Today\u2019s ecommerce world is a place of: <\/p>\n\n\n\n
- \n
24\/7 seamless engagement <\/span><\/p><\/li>\n\n\n\n
personalised communication <\/span><\/p><\/li>\n\n\n\n
- omnichannel customer experiences<\/span> <\/li>\n<\/ul>\n\n\n\n
Businesses don\u2019t sit back and wait for something to happen \u2014 they reach out and meet their customers in their favourite spots. This is the anytime, anywhere world of B2C e-commerce, at least.<\/p>\n\n\n\n
![\"\"](\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2024\/05\/wt-london-fy25-Blog-CTA-Sales-970x250-1.png?strip=all&quality=95\")
<\/a><\/figure>\n\n\n\nThe B2B e-commerce world still conjures up thoughts of that dusty website, checking its watch and wondering where everyone is. This is changing, though, as today\u2019s B2B buyer is just as digitally savvy as their B2C counterpart \u2014 and they expect the same exceptional service. When it comes to B2B vs B2C e-commerce, the gap in service is narrowing.<\/p>\n\n\n\n
Let\u2019s take a look at B2B vs B2C e-commerce, and come up with some ways that B2B organisations<\/a> can offer elevated e-commerce experiences.<\/p>\n\n\n\n
What\u2019s the difference between B2B ecommerce and B2C ecommerce?<\/b><\/h2>\n\n\n\n
What is B2B ecommerce?<\/h3>\n\n\n\n
B2B stands for \u2018business to business\u2019 while B2C is \u2018business to consumer\u2019. B2B ecommerce utilises online platforms to sell products or services to other businesses. B2C e-commerce targets personal consumers. A company that sells office furniture, software, or paper to other businesses would be an example of a B2B company. <\/p>\n\n\n\n
B2B ecommerce tends to be more complex than B2C ecommerce. It involves heavier research, more needs-based purchasing, and less marketing-driven buying. Many B2B buyers have very tight parameters around the purchases they can make. This means that traditional revenue drivers like add-ons don\u2019t have the same impact. B2B organisations didn\u2019t have much of an incentive to optimise their customer journey<\/a> but this is changing in the current climate.<\/p>\n\n\n\n
What is B2C ecommerce?<\/h3>\n\n\n\n
B2C stands for \u2018business to consumer\u2019, referring to transactions where businesses sell products or services directly to individual customers. Examples of B2C businesses include online clothing retailers, streaming services, and food delivery apps\u2014any business selling to the individual.<\/p>\n\n\n\n
Compared to B2B, B2C ecommerce is typically more straightforward. Purchasing decisions are usually driven more by personal preference, emotion, convenience, and marketing influence than by institutional needs or budget constraints. <\/p>\n\n\n\n
\n\t\n\n\t\t\n\t\t\tTransforming the B2B Sales Function E-book <\/span><\/h2>\n\t\t\t\t\t\t\t
Enable sales teams to win the connected customers using B2B Commerce.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t
\n\t\t\t\t\tGet the E-Book<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t\n\t\t\t![\"Please](\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/transforming-b2b-sales-report.jpg\")
\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\nB2B vs B2C Ecommerce<\/strong><\/b><\/h2>\n\n\n\n
For B2B ecommerce<\/strong>, platforms often accommodate custom catalogs, volume discounts, credit terms, and self-service portals. Features such as one-click reordering, saved carts for recurring purchases, and integration with procurement systems are very useful for B2B sales.
<\/p>\n\n\n\nWhilst some of these may appear in a B2C context, B2C ecommerce <\/strong>regularly focuses on delivering speed and simplicity: intuitive navigation, mobile-first design, and dynamic product recommendations drive consumer engagement. Today\u2019s buyers expect the best of both worlds \u2013B2B clients demand the same seamless experiences they encounter in B2C<\/strong> environments.<\/p>\n\n\n\n
How can your B2B e-commerce platform provide a B2C-level experience<\/strong><\/b>?<\/h2>\n\n\n\n
While B2B e-commerce may be more complex \u2014 and the needs of the buyer different \u2013 that doesn\u2019t mean those buyers don\u2019t expect the same level of service. Personalisation has been a boon for B2C, but it can be for B2B as well. <\/p>\n\n\n\n
Building personal relationships is crucial, especially during the buying cycle. According to the Salesforce State of the Connected Customer report<\/a>, 72% of business buyers expect vendors to offer personalised engagement. <\/p>\n\n\n\n
B2B organisations need to make the most out of every opportunity to connect with their target audience, display a differentiator, and highlight their brand. Here are a few ways that businesses can boost their B2B e-commerce experience: <\/p>\n\n\n\n
Create an omnichannel experience<\/b><\/h3>\n\n\n\n
Today\u2019s savvy consumer expects a seamless experience across touchpoints. The business buyer does as well, as 75% of buyers say that they expect vendors to have connected processes. In the same eBook, Transforming the B2B Sales Function<\/a>, nearly 70% of buyers say that they now expect an \u201cAmazon-like\u201d experience.<\/p>\n\n\n\n
Creating an omnichannel experience is a win\/win. It enables customers to engage on any channel and offers businesses a wealth of data to better understand their customers. <\/p>\n\n\n\n
Offer 24\/7 customer support<\/b><\/h3>\n\n\n\n
Since B2B deals with large orders and complex processes, it\u2019s important to offer robust customer support at every stage of the journey. Consider implementing chatbots for 24-hour customer support. <\/p>\n\n\n\n
It\u2019s also likely that the B2B buyer has already done some heavy research before approaching (another difference in B2B vs B2C), so consider creating an FAQ section that could answer questions. <\/p>\n\n\n\n
Review the checkout process<\/b><\/h3>\n\n\n\n
While offering 24\/7 customer support is important, it\u2019s also important to allow customers to help themselves. According to a McKinsey report<\/a>, 76% of B2B buyers find it helpful to speak to someone when they\u2019re researching a product or service, but only 15% want to speak to someone when reordering. Offering one-click reordering, or even recurring subscriptions, can improve customer satisfaction. <\/p>\n\n\n\n
Provide informative content<\/b><\/h3>\n\n\n\n
Since B2B e-commerce purchases aren\u2019t as emotionally driven as B2C e-commerce purchases, it\u2019s important to provide detailed information about products and services. Businesses can implement FAQs, community forums, video demonstrations, live chat, and more. <\/p>\n\n\n\n
Another difference in B2B vs B2C is that the B2B buyer will expect their salesperson to thoroughly understand their industry and be well-equipped to answer difficult questions.<\/p>\n\n\n\n
What\u2019s next for B2B ecommerce?<\/b><\/h2>\n\n\n\n
Today\u2019s B2B buyers may have higher expectations, but that just means that B2B organisations have to evolve to meet them. This is an opportunity for B2B companies to become more agile, responsive, and connected. And with a Forrester Report<\/a> stating that 83% of B2B businesses expect to increase their e-commerce sales over the next three years, it\u2019s also an opportunity to grow. When it comes to B2B vs B2C, the clear winner is the customer. <\/p>\n\n\n\n
For more insights into the future of B2B ecommerce, download the Forrester Report, B2B Embraces its Omnichannel Commerce Future<\/a>.<\/b><\/p>\n\n\n\n
![\"Please](\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/forrester-tlp-b2b-report.jpg\")
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