What is B2B fulfilment? The advantages for ambitious DTC brands ready to scale into new channels

For growing brands, B2B is the logical next step in scaling beyond direct-to-consumer sales. While selling online builds brand awareness and customer loyalty, supporting this with B2B sales can bring some great benefits. 

Breaking into wholesale contracts, retail partnerships, or marketplace distribution unlocks a whole new level of growth – and B2B fulfilment is the driver behind it all. 

So, what’s the catch? Well, B2B isn’t simply ‘DTC, but bigger.’ It comes with its own challenges and complexities; but get it right, and you unlock all the great advantages, too. 

What's the difference? From parcels to pallets

DTC fulfilment is often built with speed and personalisation in mind. Think branded packaging, express couriers, memorable unboxing experiences – you know the drill. 

B2B eCommerce fulfilment, however, is a different kettle of fish. It’s all about... 

• Compliance with retailer requirements: Everything from pallet sizes to delivery slot bookings. Miss one, and you face expensive fines or rejected shipments. 

• Bulk handling: Instead of shipping one candle to a customer, you're shipping 1,000 to Asda or TK Maxx. 

• Precision and process: Each retailer has specific rules for packaging, labelling, and timing – all of which are non-negotiables. 

This is where tech-led fulfilment comes into play. Automated workflows, real-time inventory access, and retailer-specific process flags all work together to dramatically reduce B2B hiccups. 

Why scaling DTC brands should consider B2B

If you're eyeing up business expansion, the advantages of B2B fulfilment for DTC brands are significant. 

Access to major retailers and marketplaces

Partnering with the likes of Tesco, Walmart, or Muller puts your products in front of new audiences that a DTC-only model can’t reach. 

Scalability without doubling overheads

Instead of picking, packing, and posting individual orders, B2B enables efficient bulk fulfilment. One pallet move can represent hundreds of sales, adding extra speed to your fulfilment process. 

Automation and accuracy

When rules for each retailer are encoded into fulfilment systems (like ours), costly mistakes are avoided. A good example is fulfilment platforms enforcing specific labelling or time-slot delivery requirements automatically, ensuring B2B orders stay accurate – and moving. 

Dedicated workflows

Keeping B2B and DTC fulfilment separate but connected under one platform allows brands to maintain performance without channel conflict. Choose a platform that helps you keep DTC and B2B stock apart under one simple view. 

How to manage B2B and DTC under one roof

The question many growing brands ask is: why combine B2B and DTC fulfilment? 

Running your DTC and B2B orders through one platform might seem a little daunting, but it’s actually a great way to drive omnichannel growth. 

Managing both channels together gives: 

• One version of truth for your inventory across wholesale, retail, and DTC 

• Flexibility to serve multiple customers, whether a subscription order, wholesale pallet, or retailer restock 

• Resilience and visibility by running both channels under one platform, helping you avoid duplication, reduce complexity, and maintain control 

By choosing a fulfilment partner that specialises in serving omnichannel brands, you’ll be able to put products on supermarket shelves while keeping promises to your DTC customers. 

The common misconceptions about B2B fulfilment

Expanding into B2B is a leap – there’s no doubt about it. But there are a few myths that hold brands back, when often the reality isn’t as bad as it seems. 

"It's just DTC, but bigger"

Not quite. B2B is governed by compliance, retailer expectations, and bulk logistics – so it’s not just scaling up DTC fulfilment. But that’s not to say it’s unachievable for growing brands; most modern B2B fulfilment solutions have compliance and retailer requirements built in. 

"It's too costly for smaller brands"

In fact, automation and technology make B2B accessible earlier than many assume. The right systems reduce manual handling and the risk of fines, lowering the total cost to businesses. The best course to take here is staying in close contact with your fulfilment provider, who can advise on when to make the B2B jump. 

"You have to choose between DTC and B2B"

Not at all. The truth is that hybrid models are often the sweet spot, especially for growing brands. B2B keeps revenue consistent and predictable when DTC drops off, as well as presenting your products to an entirely new audience. 

Your 'prepare for B2B' checklist

If you’re considering an expansion into B2B, there are a few things you need to get right to ensure success.  

Here’s a quick checklist to get you started: 

• Research retailer requirements early: Every retailer has different expectations on products, pallets, labels, and timing. Coordinate with your fulfilment partner to see if you can meet the grade. 

• Invest in inventory planning tools: They’ll help you easily manage stock across DTC and B2B channels, especially if you sell product bundles or assemblies. 

• Separate your DTC and B2B workflows: Keep everything organised and efficient by running them side-by-side, not together. And if you can manage them both in one platform? Even better. 

• Automate where possible: Choose a provider that prioritises technology and automation to reduce human error and avoid costly compliance mistakes. 

• Think long-term scalability: Select systems that can flex with your growth and adapt as you expand into new markets and regions.
  
   

What to do if you think you're ready for B2B

We can help with that. We help omnichannel brands scale across different sales channels and regions with our technology-led, flexible, global network. 

After all, the smartest brands aren’t choosing between DTC and B2B; they’re combining them with resilient, omnichannel fulfilment that supports long-term growth.