What is B2B?
B2B (business-to-business) is a sales model in which transactions happen between two companies rather than between a company and an individual consumer (B2C). It’s common for manufacturers to sell to wholesalers or wholesalers to sell to retailers, often in large volumes and under negotiated terms.
Core features of B2B
B2B eCommerce transactions usually take longer to complete than consumer (B2C) purchases. Instead of an instant “add to cart” checkout, deals often span weeks or even months because they involve:
- Negotiations over pricing, terms, and service levels.
- Contract reviews to ensure compliance and risk management.
- Multiple approval stages, since several stakeholders (e.g., finance, procurement, operations) are involved in decision-making.
Compared to B2C, order values are much higher. Purchases may include:
- Bulk quantities of goods.
- Customized or specialized products.
- Long-term supply contracts.
Because of this complexity, B2B eCommerce requires:
- Precise coordination across systems and teams.
- Clear communication to avoid errors or delays.
- Strong relationships between buyer and seller to ensure smooth, reliable fulfillment.
Examples of B2B
B2B takes many forms, from product supply chains to digital service providers. In each case, the focus is on serving other businesses rather than individual consumers.
Here are some examples:
- Printify partners with Print Providers to offer custom products and print-on-demand services to merchants selling through Shopify, Etsy, and other platforms.
- Alibaba operates as a global marketplace, connecting manufacturers with wholesale and bulk buyers around the world.
- WeWork offers flexible office spaces and coworking memberships for businesses of all sizes.
- FedEx provides global logistics, shipping, and supply chain solutions to companies, enabling them to move products quickly and reliably.
How does B2B differ from B2C?
The main difference is the audience. B2B transactions happen between companies, while B2C transactions involve selling directly to individual customers.
| Difference | B2B | B2C |
| Purchasing process | More complex, involve multiple decision-makers, larger budgets, longer approval timelines | Typically faster, a single buyer makes decisions based on personal needs or preferences |
| Brand loyalty | Driven by long-term partnerships and consistent quality | Influenced by price, convenience, and trends |
| Order size and value | Bulk orders and high-value contracts | Smaller and lower in total value |
| Product knowledge | Buyers often have deeper technical knowledge due toa larger investment | Buyers rely more on brand trust, product presentation, and reviews |
What is B2B marketing?
B2B marketing refers to the strategies companies use to promote and sell products or services to other businesses. Unlike B2C, which often appeals to consumer emotions or impulse, B2B marketing focuses on demonstrating measurable value, ROI, and long-term benefits.
Because purchasing decisions are usually made by well-informed teams or committees, marketing efforts emphasize education and credibility. This includes providing detailed product information, case studies, white papers, industry insights, and clear explanations of how an offering solves specific business challenges.
An effective B2B marketing strategy builds trust, showcases expertise, and positions the seller as a reliable partner in helping the buyer achieve their business goals.
B2B eCommerce marketing strategies
Growing your B2B venture online relies on using strategies that attract, nurture, and convert business buyers through the channels they already use.
Conversion rate optimization (CRO)
CRO improves your sales channel’s ability to turn website visitors into leads or customers. This can include testing page layouts, calls-to-action, pricing displays, and lead capture forms to see what drives the best results. CRO is especially valuable in B2B, where sales cycles are long and buyers carefully weigh decisions.
Email marketing
Email remains one of the strongest tools for nurturing B2B relationships. From product announcements and price updates to meeting follow-ups, email is still the preferred communication channel for many buyers. The key is personalization and relevance — fewer, targeted messages that address specific buyer needs, often supported by automated nurturing sequences.
B2B marketplaces
Marketplaces provide immediate access to large pools of potential buyers, making them a popular entry point. However, because marketplace listings use standardized layouts and catalogs, they limit your ability to showcase a unique brand. For higher-value or specialized products, a dedicated B2B store or portal offers full branding control while keeping setup costs manageable.
Referral marketing
Referrals remain one of the most powerful B2B growth drivers. Buyers frequently rely on recommendations, reviews, and peer trust before committing to a supplier. Encouraging satisfied customers to leave reviews, share case studies, or make referrals – whether incentivized or not – builds credibility and helps establish long-term partnerships.
FAQs
B2B eCommerce is when businesses sell products or services to other businesses through an online platform. It covers a wide range of transactions, from manufacturers selling directly to distributors or wholesalers supplying retailers, to service providers and SaaS companies offering digital solutions to companies.
B2B companies often deal with long sales cycles, complex decision-making processes, high competition, and the need for personalized service. They also face challenges in maintaining strong relationships with multiple stakeholders.
Yes. Many businesses sell to both individual consumers and other businesses. For example, a clothing brand might sell directly to customers online (B2C) while also supplying products in bulk to retail stores (B2B).
A B2B professional manages relationships between companies, negotiates contracts, and makes sure that products or services meet the needs of business clients. Their work often involves sales, marketing, account management, or supply chain coordination.