Digital Catalogs in B2B eCommerce: benefits and easy ways to create them

Last updated: February 6th, 2025

Product catalogs have been a perfect tool for businesses to showcase and sell their products for decades. But times have changed, demand is higher, and old-school paper catalogs can’t really keep up. 

Digital B2B catalogs take things to the next level by easing the order process, engaging buyers, and helping you stay ahead in a competitive market.

For manufacturers, suppliers, wholesalers, distributors, and service businesses that use wholesale catalogs to sell to their B2B clients, digitization is easy with the right catalog maker.

Product catalogs nowadays can be interactive while also working as ordering systems themselves. 

Read on to learn all you need about B2B eCommerce catalogs and how digitalization helps the wholesale industry.

What is a digital B2B product catalog?

A digital B2B catalog or a wholesale catalog is a catalog manufacturers, suppliers, wholesalers, and distributors use to showcase their products. The purpose of a wholesale catalog is to sell products in large quantities to B2B customers such as businesses, trade partners, retailers, and contractors. 

The beauty of a B2B e-catalog is that you can add images, videos, pop-ups with all the information necessary, hyperlinks for even more information, and shopping lists to highlight your products. 

Digital B2B catalogs are a game-changer for wholesalers and their clients. They are accessible on any device with or without an internet connection and make browsing, quoting, and purchasing easy. Buyers can explore detailed product info, request quotes directly, and even enjoy personalized recommendations for a better shopping experience, all with clean, user-friendly navigation. 

Companies can achieve this and have their own B2B catalogs with intuitive design tools and easy-to-use features that don’t require prior design experience.

Retail catalogs vs. wholesale catalogs

Because I mentioned wholesale catalogs, maybe it’s worth clarifying the difference between wholesale and retail to make it easier to understand why a digital and interactive catalog is the way to go in B2B.

Retail catalogs

Retail catalogs are made for individual shoppers. They highlight products with final prices, eye-catching images, and simple descriptions to make it easy for customers to buy one item at a time. These catalogs often feature promotions, seasonal deals, and quick checkout options.

Wholesale catalogs

Wholesale catalogs are built for businesses that buy in bulk. They focus on detailed product specs like sizes, materials, and bulk pricing. These B2B ecommerce catalogs can be personalized for each client or include discounts based on order size.

What’s the difference?

Retail catalogs focus on individual shoppers and small purchases, while wholesale catalogs are for businesses ordering large quantities. Wholesale catalogs prioritize detailed info and custom pricing, while retail catalogs are more about eye-catching layouts and straightforward pricing for everyday shoppers.

B2B e-catalogue vs. print catalog

While paper was used to share information before the internet came around, now that we have the internet, we are finding new and exciting ways of sharing information. 

Take catalogs, for example. Sharing a PDF online has become the go-to method. A simple link can reach your audience wherever they are, cutting out the need for printing and distribution costs. No matter where your clients are located, your digital catalog can get to them instantly without extra charges.

Some might feel uneasy about moving away from traditional methods. It’s normal to feel unsure when big changes happen. But the shift to digital is packed with advantages. Digital B2B catalogs make it easier to connect with your audience, simplify ordering, save money, and even reduce environmental impact.

And you know how much a wholesale product catalog can cost. That’s because they’re way more comprehensive than retail product catalogs.

So, let’s see why you should shift to digital catalogues and what benefits will bring you.

Benefits of digitalization through B2B catalogs

Digital catalogs and B2B e-commerce go hand in hand. A catalog that lets you browse but not buy? That’s just a digital version of a print catalog. On the flip side, an e-commerce platform without detailed product info leaves buyers in the dark. Neither makes sense.

In essence, B2B digitalization is about moving away from the methodical and time-consuming ways of business-to-business (B2B) communication and transactions by implementing technologies to make it easier. 

These technological advancements tap into marketing, sales, customer service, and supply chain management, improving them, among other things. While direct client interactions have become more personal, so have B2B interactions, and digital advancements make it easy to personalize them.

Let’s see a few reasons you should consider digital cataloging, because knowing how to make an online product catalog these days can make a world of difference for B2B relationships.

1. Keep your customers engaged 

Digital B2B catalogs go beyond grouping products and create opportunities. Like e-commerce sites, they allow customers to compare items by size, material, or brand. Even better, you can organize products by themes, such as kitchen, bathroom, or bedroom designs, so buyers can easily recreate a look they love.

As wholesalers, you must give customers the quickest way to access what they want. No two customers are the same, and looking for a one-size-fits-all solution is pointless. 

Some may like a spreadsheet with nothing but numbers, while others prefer visual interactions to make dull documents more appealing, or maybe it’s the price that is different for one customer over the other. Satisfying different needs and communication styles will give you access to a wider audience from your target market.

