Staples says its B2B e-commerce site clicks better for big businesses

July 20, 2015 11:31 AM

Staples Advantage, the business-to-business division of office supplies retail and wholesale giant Staples Inc., has relaunched to make it more accesiable and useful to large and midsized businesses, the company said last week.

Staples also said it plans to launch later this month a refreshed version of, its e-commerce site for small businesses and consumers. Both and will feature an enhanced version of responsive design to improve how content automatically reformats to render properly on mobile as well as desktop screens, Staples said.

A primary new feature of the relaunched, the company says, is a home page dashboard tool that includes such customer information as recent order history, current order status, a shopping list of frequently ordered products, and suggestions for products that may need to be reordered. Suggestions will be based on how frequently the user purchases particular products or types of products. The dashboard also includes orders that are pending approval; buyers or their supervisors can complete those orders through a one-click checkout feature that applies their stored payment and shipping information.

The redesigned site also features enhanced personalization, and offers recommendations based on such criteria as a customer’s shopping history and area of purchasing responsibility. In addition, has organized content to let customers browse and shop for products available for particular industries, including education, health care, government agencies, financial services and retail. A buyer looking to purchase supplies for a hospital, for example, could click into a section on health care to browse and purchase products, view information on programs from Staples for managing procurement of health care products, and read case studies on the purchasing strategies of other Staples Advantage customers. 

“The refreshed look and feel of, from the home page to order confirmation, will make it even easier for our larger business customers to shop,” says Faisal Masud, executive vice president of global e-commerce for Staples. “Users will immediately notice an overall improved functionality of the site in their digital shopping experience, allowing them to quickly and efficiently get the products they need.”

The revised version of will feature faster performance in page-load and checkout times, a new interface designed for easier customer search and navigation, and expanded personalization. The new personalization capabilities will ensure businesses are shown more relevant content, product recommendations and offers.

“The new will now change the way you browse,” Masud says. “Pages have been de-cluttered of elements that were distracting to the user before. You’ll now see a focus on the features and information that customers care about the most, like reviews, product images and delivery estimates.”

Staples is No.4 in the Internet Retailer Top 500, which ranks companies on their annual web sales.

Sign up for a free subscription to B2BecNews, a weekly newsletter that covers technology and business trends in the growing B2B e-commerce industry. B2BecNews is published by Vertical Web Media LLC, which also publishes the monthly business magazine Internet Retailer. Follow Nona Tepper, associate editor for B2B e-commerce, on Twitter @ntepper90.




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