CINXE.COM

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class="sf-progress-indicator__percentage screen-reader-hidden" id="progress-indicator-percentage" max="100" value="0" aria-label="Article progress">0%</progress> </div> <main id="main-content"> <article class="post post--v2 post--article"> <header class="post__header"> <div class="container"> <div class="hero-v2 "> <div class="hero__taxonomies"> <a href="https://www.salesforce.com/blog/category/commerce/" class="sf-tag topic topic--commerce sf-tag--commerce" aria-label="Filed under Commerce" > Commerce</a> </div> <h1 class="h2">B2B vs B2C Ecommerce: What’s the Difference?</h1> <div class="hero-v2__ornaments-container hero-v2__ornaments-container--no-ornaments"> <figure class="hero-v2__image"><span class="img-object-fit"><img src="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2023/10/SF_SC-BLOG_Sales-Cycle_Opt_B.jpeg?w=889" sizes="(min-width: 48em) 500px, 100vw" srcset="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2023/10/SF_SC-BLOG_Sales-Cycle_Opt_B.jpeg 1500w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2023/10/SF_SC-BLOG_Sales-Cycle_Opt_B.jpeg?w=889&h=500 889w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2023/10/SF_SC-BLOG_Sales-Cycle_Opt_B.jpeg?w=768&h=432 768w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2023/10/SF_SC-BLOG_Sales-Cycle_Opt_B.jpeg?w=150&h=84 150w" alt="Illustration depicting charts and graphs that show differences between B2B and B2C commerce" loading="eager" fetchpriority="high" /></span><figcaption class="body-3">B2B vs. B2C: Selling to other businesses can be more complex and nuanced than selling to consumers. Here's what you should know. [Studio Science]</figcaption></figure> </div> <h2 class="hero-v2__excerpt">Understand the major differences between B2B and B2C ecommerce, and learn successful strategies to enhance the buyer experience.</h2><article class="hero-byline hero-byline--1"> <a href="https://www.salesforce.com/blog/author/lauren-wallace/" class="hero-byline__author"> <div class="hero-byline__thumbnail"> <span class="img-object-fit img-object-fit--is-round"><img src="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2021/11/LaurenWallaceHeadshot.jpg?w=150" sizes="100px" srcset="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2021/11/LaurenWallaceHeadshot.jpg 400w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2021/11/LaurenWallaceHeadshot.jpg?w=150&h=150 150w" alt="" loading="lazy" /></span> </div> <div class="hero-byline__contents"> <h3 class="hero-byline__full-name"> <span class="hero-byline__name">Lauren</span> <span class="hero-byline__name">Wallace</span> </h3> <div class="hero-byline__meta"> <div class="hero-byline__info"> <time class="hero-byline__date" datetime="2024-08-01">August 1, 2024</time> <span class="hero-byline__reading-time"> 6 min read </span> </div> </div> </div> </a> </article> </div> </div> </header> </div> <div class="post__social post__social--v2 post__social--top post__social--has-title"> <h2 class="screen-reader-mobile-only post__social-title">Share article</h2> <ul class="social-nav social-nav-v2"> <li class="social-nav__item"> <a aria-label="Share on LinkedIn (Opens in a new tab)" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fb2b-vs-b2c-ecommerce-difference%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&title=B2B%20vs%20B2C%20Ecommerce%3A%20What%E2%80%99s%20the%20Difference%3F" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" fill="none"><path fill="#032D60" d="M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Twitter (Opens in a new tab)" href="https://x.com/intent/tweet?text=B2B%20vs%20B2C%20Ecommerce%3A%20What%E2%80%99s%20the%20Difference%3F&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fb2b-vs-b2c-ecommerce-difference%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&via=salesforce" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="32" height="32" fill="#032D60" viewBox="0 0 32 32"><path d="M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Facebook (Opens in a new tab)" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fblog%2Fb2b-vs-b2c-ecommerce-difference%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="19" height="19" fill="none"><path fill="#032D60" d="M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5" /></svg> </a> </li> <li class="social-nav__item"> <button class="copy-share js-copy-link" aria-label="Copy link to clipboard" href="#" data-clipboard-text='"B2B vs B2C Ecommerce: What’s the Difference?" https://www.salesforce.com/blog/b2b-vs-b2c-ecommerce-difference/' > <svg xmlns="http://www.w3.org/2000/svg" width="20" height="10" fill="none"><path fill="#032D60" d="M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z" /></svg> </button> </li> </ul> </div> <div class="post__content post__content-v2"> <p><a href="https://www.salesforce.com/commerce/b2b-ecommerce/" target="_blank" rel=" noopener">B2B ecommerce</a> used to be a simple thing: businesses would just put up a website and wait for their customers to come. Now, those days have gone the way of VHS tapes and answering machines.