B2B Wave Review: Overview, Features, Pricing & Alternatives in 2025

Still stuck with manual B2B order entry?

If you’re evaluating B2B e-commerce platforms, it’s probably because your current process makes managing orders, customers, and unique pricing deals a stressful headache.

And let’s face it, chasing custom pricing and tracking orders manually eats up hours every week, slowing you down and leaving buyers frustrated.

B2B Wave aims to fix this by giving you a customizable, cloud-based ordering portal—making it much easier to offer personal pricing, automate orders, and connect directly with your accounting or ERP. That means you spend less time on busywork and more on building relationships.

In this review, I’ll walk you through how B2B Wave can streamline your B2B sales workflows from first order to repeat purchase.

Inside this B2B Wave review, you’ll see features in real-world action, discover pricing and integrations, and compare key alternatives so you can make a smart, confident decision.

You’ll walk away clearly seeing the features you need to boost your B2B sales and free up your team for more important work.

Let’s get started.

B2B Wave Overview

B2B Wave offers a focused e-commerce platform built specifically for wholesalers and distributors. Based out of London, they’ve been tackling this precise niche with a dedicated solution since 2015.

What I find compelling is their clear focus on small to mid-sized businesses needing a straightforward, dedicated B2B portal. They aren’t trying to compete with enterprise giants, which makes their solution feel much more accessible and less overwhelming for your team.

Their recent push for deeper integrations with tools like Zapier and key accounting systems is a smart move. As you’ll see through this B2B Wave review, it shows their commitment to automating your workflows.

Unlike complex platforms like Shopify Plus, B2B Wave’s strength is a tight focus on core wholesale functionality out of the box. I find this practical approach helps you get operational much faster, often without needing a developer.

They work with growing wholesalers, manufacturers, and distributors who are ready to finally move beyond managing orders with clunky, error-prone spreadsheets and the endless emails that slow down business.

From my analysis, their entire strategy is centered on providing a highly personalized ordering experience for each of your customers. This directly addresses the critical need for custom pricing, catalogs, and terms that define modern B2B relationships.

Let’s dive into their feature set.

B2B Wave Features

Struggling to manage your wholesale orders efficiently online?

B2B Wave features are designed to simplify your B2B e-commerce operations, making it easier for your customers to order. Here are the five main B2B Wave features that streamline online sales.

1. Customizable B2B Ordering Portal

Do your B2B customers struggle with generic pricing?

Manually handling custom deals and pricing for each buyer can be a huge headache. This often leads to errors and frustrated customers.

B2B Wave lets you create a self-service portal, tailored with specific pricing for each B2B buyer, no coding needed. From my testing, customers see their unique prices instantly, which is a game-changer for B2B relationships. This feature eliminates manual order entry via emails.

This means your customers get a personalized shopping experience, and you save countless hours on order processing.

2. Product Catalog and Management

Is organizing your product catalog a chaotic mess?

Managing different product variants and creating appealing catalogs can be time-consuming. This often prevents you from effectively promoting your inventory.

B2B Wave allows you to organize products, create variants, and even generate PDF catalogs linked directly to your portal. What I love about this approach is how easy it is to showcase preferred products to specific customers. This feature simplifies product presentation and browsing.

So you can efficiently manage and promote your products, making it easier for customers to discover and order relevant items.

3. Flexible Pricing and Discount Rules

Tired of juggling complex pricing agreements?

Handling unique pricing and discount structures for individual clients can lead to invoicing errors. This often causes friction and distrust with your most valued customers.

B2B Wave enables you to set personalized discount rules and price lists per customer. Here’s what I found: the platform ensures different customers see their specific negotiated terms, which is crucial for B2B. This feature gives you precise control over pricing.

This means you can easily manage unique client agreements, ensuring accuracy and building stronger customer relationships based on trust.

4. Order Management and Automation

Is manual order processing slowing down your business?

Entering orders by hand into accounting systems can be a massive time sink. This often leads to delays and human errors that impact your bottom line.

B2B Wave streamlines order processing, allowing orders to be imported into accounting systems like Xero or QuickBooks with a single click. This feature automates inventory updates and customer data, which significantly boosts efficiency. Customers can also reorder with ease.

This means you save significant time on administrative tasks, allowing your team to focus on growth instead of data entry.

5. Integrations and API

Are your business systems siloed and disconnected?

Lack of integration between your e-commerce and backend systems can lead to data inconsistencies. This often results in duplicated efforts and operational inefficiencies.

B2B Wave connects with accounting, inventory, and ERP systems, including QuickBooks and Shopify. What I love about this is its Zapier integration for thousands of apps, plus a full API for custom solutions. This feature ensures your data flows freely.

