What is business-to-business B2B? Definition, types, and examples

Yet 53% say brands still don’t understand which moments actually deserve personalization. “Our sales reps drive to different bike shops in America, and one feature we could not live without is the Shopify app,” says Lukas L. Dalsgaard, CeramicSpeed’s ecommerce specialist. The main challenges are clean pricing logic, shared inventory visibility, and messaging that works for both a procurement lead and a first-time shopper.

Stripe, for example, provides the payment infrastructure that powers online transactions for thousands of companies. B2B companies operate across every industry, providing the products, services, and technology that other businesses need to function. Ongoing support includes regular maintenance, software updates, account reviews, and performance check-ins.

Trusted by over 900 brands and backed by more than 4,000 B2B research programs, we bring a depth of experience that few can match. b2b content marketing case study The key differences come down to whom you’re selling to and how relationships are managed. These transactions often involve structured business processes, longer decision cycles, and collaboration between sales professionals and buyers. B2B refers to business-to-business relationships where companies sell products or services to other companies rather than individual consumers.

Long-term B2B partnerships create mutual value and trust that compounds over time. Working with innovative partners also helps you respond faster to market changes. B2B partnerships let you scale without building every capability in-house. Strong B2B partnerships can help you operate more efficiently, grow faster, and stay competitive. According to McKinsey's 2024 B2B Pulse survey, 71% of B2B companies now offer e-commerce, and online sales account for 34% of total B2B revenue.

Vertical B2B model

"As a company that has been in the wholesale shoe business for over 50 years, NuORDER by Lightspeed has helped Chinese Laundry streamline our sales process and subsequently increase our wholesale orders." An Interactive Guide to Leveraging Market Research to Deliver on Your CX Strategy Customer Experience (CX) covers all the interactions that a customer has with your brand. With over 16,000 buyers surveyed and 35,000 brand experiences tracked across… Our experience spans more than 145 countries and thousands of research programs, giving clients access to proven B2B best practices, specialist sector knowledge and global market understanding.

Vertical B2B businesses serve a specific industry or supply chain (also known as a “vertical”). As of April 2026, stores on Shopify’s Basic, Grow, and Advanced plans can start selling wholesale using native B2B features, available directly in their admin at no additional cost. Today, Filtrous serves the University of California, Los Angeles (UCLA) and other labs around the world with a modern B2B wholesale experience built on Shopify.

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• This includes up to three active B2B catalogs assigned via markets, company profiles, payment terms, volume pricing, ACH payments (US only), and vaulted credit cards.
• B2B partnerships help you reduce costs through shared resources and bulk purchasing power.
• From global brand strategy and customer experience to market entry and proposition development, our specialist B2B expertise helps clients reduce risk, uncover opportunities and drive growth.
• Most B2B transactions follow a structured 5-step process that helps both sides reduce risk and build successful partnerships.
• Without needing a developer on standby, Shopify’s B2B ecommerce platform allows you to tailor buying experiences.
• Xero accounting software helps you strengthen your business relationships by automating invoicing, streamlining payments, and providing real-time financial visibility to build trust with your B2B partners.

These are cloud-based software tools sold on a subscription basis to other businesses. B2B relationships also tend to be longer-lasting, with dedicated account management and negotiated contracts. The biggest differences are in the buying process and relationship structure. The global B2B e-commerce market is worth trillions of dollars and continues to grow as more companies move their purchasing online. When your partners can see that you're organized and reliable, it builds the kind of trust that keeps partnerships going for years.

How Skida moved 81% of wholesale orders to self-serve

B2B transactions present unique challenges that can slow growth and increase costs. The shift to digital B2B is accelerating, reflecting an increased reliance on digital payments as non-cash transactions are predicted to grow at 12% a year. B2B companies operate across every industry, providing essential services, products, and technology to other businesses. B2B businesses fall into several categories, each supporting other companies in different ways. The result is greater efficiency and lower costs for your business.

B2B means selling products or services to other businesses. For example, many businesses purchase manufacturing equipment or machines to produce their finish goods. Two, products sold in business to business markets often tend to be more technical in nature because they are often large complex system for things like machinery and equipment. The better platforms help buyers easily find information about the sellers and the relevant information about the products via the website. Typically, it involves companies that do not own or sell the products but serve as a platform to connect sellers and buyers online.

This could include equipment installation, staff training, or software onboarding. For example, a restaurant chain looking to upgrade its kitchen equipment might research suppliers, request catalogs, and schedule meetings to explore options. The process begins when your business identifies a need and reaches out to potential suppliers or service providers. In a B2B model, you trade goods, services, or expertise with other businesses to support your operations and growth. Business-to-business (B2B) refers to transactions where one company sells products or services to another company rather than to individual consumers. Purchase any Xero plan, and we will give you the first month free.

They require consistent effort, clear processes, and the right tools to keep everything running smoothly. For small businesses, these tools level the playing field with larger competitors. Automated inventory tracking, invoicing, and order fulfillment reduce manual errors and free up your team to focus on higher-value work. The global B2B e-commerce market reached $18.6 trillion in 2023, according to McKinsey, and it continues to grow as more companies shift their purchasing online.

It consolidates similar transactions from various industries into one platform, offering trading opportunities for both buyers and suppliers. Business-to-business (B2B, BtoB or B4B) refers to trade and commercial activity where a business sees other businesses as its customer base. B2G transactions often involve formal bidding processes, compliance requirements, and longer payment cycles than standard B2B deals. It refers to companies that sell products or services to government agencies, public institutions, or municipal bodies. The subscription model means you get regular updates and support without large upfront costs.

Automated invoicing and payment reminders can help you get paid on time and reduce the administrative burden of chasing overdue invoices. Offering tiered pricing or modular packages makes it easier for buyers to find an option that fits their budget and needs. B2B transactions come with unique challenges that can slow growth and increase costs. According to McKinsey, 44% of B2B businesses cite strong relationships as a key driver of sustainable growth.

In the business-to-business-to-consumer (B2B2C) model, you sell to businesses and reach the end customer either directly, through your partners, or both. Customer acquisition is expensive ($89, on average, for B2B ecommerce), and you’re dependent on suppliers to maintain a consistent flow of inventory. Peter Bendor-Samuel, founder of the research firm Everest Group, refers to vertical B2B as “the future of ecommerce.” However, focus comes with tradeoffs. Examples include Filtrous, a medical supplies brand, and, Wilcor which sells outdoors and camping equipment.

They allow you to focus on your core strengths while outsourcing other functions to expert partners. Managing B2B relationships effectively drives long-term business success through improved efficiency, trust, and mutual growth. Project management software centralises task tracking, file sharing, and team communication in one platform, reducing email chains and missed deadlines.