1 Learn the concept
B2B e-commerce is a huge industry with a lot of potential, but it needs a different approach from selling to consumers. Business buyers usually order in larger quantities, compare prices carefully, need invoices and approvals and expect long-term relationships. This lesson explains the main differences between B2B and B2C e-commerce and how to adapt your store and marketing.
2 See it in action
- Buyers: businesses decide with logic, budgets and approval processes.
- Orders: larger quantities, repeat purchases and negotiated pricing.
- Experience: account logins, quotes, invoices and clear specifications.
- Marketing: content that shows expertise and builds trust over time.
Worked example
Adapting a store for business buyers
Seller: a supplier of cafe equipment.
Change 1: account pricing for registered cafés, hidden from the public.
Change 2: a one-click reorder button for supplies.
Change 3: invoices with payment terms instead of card-only checkout.
Result to look for: more repeat orders and a shorter time from request to purchase.
3 Study an example
Example scenario
A supplier of cafe equipment sells to individual cafes. Instead of discounts and flash sales, it offers account pricing, easy reordering and a guide to choosing equipment. Buyers return because the process saves them time.
4 Apply it and download
- Describe a B2B customer and how they buy.
- List three features a B2B store needs that a consumer store may not.
- Map your approach with the worksheet.
Worksheet B2B approach worksheetOpen, print or save as PDF