B2B e-commerce is a thriving industry. With an annual growth rate of over 10%, B2B e-commerce will generate sales of over 10% $3 billion in sales by 2027.
No matter how familiar you are with B2C (business-to-consumer) e-commerce, selling to businesses is a completely different proposition.
I wanted to find out exactly how B2B ecommerce strategies differ from B2C strategies, what different types of B2B ecommerce channels there are, and how to successfully market a B2B business, so I talked to people who know it best.
Here’s how to get your B2B eCommerce strategy right, according to industry experts.
Table of contents
What is B2B eCommerce?
B2B e-commerce is the online sale of goods or services from companies such as manufacturers and wholesalers to companies such as retailers. It is different from B2C, which involves selling directly to consumers. B2B e-commerce is a common method for some companies to provide other companies with equipment, materials, software or services so that they can function smoothly.
B2B eCommerce vs. B2C eCommerce
There is more than just a letter difference between B2B and B2C eCommerce. Everything from sales to customer acquisition Ecommerce trends are different when you sell to businesses online.
To better understand how B2B e-commerce is different – and can be more challenging – I spoke to some experts.
Buying cycle
First of all, the buying cycle in B2B eCommerce is much longer than in B2C.
Steve Huttthe founder of E-CommerceFastlanesuggests the process can take between three and nine months depending on the industry. There are several reasons for this.
On the one hand, multiple decision makers are involved in B2B e-commerce. Even if you are only in contact with one person, they need support from their team.
Instead of selling to a single customer with a single need, you are essentially selling to a team of people who may have multiple challenges to overcome. The approval process can take some time, so B2B sellers also need to be flexible.
“This extended time frame requires patience and a strategic approach to lead nurturing,” says Hutt.
Order value
Another key difference is the average order value (AOV). When it comes to higher-priced goods or services or large wholesale orders, each sale carries more weight. While in B2C e-commerce sales volume might be the target, in B2B e-commerce sales order value is prioritized.
“According to current industry data, the average B2B order value is $491, compared to an average B2C order value of $147,” explains Hutt. “This higher value reflects bulk purchasing common in B2B transactions and highlights the importance of each individual sale.”
Prices
Likewise, pricing is a key difference between B2B e-commerce and B2C. B2C customers typically expect a hassle-free fixed price for everything they buy, while B2B pricing structures are more flexible, they say Gianluca Ferruggiathe managing director of the online B2B marketplace Design Rush.
“We often adjust prices based on volume, specific contract terms or ongoing negotiations,” says Ferruggia. “This makes transparent pricing a real challenge and represents a clear difference to the B2C world.”
Onboarding process
Another difference I’ve heard from eCommerce experts is the onboarding process. B2B products often have higher technical complexity, which leads to longer onboarding processes.
“In some industries this can extend up to three months,” says Hutt. “However, this complexity also allows companies to demonstrate their expertise and provide added value through comprehensive support.”
Customer loyalty
Customer loyalty also tends to be higher for B2B companies than for B2C companies. Considering how long the sales and onboarding processes take, not to mention that the AOV is higher, it makes sense for customers to invest for longer.
“This higher retention rate highlights the long-term nature of B2B relationships,” says Hutt.
Data from SaaS Capital found that B2B SaaS companies earn an average gross profit Retention rate of 91%. Another report found that B2B industries such as manufacturing have one 67% customer retention rate.
Types of B2B eCommerce
- wholesale
- Manufacturer
- Sales partner
- B2B marketplace
- Software as a Service (SaaS)
Before venturing into digital B2B commerce, it is important to understand how the industry is structured. There are different types of B2B eCommerce channels. I would like to highlight the most common types here.
1. Wholesale
B2B wholesale is a model in which companies sell goods or services in bulk to other companies. For bulk purchases, wholesale prices are usually offered at a discount.
The goods are then sold to consumers at retail prices for a profit. Companies can sell their products wholesale through their own e-commerce website or use a B2B marketplace like Alibaba or Amazon Business.
2. Manufacturer
Manufacturers are companies that produce goods and products from raw materials, usually in their own factory or warehouse.
Manufacturers can sell directly to customers or work with a partner, such as a distributor, to help them sell their products.
3. Distributors
Distributors work with manufacturers to sell the manufactured product to customers. Retailers use e-commerce marketing channels to promote the manufacturer’s goods and thus increase sales.
4. B2B marketplace
B2B marketplaces are a growing (and thriving) sector of B2B e-commerce.
These marketplaces are online platforms that enable companies to sell to each other. Think of them as retail platforms designed only for businesses, not consumers.
Accordingly StatistaAmazon Business and Alibaba are leading platforms among generalist B2B marketplaces. There are also specialized B2B marketplaces, such as: Design Rushthat connects service providers with companies.
5. Software as a Service (SaaS)
Software-as-a-Service (SaaS) is another popular type of B2B e-commerce. In this business model, companies pay a monthly or annual fee to another company for access to their software.
Companies like HubSpot, Microsoft and Dropbox are just a few examples of B2B SaaS platforms.
