B2B Vs B2C in Digital Space

In today’s fast growing dynamic world, the battle has shifted from the traditional space to the online space and without exceptions have changed the definition of landscape and terrain.  Market place has given way to market space and keeping in mind as future marketing managers, we need to  change our perspective and look a little closer at the adjustments needed to fit two very broad types of business into an eCommerce environment: B2Bs (Business to Business) and B2Cs (Business to Consumer).

 Two Tribes: B2B & B2C Customers

The crucial differences between B2B and B2C eCommerce all come back to just one thing: The customer. Similar as they may seem, businesses and individual consumers purchase for radically different reasons and want to do business in completely different ways.

Understanding their mindsets and requirements is the key to accurately tailoring your eCommerce offering to fit the bill. Here’s a very quick rundown of some of the key considerations for each customer type.

B2C Customers

The selling process for B2C customers is typically less labour-intensive. Like B2B customers, they may require carefully pitched marketing in the run up to a buying decision, but once the conversion process begins, their needs remain relatively straightforward and predictable.

In these instances, pre-packaged shopping carts can work. Feeling safe, secure and informed throughout the process is essential. Clear direction throughout a buying journey is also important.

  

These customers tend to purchase with their heart, not their head. After all, studies show we tend to buy with emotion and justify the facts. Purchases are often one-off, standalone buys which do not require any form of aftercare or follow-up; though customer care can be a huge differentiator for your brand.

Each B2C customer is likely to be fairly similar in their ultimate goals (though the often emotional motivations behind each purchase will differ), which is why a one-size-fits all, globally familiar B2C eCommerce checkout process can be successful, even across different product groups.

B2B Customers

Business customers approach online purchasing differently. While emotions are invariably a part of their purchase decision (they affect us all) Their decisions are cold, hard and logical, based on which provider ticks the most checkboxes on their list, who can accommodate them flexibly and who they can trust. Arguably, the emotion that rules their purchases is fear; because they have others above them to answer to, the purchaser must make a very wise and careful decision. Impulse buys are not par the course. There are, inevitably, multiple people involved in the purchase decision, which also differentiates this customer.

Gate Keepers can keep the buyer from receiving your e-mail or sales pitch, while management has veto power and will need to be convinced on their own.

As such, a lot of communication and individual tailoring (customization) is generally necessary from an early stage, before a conversion process can begin, in order to make B2B customers feel secure, valued and informed.

While solid design will be important (and is a trust factor), a B2B eCommerce website must focus less on standing out from the crowd with ultra-flashy design and more on providing as much useful information and customer service as possible in as short a time frame. You must make the purchase decision easier – not necessarily faster or more spontaneous.

Once a B2B customer has completed their conversion process, however, they are generally repeat customers with big orders. This makes aftercare and features like customer log-ins extremely important to B2B eCommerce. Long-term relationships are key in B2B.

How Does This Affect eCommerce?

Design & Online Marketing

B2C eCommerce sites need to look the part. With so much competition in eCommerce marketplaces like food and fashion, there’s no space for wallflowers. To get noticed and to keep bringing in fresh customers, B2C eCommerce websites must stand out from the eCommerce crowd, offer something no one else does – and shout about it with lots of interaction via social networks, PPC campaigns and alternative online marketing channels.

B2C means lots and lots of visitors, a fairly steep bounce rate and (typically) lower value conversions. To play the numbers properly, B2C eCommerce sites need to bring in as much good quality traffic as possible and do everything in their power to push visitors towards a conversion.

B2B sites, on the other hand, can stand to take a less “bells and whistles” based approach to making their eCommerce site convert. Instead the focus needs to be on quickly establishing a strong rapport and demonstrating that you can solve the business’ problems; your callouts will be centered on offering as much accessible information as you can.