Build export catalog

1. The Strategic Foundation: Know Your Buyer’s Needs

A B2C catalog excites; a B2B export catalog informs and de-risks the purchase. Before you design the first page, answer these questions about your target buyer (e.g., procurement manager, logistics director):

• What are their must-have technical specs? (e.g., material composition, certifications, power consumption, freight dimensions).

• What are their compliance concerns? (e.g., FDA approval, CE marking, specific origin documentation).

• What is the minimum viable order? (B2B buyers need to see MOQ and tiered pricing upfront or know how to obtain it).

Your catalog structure must prioritize clarity and functionality over aesthetics alone.

2. Mandatory Content Components for Export Success

Every product or service entry in your export catalog must contain a “non-negotiable” set of data points to satisfy international due diligence.

A. Core Product Data (For Easy Search)

• SKU/Model Number: The unique, consistent identifier.

• Product Name: Simple and keyword-optimized.

• High-Resolution Images/Video: Include multiple angles, close-ups of critical parts, and a contextual image showing the product in use or its intended application.

• Detailed Description: Focus on features, but emphasize benefits—how does it save the buyer time, reduce risk, or improve their bottom line?

B. International Trade Data (For Logistics & Compliance)

This is where B2B catalogs separate themselves from B2C sites.

• Harmonized System (HS) Code: The globally standardized classification for customs duties and statistics. This is essential.

• Product Specifications: Include dimensions, gross/net weight, volume, and packaging details (e.g., pallet dimensions, number of units per carton). This is vital for calculating freight costs.

• Certifications & Compliance: Clearly list certifications relevant to your target markets (e.g., ISO, CE, RoHS, quality testing reports).

• Country of Origin: Mandatory for customs documentation.

C. Pricing and Order Details

• Minimum Order Quantity (MOQ): State it clearly.

• Tiered Pricing: Provide transparent pricing structures for different volume levels (e.g., $100 for 1-100 units, $90 for 101-500 units).

• Incoterms: Explicitly state the available Incoterms you offer (e.g., FOB, CIF, EXW). This manages the buyer’s expectation of cost and risk immediately.

3. Design and Usability: A Seamless Digital Experience

A powerful catalog is easy to navigate, regardless of the buyer’s location or device.

A. Advanced Filtering and Taxonomy

B2B buyers often search by specification, not just name.

• Robust Filters: Allow filtering by HS Code, Material, Load Capacity, Certification Type, or Target Market Compatibility.

• Logical Categories: Group products in a hierarchy that mirrors how your buyers think (e.g., Industrial Components > Hydraulic Systems > High-Pressure Valves).

B. Mobile-First and Multilingual

Many procurement decisions are researched on tablets or phones during travel or site visits. Your catalog must be fully responsive. If you target major non-English markets (e.g., Germany, Spain, China), the catalog should feature:

• Currency Conversion: Display prices in the buyer’s local currency.

• Localization: Offer the site and product details in the target market’s language.

C. Downloadable Assets

Provide easy ways for the buyer to gather information for their internal teams:

• Download Button: Allow customers to download a PDF Data Sheet or Spec Sheet for the specific product with a single click. This reduces friction and allows the product to move through the buyer’s internal approval chain.

4. Integrate the Catalog with Your Sales Funnel

Your catalog should be a lead generation machine, not just a static brochure.

• Integrated CRM: When a buyer downloads a spec sheet or requests a quote, that data should flow directly into your CRM (Customer Relationship Management) system. This allows your sales team to follow up with hyper-personalized communication.

• Clear Call-to-Action (CTA): Next to every product, provide clear options:

  • “Request a Bulk Quote”

  • “Schedule a Compliance Consultation”

  • “View Case Study for This Product”