Business-to-business eCommerce refers to online orders between businesses.

Since orders are processed electronically and processed digitally, efficiency in buying is improved for manufacturers, wholesalers, distributors, and various other types of B2B sellers

A survey conducted in 2018 found an increase of 48% in businesses make 50-74% of their corporate purchases on the internet. Furthermore, 23% of businesses have 75 percent at or greater purchases on the internet.

For traditionally B2B businesses to sell directly to consumers (B2B2C). The emergence of e-commerce technology is making it easier for traditionally B2C companies to incorporate a B2B part (B2C2B) and reversed.

Let’s now look at various types of B2B eCommerce models.

The types of E-commerce B2B

B2B eCommerce is available in many varieties. Here’s a look at five types of B2B e-commerce.


B2B2C eCommerce takes out the middleman usually between the B2B organization and the B2C. Putting the businesses directly in contact with the consumer. The B2B2C model is best defined by looking at how the wholesaler or manufacturer interacts with conventional B2B and B2C models.

In these instances, the wholesaler or manufacturer delivers products to B2B, and then those products are sold to the customer. In the B2B2C model, the manufacturer or wholesaler connects with the consumer or through a partnership in conjunction with B2B B2B and/or directly selling directly to the consumer. Through B2B2C eCommerce, these transactions are made online, typically via virtual storefronts, an online website, or even an app.

In the majority of B2B2C eCommerce models, customers are aware they’re purchasing items from a company that’s independent of the source from which they bought them. For instance, a customer could purchase a product through an affiliate blogger, but the product is brand-named and delivered to the seller. Yuri Shafranik


Companies often purchase goods in bulk at a cheaper cost and then sell them at retail prices. The products are typically purchased directly from the producer or distributors. Wholesale is a term used to describe it and is a well-known type of B2B.

Wholesale B2B models can be found across a variety of industries, including food service, retail construction, medical, and many more. Traditionally wholesale B2B transactions took place through the telephone, email, or through the use of spreadsheet orders.

Wholesale eCommerce ensures that everything is now digital with a B2B E-commerce platform. The platform allows wholesalers to show products with ease and provides a seamless shopping experience.


Manufacturers make finished goods in large quantities by making use of raw materials and components together with manual labor and equipment. In B2B models, the finished goods are sold to wholesalers or other manufacturers. B2B type of model, final products are then sold to wholesalers or other manufacturers.

The automobile industry is an excellent example of manufacturing companies that operate in a B2B market. The manufacturer designs individual car components, such as fuel pumps or an engine. The manufacturer sells the parts to an automaker that constructs the entire vehicle out of the components and then sells it to consumers.

Similar to the way wholesalers are bringing their business online, manufacturers are as well. B2B buyers are seeking the same buying experience as B2C and these companies are paying attention.


A distributor is an individual who collaborates with manufacturers to promote the products they produce in the hopes of growing sales. In an e-commerce model, the processes of selling are handled online, typically via an online platform.

Many companies work in partnership with distributors and making things digital offers more possibilities to grow. Similar to other B2B models distributors are trying to reduce the time from purchase to delivery.

Wholesalers are no longer focused on the customer.

One reason why the B2B online market is expanding is due to B2Cs switching to B2B. Although it is possible to transition however there is a learning curve. B2B transactions are typically bigger than B2C purchases. B2B sales usually depend on long-standing relationships with suppliers. Yuri Shafranik

B2B Conceptions about Ecommerce

There are many misconceptions about B2B eCommerce.

From misperception of the complicated technology that is available, to a lack of understanding regarding best practices in automation that save cash and time, we can decode this lucrative business.

It is the belief that you aren’t selling B2B.

The main reason that many companies claim that they don’t sell B2B is that they don’t know they’re already doing this.

Selling B2B can mean a range of things, such as:


Relations with distributors big and chain stores.

Selling to organizations (schools and businesses, non-profits, etc.).

The supplier sells to resellers.

It is not necessary to be a seller to offer B2B. A lot of online brands are B2B as well as B2C.

There is no need for an extra eCommerce site to sell B2B. In fact, it is possible to create SEO and site engagement on the same URL and make use of groups of customers to create individual browsing experiences for B2B customers.

The notion is that B2B customers do not want to place an order on the internet.

The general rule is that B2B clients want to be able to see their B2C-related conveniences transferred to.

41% of respondents believe that the self-service capability will be among the top three methods B2B companies can assist customers to shop on the internet.

73 percent of B2B executives believe that the customer’s expectation of personalization will be considerably more heightened today than they were only two years earlier.

A recent study revealed that B2B buyers in the millennial age aren’t coming just to buy — they’re present.