With built-in analytics, digital catalogs provide valuable insights. You’ll know how long customers stay on a page, where they’re located, and which devices they use, giving you a clear picture of their needs. Stick to pen and paper, and you’ll miss all this data and risk looking outdated at industry events.

As markets evolve, flexibility is key. While direct-to-consumer (DTC) models and online-only shopping were expected to dominate, the future looks hybrid, and some might still prefer brick-and-mortar stores. Customers will shop however they want, online or offline, in bulk or by unit. Adapting your retail marketing strategy to this mixed approach is the next step in staying competitive, so that’s why you need to switch from printed B2B catalogs to B2B eCommerce catalogs.

2. Improve your business based on stats

Without access to ways of measuring and analyzing the results of your business, how can you track your company’s success? Knowing how your customer base uses your B2B product catalog helps you better understand them. 

By analyzing their experiences and having clear data regarding order intake, deliveries, and customer information, you can optimize your current issue for maximum gain and future communication with various stakeholders. 

Don’t only make catalogs to saturate the market, but learn from your experience and the data gathered to improve satisfaction and optimize the product catalog’s content. 

Make the most of the various channels at your disposal and use the resulting reports to increase profit margins further. 

What’s more, leveraging tools like an advanced contact center can provide additional insights into customer preferences and behaviors. 

Cracking the stats code is essential. Simply track these results and make customer-centric catalog updates with the help of Flipsnack’s statistics:

• Impressions, views, and clicks;
• Shopping list orders;
• Average time spent;
• Catalog downloads;
• Location and devices.

Measure the data for each catalog or all wholesale catalogs combined. You can integrate Google Analytics to gain access to even more advanced statistics.

As a wholesaler, you know that product assortment matters more than simple aesthetics. Connecting global brands to benefit consumer supply chains is part of why investing in digital transformation will help your business. 

3. Optimize your logistics

When the orders start coming in, it’s essential that you don’t get overwhelmed. That is why B2B catalog software provides easy ways to handle the logistics of product catalog-making. 

By adapting to this ever-evolving technology, you won’t only be ahead of the curve, but you can streamline production, ordering, and delivery by having all the eggs in one basket. Optimized logistics comes in the form of data, and we already covered why keeping track of that is a lifeline in today’s digital market—no more piles of documents from different customers or suppliers to keep track of. 

You can easily access one sheet to input awesome product descriptions in your B2B product catalog and organize deliveries. Avoid the hassle by automating tedious tasks that take too much time and invest that time in more fruitful ventures.

4. Ensure transparent and secure transactions from start to finish

In today’s market, B2B relationships begin with a sale. However, to build strong, lasting connections, businesses need to go deeper. They must understand what their customers truly want and address larger market challenges.

Tracking and accountability

One way to do this is by optimizing and tracking products from the factory to the buyer. This level of tracking ensures accountability at every step, from production to delivery. Businesses and customers alike are demanding sustainable practices, not just surface-level promises (aka “greenwashing”).

The rivalry between Nike and Adidas in sustainability is a great example. Both brands are competing to meet consumer demands for eco-friendly practices, which shows how seriously buyers take environmental responsibility.

Wholesalers and retailers are also pushing for supply chain transparency. They want full visibility from the moment an order is placed to the product’s final destination. This trackability builds trust, strengthens B2B customer service, and helps businesses prove their reliability and ethical practices.

Transparent record keeping

Transparency goes beyond supply chains. Clear record-keeping through inventory management, accounting reports, and secure transaction records minimizes errors and misunderstandings. It ensures all parties involved have easy access to clear, accurate information, fostering trust and reducing disputes.

Secure transactions

Security is the backbone of transparency. Offering multiple payment methods gives customers flexibility and confidence while protecting digital assets and data safeguards relationships. As Hari Ravichandran, CEO of Aura, says:

“In the world of B2B, intelligent safety and cybersecurity aren’t just shields; they’re the foundation upon which trust and collaboration are built. When businesses safeguard their digital assets and data, they pave the way for secure, seamless, and productive partnerships that drive innovation and growth” 

5. Design outside the box

Traditional wholesale catalogs aren’t exactly exciting. Most of the time, they’re just long lists of products with the basics, such as prices, specs, and maybe a photo or two. Useful? Sure. Memorable? Not really.

However, with an eCommerce catalog, we can see a switch to personalized experiences that cater to the needs of the consumer and wholesaler. 

While the experience is enhanced for their customer base, wholesalers get to showcase their product variety and optimize their order intake by knowing the exact size, style, color, material, and other particularities from orders, being able to fulfill demands precisely. 

One of the coolest things about B2B eCommerce catalogs? You’re in full control of the design and can guarantee consistent branding. Forget about relying on third-party templates or tools that don’t match your brand. Instead, you can make sure every detail, such as logos, colors, and fonts reflects your business. 

