B2B buyers do not want your webshop
A customer ordering the same forty products every month is not shopping. Most B2B storefronts are built for discovery, which is the one thing that buyer never needs.
A B2B customer who orders roughly the same forty products every month does not want to browse your catalogue. They want the ordering to be over.
That sounds obvious written down. It is not what most B2B storefronts are built for, because most of them are a B2C storefront with a login in front and prices that change per customer.
Discovery is the wrong default
A consumer store is optimised for finding something. Faceted search, category pages, recommendations, rich product pages. All of it exists to move somebody from not knowing what they want to knowing.
The repeat B2B buyer already knows. They knew before they opened the browser. Every screen between them and a submitted order is friction, and friction here does not lose you the sale. It sends the order back to email, or to the phone, or to whoever has the sales rep's mobile number. The order still happens. It just costs you a person to process it, which is the cost the webshop was supposed to remove.
What that buyer actually needs
Order history that can be reordered directly, in whole or in part, without rebuilding a basket by hand.
Upload or paste a list of SKUs and quantities. Their ERP or their spreadsheet already has it, so let them bring it.
Saved lists per site, per project, per van. The unit of repetition is rarely "the whole last order".
Their own article numbers as well as yours. They do not think in your SKUs and should not have to translate.
Their contract price, visible and correct, without asking. A price that needs a phone call to confirm is not a price.
Stock and a realistic delivery date, because that is what decides whether they order from you or from whoever can deliver Thursday.
The measurement that tells you the truth
If you want to know whether your B2B storefront works, do not look at conversion rate. Look at how many orders still arrive by email and phone from customers who have an account.
That number is the honest one. It is the proportion of your buyers who looked at the tool you built and decided the old way was faster. Nobody files a support ticket saying your reorder flow is tedious. They just do not use it.
The fix is usually not a redesign. It is a reorder page, a SKU paste box, and prices that are right the first time.