A thorough understanding of the customer’s experience for a B2B (business-to-business) and B2C (business-to-customer) business model is essential for its growth. As said by, Peter Drucker an influential thinker on management,

“The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.”

A positive customer experience for any eCommerce platform inevitably creates more traffic and eventually, more revenues for the company. B2B and B2C are commercial transactions that exhibit a significant difference in their operations and customer experiences. B2B is often between two companies/business organizations (e.g. wholesalers and distributors), whereas B2C directly deals with end customers/users of the company’s products. As the characteristics of modern customers change, so do their perception of customer experience.

B2B customers are quite different from that of B2C customers. To begin with, B2B customers are usually an organization/business, ranging from small family business all the way to big multinational corporate, whereas B2C are individuals, like you and me. This usually impacts volumes of transactions (e.g. traffic to your eCommerce website). B2B tend to require longer marketing and sales funnel and do large purchases less frequently, whereas B2C customers tend to do smaller purchases more often.

Although the customer-base is different in these two models, customers seem to have similar experiences and experiences when interacting with B2B and B2C eCommerce platform.

1. User experience (UX): Intuitive and user-friendly designs are ever-more crucial to attract and keep customers engaged on your eCommerce platform. Well organized UX allows users to comfortably navigate your website and search relevant content. More scenarios covered such as: displaying better search results in, selecting and comparing multiple products, selection and smooth payment/checkout process, and tracking of orders are important touch points for both B2B and B2C online businesses. Finally mobile responsiveness, performance, and security goes without saying these days for both any mobile web apps and native apps version to attract customers and leads.
   
2. SEO (Search Engine Optimization) Strategy: Having high-quality leads is essential for any business. The strategy for improving SEO rankings is important to target chase leads for both models. Improving your eCommerce site consistently on the right keywords and correct search terms for improving your SEO rankings are crucial.
   
3. Personalization: When you walk to a store or speak to someone on the phone, you are accustomed to a personalized service and experience. No different to an offline channel, both models require a more personalized online user experience as well on your website/eCommerce channel (e.g. personalized landing page, product recommendations, content, email marketing message, and any promotions).
   
4. Integration: Although this does not concerns your website visitors, on the backed of any B2B or B2C eCommerce platform, there can be lots of technical integrations with various technology/digital stacks. For example, integration with your Accounting/ERP (Enterprise Resource Planning) system for ordering and financial conciliation, Customer Relationship Management (CRM) system for lead and opportunity management, and Marketing Automation platform for better management of personalized contents and email marketing.

Now that we’ve covered similarities, next let’s explore how engagement of B2B business model is different to that of B2C model.

1. Pricing models and sales cycle: Purchases for B2B models are usually more complex, strategic, and have longer cycle. Orders might need to be approved by other manager/departments; product technical specifications need to be approved/certified by other departments, stock/delivery lead time need to be more visible and transparent up front. And finally pricing is much more complex as it’s not standard across the board. The same B2B customer in a different location might have different pricing, and when you buy in bulk, pricing can change again (volume pricing).
   
   B2C purchases on the other hand are usually a bit more straightforward. It has shorter sales funnel, a bit more emotional (as usually trust is already created by the brand perception), and pricings is more universal. Everyone within the same country/region pays the same price and promotions (e.g. promo codes/discounts) are easier to plan, manage, and monitor.
   
2. Product features and specifications: eCommerce websites are often tailored according to the industry and end users digital capability and expectations. As B2B sites present a more strategic and long term proposition of two businesses, heavy product specifications, regulatory information, compatibility, warranties, and returns policies are often specified with the products.
   
   As opposed to this, B2C product pages often have tighter integration with social media platforms, more beautiful images and product videos, engaging content, product reviews, and often a community-based chat forum.
   
3. Terms of Purchase and Payment: The terms of purchase differs a lot between the 2 models. In the B2B model, online payment is often based on agreed upfront payment terms. When a B2B customer submits an online order, they don’t necessarily pay when they check out, rather all their orders/invoices are compiled at the end of the payment cycle (e.g. monthly run), when payment is then made.
   
   In the B2C model, the customer pays when they purchase the goods during the checkout process on the eCommerce website. The checkout process in B2C websites often has integration with most popular payment gateways in a company’s localized region. This is where it can get messy and complex, hence requiring a good governance, privacy, and security model to ensure secure transactions.

Summary

Knowing your customers is crucial for any organization to grow their eCommerce/Digital offering and maturity level. B2B and B2C models differ in path, purpose, and customers buying behavior, yet customers dealing with both models expect similar experiences and expectations in terms of smooth and personalized customer experience these days when transacting on any smart devices. Irrespective of the models, geographical locations, gender, age groups, a positive and engaging digital customer experience goes a long way in ensuring your brand survives the new digital age.