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

Many B2B buyers now research and compare suppliers online before making contact. B2B sales often involve 3 to 12 month timelines because multiple stakeholders need to approve a purchase. B2B partnerships give you access to new technologies, industry insights, and emerging trends that you might not develop on your own. Research suggests that businesses using strategic B2B partnerships can cut expenses by 20 to 40%.

“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. Business-to-business (B2B) markets differ from business-to-consumer (B2C) markets in many ways.

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.

Lower costs and increase efficiency

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.

“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. 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.

• But the decisions that shape brands, propositions and customer experiences still require human judgement.
• Because understanding complex B2B markets requires more than processing data.
• A May 2025 study from Adobe and Forrester found that 71% of of B2B buyers say brands should understand when, where, and how they want personalized interactions.
• We help ambitious B2B organizations understand customers, strengthen brands, identify growth opportunities and make confident business decisions through evidence-led insight.
• 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.

Sell your products to retailers around the world

The global B2B e-commerce market is worth trillions of b2b abm 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. 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.

Winning in Wholesale: Closing the Tech Gap

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). 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.