</p> <p>Today’s <a href="https://www.salesforce.com/commerce/what-is-ecommerce/" target="_blank" rel=" noopener">ecommerce</a> world is a place of:</p> <ul class="wp-block-list"> <li>24/7 seamless engagement</li> <li>personalized communication</li> <li>omnichannel customer experiences</li> </ul> <p>Businesses don’t sit back and wait for something to happen — they reach out and meet their customers in their favorite spots. This is the anytime, anywhere world of <a href="https://www.salesforce.com/commerce/b2c-ecommerce/" target="_blank" rel=" noopener">B2C e-commerce</a>.</p> <p>When it comes to B2B e-commerce, many still think of a dusty, outdated website, checking its watch and wondering where everyone is. This is changing, though, as today’s B2B buyer is just as digitally savvy as their B2C counterpart — and they expect the same exceptional service. When it comes to B2B vs B2C e-commerce, the gap is narrowing.</p> <p>Here’s a deep dive into B2B vs B2C e-commerce, and a few key ways that B2B organizations can offer elevated e-commerce experiences.</p> <h2 class="wp-block-heading" id="h-what-s-the-difference-between-b2b-ecommerce-and-b2c-ecommerce">What’s the difference between B2B ecommerce and B2C ecommerce?</h2> <p>B2B stands for ‘business to business’ while B2C is ‘business to consumer’. B2B ecommerce utilizes online platforms to sell products or services to other businesses. B2C e-commerce targets personal consumers. A company that sells office furniture, software, or paper to other businesses would be an example of a B2B company.</p> <p>B2B ecommerce tends to be more complex than B2C ecommerce. It involves heavier research, more needs-based purchasing, and less marketing-driven buying. Many B2B buyers have very tight parameters around the purchases they can make. This means that traditional revenue drivers like add-ons don’t have the same impact. In the past, B2B organizations didn’t have much of an incentive to optimize their customer journey. But now, things are changing.</p> <div class="wp-block-group is-style-cluster-content-section-alt has-white-background-color has-background is-layout-constrained wp-block-group-is-layout-constrained"> <div class="alignfull wp-block-salesforce-blog-section-heading"> <h2 class="wp-block-salesforce-blog-section-heading__title"> Free Resources for B2B Commerce </h2> </div> <div class="wp-block-columns is-style-default is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:50%"> <div class="wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-1 wp-block-group-is-layout-flex"> <figure class="wp-block-image size-large is-resized"><a href="https://www.salesforce.com/form/commerce/state-of-commerce/" target="_blank" rel=" noopener"><img decoding="async" src="https://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/Commerce/soc-resource-card-image-1200x675.png.transform/card/image.jpg" alt="" style="width:555px;height:auto"/></a></figure> <h3 class="wp-block-heading" id="h-new-research-how-b2b-pros-are-navigating-the-era-of-ai"><a href="https://www.salesforce.com/form/commerce/state-of-commerce/">New Research: How B2B Pros Are Navigating the Era of AI</a></h3> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:50%"> <div class="wp-block-group is-style-cluster-content-card is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-2 wp-block-group-is-layout-flex"> <figure class="wp-block-image size-large"><a href="https://www.salesforce.com/blog/best-b2b-commerce-trends/" target="_blank" rel=" noopener"><img decoding="async" src="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2024/02/030124_B2B-Commerce-Trends-Already-Emerging-in-2024_A-1.jpg?w=768&h=432" alt=""/></a></figure> <h4 class="wp-block-heading" id="h-explore-5-b2b-commerce-trends-dominating-2024"><a href="https://www.salesforce.com/blog/best-b2b-commerce-trends/">Explore 5 B2B Commerce Trends Dominating 2024</a></h4> </div> <div class="wp-block-group is-style-cluster-content-card is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-3 wp-block-group-is-layout-flex"> <figure class="wp-block-image size-large"><a href="https://www.salesforce.com/resources/articles/b2b-sales-wins-with-digital-commerce/" target="_blank" rel=" noopener"><img