The eCommerce Showdown: What Sets B2B and B2C Platforms Apart?

The digital market is booming, and while B2C platforms dominate the headlines, B2B eCommerce is silently transforming, too, into a true powerhouse.

In fact, the US International Trade Administration reports that the B2B eCommerce market is valued at $36 trillion by 2026, while B2C eCommerce is expected to reach $5.5 trillion by 2027.

While B2C platforms rule over the land of retail, B2B eCommerce is evolving rapidly as more businesses digitize their processes. Despite their many similarities, B2C and B2B are inherently divergent beneath the hood; the unique demands of B2B transactions go far beyond what is typically required in B2C, and so do the needs of wholesale buyers against those of consumers. Naturally, the capabilities that fulfill these requirements also differ.

In this article, we’ll explore the features that separate these two types of online commerce and examine why these functionalities are essential for wholesalers looking to succeed in the modern business environment.

B2B and B2C: The features divide

B2B and B2B eCommerce share the same digital realm, yet their roadmaps for success are entirely different. Let’s look into the features and functionalities that set them apart.

1. Pricing, quotes, and privacy options

In  B2C

Pricing is as simple as ABC. Consumers access all products available in a digital store and see the same price tags. As for discounts and promotions? They’re universal. In other words, products, prices, and offers are standardized for all customers, with little room for negotiation.

In  B2B

Pricing is much like solving a complex Rubik’s cube, as it’s highly personalized. Negotiated contracts, quantity discounts, and regional restrictions all come into play. To handle this complexity, modern B2B eCommerce platforms offer essential features such as:

• Personalized pricing. Wholesalers can tailor pricing for different customers, buyer groups, or contracts and assign them to different price lists.
• Tiered pricing. Businesses can set volume discount rules that kick in automatically when buyers fulfill specific order quantities.
• Request for Quote (RFQ). Buyers can request quotes for bulk orders or custom products and engage in negotiations before committing to a purchase.
• Privacy groups. Wholesalers can create exclusive product listings and set specialized pricing for select clients or customer segments using privacy groups.

Why these B2B features matter

They improve negotiations, long-term partnerships, and buyer satisfaction—vital for large, repeat B2B orders. Plus, these features simplify daily workflows. Wholesalers can save tons of time by setting bulk pricing rules for entire products, categories, or customer segments instead of managing each case individually.

2. User accounts and roles

In  B2C

eCommerce platforms are designed for individual shoppers; this involves one user per account, a single decision-maker, and the one handling payments.

In  B2B

Decision-making takes a village, involving multiple stakeholders in the procurement process. Case in point: a clothing company with regional stores. Local buyers may place orders, but managerial approval is often necessary, creating a delicate balance between financial control and operational flexibility. So, how can a B2B eCommerce platform support these requirements? With features like:

• Multiple user roles and accounts. B2B businesses need account flexibility with different team roles (supervisors, admins, sales reps) and buyer types (customers and sub-customers). This structure also allows companies operating in several locations to centralize and monitor order management across all branches.
• Approval workflows. Some users may have permission to browse products and initiate orders, while others can review and finalize them.  

Why these B2B features matter

They empower control over spending, prevent unnecessary or unauthorized purchases, and simplify procurement processes across different teams or departments.

3. Order processing

In  B2C

Ordering is pretty simple: consumers make individual, one-off purchases. They browse products, add them to their shopping cart, and pay at checkout. Then, all they have to do is wait for delivery.

In  B2B

Here, ordering is far more complex. Large, repeat orders and backorders are common, and a B2B platform must handle these specificities with ease:

• Bulk orders. Buyers can place large orders even when products come with multiple variants (e.g., size, color) in one go.
• Simplified reordering. Customers access their purchase history and quickly place full or partial orders.
• Save order option. Users can add products to their cart and complete their purchase at another time.
• Order import. Customers can upload orders (in Excel or CSV format) directly into a B2B store. For example, a retailer can import a list of products, add them to their cart, and complete the purchase in just a few clicks.
• Backordering. Buyers can secure stock for items even when they’re temporarily unavailable.
• Back-in-stock notifications. Customers are instantly notified when their preferred items are available again so they can add them to their order.