They also shop differently from their peers of the same generation. A Heinz study, as well as a SnapApp investigation, discovered:

Although Generation X and baby boomer buyers depend on salespeople for direction, however, millennial buyers are more likely to be relying on the opinions of their peers or other experts rather than believe in salespeople: They are hesitant to engage with sales at the beginning of their journey and nearly sixty percent say they do not talk directly with an agent until they’re nearing the point of making a purchase.

These behaviors of buying mimic B2C buying habits in which brands need to educate, establish trust, and establish communities before a purchase decision is taken – or even thought of.

If you wish for your company to be noticed by those purchasing committees, you have to maintain an internet presence.

A final information tip to keep in mind:

An enormous majority (89 percent) of B2B marketers utilize the internet as part of their research and perform 12-hour searches before interacting with an individual brand’s website.

The idea is that e-commerce needs price transparency.

With low margins and tough competitors who want to lower the price of B2B and many companies don’t want to offer their pricing to the general public.

This protection of supply chains is quite understandable — which is the reason why many online shopping platforms offer price transparency only after the customer has logged in.

This means that only your customers can see your prices — and the prices are displayed exactly according to the terms of negotiation for each customer.

You could also make use of your website to give your product visibility, but it is required for customers who aren’t connected to their group of customers (likely an individual who is a potential customer) to contact you for pricing.

The notion that online ordering is cold.

One of the most effective methods to ensure that your customer won’t switch to an opponent is to build an ongoing, intimate relationship with them.

This is the reason that a lot of B2B firms are owned and operated by families. There’s a personal feel to being part of the family. It’s phone calls meals, visits, and outings.

An online store may appear uninteresting However, it doesn’t have to be.

Particularly in the present, when Millennials are at the leading edge of many B2B purchasing decisions. Buyers want a simplified purchase experience via digital channels.

In the Demand Gen report, 55% of respondents said that when all other aspects are equal (e.g. price-quality, price). A digital buying experience is crucial in deciding on a vendor.

With the ability to convert an online chat from your store into a text message on your phone, the newest generation of users can communicate effectively and effectively through their preferred channel of communication such as text messages, Facebook messenger, or a range of other choices.

In actual fact, this type of customer service isn’t just simple to establish and maintain, but it is also highly sought-after by clients across the globe.

A study conducted by McKinsey & Company found that delays in site response time are among the B2B buyers’ most frequent complaints about online shopping.

The speed at which you respond to customers is the modern version of high-quality, face-to-face interactions. If you don’t pay attention, you’ll be losing business.

The idea of an internet-based store can’t be considered personalization.

With B2B wholesalers and customers, the chance of customizing orders is higher than with the B2C site.

In the case of many B2B firms, they’d like to create a custom order (which assists in maintaining that personal connection).

However, custom orders aren’t always an everyday thing in the world of e-commerce — or so people think.

With the ability to customize quote tools that offer unique variants, and groupings of customers into segments. B2B companies are able to allow customers to submit an online quote in PDF format and review the proposal and reply in regular business hours.

Your B2B company can put that customer into their own customer group. This way, when they next order the client won’t need to use your quote engines.

Instead, they just need to click and shop for the product.

Benefits of Using the B2B Ecommerce Platform

There are numerous advantages of using the B2B E-commerce platform, and they’re crucial to business success. Here are a few reasons for choosing a B2B eCommerce platform is the option to choose:

Contacting new customers.

A B2B online store with catalog pages that are accessible to the public is a great method to connect with the new B2B customers. When you go online you can use techniques for digital marketing that boost the reach of your business.

Future buyers of yours aren’t just more likely to shop online, but they’ll expect it. B2B buyers are so using to buying online that they’re beginning to anticipate this. Shopping online is fast and efficient and helps to make repeat purchases easier.

Better control of suppliers and customers.

The idea behind B2B E-commerce allows improved management for both suppliers and the customers. Digitalization means that you can use a business management program. It will provide you with information on how your customers purchase.

You’ll be able to utilize this data to provide an improved, more personalized customer shopping experience. In essence, the entire initiative will benefit both sides.

Sell more products to customers already in your database.

While you can reach new customers, but it lets you easily create an automated cross-sell and up-sell program. This is in addition to offering buyers an experience that is personal. You’ll be able to help shoppers find what they’re seeking, without them needing to ask similar to what an actual salesperson could perform.

Better data analytics.

B2B commerce is the perfect platform to begin a comprehensive analysis campaign. By using analytics, B2Bs are able to make better decisions for the business.

This feature offers in all B2B eCommerce platforms that offer in detail analysis of sales efficiency. You can create various types of reports that will help you understand how your company is doing.

Analytics will allow you to discern what is effective and what’s not working for your company. You will be able to determine what your customers are looking for on your website and then take measures to improve engagement. In the end, this feature plays an important role in the success of your business.



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