Unlocking Online Growth with B2B Payments Built for Sales Success

B2B customers increasingly want the convenience of ordering online – but many merchants make it harder than it needs to be.

The issue isn’t customer reluctance. Most buyers already have payment terms in place. But many ecommerce platforms don’t support credit accounts or proforma invoicing. Instead, they force customers to use card payments.

This breaks the process. Customers go back to phone and email. Orders stay manual. Sales teams stay bogged down.

To grow online revenue, your platform must support the way your customers already buy.

The Problem with B2C Platforms

Many businesses use B2C platforms like WooCommerce or Shopify. These platforms focus on card payments and single-user checkout.

They don’t handle credit limits. They don’t support pay-on-account. They don’t integrate with your ERP.

This creates friction. Your customer wants to place a £1,200 order on their credit account. But the website says: “Pay by card.” So they email the sales rep instead.

You miss the chance to build an online habit – and your team wastes time rekeying orders.

And they're not alone. 83% of B2B buyers say they would abandon an online purchase if they can't pay on account - and 91% would switch to a different supplier if their payment needs weren't met.

B2B Buying Works Differently

B2B customers expect:

• Pay on Account – order now, get invoiced later
• Proforma Invoices – for approval or upfront payment
• Centralised billing – for multi-site accounts
• Credit control – with limits and overdue tracking
• Custom permissions – for who can place and approve orders
  
  

In fact, 72% of UK buyers prefer trade credit terms like "pay on account" over card payments. For larger or recurring purchases, credit terms aren't a nice-to-have - they're expected.

Your platform must support this. If it doesn’t, customers will bypass it.

Apparatus: Built for B2B Payments

Apparatus handles the complexity of B2B payments. It supports:

✅ Pay on Account

Let approved customers place orders on credit, with automatic invoicing.

✅ Proforma Invoicing

Allow customers to generate a proforma for approval before paying.

✅ Customer-Specific Credit Limits

Set and enforce limits per customer. Show available credit at checkout.

✅ Automated Credit Control Workflows

Warn or block orders when accounts go over limit or overdue.

✅ Multi-Site / Group Account Billing

Roll up orders from different sites to a central invoice.

✅ Payment Method Permissions

Choose who can pay by account, card or proforma. Set rules by customer or user role.

Syncs with Your ERP and Accounting Systems

Apparatus keeps everything aligned with your back office. It connects to your ERP or accounting system – including Sage, Xero, Dynamics and others.

• Orders reflect real-time credit status
• Invoices flow automatically
• Finance stays in control
• No need for double entry
  
  

This reduces errors and saves hours each week.

What Sales Directors Gain

Apparatus helps you:

• Increase online orders – by removing payment barriers
• Free up your team – with fewer manual processes
• Support strategic accounts – with complex billing needs
• Protect your margins – with built-in credit control
• Scale faster – with less admin
  
  

And the upside is big: Businesses that offer instant pay-on-account options at checkout report conversion rates 40% higher and average order values up to 30% larger. One UK buyer put it simply: "We buy more when we pay on account".

This isn’t about adding tech. It’s about unlocking growth.

Conclusion

If your ecommerce platform can’t handle B2B payments, customers won’t use it.

Apparatus gives your customers the power to order online using the terms they already trust. No friction. No compromise.

You get more orders online. Less admin. More time to sell.

That’s how you scale with confidence.