When addressing the B2B projects, it’s very important to determine what are the main differences with B2C projects? All those who  are specialized in some way in managing projects B2C E-commerce need a change of mindset, in most cases what works in B2C doesn’t work in B2B.

Here is an image we found from the blog held by E-Commerce Expo in the UK:


B2B E-commerce projects are no more difficult or more complex, just different.

The most important differences between B2B and B2C (not an exclusive list) can be found are:

Sale processes are completely different:

In most B2B, there is a generation 1 lead, and then one negotiation with special emphasis on all the logistics and payments. The simple B2C funnel will not often work where additional processing and sales processes are much longer.

Importance of the sales team throughout the process:

If your sales team isn’t convinced, they won’t be able to convince your leads, which kills converting them into sales. Your sales team needs to be involved on a 360 degree basis, and anything less just won’t do.


The B2B far more complicated than the B2C: the entire conversation is different and based on the details concerning accounts, and different pricing/sales conditions. It’s important to adapt your strategy when talking to fellow professionals.


For B2C, it’s normal to give promotions during special events, or to thank a customer for their business. In the B2B world, promotions are given to help a partnership relationship and as a trial offer.

% Ratios much lower conversion:

While B2C might boom with higher conversion for small price points, B2B conversion is a lot slower, but with a much higher payout.


Pricing policies are not as clear as in the B2C, as promotions and negotiations tend to raise or drop the price based on the relationship.

Search Engine Organic Traffic:

There are less transaction searches on google, B2B customers tend to specialize their searches based on different keywords.


The “standard” e-commerce platforms (Magento / Prestashop)  are not necessarily prepared for many of the necessary variables in many cases we go to complex developments to own or third-party platforms.

While the B2B market tends to contrast in a big way with the B2C market, it’s no more complex or difficult. In order to succeed in this market, you have to adapt your strategy in the right way, and adapt your goals to account for a longer sale cycle.

What are the biggest differences for your company? Tell us below or tweet us!

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