Selling to other businesses (B2B retail) is a different world than selling directly to consumers (B2C). 

To succeed in B2B retail, you need a strong B2B eCommerce strategy that addresses the unique challenges of selling to other businesses. That means understanding exactly how B2B and B2C retail differ — plus how businesses buy and how to build lasting relationships with them.

In this guide, you will learn what sets B2B apart from B2C and get actionable tips to refine your eCommerce plan and achieve your B2B eCommerce goals.

Short on time? Here are the key takeaways

• B2B retail involves selling products or services to other businesses, while B2C retail means selling directly to individual consumers.
• Compared to B2C transactions, B2B purchases are often larger in quantity and value and involve a longer, more complex decision-making process. 
• B2B buyers prioritize factors such as product quality, reliability, and customer service over price. They also tend to avoid impulse purchases.
• Investing in a user-friendly eCommerce platform, prioritizing clear communication, and using flexible pricing models are essential in attracting and retaining B2B customers.
• Strategies such as cross-selling, upselling, and personalized recommendations help maximize order value and build long-term relationships with B2B buyers.

Ready to unlock the secrets of B2B retail success? Before we explore specific strategies, let's first define B2B retail and explore how it differs from the world of B2C sales.

B2B retail explained

B2B retail involves selling products or services to other businesses rather than individual consumers. These business customers often buy in bulk for their operations or production processes or to resell to their customers.

B2B retailers need a clear eCommerce business plan to identify their target market, define their value proposition, and set realistic goals. They must understand their business buyers’ unique needs and preferences so they can create tailored strategies to attract, convert, and retain high-value customers across diverse industries.

So, what are some common B2B retail examples? These include:

• Office supplies: Companies that sell paper, pens, printers, and other office essentials to businesses.
• Food service: Businesses that supply restaurants, caterers, and other food-related establishments with ingredients, equipment, and disposable items.
• Industrial supplies: Companies that provide manufacturing businesses with raw materials, tools, machinery, and safety equipment.
• Technology: Businesses that sell software, hardware, and IT services to other companies.

Of course, these are just a few examples of B2B retail, which encompasses a vast array of industries and niches. 

How does it differ from B2C retail?

The B2B retail industry differs from B2C in several key ways:

• B2B purchases are typically larger in volume and value, as businesses often buy in bulk to secure better pricing and ensure consistent supply.
• The B2B retail sales process is generally longer and more complex, involving multiple decision-makers and requiring more detailed product information and technical specifications.
• B2B buyers prioritize factors such as product quality, reliability, technical specifications, on-time delivery, and customer service. While price is an important consideration, their focus is on finding solutions that meet their specific business needs and offer long-term value.
• B2B for retailers often involves ongoing contracts, account management, and customized solutions to meet the unique needs of each business customer.

How do the target audiences differ between B2B and B2C retail?

The target audiences for B2B in retail and B2C in retail also vary significantly in terms of their needs, preferences, and buying behaviors.

Here are some standout areas where they differ:

• Buying motivation. While B2B buyers make purchases to support their business operations and drive profitability, B2C consumers typically buy for personal use or enjoyment.
• Decision-making process. B2B purchases often involve multiple stakeholders and a formal approval process, while B2C buying decisions are typically made by individuals or households.
• Technical knowledge. B2B buyers often have a high level of technical expertise in their industry (which means B2B retail sales reps need to be experts on their products and services). B2C customers, on the other hand, might not be as informed about the products and services they are purchasing.
• Buyer journey. The B2B buyer journey is generally longer, with multiple touchpoints and interactions before a purchase is made. Meanwhile, B2C buying journeys are often shorter and more transactional, though this can vary for high-ticket items. B2B construction, for example, may involve extensive negotiations and customization compared to off-the-shelf consumer goods.

5 ways to increase your B2B retail activity

Buyers have specific needs and expectations when it comes to B2B online retail. Here are some ways you can optimize your eCommerce presence to drive more sales and keep those business customers coming back:

1. Maximize cross-selling and upselling

First, you can suggest products that complement what customers are already interested in — a tactic known as cross-selling. 

For example, if a customer is purchasing a bulk order of office printers, you can suggest adding ink cartridges. 

You can also highlight upgrades to products (known as upselling) based on a customer’s order history or existing cart. 

For instance, say a customer is buying industrial-grade refrigerators. You can upsell by suggesting they upgrade to models with advanced temperature control features or energy-efficient options to save on utility costs in the long run (and contribute to sustainability in eCommerce).

This personalizes the buying experience, provides your customers with added value, and boosts your average order value.

2. Invest in high-impact visuals and content

Compelling eCommerce product photography and detailed descriptions are crucial in B2B retail. Highlight product features, specifications, and use cases with professional visuals. Then, complement these photos with clear and informative eCommerce copywriting. Together, these help build trust and empower B2B buyers to purchase from your company.

For instance, a steel supplier could use detailed product photos to showcase the different grades available — highlighting their unique properties, such as tensile strength and corrosion resistance.

Expert advice: Use the power of real-world success stories in your copywriting to demonstrate the value your products or services can bring to other businesses. Share positive outcomes, case studies, and testimonials to build credibility and trust.

3. Prioritize a user-friendly platform

You should also make the buying process seamless for B2B retail companies. Invest in a B2B retail platform that offers easy navigation, robust search functionality, efficient order placement, order tracking, and the ability to manage invoices online.

For example, a medical supply distributor could implement a platform that allows hospitals to quickly search for specific products by name, category, or SKU and place bulk orders with customized delivery schedules.

Expert advice: When deciding on a platform, weigh the differences between SaaS vs. PaaS and SaaS vs. on-premise eCommerce solutions. SaaS (Software as a Service) is a cloud-based model where the provider handles updates and maintenance. PaaS (Platform as a Service) gives you a cloud-based environment to build custom applications. On-premise solutions involve installing software on your own servers for maximum control — but also require more IT overhead.

4. Ensure top eCommerce scalability and performance

Likewise, your eCommerce platform needs to handle fluctuations in traffic and order volume, especially during peak seasons. Look for solutions that grow with your business and offer reliable performance to avoid frustrated customers and lost sales.

Consider a wholesale electronics distributor. A scalable platform would allow the company to seamlessly process a massive influx of orders during the holiday rush without experiencing downtime or slow loading times.

5. Develop flexible pricing and revenue models

Finally, experiment with different pricing structures to attract a wider range of B2B customers in the B2B retail space. Offer tiered pricing for varying order sizes, bundle products together for a discount, or introduce subscription models for recurring revenue.

In the industrial cleaning supplies sector, for instance, a supplier might offer volume discounts to incentivize larger purchases by cleaning companies, bundle cleaning solutions and equipment together for a package deal, or introduce a subscription service for regular replenishment of essential supplies.

A flexible eCommerce revenue model not only helps you reach more buyers but also encourages repeat business.

The bottom line

Understanding the meaning of B2B retail and how it differs from B2C retail is the first step in maximizing your eCommerce success.

Start by brushing up on the key differences in the target audiences, purchasing behaviors, and decision-making processes within B2B and B2C retail. Then, boost your own B2B retail activity by prioritizing a seamless user experience, a fast eCommerce site, and flexible pricing models. Also, remember to entice your B2B buyers with compelling product photos and descriptions and plenty of cross-selling and upselling opportunities.

With the right eCommerce strategy and a sharp focus on the customer experience, you can keep business buyers coming back time and again.