B2B logistics is the storage and delivery of goods between businesses: a brand shipping cartons and pallets to retailers, wholesalers, distributors or marketplaces, rather than single parcels to consumers. B2B fulfilment is the warehouse side of it: receiving, storing, picking and packing those bulk orders to each customer’s rules. This guide explains how B2B logistics works, how it differs from B2C, what retailers require (routing guides, labels, delivery slots and EDI), how pallets are handled, what it costs and how to run B2B and B2C from one stock.
Quick answer: B2B fulfilment means shipping larger, scheduled orders, usually cartons or pallets, to business customers that set strict rules for labelling, documents, packing and delivery times. Getting those rules wrong leads to rejected deliveries and penalties. A 3PL that handles both B2B and B2C lets you serve retailers and online customers from the same stock.
Jump to: What is B2B logistics · B2B vs B2C · The B2B fulfilment process · Retail compliance · Pallets · EDI · Costs · B2B and B2C from one stock · Choosing a partner · FAQ
What is B2B logistics?
B2B (business-to-business) logistics covers all the movement and storage of goods sold from one company to another. Typical B2B flows are:
- Wholesale to retail: a brand restocking a retail chain’s distribution centre or stores.
- Distributors and wholesalers: pallets to a distributor that resells to smaller shops.
- Marketplace inbound: shipping stock into a marketplace’s warehouses, for example Amazon FBA or Zalando.
- Industrial and trade supply: parts, materials and consumables delivered to manufacturers, installers or hospitality businesses.
B2B fulfilment is the warehouse work behind these flows: picking full cartons or mixed cartons, building pallets, labelling them to the customer’s standard, preparing the documents and booking transport.
B2B vs B2C fulfilment
| B2B | B2C | |
|---|---|---|
| Customer | Retailers, wholesalers, marketplaces, companies | Consumers |
| Order size | Cartons and pallets, high value per order | Single parcels, one to a few items |
| Frequency | Scheduled or regular orders | Continuous, unpredictable |
| Picking | Full-carton and pallet picking, case picking | Single-item picking |
| Requirements | Routing guides, labels, ASNs, delivery slots, EDI | Fast delivery, branded packaging, easy returns |
| Transport | Pallet networks, groupage and full truckloads | Parcel carriers |
| Payment | On invoice, with payment terms | Paid at checkout |
| Cost of mistakes | Rejected deliveries, penalties, lost listings | Unhappy customer, a return |
The B2B fulfilment process
- Order received: by EDI, portal, email or from your ERP, often with a requested delivery date.
- Allocation: the warehouse reserves stock, respecting batch or best-before rules such as FEFO and the customer’s minimum shelf life.
- Picking: full pallets, full cartons or individual units for mixed cartons.
- Packing and palletising: cartons packed to the customer’s specification and built into stable pallets within height and weight limits.
- Labelling and documents: carton and pallet labels, packing list, delivery note and, if required, an advance shipping notice (ASN).
- Transport booking: pallet network, groupage or full truck, including a delivery slot at the customer’s warehouse.
- Proof of delivery and invoicing: signed delivery documents and invoices, often also sent by EDI.
Retail compliance: routing guides, labels and delivery slots
Large retailers and marketplaces publish routing guides or supplier manuals that define exactly how deliveries must arrive. Typical requirements:
- Labels: GS1-128 pallet labels with an SSCC (an 18-digit serial shipping container code), carton labels with product barcodes, quantities and order numbers.
- Packing rules: one SKU per carton or clearly marked mixed cartons, maximum carton weights, inner packs and carton quantities.
- Pallet rules: pallet type, maximum height and weight, how cartons are stacked and wrapped, and labels on specific sides.
- Documents: delivery note and packing list with the retailer’s order number; an advance shipping notice sent before the goods arrive.
- Delivery slots: booked appointments at the retailer’s distribution centre; late or unbooked trucks may be turned away.
- Shelf life: a minimum remaining shelf life on delivery for food, supplements and cosmetics.
Breaking these rules can mean rejected deliveries, extra handling fees or deductions from your invoice, so your warehouse needs every customer’s rules on file and checks built into the process.
