B2B — Business-to-Business

It is the trade carried out between companies. In the case of e-commerce, it is represented by a platform that provides the environment in which a company — usually an industry, supplier (distributor, importer or reseller) — sells to other companies. The nature of the transaction can be resale, transformation or consumption.

B2C — Business-to-Customer

It is the trade between business and consumer. This is when e-commerce sells to the end consumer.

It is worth remembering that the growth of e-commerce has been exponential in recent years, even because the population has been oriented to avoid circulating on the streets, due to the pandemic.

Understand in this article the changes that happened in relation to consumer behavior in this period.

As can be seen, what will characterize the type of commerce that e-commerce practices is the core activity and who it is intended for — and not the product. 

Although the means used to put the two modalities into practice are basically the same, there are considerable differences in the way these communication channels should be used. We’ll talk about these strategies below.

How to design an effective marketing strategy?

Basically, B2C marketing is aimed at the general public, hence the need to understand (and define) their needs and interests and then offer a solution. 

The campaign here is focused on relationships and conversions. B2B, on the other hand, seeks to be more rational. The focus will be on how your product or service will be able to achieve points such as increasing profit, reducing costs, generating leads, increasing conversions, etc. 

Contrary to what one might imagine, B2B can also take advantage of the full potential of e-commerce, since making online purchases viable means offering more customer service channels.

It is also worth emphasizing the importance of using digital channels to capture customer emails (if you put some type of form) to promote the dissemination of industry issues.

A frequent question among our customers is the possibility of operating in both markets. Yes, this is possible, but it is worth remembering that it is necessary to carefully evaluate the approaches, profiles, channels and other determining factors to define which actions to take for each audience. Let’s get to the main points:

Audience and persona

Initially, it is necessary to define the public and their consumption needs. It is a mistake for sellers to believe that it is enough to advertise in the main media that their product will sell itself. 

Increasing sales and positioning yourself in the market in an expected way involve a clear definition of the audience you want to captivate and for which to work the appropriate marketing. 

For this, it is important to think about the persona. It brings semi-fictitious characteristics of a group that would be the ideal client. 

With this figure, it is possible to develop digital marketing strategies that reach the right audience, increasing the chances that they will know the e-commerce proposal and be interested in it.

Communication channels

Nothing prevents the channels from being the same for those who work in B2C and B2B. 

Blogs to share your own content , newsletter, social networks, ads in search engines are some of them. 

The difference will be in the form of use and in the language of these means of communication. 

B2C will require more actions aimed at relationship marketing, with relevant content, posts on social networks that generate engagement, among other mechanisms that favor direct expression with the public. 

B2B, in turn, requires efforts in niche channels, which have longer sales cycles. 


Prices are not the same for B2B and B2C, especially when the company takes into account the quantity purchased and the core activity. 

Also, the deeper the relationship with the customer, the better the prices. 

The platform must map the pricing conditions, operating with more than one price list or discount levels, according to customer profiles. 

For example, some B2B sites do not present prices openly, and the reason is different pricing according to the customer relationship. 


More than offerings, today’s customers seek information on the internet, they want to know the product in depth and have information about the field of activity of the companies from which they consume. And that doesn’t matter if it’s B2B or B2C. 

If e-commerce produces content that is relevant and of interest to consumers (or customers, in the case of B2B), it becomes an authority, provides more security and creates an environment to generate conversions and keep the audience close.

What is the relationship between reason and emotion in marketing strategy?

Emotion is linked to the B2C market, since there is a demand and only a stimulus is needed for the public to feel the need for your proposal and buy what you are offering. E-commerce can (and should) address the emotional side of the customer. 

The B2B market uses data and information that make the corporate public make the purchase decision. That’s because he needs proof that his solution will be efficient and bring the expected return.

In both cases, it is important to give due attention to the issue of measuring results.

KPIs ( Key Performance Indicators) refer to the performance of the processes adopted by the business. 

It is information that allows the manager to make good decisions and collaborate to achieve goals.

Measuring results, such as ROI (Return on Investment), is also essential to assess which initiatives and channels are working as planned. 

In this way, it is possible to direct and optimize investments, in addition to identifying the actions that brought the expected return to the B2B and B2C e-commerce platforms.