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

Also, features that work for one industry might miss the mark for another. 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. David Yadzi launched the business from his garage, selling lab-grade syringe filters to other companies. Ahead, b2b healthcare marketing 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. That’s more than three times the size of global B2C ecommerce, and the gap keeps widening. In 2026, the business-to-business (B2B) ecommerce market is valued at $36.86 trillion. For one, the number of products sold in B2B markets dwarfs the number sold in consumer markets.

• However, only 47% of B2B leaders say their current platform is very effective, according to Shopify’s research with B2B Online and Deloitte Digital.
• Because understanding complex B2B markets requires more than processing data.
• We help ambitious B2B organizations understand customers, strengthen brands, identify growth opportunities and make confident business decisions through evidence-led insight.
• But the decisions that shape brands, propositions and customer experiences still require human judgement.
• Businesses using Shopify B2B see up to a 4.1 times increase in reorder frequency compared to DTC orders, highlighting the higher volume and repeat nature of business buyers.

This is especially true in firms with 500 employees and above, of which there were 19,464 in 2015, where it is estimated that as many as 72% are businesses that primarily serve other businesses. Specific combinations of contracts and relational norms may influence the nature and dynamics of the negotiations between firms. B2B is often contrasted with business-to-consumer (B2C) trade, the latter of which typically sells directly to the general public and consumers, rather than other businesses and organisations.

Why B2B matters: key benefits

E-procurement systems also automate processes of bidding, vendor management, and contract execution, accelerating procurement cycles and supporting more accurate decision-making. B2B sales involve longer timelines, multiple decision-makers, and a focus on business outcomes like efficiency and return on investment. Running a successful B2B operation means staying on top of invoicing, payments, and cash flow across multiple partnerships. Digital platforms are transforming B2B procurement, making it faster, more transparent, and more efficient. Financial services companies like Stripe and Bank of America offer payment processing, lending, and risk management services to other businesses. Xero provides accounting software that helps small businesses track finances, send invoices, and manage payroll.

Sell and buy in multiple markets, without the hassle

Our professional services team partners with you throughout your journey to ensure a smooth onboarding experience, maximize user adoption, answer questions, and share best practices. Integrations with 120+ ERP, PLM, and POS systems feed real-time product, inventory, and order data into the platform. The premier destination to shop over 3,000 notable and emerging brands — all in one place.

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 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. Business-to-business (B2B) means one company sells products or services to another company rather than to individual consumers.

Also, features that work for one industry might miss the mark for another. 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. 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.

Business-to-business (B2B) markets differ from business-to-consumer (B2C) markets in many ways. For example, an automobile manufacturer makes several B2B transactions such as buying tires, glass for windows, and rubber hoses for its vehicles. In many cases, the overall volume of B2B (business-to-business) transactions is much higher than the volume of B2C transactions. According to the TechTarget website, the purpose of the terminology is to "extend the business-to-business model to include e-commerce for consumers". E-procurement has become a key driver of efficiency and competitiveness. As an example, Dell works with upstream suppliers of integrated circuit microchips and computer printed circuit boards (PCBs).

drove 31% sales growth

The B2B model works through structured exchanges where businesses trade goods, services, or knowledge with each other. 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.

Lower costs and increase efficiency

Ongoing support includes regular maintenance, software updates, account reviews, and performance check-ins. 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.

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. “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.