Abandoned but nevertheless decisive, BtoB e-commerce takes its revenge on BtoC

The objectives and strategies of an e-commerce platform for professionals meet very different challenges than for sales to end consumers. What are these specificities and why is it so important for the growth of companies?

Essential pillar of growth

Although its architecture is more complex, B2B e-commerce should in no case be neglected. On the contrary, it offers exceptional growth prospects. The forecasts of ResearchAndMarkets predict that by 2028, the global B2B e-commerce market will reach $25.65 trillion, surpassing that of B2C. This trend highlights the urgency for B2B companies to embark on the path to digital transformation now. Furthermore, according to the CNUCED, 82% of online sales are B2Bwhich demonstrates the importance of this channel for businesses.

For professionals and individuals, the first online contact for a purchase is the website. In this magazine virtualevery detail must accurately reflect the chosen business model. The differences between B2B and B2C are obvious. For B2B commerce, priority is given to a clean interface and streamlined features. Professional buyers are primarily looking for ease of navigation and the relevance of the information provided. A successful B2B site must offer user experience fluidwith direct access to the products or services sought and simple and clear ordering options.

That said, a professional buyer is also an individual buyer and develops purchasing and navigation reflexes to which he is accustomed. It may be relevant to import certain specificities of the BtoC world into the BtoB universe.

BtoC commerce generally benefits from larger marketing teams who can focus on aesthetics and seduction. B2C websites are designed to captivate visitors’ attention from the moment they arrive, with attractive visuals, impactful promotional offers and intuitive navigation. The objective is to encourage consumers to buy more impulsively, by creating a immersive and stimulating shopping experience.

Beyond purchasing behavior

But the gap between these two worlds goes far beyond digital aesthetics. From the payment process to delivery methodsfrom customer behaviors to market size, each aspect requires a specific approach. In B2B commerce, transactions often involve large order volumes, requiring adapted purchasing funnels and robust delivery methods, supported by extensive logistics.

The mechanics of promotional discounts are also more complex and nevertheless crucial. It may depend on loyalty, volumes previously ordered, the geographical area, or commercial agreements… These changing and dynamic specificities must appear on the e-commerce site. As are other features such as the integration of wholesalers and manufacturers throughout the supply chain, or the ability to provide multiple quotes, from multiple entities, in currencies, languages, and taxes. different.

Businesses also need to manage longer customer lifecycles, where Loyalty and relationship management are essential to ensure business sustainability. Additionally, purchasing processes in B2B are often more complex, involving multiple stakeholders and requiring effective coordination to reach a purchasing decision.

In comparison, in B2C commerce, transactions are generally smaller, with simpler ordering and delivery processes and a focus on impulse purchases and individual decisions. Customer life cycles are often shorter, with a focus on acquiring new customers and maximizing sales in the short term.

B2B and B2C e-commerce ecosystems occupy distinct but equally crucial places and roles for businesses. If B2B online sales infrastructures suffered from major technological delays for several years, the gap has now narrowed considerably. Under the impetus of commerce composableAI and omnichannel, multiple proven functionalities are perfectly suited to BtoB uses. The question of the rationalization of technological costs via a hybrid platform, managing both e-commerce for B2C and B2B now arises.