Must-Have Website Features for Small Wholesale Producers


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If you were a retail buyer and interested in learning more about a particular distribution brand and their products, where is the first place you would look? Probably their website, right? But as their slow digital transformation, most distribution brands pay little or no attention to the wholesale pages of their websites!

 

There are reasons that your buyers will come to your website in the first place:

  • If they’re an existing your customers, they’re probably looking for your current offerings, for information about your brand & products, or for your contact information.
  • If they’re a prospective new customer, they’re probably looking for that stuff too, along with info about how go about setting up an account and placing the first order.

 

What the ideal wholesale website looks like

  1. Wholesale is listed in the top navigation menu
  2. The wholesale page:
  • A register form
  • An ordering login form for existing customers
  1. FAQ
  2. Case studies
  3. Retail locations
  4. About Page
  5. Social media

 

Examples of Wholesale Ecommerce Landing Pages

  1. Tatine.

Tatine sells candles through its owned channels as well as through a distributed wholesale ecommerce network.

You probably even own one of these candles. I know I do.

Let’s look at their wholesale ecommerce landing page.

What TATINE’s wholesale ecommerce landing page gets right:

  • Own a wholesale website
  • Unique landing page on their main URL to drive organic ranking: Remember, 89% of B2B buyers use the internet when looking for new products and 73% of buyers use Google to research specifically. You do not need a separate site.
  • Highly designed landing page that mimics the brand’s aesthetic and branding: This is important because 76% of B2B buyers say a website’s design is the most important factor when they’re making a buying decision.
  • Calling out personalized experience at login for already existing wholesale buyers: Remember, 50% of B2B buyers say personalization is a key feature for suppliers they want to work with.

 

2. GTech Fitness.

GTech fitness sells primarily to a B2C audience, but is actively expanding their wholesale ecommerce strategy and reach.

You’ll see them below promoting their wholesale ecommerce options on their homepage. They also have a dedicated quoting page and purchase order page for the various checkout needs of wholesale buyers.

Homepage call outs to wholesale options.

Quoting landing page.

Purchase order landing page.

What GTech’s wholesale ecommerce strategy gets right:

  • Unique landing pages on their main URL to drive organic ranking for wholesale payment method keywords: Remember, 89% of B2B buyers use the internet when looking for new products and 73% of buyers use Google to research specifically. You do not need a separate site.
  • Calling out personalized payment options for wholesale buyers: Remember, 50% of B2B buyers say personalization is a key feature for suppliers they want to work with.

 

3. Mountain Crest Gardens.

Mountain Crest Gardens is the fastest growing online succulent seller in California. In the 1990s, they sold strictly B2B.

Today, they sell to both B2C and wholesale buyers.

Their wholesale side of the business runs on the exact same site and product pages as their B2C side.

They do not have a specific wholesale landing page. Instead, they have a wholesale section of their site, as well as bulk pricing call outs.

Let’s take a look.

Entire category for wholesale.

Bulk pricing callouts on product page.

What Mountain Crest Gardens’s wholesale ecommerce strategy gets right:

  • Unique category page on their main URL to drive organic ranking: Remember, 89% of B2B buyers use the internet when looking for new products and 73% of buyers use Google to research specifically. You do not need a separate site.
  • Highly designed website that mimics the brand’s aesthetic and branding: This is important because 76% of B2B buyers say a website’s design is the most important factor when they’re making a buying decision.
  • Calling out personalized prices for bulk orders on product pages: Remember, 50% of B2B buyers say personalization is a key feature for suppliers they want to work with.
  • Allows for immediate wholesale buyer checkout––no human touch needed: 57% of B2B buying decisions are done prior to engaging with anyone at that brand (i.e., these people prefer to use tools, not people).
  • Social proof is all over the place! 75% of B2B buyers are influenced by social.

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