What is B2B Commerce

B2B commerce stands for business-to-business commerce: in other words, businesses selling products or services directly to other businesses, rather than to individual customers. This could be a manufacturer selling to a distributor, a wholesaler supplying retailers, or a brand working with resellers.

Examples

Example Description
Retailers buying stock from a distributor A furniture retailer logs into a distributor’s portal to browse products, check availability, and place a bulk order at their negotiated pricing.
Buying software to support operations A brand pays for a PIM subscription to help manage product information and sell more efficiently through their partners or ecommerce sites.
Manufacturers selling wholesale A furniture manufacturer sells only to other businesses (like resellers or showrooms), not to individual consumers.

A brief history

B2B commerce has been around as long as commerce itself. Traditionally, it was the “behind the scenes” business: it didn’t need to look flashy, it just needed to work.

That began changing in the 2010s. As digital transformation reshaped D2C (think Amazon, Shopify, and mobile-first experiences), B2B buyers (who were also everyday online shoppers) started expecting more from their professional purchases, too.

B2B’s started using tools like PIM systems, catalog-building software, and ERP integrations that let companies offer rich product content, self-service ordering, and real-time pricing, without ballooning headcount. The B2B digital “front-runners” who were the first to embrace this shift saw faster growth, stronger customer trust, and higher satisfaction.

Good to know

B2B is different from D2C, and not just because you’re selling to other businesses. You’re not just closing a sale, you’re building a partnership. There are usually more stakeholders involved, purchases are planned and negotiated, and pricing might even be flexible. It’s less about flashy marketing and more about trust, accuracy, and making sure everything runs smoothly, especially when large orders, long-term contracts, or ongoing relationships are at stake.

Know more

Frequently Asked Questions

What makes B2B commerce different from D2C?
B2B often involves larger orders, more stakeholders, negotiated pricing, and longer decision cycles. D2C tends to be more transactional and impulse-driven, while B2B focuses on relationships and repeat business.
Do B2B buyers really expect a D2C-like experience?
Yes. Most B2B buyers shop online as consumers too, which is raising their expectations. They want easy-to-use, searchable catalogs, detailed specs, and digital self-service options.
What tools are used in B2B commerce?
Every B2B business has its own setup and its own combination of tools it uses to support it. However, some common ones are PIMs, ERPs, CPQ systems, and certain ecommerce platforms, all of which can help centralize product information, streamline orders, and manage partner relationships.
Is B2B ecommerce replacing traditional sales teams?
Not completely. Traditional sales teams rely on personal relationships and negotiations, either over the phone, in person, or by email. It’s great for complex deals. But ecommerce is growing, especially for routine orders and products and services that can be self-service. Most B2B companies now use both so they can offer convenience without losing that personal touch.
Can B2B companies also sell directly to consumers?
Yes, some B2B companies use hybrid models, selling both to businesses and consumers, depending on their strategy and products.