Kruso Logo
Contact us

From sales to self-service: How automation transforms B2B commerce

Today’s B2B customers expect the same seamless experience they know from B2C. They want to explore options, compare products, and complete purchases on their own without unnecessary friction.

For businesses, that means it’s time to rethink the traditional sales process.

B2B Buyers want to buy. Not be sold to

Many B2B companies are still relying on manual, time-consuming sales processes. But expectations have changed. Today’s B2B buyers want the same effortless and independent experience they get from B2C platforms. 

According to Gartner’s Future of Sales report, 33 percent of buyers prefer to complete purchases without ever speaking to a sales rep and among millennials, that number climbs to 44 percent.

This shift is not about replacing your sales team – it is about removing friction. When your customers can find prices, configure products, and place orders on their own, the journey from interest to conversion becomes faster, smoother, and far more efficient. 

Why self-service is a win for everyone

Self-service is not just about convenience for the buyer – it is a strategic advantage for your business. 

With a self-service B2B platform, customers move forward at their own pace. That reduces manual effort and frees up your sales team to focus on complex deals and high-value tasks. 

At the same time, transparent pricing and easy access to product data help you build trust and loyalty. A well-designed self-service platform also makes it possible to grow your customer base without scaling your sales force. 

Husted VinWine, rock'n'roll, and commerce - all combined on one platform

Husted Vin proofs that it works

Husted Vin is a great example of what modern B2B commerce can look like. They needed one solution to serve both B2C and B2B buyers. The answer was a unified platform where wine bars, restaurants, and private customers can all browse and buy through a shared experience. 

With DynamicWeb as the engine and Kruso as their digital partner - Husted Vin now offers a fully self-service setup that feels intuitive and professional. From product discovery to reordering, customers can manage everything themselves with ease. 

This new setup saves internal resources, boosts loyalty, and gives Husted Vin the flexibility to grow - without adding unnecessary complexity. It is a great demonstration of what happens when digital experience and business goals align. 

Laying the foundation for self-service: A smooth self-service experience does not happen by accident. It requires the right digital foundation:

  1. Product Information Management (PIM)

    A strong PIM system ensures accurate and up-to-date product data across every channel. It is the backbone of search, pricing, and product visibility.

  2. Configure-Price-Quote (CPQ)

    CPQ tools allow customers to configure products, calculate prices, and receive quotes instantly. This is especially useful in industries with complex or custom product offerings.

  3. User-centered design

    If the user journey is not intuitive, customers will not use it. Great UX design makes even complex tasks feel easy. Focus on real user needs and build flows that guide them naturally from start to finish.

Rethink value creation

Automating B2B sales is not just a tech project – it is a mindset shift. The goal is no longer to manually guide every buyer but to empower them to make decisions independently. 

When customers are in control, everything moves faster – and the relationship becomes stronger. 

B2B buyers have made their preferences clear. They want digital experiences that respect their time. Businesses that invest in self-service platforms, CPQ tools, strong product data, and intuitive design will be the ones that stand out and stay ahead. 

You may also want to read

How to streamline your B2B sales with self-service commerce WebinarB2B commerce is more than transactions. It’s about the experienceHow to build loyal customers through intelligent aftersales portals Bureaucracy meets innovation, reimagining public sector transformation through product thinkingMeet the people behind the code Krusader's TalkTurn challenges into useable AI solutionsAI HackathonDoes your website meet all the accessibility requirements?Web accessibilityDesign thinking in 2025 and why human-centered innovation still drives real impact Kruso 20th anniversary celebration
svEN