B2B vs B2C Ecommerce: What is the Difference?

While there are a variety of business models like D2C, C2C, C2G…, a vast majority of businesses fall under one of the two buckets: B2B (Business-to-Business) or B2C (Business-to-Consumer). From the way they operate to the way they market themselves, there are a world of differences between the two. And ever since ecommerce entered the picture, both types have transformed dramatically (for good!), and it has made it easier for businesses to connect with their buyers. In this blog, we will understand the difference between B2B and B2C, including their working, advantages, disadvantages, and how to select the right platform for either of the two models. 

 What are B2B and B2C ecommerce?

B2B is a business model where one business sells its offerings to another business instead of directly to end consumers. Typical characteristics of this model include large order values (bulk order), longer sales cycles (due to multiple decision-makers), repeat purchases, and a complex pricing structure. Oskar Huber Furniture & Design, a retail brand, purchases furniture from Howard Elliott, a furniture wholesaler. This is a good B2B ecommerce example.

B2C, on the other hand, is a business model where a business sells directly to end consumers. Typical characteristics of this model include small order values, shorter sales cycles due to one or two decision-makers, impulse and emotionally-driven purchases, and a simple pricing structure driven by promotions and discounts. IKEA, the world-renowned furniture buyer, is a good example of a B2C brand. 

What is the difference between B2B and B2C?

Here is a summary of all the major differences between B2B and B2C:

 How does B2B vs B2C ecommerce work?

B2B ecommerce is the concept of selling products from one business to another through online platforms that facilitate bulk ordering and negotiated pricing. B2C ecommerce, on the other hand, is the online retail model where businesses sell directly to consumers through user-friendly storefronts that enable quick browsing and instant payments.

Both B2B and B2C ecommerce models are structured very differently. From the way buyers access the website to the way orders are placed, each aspect has been carefully designed to cater to the respective buyer segment. Let us break it down in a sequential order of the buyer journey:

1. Registration & onboarding

• B2B: Buyers go through a verification process where business credentials, contracts, and negotiated terms are set up. This is usually a mandatory step.
• B2C: Shoppers can instantly sign up or browse as guests. Signing up is simple. It is usually via email or social login. Registration is optional, and it is done mainly to speed up checkout and enable personalized offers.

2. Buyer browses the website

• B2B: The registered business buyer (or a sales rep) logs into the portal. The login is validated, and they browse a personalized catalog with the agreed pricing and product availability.
• B2C: Post registration, the consumer browses the full catalog at standard retail prices. They also view featured products and seasonal offers.

3. Buyer goes ahead with the order

• B2B: Orders are typically large and recurring. Buyers usually upload purchase orders (POs), select bulk quantities, and schedule shipments. Approvals may be required from multiple stakeholders before checkout.
• B2C: Consumers simply add items to the cart, apply any discount codes, and proceed directly to the checkout process.

4. Buyer checks out

• B2B: Checkout supports multiple payment methods: invoicing, net payment terms, bank transfers, or credit limits. Many buyers don’t pay instantly but follow their company’s payment cycle.
• B2C: Checkout is seamless, and payment is instant through options like debit/credit cards, wallets, or COD. Payment confirmation happens immediately.

5. Post-sale relationship

• B2B: B2B businesses focus on building long-term relationships. Strong after-sales support is provided, and reordering is encouraged through negotiated contracts.
• B2C: The relationship is transactional. Post-sale relationship is driven by promotional emails, personalized recommendations, loyalty programs, or retargeting ads to bring customers back.

What are the advantages and challenges of B2B and B2C ecommerce?

Both B2B and B2C ecommerce come with unique positives and negatives. Understanding them will help you decide which model best suits your needs:

Advantages of B2B ecommerce

• Better revenue stability from recurring contracts.
• Stronger customer relationship due to repeat business.
• Higher average order value since clients buy in large quantities.
• Opportunity to personalize experience for each buyer through tailored catalogs and negotiated rates..

Challenges of B2B ecommerce

• Multiple stakeholders and approval layers slow down sales cycles.
• Features required for day-to-day operations are more complex to build.
• B2B catalogs are often large and complex. They demand continuous maintenance and accurate data management.
• B2B buyers expect tailored pricing, negotiated contracts, and bulk order tools, which are harder to digitize.

Advantages of B2C ecommerce

• Ability to tap into a large and diverse consumer base.
• Purchases are often quick and impulse-driven.
• Customers can shop anytime, driving more sales opportunities.
• Consumers can be easily influenced by sale events and competitive pricing.

Challenges of B2C ecommerce

• Crowded market with thin margins and constant pressure to innovate.
• Loyalty is harder to build due to shorter-term relationships.
• Fast delivery expectations and returns management increase costs.
• Sustained visibility often requires continuous ad investment.

How to select the right ecommerce platform for B2B and B2C ecommerce websites?

Now that you have seen the positives and negatives of B2B and B2C ecommerce, it is time to pick a B2B ecommerce platform to run your B2B or B2C ecommerce business. To make an informed decision, you should evaluate the following capabilities of the platform:

1. Scalability and performance

• For B2B: Scalability in B2B means handling bulk orders and potentially thousands of product SKUs with complex configurations. So the B2B ecommerce platform you select should support large purchase volumes without slowing down. 
• For B2C: Scalability in B2C usually means handling spikes in consumer demand during seasonal sales (e.g., Black Friday, festive sales). High-performance hosting and fast load speeds are important to ensure a seamless customer experience.