decoding="async" src="https://www.salesforce.com/content/dam/web/en_us/www/images/resource-center/b2bs-og-image-how-b2b-digital_teams_win_article-updated.png.transform/card/image.jpg" alt=""/></a></figure> <h4 class="wp-block-heading" id="h-learn-how-b2b-sales-teams-win-with-digital-commerce"><a href="https://www.salesforce.com/resources/articles/b2b-sales-wins-with-digital-commerce/" target="_blank" rel=" noopener">Learn How B2B Sales Teams Win with Digital Commerce</a></h4> </div> <div class="wp-block-group is-style-cluster-content-card is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-4 wp-block-group-is-layout-flex"> <figure class="wp-block-image size-large"><a href="https://www.salesforce.com/form/commerce/forrester-wave-b2b-commerce/" target="_blank" rel=" noopener"><img decoding="async" src="https://www.salesforce.com/content/dam/web/en_us/www/images/Commerce%20form%20images/forrester-wave-report-2.png" alt=""/></a></figure> <h4 class="wp-block-heading" id="h-see-why-salesforce-is-named-a-leader-in-b2b-commerce"><a href="https://www.salesforce.com/form/commerce/forrester-wave-b2b-commerce/">See Why Salesforce Is Named a Leader in B2B Commerce</a></h4> </div> </div> </div> </div> <h2 class="wp-block-heading" id="h-why-is-b2b-ecommerce-more-complex-than-b2c-ecommerce">Why is B2B ecommerce more complex than B2C ecommerce?</h2> <p>Here are a few reasons why B2B e-commerce is more complex than B2C:</p> <ul class="wp-block-list"> <li>B2B buyers have to consult with multiple departments before purchasing, while B2C consumers only have to consider themselves.</li> <li>B2B buyers look at the long term, which means they spend more time researching and sourcing recommendations. The B2C customer is more prone to impulse buying or emotionally driven purchases.</li> <li>B2B buyers deal in high-value purchases, so any misstep is magnified. Small-value B2C purchasing errors are much less impactful.</li> <li>B2B buyers are generally repeat purchasers, so organizations have to consider the long-buyer lifecycle. B2C consumers will often only buy a product once.</li> <li>Since B2B buyers are making purchasing decisions for entire companies, they have a tighter remit than B2C customers.</li> </ul> <h2 class="wp-block-heading" id="h-tips-to-improve-your-b2b-e-commerce-platform-and-provide-a-b2c-level-experience"><strong>Tips to improve your B2B e-commerce platform and provide a B2C-level experience</strong></h2> <p>While B2B e-commerce may be more complex — and the needs of the buyer different – that doesn’t mean those buyers don’t expect the same level of service. In fact, <a href="https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/" target="_blank" rel=" noopener">63% of business buyers</a> say most customer experiences fall short of what they know is possible. </p> <p>Personalization has been a boon for B2C, but it can be for B2B as well. Building personal relationships is crucial, especially during the buying cycle. B2B organizations need to make the most out of every opportunity to connect with their target audience, display a differentiator, and highlight their brand. Here are a few ways that businesses can boost their B2B e-commerce experience:</p> <h3 class="wp-block-heading" id="h-create-an-omnichannel-experience"><strong>Create an omnichannel experience</strong></h3> <p>Today’s savvy consumer expects a seamless experience across touchpoints — and the business buyer does as well. On average, business buyers engage with companies across <a href="https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/" target="_blank" rel=" noopener">10 different channels</a>, and they want the entire journey to feel cohesive. In fact, <a href="https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/" target="_blank" rel=" noopener">79% of customers</a> expect consistent interactions across departments. That’s where an omnichannel strategy comes in.</p> <p>Creating an omnichannel experience is a win/win. It enables customers to engage on any channel and offers businesses a wealth of data to better understand their customers. It’s what makes it possible to keep track of inventory and orders across every touchpoint, update messaging, and build a cohesive experience no matter where your shoppers want to browse or purchase.</p> <h3 class="wp-block-heading" id="h-offer-24-7-customer-support">Offer 24/7 customer support</h3> <p>Since B2B deals with large orders and complex processes, it’s important to offer robust customer support at every stage of the journey. Consider implementing chatbots for 24-hour customer support. This is especially helpful with generative AI for commerce, which enhances the chatbot experience by responding to even the most complicated inquiries with natural language.