The 3 Best B2B Ecommerce Marketing Strategies
If you’re in the B2B digital commerce space and are curious about how you can improve your marketing, I asked the experts for their best eCommerce marketing strategies for B2B companies.
Strategy #1: Email Nurture Campaigns
As I mentioned earlier, the B2B sales cycle is much longer than the typical B2C process. Salespeople must actively engage with prospects throughout the cycle if they want to stay informed.
This is where email nurturing campaigns can come in handy.
Tools like Opensend And Retention can help you identify potential customers after they’ve visited your website, when buyers are in the research phase, and target them with a personalized approach.
“Once we identify these potential leads, we launch a personalized ‘Thank you for visiting’ campaign,” says Hutt. “We integrate the newly discovered email addresses with our email service provider (ESP) like Klaviyo to launch nurturing campaigns. This approach helps maintain brand visibility across the longer B2B sales cycle.”
Strategy #2: Account-Based Marketing (ABM)
Account-based marketing (ABM) has also gained significant traction in B2B e-commerce, and for good reason.
Personalization in sales is more important than ever, especially when 75% of B2B buyers Favor a self-service experience over working directly with a sales representative.
This means that when you have the opportunity to meet a prospect, your pitch must be tailored to their business needs so they can make the most of their time.
B2B sellers must demonstrate their commitment by regularly interacting with customers, providing tailored insights, adapting to their changing needs, and providing buyers with personalized marketing content that addresses their pain points.
Proactive marketing encourages loyalty and creates opportunities to add value to the relationship.
“For high-value accounts, ABM is a great way to add value through a personalized content cadence that directly addresses each stakeholder’s unique challenges,” he says Belinda CondeMarketing Manager at Dataa SEMrush company.
“One thing I have found particularly important in B2B is to focus on problem solving rather than selling features. It’s about providing value first – helping your audience address their pain points before even asking for anything in return.”
Strategy #3: Educational Content
I’ve heard from many experts that educational, hyper-relevant content is essential to any B2B eCommerce marketing strategy.
A B2B buyer wants to see evidence like case studies, ROI calculators, and industry-specific guides. They want proof that your solution not only sounds good, but also works in practice and, for companies like theirs, shares Paul Drecksleran e-commerce expert and founder of Shopifeks.
“B2B e-commerce marketing is about meeting (customers) where they are and saying, ‘We understand your world and this is how we fit in,'” he says.
Drecksler talks about a marketing campaign that particularly caught his eye. “I remember a campaign that focused on segmented landing pages with tailored messaging for each industry,” he recalls.
“Each page contained its own statistics, examples and testimonials specific to each sector – be it healthcare, finance or logistics – and each industry received a narrative that demonstrated an understanding of their unique challenges and priorities.”
Examples of B2B eCommerce
If you’re looking for inspiration for your eCommerce business, I’ve put together a few B2B eCommerce examples that I found helpful.
In my opinion, these companies show how to effectively tailor content, landing pages, and user experience to a B2B buyer.
Microsoft
Microsoft presents its use cases for various industries by creating industry-specific landing pages. They outline their solutions for healthcare, education, finance and more.
What I like most is the way Microsoft markets its AI solutions. There is a section on their website specifically tailored to business leaders.
I like that this campaign targets a specific buyer and breaks down the AI use cases that business leaders are seeking, such as increasing productivity, optimizing efficiency, and driving value across the organization.
Fair
Fair is a B2B wholesale platform connecting independent retailers and brands. Even though I’m not a retailer or selling products, I’ve been a long-time fan of the Faire platform. Personally, I love the branding and messaging.
It’s clear to me that Faire knows his target market and tailors everything, from his images to his copy, to that customer.
I particularly like how the website is organized. Wholesale customers can browse different products by categories, best sellers, or even the values that align with their brand.
Grainger
Grainger is a leading distributor of industrial supplies and equipment. The company operates retail stores and an e-commerce website for businesses of all sizes to purchase the tools and parts they need to do their jobs.
What I like most about Grainger’s eCommerce experience is the bulk ordering process. The simple feature is straightforward and mimics an order pad that a store clerk uses. Buyers can easily browse the product catalog, add the item numbers and quantities to their bulk orders, and make their purchases.
Shopify
Shopify regularly publishes educational content for sellers on his blog and social media. This marketing content showcases Shopify’s deep industry knowledge and how its specific features can help businesses increase their sales.
For example, this Shopify LinkedIn carousel breaks down three platform features that help Shopify merchants optimize their shipping strategy for Black Friday shopping.
This speaks to one of their customers’ pain points – keeping up with the influx of sales during the holiday season – and shows how Shopify can help.
Checkout HubSpot’s commerce software to start your B2B eCommerce business online.
What I learned about B2B eCommerce
While I thought at the beginning of this article that B2B eCommerce is very different from B2C eCommerce, I have discovered that they have many similarities.
B2B e-commerce is based on the same principles as any other e-commerce – selling products or services – but the channels, processes, pricing and marketing strategies are different.
As with consumer e-commerce, it is important to understand your target audience in B2B e-commerce. By understanding their pain points, their perceived value, and their expectations in a partner, you can optimize your eCommerce experience based on their needs.