Order attribution for B2B and wholesale BigCommerce stores

Why attribution is harder in B2B

On a pure DTC storefront, “who sold it?” is often the customer. On wholesale, showroom, phone, and field sales teams, the order lands in BigCommerce after a human relationship already happened.

If you only look at the checkout customer, you lose the rep. If you only look at the last person who touched the account, you create politics. You need a deliberate attribution step.

A clean attribution model

Treat every order as one of: assigned to an active rep, marked as a direct sale, or still unattributed (inbox). Unattributed should trend toward zero before payroll.

Allow reassignment when credit was wrong—but keep a habit of fixing it in the same system that calculates commission, not in a side spreadsheet.

Operational tips that reduce disputes

Attribute within 24–48 hours of order creation while context is fresh.

Backfill historical open orders once after installing a tracking app so the first month is trustworthy.

Publish a short internal rule: “If the customer was worked by a rep this quarter, credit that rep unless the order is marked direct.”

Doing this in RepFlow

RepFlow — BigCommerce sales commission manager captures new orders through BigCommerce webhooks into an Order Inbox. Merchants assign a rep or mark a direct sale; commissions only calculate when attribution and rates are in place.

See the install guide at https://repflow-bigcommerce.vercel.app/docs or install from https://www.bigcommerce.com/apps/repflow/.

Related guides

• How to track BigCommerce sales commissions without spreadsheets
• How sales rep commissions are calculated (subtotal minus discount)
• Payroll-ready BigCommerce commission export checklist