This means you can connect all your essential tools, creating a unified workflow that saves time and reduces errors across your entire operation.

You’ll appreciate how these B2B Wave features work together to create a robust, integrated wholesale e-commerce platform that streamlines your sales process.

B2B Wave Pricing

Confused about hidden pricing?

B2B Wave pricing offers a clear Pro plan with custom options, making it relatively transparent for your B2B e-commerce needs.

Plan	Price & Features
Pro Plan	$350 per month • Customizable B2B ordering portal • Product catalog and management • Flexible pricing and discount rules • Order management and automation • Accounting system integrations
Enterprise Plan	Custom pricing – contact sales • All Pro Plan features • Full-fledged API for custom integrations • Advanced workflow automation • Dedicated support • Scaled for high volume operations

1. Value Assessment

Great pricing value here.

From my cost analysis, the Pro Plan offers robust features like custom portals and pricing rules that are essential for B2B operations without you incurring massive setup costs. What I found impressive is how this pricing streamlines complex wholesale processes, providing clear value for your monthly investment.

This means your business gains efficiency and improved customer experience, directly impacting your bottom line positively.

2. Trial/Demo Options

Smart evaluation approach available.

B2B Wave offers a 14-day free trial that requires no credit card, letting you explore features without commitment. What I found valuable is how you can also request a custom demo, allowing you to discuss specific needs and see how the platform fits your unique B2B Wave pricing.

This lets you fully evaluate the platform’s suitability for your operations before committing to a full subscription.

3. Plan Comparison

Choosing the right tier matters.

The Pro Plan is an excellent starting point for many wholesalers, providing essential features for managing online sales and customer relationships effectively. Budget-wise, the Enterprise Plan offers deeper customization and API access for larger, more complex B2B operations needing tailored solutions.

This tiered approach helps you match pricing to actual usage requirements, ensuring you only pay for what your business truly needs.

My Take: B2B Wave’s pricing strategy offers a strong entry point with its Pro Plan, scaling effectively for larger enterprises through custom quotes. This makes it a solid choice for businesses seeking clear value.

The overall B2B Wave pricing reflects transparent value for diverse B2B needs.

B2B Wave Reviews

What do real customers actually think?

Analyzing B2B Wave reviews reveals a strong positive sentiment from users who highlight specific strengths and a few minor areas for improvement, providing a balanced view of the software.

1. Overall User Satisfaction

Users seem highly satisfied.

From my review analysis, B2B Wave generally receives very positive feedback, often averaging 4.5+ stars across platforms. What I found in user feedback is how its intuitive design often leads to quick adoption, minimizing the typical hurdles associated with new software.

This suggests you’ll likely find the platform easy to get started with.

2. Common Praise Points

The support team wins consistently.

Users frequently praise B2B Wave’s exceptional customer support, describing the team as “responsive” and “helpful.” Review-wise, what stood out to me is how their tailored support helps users customize solutions for unique business quirks, ensuring satisfaction.

This means you can expect excellent assistance when facing specific challenges or questions.

3. Frequent Complaints

Some limitations out-of-the-box.

While largely positive, some B2B Wave reviews mention initial “limitations to the software out of the box.” What stands out in customer feedback is how these minor issues are often quickly resolved with the proactive assistance of their customer service team.

These don’t appear to be deal-breakers, but rather small initial hurdles.

The overall B2B Wave reviews reflect genuine user satisfaction, especially with support, making minor initial limitations easily manageable.

Best B2B Wave Alternatives

Decisions, decisions: Which B2B platform is right?

The best B2B Wave alternatives include several strong contenders, each better suited for different business sizes, budget priorities, and specific wholesale e-commerce needs.

1. Shopify Plus B2B

Need extensive customization and a vast app ecosystem?

Shopify Plus B2B shines if you require a highly flexible platform with a massive app marketplace, or if you already use Shopify for B2C operations. Alternative-wise, Shopify Plus offers unparalleled third-party integrations, though it typically targets larger businesses with higher price points.

Choose Shopify Plus B2B when you prioritize broad extensibility and deep customization that might require development resources.

2. Adobe Commerce

Your business has highly complex, unique B2B requirements?

Adobe Commerce (formerly Magento) offers unparalleled flexibility and scalability due to its open-source nature, allowing for deep customization and complex integrations. What I found comparing options is that Adobe Commerce provides complete control over the experience, but it often entails significant development and maintenance costs.

Consider this alternative if your business has unique B2B processes, a large development team, and needs full control.

3. BigCommerce B2B Edition

Prefer strong native B2B features with less reliance on apps?

