Why should we treat B2B E-commerce as a separate type of business? And what are the similarities and differences between B2B and B2C E-commerce?

It’s somewhat not serious to write about what e-commerce is in 2025 when digital purchases already make up a large portion of our personal shopping, and mobile device orders “with one click” have long surpassed desktop orders. However, if you dive into almost any B2B industry in developed countries (and even in most developing countries), you’ll find that B2B purchasing is still largely a manual process, where people serve the systems (not manage) used in their companies.
Let’s look at how the current classic process works today, with examples from Canada and Germany, where our founders have practical experience in B2B commerce.
But first, let’s clarify the terms we use. It’s important to do so because in B2B, things are not as straightforward and certainly not standardised in the market.

• Client/Partner/Customer: This is a company or a registered individual entrepreneur. One legal entity can represent multiple clients in the form of divisions/branches. In B2B, one partner may have several production facilities, where decisions are made independently.
• Contact: This is an employee of the client. A client can have as many contacts as needed, including decision-makers. Sometimes, a contact may work across several of the client’s companies.
• End User: This is the customer of our partner/client.

Note: We are not considering office supplies or other basic consumer products, which are often ordered online today.

The B2B purchasing process in 2025.

First example: a agricultural company in Germany looking for complex machinery
1. Product Selection:

• The most popular method will be contacting the existing supplier, but let’s assume the relationship has soured due to "poor service".
• The second most common method will be using a phonebook and asking colleagues for advice.
• The third method will be attending a specialized trade fair, either regionally or internationally.
• The fourth method will be searching online (ChatGPT, Google, YouTube).

2. Let’s assume that the employee of our agricultural company reaches the fourth point and attempts to find the product online. Since they won’t be able to receive an online offer (we’ll discuss this later), they will:

• Fill out a contact form and/or send an email to the general inbox.
• Statistically, within 24 hours, they will be contacted for clarification on contact information, the region of use, etc.
• They will be directed to the responsible dealer/manager.
• A responsible (good) manager will contact our agricultural company, explain everything about their product, clarify which features are needed, and help with the right configuration.
• After receiving the information, the manager will create a commercial offer in the CRM and send PDF, and only at this point will the client learn the product price for the first time.
• The classic negotiation process will then occur, involving discount discussions and delivery terms, which is not relevant for us for now.

Second Example: a manufacturer in Germany looking for cutting tools
1. Product Selection:

• Paper catalog from an existing supplier.
• Email to the manager with vague instructions.
• Searching for suppliers online and repeating the first two points.

2. Let’s assume the client places an order for NEW cutting tools from their EXISTING supplier:

• Since the client doesn’t know the price, they will first receive a commercial offer.
• Since hidden pricing is still actively used in B2B, the experienced client will bargain and argue with the dealer’s manager.
• Once the price is agreed, the client will send the information to the purchasing department or accounting to enter the details into the system and create/send the order to the supplier.
• After receiving the order, the supplier will send an order confirmation (OC) and a proforma invoice for payment.
• Depending on payment terms, payment will be made, and the goods will be shipped.

Questions we ask the B2B Industry

• Why doesn’t a supplier of complex equipment create a product configurator on their website with basic prices displayed?
• Why doesn’t a supplier of simple tools create a convenient online catalog with filters?
• Why doesn’t a supplier of simple tools allow customers to place orders online?
• Why do we ask our sales managers to act as secretaries and send PDF files?

Typical Answers from Dealers/Distributors/Manufacturers in B2B:
“Our configurator is too complex, and it’s IMPOSSIBLE to organize it online.”
“We don’t want customers choosing configurations without a manager because they might make a technical mistake.”
“Our prices depend on the delivery region, and we want the proposal to come directly from our dealer since we don’t sell directly.”
“We have a very complex discount system, with dealers offering different categories, plus we have large VIP customers. Discounts can range from 0 to 60% (this is a real figure in CNC cutting tools).”
“Our customers won’t click buttons on their own, and they won’t understand anything without a manager.”
“We don’t want our competitors to know our prices.”
“We don’t want to scare off VIP customers with basic retail prices.”

Our Response:

• If your manager can handle your configurator in the system or Excel, your customers can certainly handle it.
• Compatibility restrictions or interdependencies of options can be easily configured. Customers will receive much more information about your product and interact with it online in just minutes.
• Your CRM system or manager is perfectly capable of determining the region and the correct price list. Your portal can easily handle this as well.
• Your website/portal should be able to send orders directly to dealers. Just think about the hours you’ll save and the commercial information you’ll gain by conducting transactions through your platform.
• Any discount system can be described with a formula. Client groups, turnover dependencies, order quantity dependencies, special prices, dealer discounts for different product categories – this is all math and logic that can be easily transferred to a code.

• Never underestimate your clients. They spend hours assembling personal cars on manufacturer websites and searching for the best "LED strip for the New Year party" on AmaXXXon. They’ll also be interested in interacting with your site for their B2B needs.
• Be realistic: Your clients and competitors know your prices already. Become the source where they get their information and stop them from relying on rumours.
Real fundamental differences between B2B and B2C e-commerce
1. Decision-making chain

• B2B: Often multiple decision-makers involved.
• B2C: One individual typically makes the decision.

2. Payment terms

• B2B: Post-payment; many payment methods (bank transfer, direct debit, etc.).
• B2C: Pre-payment; usually via card or digital means.

3. Paperwork

• B2B: Varies by country and company; includes invoices, packing lists.
• B2C: Almost entirely electronic transactions.

4. Returns

• B2B: Rare, typically negotiated.
• B2C: Frequent, impacts business model.

5. Device type

• B2B: Predominantly desktop devices.
• B2C: Mobile devices dominate.

6. Pricing

• B2B: Often hidden; prices may vary by region or customer.
• B2C: Mostly open pricing.

7. Product selection

• B2B: Usually happens before the order is placed.
• B2C: Happens right before or during the purchase.

8. Communication

• B2B: Live interaction, often includes meetings and calls.
• B2C: Minimal interaction; often no sales reps involved.

Is B2B E-commerce possible in 2025 in developed and developing countries?
We believe this question should be broken down into several parts:

• Is B2B e-commerce in 2025 can be a replacement for the sales department?

In our view, at least for now, it’s NOT possible.

• Is B2B e-commerce in 2025 a tool for generating new leads?

Yes, we believe so.

• Is B2B e-commerce in 2025 a tool for increasing sales department efficiency and improving customer loyalty?

Yes! Primarily through automation and moving all formal interactions with existing customers online.