WizCommerce is built to scale effortlessly. Whether you’re managing thousands of SKUs, processing bulk orders, or handling complex configurations, the platform can handle it from day one. WizCommerce’s architecture has been carefully designed to give your business the flexibility to expand without limits.

2. Customization

• For B2B: The platform you select should allow building custom catalogs and price lists, as no buyer wants to scroll through an endless list of irrelevant products at a generic price. Apart from these, the platform should allow you to customize checkout flows and support bespoke branding. 
• For B2C: Customization in B2C focuses on the storefront design, branding, promotions, and personalized shopping experiences. You should be able to easily adjust themes and layouts. 

WizCommerce offers deep customization tailored for B2B needs. From building custom catalogs and price lists for different buyers to personalizing checkout flows and payment terms, the platform adapts to complex business requirements. It also supports bespoke branding, ensuring your online portal reflects your brand’s identity.

3. Integration capabilities

• For B2B: Integration with ERP, CRM, inventory management, and procurement systems is critical to streamline bulk order processing and supply chain operations.
• For B2C: Integration with marketing automation tools, social media tools, shipping platforms, and payment gateways is usually sufficient for smooth consumer experiences.

WizCommerce supports a wide range of enterprise tools, from ERPs like Microsoft Dynamics 365 and SAP S/4HANA to accounting platforms like QuickBooks and Xero, inventory systems like Fishbowl and SOS Inventory, and e-commerce platforms like Shopify and Magento. Explore the full list on our integrations page.

4. User experience and ease of use

• For B2B buyers: The focus is mainly on the B2B features offered. Capabilities like quick reordering, advanced product search, product recommendations, and order management are essential to make the lives of buyers effortless.
• For B2C customers: The focus is mainly on design. It should be visually appealing, clutter-free, mobile-responsive, and intuitive. A simplified product search, filters, and a fast checkout process are typically sufficient.

WizCommerce offers an endless list of features that meet all the basic and advanced requirements you need to satisfy to kickstart a B2B business. From multiple carts to AI-powered product recommendations and one-click reordering to advanced filtering, everything is available out-of-the-box to improve buyer experience. 

5. Analytics and reporting tools

• For B2B: Analytics and reporting should be robust and in-depth. As a bare minimum, it should track orders, quotes, and account-based sales. Insights on top buyers, reorder frequency, and outstanding invoices are nice-to-have.
• For B2C: Basic analytics and reporting are sufficient. It should focus on traffic, consumer trends, product performance, cart abandonment rates, and campaign ROI. 

WizCommerce makes performance tracking effortless with a real-time dashboard that monitors revenue, orders, abandoned carts, and quotes, with filters for deeper insights. There is also a built-in Lead Scoring System that analyzes years of buyer behavior to rank prospects by priority. This feature helps your sales teams focus on high-value opportunities.

6. Payment methods

• For B2B: Buyers often need advanced options like purchase orders, bank transfers, credit terms, and invoicing. The ability to manage different billing cycles and extend credit terms builds long-term trust. The platform you select should support B2B payment methods.
• For B2C: Customers expect fast, familiar options like debit/credit cards, digital wallets, COD (Cash on Delivery), and Buy Now Pay Later (BNPL). A smaller set of options can increase cart abandonment.

WizCommerce supports flexible payment options, including card-on-file, payment links, credit cards, and refund credits, while allowing you to assign custom terms for each buyer, such as upfront payments, deposits, or tailored net terms.

Conclusion

B2B and B2C ecommerce operate on very different tangents. Success depends on picking the right platform that meets the unique needs of each model. While B2C thrives on speed and impulse-driven experiences, B2B demands scalability and personalization. If you are a B2B business, your search for the perfect platform will end with WizCommerce, as it has been built to address all the challenges and amplify the benefits of B2B ecommerce. Want to know more about what WizCommerce can do? Book a demo today. 

Frequently asked questions

What is more profitable, B2B or B2C?

In the profitability battle between ecommerce B2B and B2C, B2B is often the winner due to higher order values and recurring contracts. The stable revenue streams also help. B2C can scale faster but usually operates on thinner margins.

What is an example of B2B and B2C?

An example of B2B would be a manufacturer selling raw materials to a distributor. A B2C example could include an online store selling clothing directly to consumers. As you can see, both B2B B2C ecommerce cater to different buyers.

Is it easier to sell B2B or B2C?

B2C is easier for quick sales with shorter buying cycles and impulse purchases. B2B sales take longer due to contracts and negotiations.

Can a company be both B2B and B2C?

Yes, many companies operate in both models. For example, an online furniture brand may sell wholesale to retailers (B2B) and directly to consumers online (B2C). This hybrid approach involving B2B B2C ecommerce maximizes reach and revenue streams.

Why B2B instead of B2C?

B2B offers certain unique benefits. For starters, you can enjoy higher-value orders and more predictable revenue. You also need to deal with fewer customers, which can help you build stronger relationships.

What is the difference between B2B and B2C in ecommerce?

The main difference between B2B and B2C ecommerce is the target audience. While B2B ecommerce caters to other businesses, B2C ecommerce focuses on end consumers.