B2B vs. B2C Website Essentials

B2B vs. B2C Website Essentials

The way you position your company to operate in selling either B2B or B2C will drastically impact the way you design your business’s website. While B2B and B2C businesses have different ways to reach their target audiences, they have the same goal in mind: generating sales. Whatever your business may be, we at Still Up are here to help you build a better company website.

What is B2B vs. B2C?

Before we jump into the website essentials for both types of businesses, let us clarify what both types of businesses are and how they affect a website’s design. For a business who sells B2B (business-to-business), it means that they sell their products and/or services directly to other businesses. B2B purchases are rarely impulsive and, in most cases, are the result of a complex decision-making process. B2B purchases typically involve multiple people across a corporate hierarchy. More times than not, these types of customers will begin researching a purchase weeks, months, or even years in advance before the decision is finalized. These purchases rely heavily on facts and information.


On the other hand, Business-to-Consumers or B2C businesses sell directly to the consumer, cutting out the middleman. These purchases are less thought out than purchases made through B2B and are more directed to fulfilling consumers’ personal wants and needs. For this reason, these purchases rely more on capitalizing on the consumer’s impulse and understanding what the customer wants.

Key differences between B2B and B2C websites

Based on who you sell to, it will influence how you design your website. For this reason, we are going to highlight some of the biggest differences between B2B and B2C websites.

Target Audience


One of the biggest differences between B2B and B2C websites are the audience that they are aimed towards. Marketing and design teams put a great deal of effort into defining buyer personas for B2C websites, which is typically not the case for B2B websites. B2B websites are made to aim at a certain audience within an organization.


These groups inside these companies want as much information as possible about the purchases they are going to make. Remember, this isn’t going to be an impulse buy, so you’ll want to have as much information about your product and or service as possible with that in mind. Don’t be afraid to get technical and have loads of data. In many cases, when it comes to B2B purchases, that’s exactly what they are looking for.

Target Audience


If your business sells directly to the customer, you’ll want to scrap the wordy, detailed information, and focus more on personalization and building relationships. Based on customers’ purchasing and browsing patterns, you’ll be able to build a buyer persona, and with that, make a more personalized buying experience for the customer. More times than not, B2C purchases are impulsive, and having a more personalized experience to build a strong customer relationship will ultimately draw in more sales.

Number of offering


B2B business normally offers fewer products and services due to the minimal need for variety. These offerings are usually at the top of the webpage and encourage the users to jump directly into the sale.


B2B companies should keep it as plain and simple as possible. A B2B company with too many offerings could risk spreading themselves too thin. Too many offerings could also mean that a customer may become confused, which would increase the difficulty of making a sale. If they can’t find what they are looking for in a straightforward manner, they will likely search elsewhere.


When it comes to selling directly to the customer, you’re going to want more options.  A B2C webpage wants to make sure that the customer doesn’t leave their page without buying something. Use Amazon as an example; you’re looking for one thing, when all of a sudden, there’s 100’s of similar products all coming at you at once. I don’t know about you, but most of the time, when I go onto Amazon, I end up purchasing something. They make it that way, so no matter what you’re looking for, you always end up leaving with something. This is exactly how you want to design your website. When customers come to your webpage, they can’t help but leave with something.



Many B2B companies’ prices are often negotiable or customizable based on the purchase’s relationship or scale. An organization could be purchasing a large sum of products, and with the price being up for negotiation, it may entail the organization purchasing more down the road. Having customize prices will draw in more big-time clients who will ultimately want to continue to do business with you.



For B2C, pricing is pretty straight forward. A customer comes and looks at something, and usually there is a fixed price attached to said product or service. In saying this you could always offer a discount for a first-time customer or a buy one get the next 50% off, the choice is completely up to you. Discounts or other incentives are always a good way to drive home sales and bring back repeat customers.

Final Thoughts

Depending on if your business is B2B or B2C, the way you go about designing your business’s website will be drastically different. With a B2B, you’ll want to focus more on the details and information that comes with your products and or services. As for a B2C, you’ll want to appeal to consumer impulses and fulfill their wants and needs. Who you sell to will determine how you market and advertise on your webpage, the number of products or services you offer, as well as the price you set for your goods and services. With all the differences that come from being either B2B or B2C, the one thing that stays the same is the desire for your company to generate sales.

Recent Blog Posts

website wireframing

The 7 Must Do Will Change Your Web Design …

Most Misunderstood Facts About Ecommerce

The 13 Most Misunderstood Facts About Ecommerce Over the …

website as marketing tool

How to Use Your Website as a Marketing Tool …

New Year, New Website 2021

New Year, New Website – Time for a website …

How To Get Your Business Online and Avoid Common Mistakes

How To Get Your Business Online and Avoid Common …

Find a website designer

6 Top Tips You Need to Find the Best …

Strong Branding: The Secret to Your Business's Success

Strong Branding: The Secret to Your Business’s Success In …

How Retail Businesses Moved Digital through COVID-19

How Retail Businesses Moved Digital through COVID-19 For over …

Marketing Strategy Tips for Technology Companies

6 Effective Marketing Strategy Tips for Technology Companies Marketing …

Graphic Design vs Web Design

Graphic Design vs. Web Design: Who to Hire? Graphic …