Difference between B2B and B2C websites. How they should look

 Difference between B2B and B2C websites. How they should look

Business-to-business (B2B) and business-to-consumer (B2C) e-commerce have always been popular for use in promoting websites. These models are actively used; however, they have some different and common features at the same time. In general, B2B websites are very similar to B2C e-commerce websites: they have an intention to present a clear proposition and valuable information to their users, should carry conviction, show valuable product’s or service’s details and benefits, and have a user-friendly design. Almost every UX rule that the business-to-consumer model actively uses is also suitable for business-to-business.

There is an option on how to get the most out of using the two business models mentioned above - for example, developing your own landing page; this also might be helpful in building a website. Landing page designers are sure to create a site with flexible features for you. The most popular programs have been tested a thousand times; the only thing we need to do is choose the one that offers exactly what we need. In this article, we will consider all the factors and all the questions you may have.

What are the common differences?

According to the B2B concept, a business is sold to another business, and then the latter offers its services/products to end-users. In the case of B2C, the business sells something to the end consumer directly without intermediary involvement. So, it's the target audience. People are the basis for further settings.

B2B customers buy a product/service to improve their business, while B2C customers want to benefit themselves. For example, Amazon is a "business for users", and the Alibaba brand is a "business for business." Both options are suitable for the customer experience, but each is different. Potential users of your product/service will get an idea of ​​your business model once it hits your website.

Please take into account the preferences, interests, needs of the audience, fully study it. So you will be able to attract attention. The target audience changes over time, so this general fact is not enough. Let's take a closer look.

Content tips for B2B and B2C websites

Business-to-business decisions are the ones that require a longer time to be made. Often they are a result of a long thinking process as B2B services are pricey things and require deep consideration. Such purchasing processes typically involve several persons within one organization. There could pass weeks, months, or even years before it is decided to make a purchase.

How do you lead your customer through the landing page, and how do you support their decisions? The most actionable content you may use is video tutorials, white papers, guides, comparison tables, etc. Show how you differ from competitors and what are the benefits of cooperation with you. Help your customer with the research phase, show how exactly your solution works, and how it solves their problems.

On the other hand, there is a business-to-consumer website, and here it is all about an impulse purchase. The simpler the user’s journey from a homepage to the cart, the better. Experiment with creative content - you never know what works the best for this or that customer. However, do not deviate from the line, it is important to keep the focus on the end-consumer needs.

What exactly makes your B2C site more user-friendly?

  • Write like a human being. A regular consumer does not want to read long business-type texts. The message should be understandable for a regular customer.
  • Add an interesting blog to your website. Write about something related to your industry but in an informative manner. People just want to learn something new and interesting and not to dive deep into development processes or anything like that.
  • Include a clear pricing list. Being honest with your customers is always a winning strategy.
  • A consumer-driven content is essential. Give your customers the possibility to leave feedback on your products or services or testimonials on their cooperation experience with your company.

Detailing of goods/services

Once again, B2B involves buying with a more informed decision, and this process takes more time. The whole board of directors is usually involved to complicate the adoption process, and here it is useful to mention the product/service that should be sold. Branding is also important in building a B2B strategy. The sequence of the presentation, the offer of your products and services are part of this marketing.

B2B e-commerce websites focus on:

  • case studies;
  • video explanations;
  • blog articles;
  • round-the-clock customer support.
Spontaneous purchase usually takes place on commercial B2C platforms. We just mentioned the end consumers because they decide the most here.

Sellers of goods/services focus on:

  • ratings;
  • reviews;
  • the main points of the product feature;
  • photos with the highest resolution.

Call to action

You have to say what customers want to hear. Put yourself in the buyer's place, you want to know how useful it is for you to buy this product/service. B2B deploys assets around benefits to potential customers. For example, you sell notebooks. Rough call to action: "Quality notebooks that will make your day more productive."

B2C deploys assets around the benefits to individual customers: "Make your workplace atmospheric for any needs." Active content in two cases focuses on the individual. An emotional connection must be present.

Home page design

This is a place where you can realize the original desires concerning B2B and B2C. Your ultimate goal is to attract others to build an alliance for a new term. A very flashy design is unlikely to solve business problems. We will suggest that it will even create them. The homepage looks informative.

How to improve the home page?

  • Show the most important in the center.
  • Place carousels with the most critical basic characteristics.
  • Think of a strategy to improve your interoperability with B2B e-commerce.
  • Create a B2C strategy to increase conversions.
  • "Why choose us?" - section for the decision from the target audience.
  • Add clickable buttons to the product/service page.

The main point about the current discounts.

B2B commerce can be divided into several subcategories. For example, Internet intermediaries, direct sellers, payment-based models, advertising-based sites, social sites... Non-store companies account for 72.4% of B2C retail companies - this is the Census Bureau data.

Customer support

When your business grows, and you receive even more orders every day, there is a need to keep every customer happy about your services. Businesses investing part of their resources should be aware of the feedback. B2B monitors the potential customer's satisfactory resolution before offering something. This is called "first contact permission". B2B includes 24-hour customer support, online chats, and video chats to answer questions.

For B2C, requests are limited but resolved much faster. Because the client's uniqueness effect is created, there is a system for processing the complaint about return and exchange in this mode. Self-service bots are often created.

Making an order


If your process of purchasing is too complicated, involves tons of steps, and is confusing in general, no one is going to complete this challenge to spend money on goods they need. They’ll just switch to another website where a process feels much more enjoyable. Count how many steps it takes for a customer to complete the purchase - from the moment they add products into the cart and up to the checking out. If there is something you can eliminate, do it right away.

So, the customer is already determined by choice of goods/services and is ready to make a purchase. B2C smoothly transfers the user to the cart to confirm the payment. It is better to offer multiple payment options to the users: cash, credit, and debit cards. The "Apply Coupon" button may also be a good option.


These websites combine a version of automated pre-programmed ordering steps. Since the purchasing process requires more time here, a real person should intervene in the process to support the customer through the whole journey. Cross-sellings are also helpful, offer some additional services or products related to the ones your customer is about to buy. Some people like it, and some don’t, but give them the possibility to choose whether they want to have a phone call from you after the purchase is done, or not.

It is always all about the customer, show them you care about everything, and they will definitely come back.


B2B works according to the wholesale model. The price for the product is then lower compared to other sites. The larger the purchase, the lower the cost. Along with this, discounts are reduced, because it seems that so much has been offered.

The B2B dynamic pricing model means:
  • Individual prices for regular customers.
  • Consistent pricing.
  • Automated price calculator.

The B2C pricing model provides:
  • Offers for the first purchase.
  • Seasonal sales.
  • Discount coupons.
  • Maintaining price transparency.


B2B and B2C e-commerce are created similarly, but at the same time different. For a successful business, we advise you to study the details and decide on the design and technology. Landing page design is one of the most important things. This greatly helps the website builder for this purpose. Understand what is right for you and what your audience would love. Regardless of your business, you will be able to improve the pricing of your products/services, marketing, and other business practices.

Difference between B2B and B2C websites. How they should look Difference between B2B and B2C websites. How they should look Reviewed by Opus Web Design on April 18, 2021 Rating: 5

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