Why B2B checkout is not one size fits all

This post was written in collaboration with Fortis, an embedded payments platform that integrates directly with WooCommerce to support complex business transactions.

Ecommerce checkouts aren’t one size fits all. While most digital storefronts are built around the fast-paced needs of individual consumers, B2B buyers follow a different playbook — one shaped by contracts, workflows, and organizational nuances.

In the B2C world, transactions are typically simple and immediate. Buyers browse, click, and check out in minutes. But for B2B merchants — especially those using WooCommerce’s customizable checkouts — the path to purchase can be more intricate. 

Business buyers often need invoicing flexibility, custom pricing, enterprise resource planning (ERP) integration, and payment options like automated clearing houses (ACH) or purchase orders.

If you’re unsure whether your store is optimized for B2B buyers, here’s a quick side-by-side to help you self-identify. 

B2C vs B2B checkout: What’s the difference?

Feature	B2C checkout	B2B checkout
Payment methods	Credit card, PayPal	ACH, purchase orders, net terms, surcharging
Buyer type	Individual	Businesses, procurement teams
Order volume	Small and frequent	Large and contract-based
Approval workflow	Single buyer	Multi-user, multi-level approvals
Invoicing/billing	One-time	Recurring and custom
System integration	Standalone	ERP and accounting systems
Pricing	Fixed	Tiered or custom

These differences in buyer needs are more than just trends — they directly impact how businesses should approach their online checkout experience. As McKinsey reports, over two-thirds of B2B buyers now prefer digital or remote interactions, and Forrester finds that 74% conduct the majority of their research online before engaging with a sales rep. 

This means your checkout must not only be functional, but also self-service-friendly, flexible, and aligned with business workflows.

“Today’s B2B buyers expect the same speed and simplicity they experience as consumers, but with the flexibility and control their workflows demand,” says Kevin Shamoun, SVP Product & Innovation at Fortis. “A checkout experience that aligns with these expectations isn’t just convenient — it’s a competitive differentiator.”

For many B2B merchants, the real complexity begins after a buyer clicks checkout. Credit cards remain a staple, but ACH payments and purchase orders are often preferred for larger transactions. 

Accepting ACH payments

ACH (Automated Clearing House) payments are bank-to-bank transfers processed through a U.S. financial network that enables electronic payments and direct deposits. They’re commonly used for payroll, bill payments, and B2B transactions, offering a cost-effective alternative to credit cards.

Unlike credit cards, ACH payments don’t provide immediate confirmation, making them more akin to digital checks. Merchants may wait two to four business days for a bank response, creating risk and uncertainty around cash flow.

Despite these risks, offering ACH can still be a win, especially for repeat customers where the relationship is strong and payment history is reliable. Flexibility matters. 

When you know your buyer, you can tailor the checkout to their needs, which makes the experience feel less transactional and more like a partnership. In fact, offering ACH as part of a flexible billing strategy can support account-based relationships and negotiated terms — two pillars of the B2B buying experience.

When paired with buyer-specific workflows (such as multi-level approvals or purchasing thresholds), ACH enables merchants to offer convenience and control without compromising back-office processes.

Accepting purchase orders

Purchase orders (POs) allow buyers to initiate a purchase based on pre-negotiated terms, typically approved internally before an order is submitted. This is especially useful for organizations with procurement policies, where multiple stakeholders may need to sign off before a transaction is completed.

By supporting POs, B2B merchants can align with their customers’ internal processes, reduce friction during checkout, and reinforce contractual trust. Fortis supports these workflows natively — a valuable capability for WooCommerce merchants selling to enterprise buyers.

Implementing compliant surcharging

Merchants looking to recoup processing costs might consider compliant surcharging, which allows passing credit card fees to customers within legal boundaries. This practice is permitted in parts of the U.S. but is prohibited or restricted in others, and is not currently supported in Canada. 

Navigating compliance involves understanding state-level regulations as well as how tax is applied to surcharges. 

In many cases, offering a combination of payment options — such as credit cards with surcharges alongside ACH or POs — gives businesses the flexibility to manage costs while letting buyers choose how they pay. This balanced approach supports a wider range of B2B checkout scenarios, from one-time orders to ongoing account billing.