</p> <p>In addition to chatbots and <a href="https://www.salesforce.com/blog/what-is-conversational-commerce/" target="_blank" rel=" noopener">conversational commerce</a> tools, consider creating an FAQ section that answers common questions interested parties may ask about your products, services, or market. This can significantly boost your <a href="https://www.salesforce.com/blog/ecommerce-seo/" target="_blank" rel=" noopener">ecommerce SEO</a> efforts.</p> <p>Business buyers are likely to perform extensive research before approaching your <a href="https://www.salesforce.com/resources/articles/b2b-sales-wins-with-digital-commerce/" target="_blank" rel=" noopener">B2B sales</a> team, and FAQ sections can lend credibility and value to this part of their journey. </p> <h3 class="wp-block-heading" id="h-review-the-checkout-process">Review the checkout process</h3> <p>While offering 24/7 customer support is important, it’s also important to allow customers to help themselves. According to a <a href="https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/when-b2b-buyers-want-to-go-digital-and-when-they-dont" target="_blank" rel=" noopener">McKinsey report</a>, 76% of B2B buyers find it helpful to speak to someone when they’re researching a product or service, but only 15% want to speak to someone when reordering. Offering one-click reordering, or even recurring subscriptions, can improve customer satisfaction.</p> <h3 class="wp-block-heading" id="h-provide-informative-content"><strong>Provide informative content</strong></h3> <p>Since B2B e-commerce purchases aren’t as emotionally driven as B2C e-commerce purchases, it’s important to provide detailed information about products and services. Businesses can implement FAQs, community forums, video demonstrations, live chat, and more.</p> <p>Another difference in B2B vs B2C is that the B2B buyer will expect their salesperson to thoroughly understand their industry and be well-equipped to answer difficult questions. A whopping <a href="https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/">84% of business buyers</a> expect sales reps to act as trusted advisors, and 86% are more likely to buy if companies understand their goals.</p> <h2 class="wp-block-heading" id="h-what-s-next-for-b2b-ecommerce"><strong>What’s next for B2B ecommerce?</strong></h2> <p>Today’s B2B buyers may have higher expectations, but that just means that B2B organizations have to evolve to meet them. This is an opportunity for B2B companies to become more agile, responsive, and connected. To meet the moment and stay ahead of the curve, B2B leaders need flexible, complete commerce solutions that address the needs of all aspects of the buyer journey. A trusted partner for B2B commerce makes all the difference. Read the latest <a href="https://www.salesforce.com/form/commerce/forrester-wave-b2b-commerce/" target="_blank" rel=" noopener">Forrester Wave report</a> to learn why Salesforce Commerce Cloud is named a leader in B2B commerce.</p> <div class="layout-one wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title">Get started with B2B commerce</h2> <p class="wp-block-offer__description">Launch quickly and develop a cost-effective approach.</p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_self" href="https://www.salesforce.com/form/commerce/b2b-digital-commerce-playbook/">Get the playbook</a> </div> </div> <div class="wp-block-offer__media"> </div> </div> <div class="wp-block-offer__graphics wp-block-offer__contour"></div>  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__illustration" 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Understand the major differences between B2B and B2C ecommerce and learn successful strategies to optimise them.</h2><article class="hero-byline hero-byline--1"> <a href="https://www.salesforce.com/blog/author/digital-delivery-operations7076/" class="hero-byline__author"> <div class="hero-byline__contents"> <h3 class="hero-byline__full-name"> <span class="hero-byline__name">digital-delivery-operations7076</span> </h3> <div class="hero-byline__meta"> <div class="hero-byline__info"> <time class="hero-byline__date" datetime="2021-11-01">November 1, 2021</time> <span class="hero-byline__reading-time"> 6 min read </span> </div> </div> </div> </a> </article> </div> </div> </header> </div> <div class="post__social post__social--v2 post__social--top post__social--has-title"> <h2 class="screen-reader-mobile-only post__social-title">Share article</h2> <ul class="social-nav social-nav-v2"> <li class="social-nav__item"> <a aria-label="Share on LinkedIn (Opens in