BigCommerce B2B Edition is known for its robust native B2B features, including customer groups and quote management, minimizing the need for numerous third-party applications. From my competitive analysis, BigCommerce offers strong out-of-the-box B2B functionality that reduces reliance on custom development or extensive integrations.

Choose BigCommerce if you need a strong set of built-in B2B features without the complexity of many add-ons.

4. Sana Commerce

Heavily reliant on an existing ERP system like SAP or Microsoft Dynamics?

Sana Commerce’s core strength lies in its seamless, real-time integration with ERP systems, ensuring accurate data directly from your enterprise resource planning system. Alternative-wise, Sana Commerce provides tightly coupled ERP integration, eliminating data silos and ensuring consistent product and pricing information.

Opt for Sana Commerce if your ERP system is the single source of truth and requires a deeply integrated e-commerce solution.

The best B2B Wave alternatives depend on your specific integration needs and customization preferences rather than features alone.

B2B Wave Setup

How complex is B2B Wave implementation?

This section of our B2B Wave review offers practical guidance on what to expect during deployment, helping you set realistic expectations for your B2B Wave setup.

1. Setup Complexity & Timeline

Expect a surprisingly fast initial rollout.

B2B Wave setup is designed for quick deployment, with some businesses getting their store live in less than 24 hours. From my implementation analysis, its user-friendly design minimizes complexity, allowing for rapid configuration and content population without extensive technical expertise.

You’ll want to prepare your product data and customer lists upfront to maximize this quick setup advantage.

2. Technical Requirements & Integration

Minimal technical headaches for your team.

As a cloud-based platform, B2B Wave requires no complex hardware or software installations on your end. What I found about deployment is that integration with accounting and ERP systems like QuickBooks and Xero is straightforward, with Zapier for broader connectivity.

Plan to assess your existing systems for compatibility or custom integration needs, but don’t anticipate major IT overhauls.

3. Training & Change Management

User adoption is remarkably intuitive.

The platform’s ease of use means a low learning curve for your team, reducing the need for extensive training. From my analysis, its simplicity naturally encourages quick user adoption, as staff can navigate the system with minimal guidance and quickly become proficient.

Focus on familiarizing your sales team with the new B2B ordering process rather than on overcoming steep technical learning curves.

4. Support & Success Factors

Exceptional vendor support ensures smooth progress.

B2B Wave’s support team is consistently praised for being responsive, helpful, and going “above and beyond” during implementation. From my analysis, their tailored support directly contributes to successful deployment, addressing questions and even custom requirements efficiently.

Prioritize clear communication with their support team, as their proactive assistance is a critical factor for a smooth and effective rollout.

Overall, your B2B Wave setup is designed to be efficient and user-friendly, providing a surprisingly seamless deployment experience for most businesses.

Bottom Line

Is B2B Wave the right fit for your business?

This B2B Wave review synthesizes my comprehensive analysis, offering a decisive final assessment to help you determine if this platform aligns with your specific wholesale e-commerce needs.

1. Who This Works Best For

Wholesalers, distributors, and manufacturers digitizing sales.

B2B Wave excels for small to mid-sized businesses (0-249 employees) struggling with manual order processes or needing a self-service customer portal. From my user analysis, companies needing custom pricing and efficient order automation will find this platform a perfect match.

You’ll succeed if your goal is to empower customers, reduce manual effort, and gain better insights into your B2B sales.

2. Overall Strengths

Unmatched user-friendliness and customization options.

The software succeeds by providing an intuitive platform for customizable B2B ordering, flexible pricing management, and seamless integrations with accounting/inventory systems. From my comprehensive analysis, its exceptional customer support ensures smooth implementation and operation, leading to significant time savings for your team.

These strengths translate directly into streamlined operations, reduced manual errors, and an improved customer experience for your wholesale buyers.

3. Key Limitations

Out-of-the-box features can be limited for highly niche needs.

While highly customizable, businesses with extremely complex or niche industry-specific requirements might encounter some initial limitations. Based on this review, very large enterprise operations may need more robust, specialized solutions than B2B Wave provides by default.

I find these limitations are often addressed by responsive support or manageable trade-offs for the vast majority of small to mid-sized businesses.

4. Final Recommendation

B2B Wave earns a strong recommendation.

You should choose this software if you’re a small to mid-sized wholesaler, distributor, or manufacturer looking to efficiently digitize your B2B sales. From my analysis, its balance of functionality, ease of use, and dedicated support makes it an excellent investment for automating order processes.

My confidence is high for businesses seeking to enhance customer self-service and streamline their online wholesale operations.

This B2B Wave review shows strong value for digitizing wholesale operations, ensuring you make an informed decision for your business.