Trade ordering in the B2B space is often clunky, inefficient, and prone to errors, especially when purchase orders involve dozens of product lines.
Mark Presnell, Managing Director of Convergence Limited, says the traditional approach of forcing trade customers to repeat internal procurement processes through supplier websites creates unnecessary barriers.
“The success of an eCommerce customer journey is to keep it as frictionless and easy as possible. Some of your customers are already working from a spreadsheet, printed purchase order (PO), or parts list. Asking them to re-enter that data line by line online is not just inefficient but many won’t do it.”
Convergence, which specialises in eCommerce integration, is now working with clients to bypass those hurdles by enabling order submission through more flexible formats.
“Your customers are now able to send you a spreadsheet, a scanned PO, a photo of a handwritten list, even a voice message with part numbers. We’re building AI-enabled systems that recognise and process orders in these formats.”
Rather than expecting every customer to conform to a fixed ordering system, the company is shifting towards an approach that adapts to the way clients already work.
This reduces friction in the sales process and supports stronger ongoing engagement.
Here are Three Practical Steps for B2B Suppliers to Consider:
1. Identify Client Ordering Patterns
Review how your trade customers currently prepare orders internally. Understanding their workflows helps prioritise integration formats that reduce duplication.
2. Pilot Flexible Submission Channels
Trial a limited-scope proof of concept with key clients. Accept alternative order formats, such as spreadsheets or audio notes, and test system responses and client feedback.
3. Map Product Data for Recognition
Ensure SKU numbers and catalogue details are structured and accessible. AI recognition tools rely on accurate product metadata to match incoming orders to inventory.
Presnell says expectations have shifted as trade customers compare supplier experiences to the ease of consumer e-Commerce platforms.
“There’s less tolerance for rigid processes. People now expect to order for work the same way they shop at home,” says Presnell. “The technology exists and it’s time to use it to remove friction, not add it.”
Convergence Limited is redesigning B2B ordering by removing the need to use traditional eCommerce websites, allowing trade clients to place orders via spreadsheets, photos, or voice.
Do you have legacy or bespoke software in your B2B or B2C eCommerce business that the experts are telling you “has to go”? The good news is you may not have to. Read our guide on how to extend the life of your legacy software here.
Book a free integration assessment here.