There must be an aim for your web site. If you do not develop an aim, management will come up with the following aim.

Maximise ROI for shareholders

The usual airhead stuff. Whole companies exist as a fight to the death between sales people trying to earn bonuses by increasing sales and bean counters trying to earn bonuses by decreasing costs. If you stand in the middle, both sides will shoot you down. Take a side so only half the company will hate you.

Your site will increase sales or decrease costs. Not both. Ask your boss which one.

If management insists on both, set up two teams and two web sites. One to increase sales to your customers and one to cut the cost of buying from your suppliers.