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

“B2B presents to a smaller audience who typically share a common goal, and therefore require more tailored sales and marketing strategies,” Brad says. B2B2C gives sellers a way to meet them where they are, while still owning part of the experience. The B2B marketplace processed more than $83.1 billion in 2025. Also, features that work for one industry might miss the mark for another.

In the first year, B2B revenue from online orders climbed 90%, and average order value rose 20%. B2B businesses need to standardize where they can by building reusable templates for quotes, catalogs, and tax rules, then layering on account-level customizations. If a buyer delays payment, renegotiates terms, or walks away, it’s a direct hit to your cash flow. According to Sopro’s 2025 research, nearly two-thirds of B2B leads take at least three months to decide to purchase, and one in five waits over a year. CeramicSpeed now runs one site, powered by integrations like Klaviyo and Shopify Subscriptions, with tailored workflows for each buyer type. While B2B may feel more structured and slower-moving than B2C, it also opens the door to larger order values, recurring revenue, and deeper client relationships.

In manufacturing, B2B relationships form the backbone of production. It covers a range of business types that support each other across supply chains and industries. This step is what turns a one-time transaction into a long-term partnership.

Vertical B2B model

Speak directly with a senior B2B research specialist about your challenges, objectives and opportunities. From the customer’s point of view, if they can see it, smell it, touch it, taste it or hear it, it becomes… The Superpowers Index, conducted by B2B International in collaboration with dentsu B2B, is the largest global study of B2B buying behavior. Create impactful, evidence-based content that boosts brand credibility and cuts through the noise. Explore new and enhanced solutions, align your value proposition with market needs, and optimize product bundles and pricing for profitability.

Benefits of B2B partnerships

Horizontal B2B businesses serve a wide range of industries with the same core solution. Every product, feature, and customer touchpoint is tailored to a single sector. After struggling to scale or keep up while using BigCommerce, Filtrous migrated to Shopify and launched in just 63 days.

B2B examples across industries

• B2B partnerships can lower costs through shared resources and purchasing efficiencies, but how much you save depends on how you arrange the partnership.
• B2B involves companies selling to other businesses with longer sales cycles and multiple decision-makers.
• The B2B eCommerce platform designed to support your entire wholesale business, from department stores to specialty and off-price retailers.
• B2B relationships help you reduce operational costs, increase efficiency, and accelerate business growth.

Set clear payment terms from the start and use cash flow forecasting to plan ahead. Keep your pricing transparent and build flexibility into your contracts. Volume discounts, service-level tiers, and performance-based clauses all factor into the final cost. Identify every stakeholder, understand their concerns, and tailor your pitch to address each one.

SaaS providers, for example, release regular product updates so you always have the latest tools without a large upfront investment. By outsourcing specialized functions to businesses with deeper expertise, you can handle growth more efficiently. If you're starting a business that sells to other companies, a digital presence is no longer optional. This type of supply chain partnership is one of the oldest and most essential forms of B2B commerce.

All your data in one place

Producers or commercial retailers can have a supply relationship with upstream suppliers, including manufacturers, and form a sales relationship. Access Xero features for 30 days, then decide which plan best suits your business. Small Business Administration, small businesses can compete for government contracts through set-aside programs designed to level the playing field.

Business-to-business (B2B) means one company sells products or services to another company rather than to individual consumers. Renting excavators can preserve capital and avoid some maintenance responsibilities compared with buying. Apple, Ikea, Alibaba, Sony, and Netflix are all B2C businesses that sell directly to consumers. Business-to-consumer (B2C) describes companies that sell directly to individual customers. Business-to-business (B2B) describes companies that sell to other businesses. The B2B model works through structured exchanges where businesses trade goods, services, or knowledge with each other.

Digital B2B and e-commerce

B2C sales are faster, driven by individual preferences, and typically involve lower transaction values. Government procurement, where companies sell goods and services to public agencies, is another significant category. A personal budgeting app, on the other hand, focuses on simplicity, immediate value, and lifestyle benefits to attract individual users. While B2B and business-to-consumer (B2C) businesses both sell products and services, the way they operate is quite different. Invest in a clear, professional website that explains your products or services. If your business doesn't have a strong digital presence, you could miss out on opportunities.

Lower costs and increase efficiency

After terms are agreed, the supplier delivers the products or services as specified. A restaurant chain might negotiate a 15% discount for ordering equipment across all locations. This step often involves volume discounts, delivery schedules, and service-level agreements. Once you've found a good fit, both parties negotiate pricing, terms, and service levels. That scale reflects b2b direct how deeply businesses rely on each other to operate, grow, and compete. It's one of the most common types of business model, and it covers everything from raw material suppliers to software providers.

It's the commercial space where businesses trade with each other, representing a massive market with more than 5 million limited companies registered in the UK alone. Business-to-business (B2B) means one company sells products or services to another company, rather than to individual consumers. Get the most out of your tools. Replace manual tasks with automated workflows, power 24/7 online ordering, and make more data-driven business decisions. Whether you’re researching customers in one market or twenty, our teams have the expertise, infrastructure and local knowledge to deliver trusted B2B insight around the world.

David Yadzi launched the business from his garage, selling lab-grade syringe filters to other companies. Ahead, you’ll learn what B2B looks like today, the business models B2B store owners are using to grow, how B2B compares to B2C, and the challenges and trends in 2026 and beyond. “Now we’re seeing them be so comfortable with the experience that they’re placing orders for thousands of dollars worth of product from their mobile phones." What makes B2B structurally different is how that volume moves.

Discover growth opportunities, understand market dynamics, and develop a go-to-market plan that drives business success. Our solutions help you align brand positioning with key value drivers, track brand health, strengthen brand equity, and ensure your communications resonate with your audience. Respondents were established merchants with two or more years on the platform. “I’ve become a Shopify superuser,” says chief marketing officer Ian Leslie.