Why these B2B features matter

They streamline complex ordering cycles, save time on repeat purchases, and reduce manual errors—ultimately making the entire process faster and more efficient.

4. Sales reps

In  B2C

Consumers often embark on a solo journey: they interact with products directly and place orders without personal assistance. Think about your last online shopping experience: Did you feel the need to chat with a sales representative? Probably not!

In  B2B

Trust and transparency are the cornerstone of B2B interactions. Buyers often rely on direct support from account managers before committing to a purchase. Ultimately, sales reps play a great role in managing customer relationships and handling complex orders and requirements. B2B platforms should offer:

• Sales reps portal. Through it, reps manage accounts, track orders, and access product information to deliver excellent service to their assigned accounts.
• Sales rep mobile app. Sales reps can use it to place orders, check order history, and update customers anytime, anywhere. Picture a rep meeting with a client, using their app to finalize an order right then and there, making the process effortless and efficient.

Why these B2B features matter

Sales reps can employ these tools to offer faster, better service and build long-lasting and happy customer relationships.

‍5. Product information and PDF catalogs

In  B2C

Products are usually sold “as is.” So, businesses provide general product descriptions, user reviews, and high-quality images and videos—just enough for individual buyers to make quick decisions.

In  B2C

Buyers need way more detailed information, including technical documentation, and often need to customize products to meet their unique needs. Imagine a cabinet wholesaler who needs to let buyers specify exact dimensions or materials or a clothing supplier adding custom logos to T-shirts on request. B2B eCommerce platforms should support:

• Documentation. Wholesalers can share important product documentation, like Fair Trade or ISO certifications, on their wholesale website for customers to view or download.
• Product configuration. Customers can adjust products to match their unique needs (e.g., material, dimensions).
• PDF catalogs. Wholesalers can tailor digital catalogs to display products or categories relevant to each buyer (e.g., a healthcare company may see a catalog limited to medical supplies).

Why these B2B features matter

Comprehensive product information and configuration options are essential, particularly in industries where precision, flexibility, and customization are crucial. PDF catalogs make it faster and easier for customers to find exactly what they need.

6. Payment flexibility

In B2C

Transactions are easy as pie. Consumers pay upfront through credit cards, bank transfers, or digital wallets. Payment happens instantly, and the transaction is invoiced and closed.

In B2B

Payments in this realm require -what else?- flexibility. Wholesale transactions often involve net terms, partial payments, and credit limits according to contracts and negotiations. Key payment features in B2B eCommerce platforms are:

• Multiple payment methods. Wholesalers should offer various options, from wire transfers to ACH payments and credit cards, and support multiple currencies.
• Net terms. Buyers can defer payment until a certain period after they place an order (e.g., 15, 30, 60 days after the purchase).
• Credit limits. Wholesalers may extend credit amounts to specific customers based on their agreements with them or their perceived value.
• Purchase orders (POs). B2B businesses may opt to issue a formal PO rather than paying upon ordering.
• Automated invoicing. Wholesalers can improve operations through automatic invoice generation. Also, payment reminders and past-due notifications keep everything on track.

Why these B2B features matter

They’re essential for B2B buyers who navigate longer-term budgets and payment cycles and need flexibility. Plus, it makes managing cash flow and building strong customer relationships much easier.

Final words

While B2C and B2B eCommerce may share some common ground, the platforms offer a multitude of functionalities to fulfill the unique needs of business buyers.

From personalized pricing and multi-user accounts to flexible payment options and sales reps modules, these features are essential for building an efficient, scalable, and successful online commerce experience.

As businesses increasingly move online and the eCommerce landscape continues to evolve, staying on top of the specific capabilities required for B2B success can provide wholesalers with a significant competitive edge, whether you’re considering switching to a new platform or enhancing your current setup.

For us at B2B Wave, wholesale is what we do—not an afterthought. Request a demo and explore how our B2B-specific features can change the game for your business and buyers.