B2B2C eCommerce: Definition, Platforms & Examples

You must’ve heard of the term B2B2C for a while. So what is it, and are there any examples for B2B2C ecommerce platforms and websites? Read the article to learn more.

What is B2B2C eCommerce?


TAKE A LOOK to learn what the term “B2B” means HERE.

B2B2C (business-to-business-to-consumer) refers to businesses that approach customers through both wholesale and retail. These businesses’ customer base is extensive, including wholesalers, manufacturers, distributors, retailers, etc.

In this case, B2B2C ecommerce refers to the above businesses when selling online with a store selling to many different groups of customers.

B2B2C ecommerce removes the intermediaries between B2B and B2C business forms on the online market, thereby directing businesses to opportunities to interact with consumers directly.

In traditional B2B2C, a B2B business would sell goods to manufacturers, distributors, and wholesalers to explain more clearly. The goods are then distributed to consumers. 

However, in B2B ecommerce, thanks to the presence of e-marketplace websites and applications, B2B businesses have the opportunity to approach B2C customers who visit the website directly.

As a result, the customer group becomes wider, bringing more revenue opportunities for businesses.

Recommended B2B2C eCommerce Platforms

For B2B2C ecommerce, several platforms are recommended.

The foundation for developing a B2B2C ecommerce website is not much different from the popular B2B ecommerce platforms. Here are some incentives:

1. Magento


Magento is the most popular open-source platform. This popular platform is a great choice if you want a website to work seamlessly. It’s easy to install and offers lots of features from hundreds of additional modules.

2. BigCommerce


BigCommerce is the right platform for small to medium B2B2C businesses. Ease of use with many customizations makes BigCommerce one of the optimal options for B2B2C websites.

3. OpenCart


OpenCart is the right platform for looking for a solution for setting up a marketplace for B2B2C. Optimized for SEO, OpenCart also has a diverse library of extensions and themes.

B2B2C eCommerce Website Examples


Examples of popular B2B2C ecommerce websites are chip manufacturers like Intel, Snapdragon, and Qualcomm. They sell the processors to both the distributor and retailer to mainstream users.

Famous car manufacturers such as MRF, Ceat, Goodyear, or Bridgestone. Laptop manufacturers like the Targus and the others are also prime examples of B2B2C websites.

Microsoft is also a B2B2C company with Windows and Office products sold in bundles for businesses and users. There are many examples of B2B2C ecommerce.

Essentially, the buying behavior is controlled by another company, where the product is the manufacturing ingredient.

B2B2C Solutions for eCommerce

1. Customer experience


EVER HEARD of B2G sale model in eCommerce? CHECK IT OUT.

Improving customer experience is one of the most popular tips to increase website visitors or keep loyal customers.

To provide a great customer experience both wholesale and retail, your website needs to support the following features:

  • Performance

Factors like page load speed, rendering speed, and navigability are your first consumer impression of your store.

An easy-to-navigate website gives a professional impression to customers while also helping to increase ranking results in SEO. The website also needs to operate quickly and smoothly to ensure requirements for information searching, order tracking and payment.

  • Content

The content on the website should be of good quality, must be attractive and concise. Content clusters need to achieve consistency on the article topic. Product-related information needs to be similar across channels to ensure that the customer receives the same message.

  • Security

In the information age, security is an important issue. Your ecommerce website needs to have firewalls enabled, secure from potentially dangerous IP & VPN addresses.

  • Service

Today’s customers want to take control of their purchases. Functions that allow customers to access 24/7, track and check orders, and subscribe to receive notifications are recommended functions on the website.

2. Mobile responsiveness


DO YOU KNOW that mobile responsiveness is necessary for B2B? LEARN MORE.

Today’s online customers use many different devices to access purchases, especially mobile. Optimizing the interface and browsing experience via mobile will easily create opportunities for customers to make purchases on the website.

3. Technology and localization expertise

B2B2C expands the customer base, which means more customer groups. For internationally active B2B2C websites, the use of ERP and third-party management systems is recommended. Enterprises need to ensure that the website content, local documents and marketing are properly converted for different countries.

4. Optimized sales opportunities


To optimize profitability, businesses can propose related products on the product page, create upgrades and bundles to provide various purchase options to customers. Cross-selling is the basic technique commonly used by many B2B2C websites.

5. Flexible, fully integrated platform

Since serving both B2B and B2C customer groups, businesses need to provide separate categories and prices for each customer and restrict access if necessary. For B2B customers, businesses should add more features to order quickly and conveniently.

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