B2C applied to B2B Ecommerce

What can B2B eCommerce Learn from B2C?


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B2C and B2B eCommerce portals have their fair share of differences.

In a B2C eCommerce website, you cater to anonymous users who may or may not be familiar with your brand. On the other hand, a B2B website often requires users to be logged in and identified before they can place orders. In other words, B2B selling cannot exist without relationship building. 

By acquiring the right information about the user, B2B enterprises can tailor the entire shopping experience with elements like scalable pricing and special promotions.

In that respect, you can say that B2B eCommerce may have more efficient lead generation and nurturing processes. However, there are still B2C strategies that can be applied for B2B businesses:

Leads Aren’t Everything – Also Focus on Your Brand

A B2C marketer’s job is to supply prospects with all the information necessary to build their confidence enough to make a purchase. Additionally, B2C marketers focus on actively developing a well-known brand that people can trust and relate to. They don’t wait for a signup before they self-promote.

As a B2B marketer, you should never forget branding tactics like social media marketing, event sponsorships, display advertising, and influencer marketing. These strategies help put your brand out there and initiate the relationship building process before users even arrive at your site.

You can never make too much noise on the internet. Make sure you have a solid B2B branding strategy in place to build the confidence of your prospective buyers.

Emotional Engagement Still Works

The case of B2B vs. B2C is often associated with the comparison between an emotional and a rational buyer. By addressing the needs of customers and providing relatable content, B2C marketers are known to specialize in emotional engagement. 

On the other hand, B2B customers go to a website with a specific problem in mind. Some may be frustrated or angry, but most of them are willing to spend money for a solutionB2C marketers take advantage of this with strategies like storytelling and leveraging user-generated content.

Strategies that focus on emotional engagement may also work in B2B eCommerce. Since B2B marketers often deal with several decision-makers who calculate, you need a slightly different approach.

A good strategy is to launch an employee advocacy campaign and have them relate to your company culture.

Sales – The Simpler, The Better

Regardless if you’re running a B2B or B2C enterprise, your eCommerce site should be geared towards helping the audience make an easy purchasing decision. But due to the shorter sales cycle and lower price points, the selling process can be so much simpler in a B2C setup – resulting in a higher volume of sales.

Of course, there is no way for B2B companies to utilize the B2C infrastructure in optimizing the selling process. Take note that B2B eCommerce solutions can accommodate flexible payment terms, order minimums, and functions that focus on existing customers.

Instead of relying on a regular B2C shopping cart and payment system, you need a B2B-specific solution that can adequately match your B2B needs. You can also leverage credit management platforms that can make the process easier for both buyers and sellers.

Make Time for Traditional Advertising

A lot of B2B marketers focus on the digital storefront and forget to make time for traditional advertising practices. Granted, most B2C companies have brick and mortar establishments, which is why they are more likely to leverage “offline” marketing tactics. However, for the right B2B marketers, traditional advertising strategies such as direct mail, print ads, and TV commercials can still work.

Sending physical mail, for example, can be more effective than email marketing. Due to the shift towards digital marketing, B2B companies have less physical mail in their inbox.

By being one of the few who stick to the old practices, you have a much higher chance of getting noticed.


B2B and B2C may be different, but some strategies can be useful for both. To help your B2B business grow, you must be willing to explore new strategies even if they are coming from the B2C environment.