Conclusion
Transitioning to self-service for B2B portals can be challenging, especially with the persistent issue of double data entry. However, by integrating systems, leveraging AI-driven tools like Backoffice AI, and designing intuitive eCommerce experiences, manufacturers and distributors can make this shift seamless.
The result? Happier customers, fewer manual errors, faster processing, and scalable operations. Self-service doesn’t just empower buyers, it empowers your business to grow smarter and faster in today’s digital-first world.