There is a fundamental premise that differentiates B2B and B2C online businesses: the former focus on other companies and a professional audience, while the latter are aimed at the end consumer. This means that, when developing a marketing strategy, you must keep in mind the characteristics and peculiarities of each one. Here we are going to summarize them so that you understand how to develop the right one for your ecommerce.

Definition and characteristics of B2B e-commerce

B2B stands for Business to Business. This expression can be literally translated as 'business to business', although the most accurate would be to do it as 'between companies'. Therefore, it refers to a business model that wholesale companies use to provide products to retailers and to offer professional or industrial services.

By focusing on business consumers, B2B e-commerce presents a series of intrinsic characteristics that define them:

• Objective approach: The content marketing put into practice focuses exclusively on the solutions and benefits provided by the products and services offered. In fact, the appeal to emotions (Social Selling) is completely left aside since it is aimed at an informed and experienced type of client, with great knowledge on the subject.
• More extensive sales processes: The customer of a B2B ecommerce analyzes the advantages and disadvantages of each product before purchasing it and carries out comparative studies to get an exact idea of ​​which is the most suitable.
• Technical information: The product sheets are extremely detailed and include all kinds of data. We talk, for example, about features, compatibilities, applications or connections. Total customization: The purchase volume in these online stores is usually smaller. However, sales are usually larger. The market niches they target are smaller but have great strategic value and tend to gain loyalty more easily when they leave satisfied. In this sense, geolocation also plays a key role since B2B businesses focus on small areas (on rare occasions, unless they are large companies, they operate at a national level).
• Ability to adapt: ​​Both in payment methods and delivery times. Professional clients try to negotiate both aspects quite regularly.
• Commitment beyond the sale: The B2B company's relationship with its customer does not end when the customer receives the product. Generally, you have to offer maintenance and after-sales services.

Definition and characteristics of B2C electronic commerce

B2C (Business to Consumer) ecommerce is aimed at individuals and end consumers. These customers do not have to be experts in the products they want to buy, although it is true that they increasingly try to achieve a greater degree of knowledge before making the purchase. This makes the characteristics of B2C online stores very different from those of B2B businesses:

• Intuitive design: When creating the business website, priority must be given to usability and aesthetic finish. The more visual information there is, the better. We talk mainly about videos, photographs and infographics.
• Maximum categorization: Generally, the target audience of this type of online store does not know the exact references of the products. Therefore, you must facilitate their access to them. As? Perfectly organizing the catalog according to brands, prices or any other navigation criteria. A good filter system is essential.
• Social Selling: As it is not a specialized audience, the content marketing and advertising strategy must be designed to connect with it. It must also generate a purchase need. Mass media advertising: Customers of this type of e-commerce want to find out about promotions and offers through the media they use daily. On a large scale, we talk about the press, television or radio. However, social networks and email are increasingly becoming more relevant in this regard.
• Precise information about the purchase conditions: A potential customer can make a specific purchase decision, such as, for example, purchasing a specific model to renew their mobile phone. However, when choosing an online store to purchase it, you want to know exactly what the shipping and return conditions are, the deadlines, the payment methods and any other information that may be useful in case of have any problem.

A little note. All B2B businesses are aimed at a prototype of a rational customer, that is, one who analyzes the product and its alternatives before purchasing it. Something they always do with the purpose of satisfying a need. On the other hand, B2C businesses also try to attract compulsive and impulsive consumers. These are characterized by having little control over their expenses and making poorly considered purchasing decisions.

Main differences between a B2B and a B2C in ecommerce.

As we have seen, B2B and B2C companies have different audiences and objectives, below we leave you some differences focused on the ecommerce sector:

• Sales process : It is much more agile in B2C projects, since if this process is delayed, the purchase usually does not occur. On the other hand, in B2B processes it takes much more time to study and decide if the project is going to be carried out.
• Sales team : In a B2B project this department has a great weight, since it will be in charge of making the sale happen and for this you need a fully committed team. However, in B2C this team is smaller or may not exist.
• Promotions : In B2C they are associated with specific dates and are applied systematically. On the other hand, in B2B making some type of discount is not such a mechanical task, but rather it needs to be agreed upon and in many moments it is a sign of trust in the client.
• Prices : While in B2C prices are completely established, in B2B they are very variable, it depends a lot on the sales team and the client you are talking to.

Data-driven: the formula for success in B2B and B2C businesses

The data-driven approach is increasingly relevant when designing sales marketing plans. In fact, adapting it to your business will allow you to obtain better results. It doesn't matter if you have a B2B or B2C ecommerce.

But what is data-driven and why is it so beneficial for this type of business? The fundamental reason is that it is a system that is based on the analysis and interpretation of the data obtained by the company through the means at its disposal. This, first of all, reduces the margin of error when making decisions on key aspects. In addition, it offers the possibility of better serving customers.

This is the work approach that we use at Webmefy and the one that has reported the best results for our clients. Therefore, whether you have a B2B business focused on other companies or professionals or if you have a B2C online store for end consumers and individuals, you should adopt it too. Thanks to it, you will make the best decisions when approaching your marketing strategy and improve your web traffic, conversion and return on investment rates.

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