If they say B2B and B2C are similar—RUN!

The e-commerce space has been evolving at a fast pace over the past decade. B2C has always lead the pack and, in response, we have seen the parallel evolution of traditional advertising agencies becoming "web agencies." We have also seen tremendous growth in e-commerce software vendors, whose business system consultants often lead the "digital transformation" of their customers.

As B2B companies are catching up, they continue to make the mistake of imitating the e-commerce strategies of B2C companies. This article discusses why B2C and B2B buying processes are so different, and what signs to watch out for when searching for an e-commerce solution that will support your needs.

Daniel Göhlin

CEO of Gung

Industrial companies that want to develop an e-commerce strategy aren’t necessarily being lead astray maliciously. These “web agencies” don’t know any better, and the vendors that specialize in B2C want to win your business—even if their product doesn’t fit.

Web agencies claim to be experienced in B2B and promise "No problem, it's just like B2C ..." or that “... buying patterns of B2B and B2C are becoming more and more similar...".

Many B2C software vendors also claim to be experts in B2B as well. They claim that with simple adjustments, a B2C can easily become a well-functioning B2B solution. Unfortunately, this is not true and companies that believe it usually end up spending large sums of money on customizations. In the end, they have an expensive, substandard solution that is difficult to maintain and cannot be easily evolved or upgraded over time.

In my world, an e-commerce portal for customers should offer a completely different experience than a traditional e-commerce for consumers. The tools should be powerful, fast, and precise. In this world, the maximum user experience is much more about efficiency, and making it easier for people to do their jobs.

The disparities between the B2B and B2C buying processes stem from the distinct characteristics and requirements of the target audiences. While B2B transactions involve complex decision-making units, longer sales cycles, and rational considerations, B2C transactions revolve around individual consumers, shorter sales cycles, and emotional appeals. They couldn’t be more different.

We at Gung are specialists in B2B e-commerce for manufacturers and wholesalers. Our platform is designed to support the complexity of your transactions, while remaining deeply integrated with your back-end ERP system.