Pallets in B2B logistics
- Euro pallets: the standard in Europe is the EPAL Euro pallet, 1,200 × 800 mm. Many retailers expect exchange-quality Euro pallets, and pallet exchange or pallet accounts are common between suppliers, carriers and retailers. See EUR pallet.
- Height classes: storage and transport prices often depend on pallet height. See CCG1 and CCG2 pallets in our guide to logistics costs.
- Full vs mixed pallets: single-SKU pallets are cheaper to handle and receive; mixed pallets need clear labelling per layer or carton.
- Transport: single pallets go through pallet networks or groupage; several pallets to one customer may justify a part load or full truck.
EDI in B2B fulfilment
Many retailers exchange orders and delivery information by EDI (electronic data interchange) instead of email. In Europe the most common standard is EDIFACT, often in the GS1 EANCOM subset. The main messages are:
| Message | Purpose |
|---|---|
| ORDERS | Purchase order from the retailer |
| ORDRSP | Order response: confirmation or changes from the supplier |
| DESADV | Despatch advice (advance shipping notice), listing what is on each pallet |
| RECADV | Receiving advice: what the retailer actually received |
| INVOIC | Invoice |
You don’t always need your own EDI system. Many brands use an EDI provider or their ERP connector, while the warehouse supplies the shipping data (SSCCs, cartons, quantities) needed for the DESADV.
What B2B fulfilment costs
B2B fulfilment is usually priced per activity, like eCommerce fulfilment, but per pallet and carton rather than per parcel:
- receiving and storage per pallet;
- picking per pallet, per carton or per unit for mixed cartons;
- palletising, wrapping and labelling per pallet;
- compliance work such as SSCC labels, ASNs and retailer-specific packing;
- pallet transport, priced by destination, number of pallets and delivery slot.
See our guides to fulfilment costs and logistics costs for current price ranges.
Running B2B and B2C from one stock
Many brands sell to consumers online and to retailers at the same time. Using one warehouse and one stock pool for both avoids splitting inventory and lets you move stock to whichever channel needs it. It works when the warehouse can:
- handle single-item parcels and full pallets in the same building;
- reserve stock for large retail orders without overselling online;
- apply each retailer’s rules automatically;
- show stock and orders for both channels in one system.
How to choose a B2B fulfilment partner
- Can they meet your retailers’ routing guides, including SSCC labels and ASNs?
- Do they support EDI, directly or through your EDI provider?
- Can they handle full pallets, cartons and single units, and both B2B and B2C?
- Which pallet networks and carriers do they use, and can they book delivery slots?
- How do they handle batch numbers, best-before dates and minimum shelf life?
- What happens if a delivery is rejected, and who pays?
- Can they show references from brands supplying similar retailers?
Read more about retailers, wholesalers, distributors and resellers, 3PL vs 4PL and Amazon fulfilment, or see Waredock’s B2B fulfilment service.
Frequently asked questions
What is B2B fulfilment?
B2B fulfilment is the storage, picking, packing and shipping of orders from one business to another, usually cartons or pallets to retailers, wholesalers, distributors or marketplaces.
What is the difference between B2B and B2C fulfilment?
B2B orders are larger, scheduled shipments of cartons or pallets with strict labelling, document and delivery rules. B2C orders are single parcels to consumers, where speed, packaging and easy returns matter most.
What is a retail routing guide?
A supplier manual from a retailer that defines how deliveries must be packed, labelled, documented and booked. Breaking it can lead to rejected deliveries or invoice deductions.
What is an SSCC label?
A GS1-128 barcode label with an 18-digit serial shipping container code that identifies a pallet or carton, linking it to the advance shipping notice sent to the customer.
Do I need EDI for B2B logistics?
Many larger retailers require it for orders, despatch advice and invoices. Smaller customers often accept email or portals. You can use an EDI provider instead of building your own connection.
Can one warehouse handle B2B and B2C orders?
Yes, if it can ship both pallets and parcels and manage one stock pool for both channels, reserving stock for retail orders so online sales don’t oversell.
