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B2C Website Vs. B2B Website: A Comparative Analysis


B2B (Business to Business) and B2C (Business to Consumer) systems seem about the same, but there are quite a few differences. For instance, B2B sales have a longer and more complex cycle that B2C. B2C is more straightforward, simpler, and needs less relationship investment.

As far as B2B and B2C websites are concerned, the following points take a look at both and compare them:

The Audience

Both B2C and B2B-based websites have to target certain kinds of customers. Business customers and individual customers have their unique reasons for purchasing. Their methods and strategies, therefore, are very different.

Individual customers usually do a one-time buy. Gaining loyalty in this area is important, but there are rarely sufficient resources for retaining each and every customer here. However, business customers are fewer and far in between. Gaining the loyalty of one or two large business customers is usually the goal of a B2B selling system.

Emotional Vs. Logical Buying

A B2C website needs to make sure that there are clear and direct guidelines which any customer can follow. A constant system across all such websites is a good idea, since, such consumers buy emotionally, not really logically. Hence, they need a simple, familiar layout instead of a customized one.

B2B customers, on the other hand, do not purchase quite as emotionally as B2B ones. They decide on a vendor/provider/seller based on their requirements. This includes their needed amount of flexibility, trust, accommodation, rush deliveries, etc. Another factor one must consider is that B2B buying decisions involve several people, not just one at a time.

Hence, B2B websites need custom designing, tailoring, and a whole load of communication. This is because you need to pitch to a whole team at once. This is generally performed before the conversion process, as this makes B2B customers feel more valued and even cherished.

Needed Features

B2C customers require less labor. While one does need to carefully pitch their products in any case, the need of a direct consumer is relatively stable. This means there can be more accurate predictions of the consumers’ wants and needs.  Hence, with such websites, one can offer a pre-packaged shopping cart. This would help consumers feel more secure and updated about the buying process.

A B2B website should not be flashy or strive to stand out, other than in terms of convenience. What it needs is impeccable customer service and useful, updated information. While getting the job done quickly is important, the focus should be on the ease of process above all.

Since B2B customers are usually in it for the long haul, websites catering to them need aftercare and smooth log-in features. Since their orders are also generally larger and more lucrative, a B2B website should make sure their user experience is up to the mark.

Website Design and Online Presence

When a commerce site is dealing with a B2C sales method, it should have all the bells and whistles, so to speak. Since every customer is individual and usually makes a small purchase, one has to keep attracting customers. Hence, they have to announce their presence and keep bringing in interested individuals through posts on social media.

A B2C website is usually also equipped with information about competitions, promotions, discount deals, etc. A site should also be able to handle a large amount of traffic, ability to handle bounce rates and low-value conversion. If the traffic is organic, it will benefit your website even more. A wide net of options, offers, deals, etc, are available in order to capture as much of the consumer base as possible.

B2B websites don’t need such a loud or noisy presence. What they do need is a strong communication line with their customers. They should show their business customers how they can solve a business’ problems.

Information supplication is also an essential feature of B2B websites. Different tabs and demos are usually in place for a more useful and beneficial user experience.

The Bottom-Line…

Since the customers for B2B and B2C websites are starkly different, their layouts are also the opposite of one another. Of course, a website or company may target both kinds of customers. In this case, there is usually a whole separate page or site for the benefit of both business and individual clients.


Author Bio: Jenna Burton is a Digital Marketer, Social Media Expert, and a Pro Blogger. In addition, she is a reliable source for students who search on Google “who will do my dissertation for me?” She also runs a blog where she writes articles on topics related to online business and online brand management. She likes to spend her free time in sports. You can contact him on Facebook.


Published on July 4, 2017

Topics Content Marketing Strategy Best Practices