B2B vs B2C: What’s the Difference in Ecommerce?

Understanding the Difference Between B2B and B2C Ecommerce

In the world of ecommerce, selling products and services online isn’t limited to just individual consumers (B2C). It also includes businesses selling to other businesses (B2B), which comes with its own set of challenges and strategic needs.

Understanding the difference between these two models can help businesses structure their ecommerce approach to match customer expectations, buying behavior, and technical requirements.

Comparing B2B and B2C Ecommerce

Comparison Criteria	B2B (Business to Business)	B2C (Business to Consumer)
Target Customer	Businesses, organizations, resellers	Individual consumers
Purchase Volume	High-volume, often bulk orders	Small quantity, personal use
Buying Process	Multi-step, requires approval	Quick and emotion-driven
Pricing Structure	Negotiable, tiered pricing	Fixed price, discounts or promos
Sales Channel	Sales reps, B2B portals, email	Websites, social media, marketplaces

Crafting Different Strategies for B2B and B2C

B2B Ecommerce Strategies:

Build a custom ordering platform with login access for partners
Offer account-based pricing and bulk order discounts
Provide downloadable product catalogs or e-quotation systems
Use long-term contracts and recurring ordering systems

B2C Ecommerce Strategies:

Launch aggressive social media campaigns and influencer marketing
Use promotions like flash sales and free shipping
Optimize product descriptions and visuals for fast decision-making
Leverage marketplaces like Shopee and Lazada for mass reach

Real-World Strategy Examples

For B2B: A company selling industrial parts builds a login-only ordering system and integrates with the client’s ERP system for automatic reordering.
For B2C: A skincare brand sells directly on Shopee and Lazada, using livestreaming and giveaways to engage customers.
Hybrid: A home appliance brand sells individual items on marketplaces, while also offering B2B packages to hotels and retailers through a dedicated platform.