Communication is an absolute must for any e-merchant wishing to get their business off the ground.
Knowing exactly what your target market is, and employing the right strategy to convince prospects to take an interest in your offering, often makes the difference between a successful store and one that will close within the year.
When setting up your communications strategy, one of the very first things to consider is the type of person you’re targeting, because the ways of communicating to a B2B buyer and a B2C buyer are quite distinct.
So, how do you sell B2B or B2C?
Find out in this article how to optimize your communication strategy (and your results!) by understanding the differences between B2C and B2B in e-commerce.
A fundamental difference between B2C and B2B communications
To quickly summarize these concepts: B2C (or “business to consumer”) is a business model that consists of selling and promoting one’s offer directly to individual buyers, as is the case with Amazon, for example.
Conversely, B2B (or “business to business”) focuses on the sale and promotion of goods or services to companies, such as Airbus or Alibaba.
As mentioned above, there are fundamental differences between B2C and B2B sales, as buyers are not looking for the same things.
B2C and B2B, not the same “problems”, not the same “solutions”.
As a general rule, a B2C purchase will be motivated by more or less primary individual needs: eating, clothing, transport, maintaining social status, etc. In a B2B purchase, the buyer’s needs will be much more indirect.
In a B2B purchase, the buyer’s needs will be much more indirect: the product or service purchased will not be an end in itself (material to create a new product, communication support for an offer, etc.).
As a result, the way in which you, as a retailer, “motivate” your prospect to make a purchase will be very different in these 2 cases, as they do not relate to the same basic needs or the same sought-after solutions.
Emotional communication vs. practical communication
In B2C, communication plays much more on the “emotional” aspect of an offer.
It seeks to arouse feelings and other impulses in the prospect, so that he or she thinks that our offer is better than that of our competitor, because it will bring him or her more pleasure via: a product that is better tasting, more beautiful, better recognized socially, etc.
The aim here is to appeal to the buyer’s individual sensibilities through a specific form of communication.
When we ask ourselves how to sell in B2B, we sometimes forget that the buyer’s emotions and personal considerations are much less solicited than in B2C.
In B2B, the focus is on the practical aspects of the offer: prices, guarantees and delivery times.
Communication will therefore be much more focused on highlighting these practical aspects.
Best practices for B2C and B2B communications as an e-commerce merchant
With these fundamental differences between B2C and B2B strategies in mind, it’s time to implement a few best practices to optimize your e-commerce store according to the type of customer you’re looking for.
Key points for an optimized B2C e-commerce store
Communication on the site and on advertising media must be suggestive and dynamic:
- Well-crafted, high-quality visuals (tip: reduce image size using optimizers such as TinyPNG; a shorter display time means fewer customers leaving the site immediately).
- Well-used colors in keeping with the offer’s universe (see my article “Signification des Couleurs en Communication et Webdesign + Exemples de Logos”).
- Phrases that evoke emotions, for example by using storytelling to help visitors identify with the solutions we’re trying to provide, and to make them feel more involved.
- Promotional offers based on the urgency and scarcity of the product/service (stimulates our loss aversion).
Key points for an optimized B2B e-commerce store
Communication must emphasize a serious, professional appearance (formal, clean visuals, an ergonomic site that gets straight to the point), guarantees of safety and a high level of social proof:
- Promotion of competitive prices with preferential offers (quantity discounts, offers for regular customers, etc.).
- High availability, with fluid, responsive communication tailored to the needs of professionals (phone line, chatbots).
- Effective social proof, by displaying existing customers and their positive reviews.
- General terms and conditions of sale” and a solid FAQ, to reassure potential customers about the seriousness of the store.
Is it possible to sell both B2C and B2B products from your store?
Yes, it’s possible, but it requires a few adjustments!
The B2C and B2B parts of the store can be clearly separated.
This can be done radically, by creating 2 different sites, each of which can refer to the other via integrated links (the classic case of Alibaba and Aliexpress).
It is also possible to create 2 distinct spaces on the same site, by specifying access to a “professional space” with a specific account, for example.
Finally, 2 customer profiles can coexist on the same site, thanks to Prestashop customer group management.
Off-site communication must also be distinct between B2C and B2B (emotional vs. practical).
In conclusion: not the same needs = not the same communication
As we’ve seen, the fundamental difference between B2C and B2B communication lies in the fact that customers aren’t looking for the same things, so they’re not motivated by the same things when they decide to buy.
Knowing these differences enables you to adapt your communication strategy, both on your site and in your marketing, to optimize your qualified traffic and the returns from your e-commerce store.
As an expert in the creation of e-commerce stores, both B2C and B2B, I’ll be able to advise you and help you create sales areas adapted to both private and professional customers.
Don’t hesitate to contact me so that I can discuss with you the solutions best suited to your project!