a new tab)" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2F%3Fp%3D106937%26utm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&title=B2B%20vs%20B2C%20Ecommerce%3A%20What%E2%80%99s%20the%20Difference%3F" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" fill="none"><path fill="#032D60" d="M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Twitter (Opens in a new tab)" href="https://x.com/intent/tweet?text=B2B%20vs%20B2C%20Ecommerce%3A%20What%E2%80%99s%20the%20Difference%3F&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2F%3Fp%3D106937%26utm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&via=salesforce" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="32" height="32" fill="#032D60" viewBox="0 0 32 32"><path d="M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Facebook (Opens in a new tab)" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fblog%2F%3Fp%3D106937%26utm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="19" height="19" fill="none"><path fill="#032D60" d="M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5" /></svg> </a> </li> <li class="social-nav__item"> <button class="copy-share js-copy-link" aria-label="Copy link to clipboard" href="#" data-clipboard-text='"B2B vs B2C Ecommerce: What’s the Difference?" https://www.salesforce.com/blog/?p=106937' > <svg xmlns="http://www.w3.org/2000/svg" width="20" height="10" fill="none"><path fill="#032D60" d="M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z" /></svg> </button> </li> </ul> </div> <div class="post__content post__content-v2"> <p>B2B vs B2C: what are the biggest differences and why does this matter?</p> <p><a adhocenable="false" href="https://www.salesforce.com/eu/blog/2021/04/why-b2b-ecommerce-is-important.html" target="_blank" rel="noopener">B2B ecommerce</a> used to be a simple thing: businesses would just put up a website and wait for their customers to come. Now, those days have gone the way of VHS tapes and answering machines. </p> <p>Today’s ecommerce world is a place of: </p> <ul class="wp-block-list"> <li><p>24/7 seamless engagement<span style="color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;"> </span></p></li> <li><p><span style="color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;">personalised communication </span></p></li> <li> <span style="color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;">omnichannel customer experiences</span> </li> </ul> <p>Businesses don’t sit back and wait for something to happen — they reach out and meet their customers in their favourite spots. This is the anytime, anywhere world of B2C e-commerce, at least.</p> <figure class="wp-block-image size-full"><a href="https://www.salesforce.com/plus/experience/world_tour_london_2024" target="_blank" rel=" noopener"><img decoding="async" src="https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2024/05/wt-london-fy25-Blog-CTA-Sales-970x250-1.png?strip=all&quality=95" alt="" class="wp-image-0"/></a></figure> <p>The B2B e-commerce world still conjures up thoughts of that dusty website, checking its watch and wondering where everyone is. This is changing, though, as today’s B2B buyer is just as digitally savvy as their B2C counterpart — and they expect the same exceptional service. When it comes to B2B vs B2C e-commerce, the gap in service is narrowing.</p> <p>Let’s take a look at B2B vs B2C e-commerce, and come up with some ways that <a adhocenable="false" href="https://www.salesforce.com/eu/blog/2021/03/b2b-organisations-digital-channels.html" target="_blank" rel="noopener">B2B organisations</a> can offer elevated e-commerce experiences.</p> <h2 class="wp-block-heading" id="h-what-s-the-difference-between-b2b-ecommerce-and-b2c-ecommerce"><b>What’s the difference between B2B ecommerce and B2C ecommerce?</b></h2> <p>B2B stands for ‘business to business’ while B2C is ‘business to consumer’. B2B ecommerce utilises online platforms to sell products or services to other businesses. B2C e-commerce targets personal consumers. A company that sells office furniture, software, or paper to other businesses would be an example of a B2B company. </p> <p>B2B ecommerce tends to be more complex than B2C ecommerce. It involves heavier research, more needs-based purchasing, and less marketing-driven buying. Many B2B buyers have very tight parameters around the purchases they can make. This means that traditional revenue drivers like add-ons don’t have the same impact. B2B organisations didn’t have much of an incentive to optimise their <a adhocenable="false" href="https://www.salesforce.com/eu/blog/2020/01/shifting-perspectives-customer-journey.html" target="_blank" rel="noopener">customer journey</a> but this is changing in the current climate.