Why your B2B company needs a customer portal – for real

As more and more B2B buyers expect fast, simple, and digital experiences, the customer portal has become a business-critical tool – not just for service, but for growth. Self-service, automation and real-time access to information are no longer nice-to-haves. They’re expected. In this post, our Head of Sales, Emil Lissborg Nordenskiöld, explores why digital customer interfaces are essential for scaling your business without increasing complexity – and how the right strategy can unlock both time and potential.

We need to talk about something that’s widely discussed – but rarely acted on.

If you’re a CEO, Head of Sales, or Customer Service Manager in a manufacturing or distribution business, how often do you hear:

“Has my order been dispatched?" "Can I get a copy of the invoice?" "Is this item in stock?" 

These are not value-adding conversations. They are repetitive queries that consume time – time that could be better spent building relationships, driving business, and helping customers grow.

That’s why we need to talk about the customer portal.

What is a customer portal?

A customer portal is a digital hub where your B2B customers can:

• View their prices, stock levels and order history
• Place orders whenever it suits them
• Track deliveries, download invoices and browse promotions
• Repeat previous orders or manage their assortment

This has long been standard in B2C – but is still far from the norm in B2B.

Why should you invest in a customer portal?

• Because your customers prefer it. According to McKinsey, over 70% of B2B buyers prefer digital interactions and self-service over speaking to a salesperson – especially when it comes to repeat purchases or simple questions. (mckinsey.com)
• Because you can grow without growing headcount. With a customer portal, you can scale your business – more products, more customers, more orders – without having to scale customer service or sales teams at the same pace. You grow your revenue without runaway costs.
• Because it relieves pressure on your teams. A customer portal handles the repetitive admin, freeing up your salespeople to focus on strategic growth and your customer service team to deliver qualified support. The result? Happier teams – and more satisfied customers.

“But our customers like to call...”

They might. But that doesn’t mean they want to call. This isn’t about choosing between digital and personal service. It’s about offering both. A well-designed customer portal complements your sales team and makes you available 24/7.

Self-service isn’t the future – it’s already here

I recently wrote about why self-service is one of the most important keys to profitable, scalable B2B sales. You can read the article here: Self-service in B2B commerce – The key to efficiency, enhanced customer experience and increased sales

Final thoughts

If you're still processing most of your orders manually, or if your sales and customer service teams spend a large part of their day answering basic questions – it’s time to rethink how a customer portal could become a growth engine for your business.

This isn’t about digital transformation for its own sake. It’s about making life easier for your customers – and setting the right foundation for profitable growth.

Curious about what a customer portal could look like for your business? Let’s talk.