Commerce B2B vs B2C (3 KEY FACTORS)

One of the most common questions we get asked when we meet companies is: 

b2b vs b2c

"What is the difference between Commerce B2B versus B2C" or rather, "Is there any difference between B2B vs B2C".

 I’ll answer these questions and present 3 success factors:


Customers for respective B2B vs B2C differ slightly. B2C shops usually have many more customers and these customers are rarely both unknown and first-time customers. The B2C customer is often a familiar online buyer, they do not often shop at competitors and in other shops. B2C customers also often differ from one another, and often you have to categorize B2C customers into more personas or segments than you need with B2B customers. Private customers (B2C) are also often influenced by other attractive channels such as retargeting, Facebook and Instagram. B2B shoppers often have a smaller number of customers. Instead, it is often easier for them to keep track of their customers, follow how they use the shop or service, and what they do. With this data, they can deal with sales people and customer service who can support in the customer journey.

But something that is important to keep in mind, however, is the fact that behind the keyboard or the screen, there is always a person. This person has expectations based on past experiences and hence the individual user experience will always affect regardless of B2C or B2B, more about it in the User Experience (UX) section.

The product

With regard to products and product information, it is always important to optimize products and product pages. This can be done with all material around the products, their pictures, texts, films PDFs, etc.There is not a big difference here between B2B or B2C. I would say that there is a bigger difference in the type of data, based on industry. For web shops in tech or industry, it is important with specifications and metrics. It is important for these types of customers to be able to easily compare and easily access that type of detailed data, regardless of B2B or B2C customers. Yet, for example, with services it is more important to explain the softer values such as what will be the result, what is the benefit and what solves the problems for the customer. This is the same where not specifically for B2B or B2C.So, for E-commerce products it is more important to think about what types of customers I have.

Also, how can I customize my products and product information to best suit them, over thinking about B2B or B2C products.

User Experience (UX)

Different customers and different segments act and work in different ways. It is important to understand that all customers and customer journeys do not happen in a straight / linear way. Yet the journey from idea to purchase is crooked. A customer journey can include inspiration from advertising, discussions with friends, own analysis of tests, many decisions and many stops before there is a conversion and end.

Depending on B2B or B2C, customer journeys differ greatly and when customer journeys are so different and contain so many "stops".


(for example It is important to have a good and consistent user experience so that the risk of the customer (regardless of B2B or B2C) jumping off the journey, becomes minimal.


In conclusion

  • Think about customer type andthink about the person behind it 
  • Do not customize the products according to B2B or B2C but according to your particular industry 
  • The user experience must be good and consistent to minimize the risk of losing the customer on the road

We are e-commerce experts and if you want to know more, please contact us!

Adán Hultgren 
Unified Commerce, PIM, Digital Strategy 
+46 730 449515 


Customer Experience CXM
Unified Commerce