</p> <div class="layout-six wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title"><span>Transforming the B2B Sales Function E-book </span></h2> <p class="wp-block-offer__description">Enable sales teams to win the connected customers using B2B Commerce.</p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_blank" href="https://www.salesforce.com/eu/form/commerce/transforming-b2b-sales-function/?d=inc-blog-banner&nc=7013y000002lQrAAAU">Get the E-Book</a> </div> </div> <div class="wp-block-offer__media"> <img fetchpriority="high" decoding="async" width="500" height="281" src="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2020/09/industry_segmentation_blog-1.jpg" class="attachment-full size-full" alt="Understand Your Customers Better with an Industry Segmentation Strategy" srcset="https://www.salesforce.com/blog/wp-content/uploads/sites/2/2020/09/industry_segmentation_blog-1.jpg 500w, https://www.salesforce.com/blog/wp-content/uploads/sites/2/2020/09/industry_segmentation_blog-1.jpg?w=150&h=84 150w" sizes="(max-width: 500px) 100vw, 500px" /> </div> </div> </div> <h2 class="wp-block-heading" id="h-why-is-b2b-ecommerce-more-complex-than-b2c-ecommerce"><b>Why is B2B ecommerce more complex than B2C ecommerce?</b></h2> <p>Here are a few reasons why B2B e-commerce is more complex than B2C:</p> <ul class="wp-block-list"> <li><span style="color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;">B2B buyers have to consult with multiple departments before purchasing, while B2C consumers only have to consider themselves.</span> </li> <li><span style="color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;">B2B buyers look at the long term, which means they spend more time researching and sourcing recommendations. The B2C customer is more prone to impulse buying or emotionally driven purchases. </span> </li> <li><span style="color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;">B2B buyers deal in high-value purchases, so any misstep is magnified. Small-value B2C purchasing errors are much less impactful.</span> </li> <li><span style="color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;">B2B buyers are generally repeat purchasers, so organisations have to consider the long-buyer lifecycle. B2C consumers will often only buy a product once.</span> </li> <li><span style="color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;">Since B2B buyers are making buying decisions for entire companies, they have a tighter remit than B2C customers. </span> </li> </ul> <h2 class="wp-block-heading" id="h-tips-to-improve-your-b2b-e-commerce-platform-and-provide-a-b2c-level-experience"><b>Tips to improve your B2B e-commerce platform and provide a B2C-level experience</b></h2> <p>While B2B e-commerce may be more complex — and the needs of the buyer different – that doesn’t mean those buyers don’t expect the same level of service. Personalisation has been a boon for B2C, but it can be for B2B as well. </p> <p>Building personal relationships is crucial, especially during the buying cycle. According to the <a href="https://www.salesforce.com/eu/form/pdf/state-of-the-connected-customer-2nd-edition/" target="_blank" adhocenable="false" rel="noopener">Salesforce State of the Connected Customer report</a>, 72% of business buyers expect vendors to offer personalised engagement. </p> <p>B2B organisations need to make the most out of every opportunity to connect with their target audience, display a differentiator, and highlight their brand. Here are a few ways that businesses can boost their B2B e-commerce experience: </p> <h3 class="wp-block-heading" id="h-create-an-omnichannel-experience"><b>Create an omnichannel experience</b></h3> <p>Today’s savvy consumer expects a seamless experience across touchpoints. The business buyer does as well, as 75% of buyers say that they expect vendors to have connected processes. In the same eBook, <a href="https://www.salesforce.com/eu/form/commerce/transforming-b2b-sales-function/" target="_blank" adhocenable="false" rel="noopener">Transforming the B2B Sales Function</a>, nearly 70% of buyers say that they now expect an “Amazon-like” experience.