When people talk about online stores, they almost always default to consumer ecommerce (B2C): an individual browses, adds to cart and pays by card within a few minutes. Business-to-business ecommerce (B2B) shares the technical foundation but changes almost every rule of the game, because the buyer isn't the same person who controls the budget, and the purchase is rarely settled in a single impulsive visit.
Different prices depending on who's buying
In B2B it's common for each client to have their own pricing terms, negotiated in advance (volume discounts, special rates from a commercial agreement, different prices by region or channel), which means the platform needs to show a catalogue with prices visible only after logging in, and different per account. A standard B2C store, built for one price visible to everyone, isn't set up out of the box for this logic.
The buying process has more steps and more people involved
It's common for the person browsing the catalogue, the person approving the budget and the person who finally authorises payment to be three different people within the same client company. That's why many B2B platforms include features like saved quotes that can be shared via a link, orders held pending internal approval before confirmation, and a history of recurring orders to repeat routine purchases without redoing the whole process every time.
Much larger, more complex catalogues
It's not unusual for a B2B store to manage thousands or tens of thousands of items, with variants, lengthy technical spec sheets, and a need for batch or minimum-quantity ordering. Here, internal search and well-built filters stop being a nice extra and become a condition for the customer to find what they're after without having to call, which is exactly what an online store should be preventing.
Payment isn't always immediate
Unlike consumer purchases, in B2B it's common to pay in 30, 60 or 90 days via invoice, not by card at the time of purchase. That requires integrating the store with the invoicing system and, in many cases, with each client's credit risk management, something a standard consumer store never has to solve at all.
Frequently asked questions
Can I have a store that sells to both individuals and businesses at once?
Yes, it's common to have a separate area for B2B clients (with prior registration and their own terms) within the same platform, though for very large catalogues or very different pricing logic, some businesses choose to fully separate both stores.
Which platforms handle B2B ecommerce well?
Most major ecommerce platforms (Shopify Plus, PrestaShop, WooCommerce with specific extensions) have modules or versions built for B2B. The choice depends on your catalogue volume and how complex your pricing rules need to be.
Is it worth digitalising a B2B business that today sells only through reps and phone calls?
In most cases yes, though it doesn't have to fully replace the sales team: a well-built B2B store frees reps from handling repetitive orders and gives them more time for the accounts where they genuinely add value through negotiation or problem-solving.