For many WooCommerce merchants, shopping carts are table stakes. But in B2B, they’re often skipped altogether. Why?

Gated custom pricing

Price privacy is a significant factor. In B2B, pricing can be highly customized based on contracts, order volume, or customer history. Many merchants don’t want that information visible to the general public. 

Instead, they restrict pricing visibility behind a login. WooCommerce supports this approach through plugins and customizations that can control access by role, login status, or approval level.

Pre-purchase buyer verification

Another key reason: customer vetting. Unlike consumer checkouts, which are open to all, B2B merchants may need to verify buyers before allowing them to browse or order. Whether it’s validating credit terms or confirming business legitimacy, gated access is often part of the process. 

Fortis works with merchants to ensure the checkout experience supports these workflows, while still feeling modern and efficient for the buyer.

Understanding the mechanics of B2B payments is one thing — seeing them play out in real-world situations is another. Here are four common B2B use cases that highlight where WooCommerce stores can hit friction and how the right payment infrastructure can solve it:

1. Wholesale distribution

A regional distributor processes hundreds of reorders each month, many through net terms or purchase orders. Their WooCommerce store doesn’t support ERP sync yet, so finance spends hours reconciling orders manually. Delays and errors are common.

Solution: 

• ERP integration: Automatically sync order, inventory, and payment data between WooCommerce and back-office systems like NetSuite or Acumatica.
• Account-based billing: Enable recurring invoicing or payment terms tied to customer accounts rather than one-off transactions.
• PO support: Allow approved buyers to submit purchase orders directly at checkout, matching their internal procurement workflows.

2. Manufacturing

A custom parts manufacturer uses WooCommerce for direct sales, but each client has negotiated custom pricing. The store doesn’t reflect these differences, so the sales team issues manual invoices for every order.

Solution:

• Role-based pricing: Display different prices based on user roles or account types, like resellers or preferred buyers.
• Dynamic invoicing: Generate invoices in real-time that reflect custom pricing, quantities, and contract terms.
• NetSuite or Acumatica integration: Ensure pricing, orders, and financials are always in sync with the manufacturers’ systems.

3. Professional services

An agency offers retainers and project-based work. They need recurring billing tied to milestone completions. Current plugins don’t match their billing cadence, so invoices are sent manually, creating delays and extra admin overhead.

Solution:

• Native subscription billing: Automate recurring payments for retainers, subscriptions, or ongoing services.
• Milestone-based invoicing: Trigger invoices when project stages are completed rather than on a fixed schedule.
• Stored credentials: Securely store client payment details for faster billing and fewer follow-ups.

4. Field services

A multi-location HVAC provider bills after on-site work, but payment is centralized. Without mobile invoicing, techs submit job notes by email, and customers get billed days later. This slows down payment collection and frustrates clients.

Solution:

• Mobile payment tools: Let technicians capture payments on-site using tablets or mobile devices.
• Centralized billing: Consolidate invoices and payments from multiple jobs or locations into one streamlined process.
• Support for ACH and checks: Offer low-cost, familiar payment options that work well for larger, delayed payments.

Behind every smooth B2B checkout is a robust system handling everything from inventory to accounting. That’s where ERP integration comes in. Fortis supports platforms like Acumatica, Sage, and NetSuite, making it easy to sync payments with your back office.

Whether you’re generating invoices, tracking POs, or monitoring inventory, seamless integration reduces manual work and ensures accurate reporting. And with connector apps in place, this synchronization happens automatically — keeping finance, operations, and sales in alignment.

A B2B-ready checkout isn’t just a more robust B2C flow — it’s a system designed for longer sales cycles, multi-stakeholder approvals, flexible billing, and real-time data flow. Fortis brings all of that to WooCommerce merchants through embedded payments, deep integrations, and customizable workflows.

Whether you need to offer ACH and surcharging, store card data securely, or tailor the checkout based on user roles, Fortis supports the way your buyers actually buy.

What challenges are you facing in B2B checkout? Are there WooCommerce features or payment capabilities you’re still searching for?

Drop the Fortis team a note at sales@fortispay.com.