6. Create a one-stop shopping experience

When all is said and done, clients are not only browsing your B2B eCommerce product catalog to look at the pretty pictures, detailed descriptions, or lists of various design styles of kitchen faucets. 

They want to buy. 

So, creating a quotable catalog that gives them that option is non-negotiable. Why else are you sharing these comprehensive and extensive B2B eCommerce catalogs? All the steps customers have to take to finalize an order are simplified through shopping list catalogs. 

Let’s see real quick what are quotable catalogs.

What is a quotable catalog?

A quotable catalog is a digital wholesale catalog that allows you to receive quotes from your customers directly through your catalog. Quotable catalogs can also be called shopping list catalogs because you need shopping list interactions to make the catalog quotable. 

The main benefits of quotable catalogs: 

• Transform your digital catalog into a selling tool that empowers customers to send you mail orders directly from the catalog;
• Simplify B2B selling processes, with customers being able to discover your offering and place orders all in one place;
• Personalize quotable catalogs with custom discounted prices for each important client;
• Track their performance through statistics and update them anytime, even after being shared, without having to share it again after the update. The link stays the same.

So, instead of browsing, taking note of each item, and composing the email with the right information, why not simplify your B2B selling processes for your customers? They’ll send the order directly from your B2B shopping list, and you’ll receive mail orders to a centralized email address. Alternatively, you can connect your catalog to Shopify or other online shops.

7. Reach the desired customers

Retailers and DTC businesses want their catalogs to reach as many people as possible, but wholesalers have different priorities. When you sell in bulk, prices often change depending on private deals and negotiations with each customer. That’s why sharing wholesale catalogs publicly doesn’t always work, and it’s better to keep things private.

Secure sharing is key. You wouldn’t want one customer knowing what deal you gave someone else, right? That’s where tools like password-protected catalogs, private links, or account-only access come in handy. They keep your business deals confidential and your information safe from prying eyes (even Google’s).

For wholesalers thinking about switching to digital catalogs, there’s no reason to wait. A digital catalog that’s easy to use, visually appealing, and trackable can help you stand out, grow your sales, and keep costs low.

8. Make sales 24/7 

With B2B eCommerce catalogs, you can make sales while you’re sleeping. Buyers can purchase anytime, day or night, no matter where they are. This means you can sell to retailers worldwide, allowing them to shop on their own schedule. 

Plus, B2B catalog software lets buyers shop in their preferred currency and language. Your team, whether in-house or external sales reps, can also collaborate seamlessly from anywhere.

How can Flipsnack help you transition to B2B eCommerce catalogs?

As a wholesaler, you have plenty of options for creating electronic catalogs. But Flipsnack’s electronic product catalog takes things a step further by covering all your transactional needs in one place.

Our intuitive Design Studio makes it easy to create interactive, professional catalogs tailored to your customers. Beyond just showcasing products, you can streamline the entire ordering process, turning your catalog into a powerful B2B tool.

Want to know how your catalog performs? Flipsnack includes built-in analytics to help you track customer interactions and make data-driven decisions. 

From fulfilling orders to managing accounting and finance reports, everything stays organized in one centralized platform.

With Flipsnack, managing a diverse customer base and keeping track of orders has never been simpler. It’s your one-stop shop for designing catalogs that do more than just look good.

In just a few easy steps, your customer base can access an optimized B2B eCommerce product catalog that’s attractive and easy to use. They won’t even have to leave the catalog to place their orders. These orders will appear neatly organized in your inbox. 

From product tags to buy buttons and shopping lists, Flipsnack makes sure you have all the tools ready. With a simple drag-and-drop, your catalog will be ready to reach your target audience through any existing sharing methods.

Just follow these 4 steps and get ready to receive neat order forms in bulk or per unit:

1. Create an account – to start designing your first digital B2B product catalog, sign up, upload your PDF product catalog, use an automated wholesale catalog template, or create one from scratch.
2. Populate the catalog – with your product list on hand, get ready to fill in your catalog. Connect your product list to your catalog and drag and drop all the information. Use interactive elements to offer a seamless experience without overcrowding your catalog and update any changes that might occur within the same link.
3. Share everywhere, easily – reach your target audience via any communication channel without affecting your brand consistency, regardless of where they are. Share the link via social media, email, securely or publicly, or even via QR code so that your sales team has it on hand even when they’re on holiday and an opportunity arises.
4. Interpret the data –  the final step is for your company’s future, as market research starts from data collected and understood from previous transactions. Learn from it and improve your delivery for the next catalog you design.

Final thoughts on B2B e-commerce catalogs

B2B eCommerce catalogs can replace bulky physical records, long lists of products, and multiple tables and notebooks filled with product information. It will increase your reach and lead generation.  

Going digital will simplify your work, the products will be better represented, and the catalog itself and everything that comes along with it can be easily manageable from within the platform.

Frequently asked questions about B2B eCommerce catalogs