</p> <p>Creating an omnichannel experience is a win/win. It enables customers to engage on any channel and offers businesses a wealth of data to better understand their customers. </p> <h3 class="wp-block-heading" id="h-offer-24-7-customer-support"><b>Offer 24/7 customer support</b></h3> <p>Since B2B deals with large orders and complex processes, it’s important to offer robust customer support at every stage of the journey. Consider implementing chatbots for 24-hour customer support. </p> <p>It’s also likely that the B2B buyer has already done some heavy research before approaching (another difference in B2B vs B2C), so consider creating an FAQ section that could answer questions. </p> <h3 class="wp-block-heading" id="h-review-the-checkout-process"><b>Review the checkout process</b></h3> <p>While offering 24/7 customer support is important, it’s also important to allow customers to help themselves. According to a <a adhocenable="false" href="https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/when-b2b-buyers-want-to-go-digital-and-when-they-dont" target="_blank" rel="noopener">McKinsey report</a>, 76% of B2B buyers find it helpful to speak to someone when they’re researching a product or service, but only 15% want to speak to someone when reordering. Offering one-click reordering, or even recurring subscriptions, can improve customer satisfaction. </p> <h3 class="wp-block-heading" id="h-provide-informative-content"><b>Provide informative content</b></h3> <p>Since B2B e-commerce purchases aren’t as emotionally driven as B2C e-commerce purchases, it’s important to provide detailed information about products and services. Businesses can implement FAQs, community forums, video demonstrations, live chat, and more. </p> <p>Another difference in B2B vs B2C is that the B2B buyer will expect their salesperson to thoroughly understand their industry and be well-equipped to answer difficult questions.</p> <h2 class="wp-block-heading" id="h-what-s-next-for-b2b-ecommerce"><b>What’s next for B2B ecommerce?</b></h2> <p>Today’s B2B buyers may have higher expectations, but that just means that B2B organisations have to evolve to meet them. This is an opportunity for B2B companies to become more agile, responsive, and connected. And with a <a href="https://www.salesforce.com/eu/form/commerce/forrester-tlp-b2b-report/">Forrester Report</a> stating that 83% of B2B businesses expect to increase their e-commerce sales over the next three years, it’s also an opportunity to grow. When it comes to B2B vs B2C, the clear winner is the customer. </p> <p><b>For more insights into the future of B2B ecommerce, download the Forrester Report, <a adhocenable="false" href="https://www.salesforce.com/eu/form/commerce/forrester-tlp-b2b-report/" target="_blank" rel="noopener">B2B Embraces its Omnichannel Commerce Future</a>.</b></p> <div class="layout-six wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title"><span>B2B Embraces Its Omnichannel Commerce Future</span></h2> <p class="wp-block-offer__description">Did you know an average of 73% of sellers sell through an e-commerce or online sales portal? Learn how B2B companies leverage all channels to drive revenue.</p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_blank" href="https://www.salesforce.com/eu/form/commerce/forrester-tlp-b2b-report/?d=inc-blog-banner&nc=7013y000002lQrAAAU">Get the Study</a> </div> </div> <div class="wp-block-offer__media"> </div> </div> </div> </div> <div class="post__social post__social--v2 post__social--has-title post__social--bottom"> <h2 class="screen-reader-mobile-only post__social-title">Share article</h2> <ul class="social-nav social-nav-v2"> <li class="social-nav__item"> <a aria-label="Share on LinkedIn (Opens in a new tab)" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.salesforce.com%2Fblog%2F%3Fp%3D106937%26utm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&title=B2B%20vs%20B2C%20Ecommerce%3A%20What%E2%80%99s%20the%20Difference%3F" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" 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value="Niigata" label="新潟県 - Niigata">新潟県 - Niigata</option> <option value="Toyama" label="富山県 - Toyama">富山県 - Toyama</option> <option value="Ishikawa" label="石川県 - Ishikawa">石川県 - Ishikawa</option> <option value="Fukui" label="福井県 - Fukui">福井県 - Fukui</option> <option value="Yamanashi" label="山梨県 - Yamanashi">山梨県 - Yamanashi</option> <option value="Nagano" label="長野県 - Nagano">長野県 - Nagano</option> <option value="Gifu" label="岐阜県 - Gifu">岐阜県 - Gifu</option> <option value="Shizuoka" label="静岡県 - Shizuoka">静岡県 - Shizuoka</option> <option value="Aichi" label="愛知県 - Aichi">愛知県 - Aichi</option> <option value="Mie" label="三重県 - Mie">三重県 - Mie</option> <option value="Shiga" label="滋賀県 - Shiga">滋賀県 - Shiga</option> <option value="Kyoto" label="京都府 - Kyoto">京都府 - Kyoto</option> <option value="Osaka" label="大阪府 - Osaka">大阪府 - Osaka</option> <option value="Hyogo" label="兵庫県 - Hyogo">兵庫県 - Hyogo</option> <option value="Nara" label="奈良県 - Nara">奈良県 - Nara</option> <option value="Wakayama" 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