When it comes to boosting a B2B brand’s marketing and branding power, the best place to start is their website. More and more, the first touchpoint consumers have with a brand is online. According to Forbes, it’s estimated that just over 20% of retail purchases are expected to take place online this year, with that number climbing up to 24% by 2026.

Although many B2B brands don't fall into the Ecommerce category, creating a seamless and convenient online experience is always a strategic way to strengthen brand reputation and further boost sales.

We explored some famous ecommerce clothing and workwear brands who cater to both retail consumers and industry professionals, paying attention to their website UX and the ways they enhance their brand experience online. What we discovered were some great lessons for B2B brands to consider for their own websites. Let's get started:

  1. Bring together compelling photography and messaging

    Work clothing brand Carhartt is famous for their rugged and long-lasting workwear. Their website photography highlights their brand in action: with engaging photography of their rugged commercial clothing across a variety of industries. This pairs perfectly with their bold benefit-driven messaging.

    It's a great insight for B2B brands, who often bog down their websites with too much copy and not enough images. Compelling and relevant photography keeps audiences engaged and interested in learning more.

  2. Make finding products easy

    With a seamless shopping experience in mind, legendary clothing brand Dickies makes it easy to find exactly what you're looking for. Through their site navigation, you can quickly browse clothing based on industry or even filter down by clothing qualities.

    Often on B2B sites, key products or services can be difficult to find. It's important to consider different audiences and how to make it as easy as possible for everyone to find exactly what they are looking for.

  3. Use positive reviews to your advantage

    Filson may be a bit on the pricey side, but fans of the clothing brand are loyal. Filson highlights their customers' passion by featuring the rave reviews they write along with photos from their community.

    It's a good reminder for B2B brands to highlight their success stories too. If customers have great things to say, don't be afraid to share. That passion inspires interest and confidence in future customers.


With these three key lessons in mind, B2B brands can strategically enhance their websites, attract new customers and continue to drive sales. Want to talk about your B2B sales journey or digital experience? Reach out to learn more about our collaborative approach.