Give business buyers self-service reordering, with a rep behind it.

Buyers reorder at their own price and check their own orders online, and when they call, the rep already sees what they just did.

Start with an order desk review How it works

Brightline Online · today

22%of accounts order through it

Stock on every item
Contract price at loginNeeds one price book
Lead time on short itemsNext
Order status and trackingNext

Where the portal stands today, and what to add first. Status comes before any push to adopt it.

Sound familiar?

Buyers who would reorder online can’t see their price or their order status.
Only 22% of accounts use the portal, and the rest email a PO or call.
A buyer who starts online and then phones has to explain it all again.

Repeat orders are the easiest work to take off the phone, and a portal that stops short of status keeps the calls coming.

What changes.

TodayWith the engine

Pricing: Quoted, then retypedThe buyer’s contract price, shown at login
Reordering: A phone call or an emailed POPast orders ready to reorder in a few clicks
Status: Call and askOrder and shipment status on the same screen
Handoff: Starting over with the repThe rep sees the cart, the history and the last question

How it works. 7 steps, 4 stages.

AI1
Rules and automation4
Your team2
Approval

1Set up
1. Rules and automation
  Show each buyer their own prices
  Company and location records carry contract prices, terms and ship-tos from the ERP.
  - Shopify
  - BigCommerce
  - Prophet 21
2. Your teamApproval
  Choose who moves first
  Account owners pick the accounts that suit online ordering, and keep the phone for those who prefer it.
2Reorder
1. Rules and automation
  Make a reorder a few clicks
  Past orders, standing lists and quick order, with stock and lead time on each line.
  - Shopify
  - Prophet 21
2. AI
  Answer “where’s my order?” in the portal
  Status and tracking from the ERP and the carrier, in plain words.
  - Prophet 21
3Hand off
1. Rules and automation
  Pass context to the rep
  When a buyer calls or emails, the rep sees their cart, their last orders and their last question.
  - HubSpot
2. Your team
  Help with what’s hard
  Reps handle special orders, substitutions and anything the portal can’t.
4Learn
1. Rules and automation
  Track who uses it, and who doesn’t
  Which accounts log in, reorder online and still call, so the next step is a choice.

Calls that remain show what to add next

What you get. Real work, every week.

Who could reorder onlineAccount owner’s view

HSHarbor Street CafésThe same items every 50 days · orders by emailInvite
CBCorner BakehouseLids, cups and soup containers every 3 weeks · orders by phoneInvite
P9Pier 9 CateringOrders vary by event · wants a repKeep the phone
LDLakeside Deli GroupAlready orders through Brightline OnlineOnline

The account owner’s list: who suits online ordering, and who should keep calling.

Reorder what we got last time, plus one more case of lids.

Your last order was 5 cases of LID-16F at $38 a case. Six cases come to $228, and all six are in stock.

From Harbor Street’s contract price and live stock in Prophet 21

A reorder in the portal, answered from the account’s own price and live stock.

How you’ll know it’s working.

Share of orders placed online
Of repeat orders, by account, rather than accounts that merely have a login.
Calls and emails per order
Whether self-service removes routine contacts or only adds a channel.
Contacts where the rep already knew
Whether a buyer moving from the portal to a person has to start over.

Baselines agreed before we build.

Works with what you have.

Commerce

Shopify

Wholesale commerce

BigCommerce
NuORDER
Faire

ERP, CRM & inbox

Prophet 21
HubSpot

We configure first: As of October 2026, Shopify’s B2B features reach every plan, and your ERP, BigCommerce or a wholesale marketplace may already cover private prices and reordering. We configure what you have before building.
We build when: The portal needs context only you hold, such as the account history a rep sees, or status from your ERP and carriers.

What a first build includes.

Built in your accounts, around your team. Scope, fee and baseline agreed before we start.

1Design
2Build
3Run it, or hand it over

Start with a review Scope this build

We build

Account-specific prices, terms and ship-tos in the portal
Reorder lists and quick order, with stock on each line
Order and shipment status from the ERP and carriers
A shared account view, so context follows the buyer to the rep

We start from

Your account list, with order channel by account
Prices, terms and ship-tos from the ERP
Portal or B2B platform access

From your team

Owner: Head of customer service, with sales
Involves: Customer service
Account sales
ERP administration

Questions teams ask.

Do we need a new portal?

Usually not. We start from the one you have and add what’s missing, such as contract prices and order status. A new portal is a later decision, if the numbers justify it.

Won’t buyers still want to call a person?

Many will, and they should. Gartner’s 2025 buyer surveys found 67% prefer a rep-free experience, and 69% turn to a rep to check what AI tells them. Those are stated preferences. So the portal takes routine orders, and a rep stays one step away.

Who owns it once it’s running?

You do. It’s built in your accounts, documented, with training for the people who run it. Ownership usually sits with your head of customer service, with sales. We can keep running it with you, or step back.

How do we start?

Usually with an order desk review: two to four weeks, a fixed fee credited to the build, and a plan that’s yours. If the job is already clear, we can scope the build directly.