5 B2B E Commerce Myths: Debunked

B2B e-commerce is no longer a future trend; it’s the driving force behind how growing businesses operate and compete. Yet, persistent myths hold many companies back from unlocking real value and efficiency through digital B2B transactions. From factoring and invoice concerns to questions about net terms, Buy Now Pay Later (BNPL), and merchant of record models, there’s a lot to unpack.

We’re here to set the record straight- blending data, direct experience, and insights from B2B BNPL players like Two - so you can stay ahead with confidence in a competitive B2B marketplace landscape.

Unlocking truth from fiction, here are the five most common B2B e-commerce myths—and what every business leader needs to know:

Myth 1: B2B buyers don’t want to purchase online

This couldn’t be further from reality. The landscape has shifted fast. McKinsey reports that over 30% of B2B buyers now prefer digital self-serve channels, and a remarkable 77% are comfortable spending up to $50,000 online. DemandSage found that 89% of B2B researchers source information online before making a purchase decision.

Today’s buyers expect the same seamless, omnichannel payment experience they receive as consumers—whether it's through invoice payment, Pay by Invoice options, or BNPL bill payment. B2B platforms like Alibaba’s credit line, Billie company, or Mondu are meeting those expectations by enabling scalable, secure e-commerce journeys.

If you’re not investing in B2B digital transformation, you risk falling behind in a market shaped by embedded finance, revenue-based financing, and revolving credit options.

Myth 2: B2B e-commerce makes sales reps obsolete

Yes, automation matters—but it doesn’t erase the value of human connection. Research shows that 44% of B2B decision-makers still prefer to close deals via phone. What’s changing is how those deals are closed—smart sellers now use merchant marketplaces, CRMs, and trade account data to enhance outreach.

Digital-first platforms empower sales reps to focus on building trust—something essential in specialized B2B spaces like automotive BNPL or invoice discounting. Whether it's explaining dunning processes, helping customers with factoring marketplace options, or managing accounts receivable, modern reps play a strategic role in every touchpoint.

Myth 3: Offering net terms is too complex for B2B e-commerce

Offering traditional net 30, net 60, or net 90 terms can feel risky. Manual credit checks, invoice insurance, and chasing payments with dunning notices are time-consuming. But with factoring and finance tools, invoice financing vs. factoring becomes a choice, not a burden.

Enter: BNPL for B2B—powered by providers like Two, Mondu, and Billie. These solutions integrate instant credit approval, merchant of record structures, and invoice finance factoring that ensure you get paid upfront, while your buyers enjoy the flexibility they expect.

The impact is real:

• Merchants like Glamit saw a 20% uplift in conversion rates after enabling BNPL.
• Buyers gain confidence through trade references, clear invoice terms, and account receivables management tools.
• Sellers eliminate late payments while maintaining cash flow and protecting working capital.

No more struggling with invoice paid reconciliation - just seamless transactions at scale.
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Myth 4: Only large enterprises benefit from B2B e-commerce

This myth is outdated. SMBs now have access to B2B e-commerce software with features like ar management, consolidated invoice tools, and embedded finance—previously available only to enterprise giants.

From bridging finance loans to factoring of invoice services, smaller players now manage trade credit and cash conversion cycles with confidence. According to Forrester, the US B2B e-commerce market will hit $3 trillion by 2027, largely driven by SMBs that adopt solutions like Two.

Digital channels also level the playing field for sellers, business-to-business marketplaces, and e-commerce merchants across industries. Whether you’re selling industrial parts or beauty product. the opportunity is massive.

Myth 5: Personalisation doesn’t matter in B2B

Personalisation is critical to standing out. 80% of B2B buyers are more likely to engage with brands that tailor their outreach, and over half will switch providers if they don’t receive relevant communications, according to LinkedIn and Business Wire.

From ROI calculators to cost of goods sold (COGS) equations and working capital calculations, decision-makers expect precision. Leading platforms use machine learning and account data to tailor experiences—from personalised payment invoice flows to tailored b2b ecommerce solutions.

Whether your buyer is managing a traders account, navigating merchant record complexities, or assessing return on investment formulas, they want relevancy at every step.

Get ahead with Two

To leverage the full power of modern B2B e-commerce—including automated ar collections, invoice financing, BNPL, and scalable global checkout—adopt tools designed for today’s merchant reality.

With Two, merchants gain:

• Instant, guaranteed payment on invoice
• Automated dunning processes and factoring workflows
• Smart MOR (Merchant of Record) infrastructure
• Tools to build trust in marketplaces between buyers and sellers

Don’t let legacy myths hold you back. Book a demo with Two to enable seamless B2B checkout, smarter credit risk management, and scalable growth!