Glossary
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b2b-ecommerce
B2B E-commerce: definition of online selling to professionals, volume pricing, net 30 quotes, Shopify B2B, and wholesaler/retailer advice.
Updated on
June 4, 2026
B2B e-commerce (Business-to-Business, B2B online sales) refers to the sale of products or services on the Internet to professional clients: wholesalers, retailers, restaurateurs, artisans, administrations, or businesses. The merchant is a business; the buyer purchases to resell, produce, or consume in bulk, not as an end consumer. On Shopify, B2B is managed through dedicated portals, differentiated catalogs, and specific commercial terms.
Summary
Definition of B2B e-commerce
In B2B e-commerce, the online transaction replaces or complements the sales representative, the order fax, or the paper catalog. The customer journey remains digital: product sheet, cart, checkout, or quote, but the rules differ from B2C.
Typical online B2B features:
Corporate account: tax ID/registration, VAT number, multiple buyers; Volume pricing or customer-specific price catalogs; Minimum order quantity (MOQ) or minimum order value; Deferred payment: net 30, net 60, bank transfer after invoice; Quotes and RFQ: negotiated prices on high volumes or custom products; Approval workflow: external customer purchase order structure; Restricted catalog: products visible depending on reseller profile.
Useful distinctions are provided as practical guides to help understand the topic.
B2B e-commerce vs B2C e-commerce: B2B = business-to-business (or professional); B2C = business-to-final consumer; B2B e-commerce vs wholesale (wholesale sales): wholesale is the volume sales model; B2B e-commerce is its digital form; B2B vs D2C: D2C targets the final consumer; B2B supplies the intermediary chain (resellers); B2B portal vs marketplace: the portal is owned by the supplier; the marketplace aggregates multiple sellers; Online B2B vs EDI: EDI automates key account exchanges; the web portal serves SMEs and the mid-market; Hybrid B2B + B2C: same brand, public storefront, and logged-in pro area (hidden prices or separate catalogs).
Why B2B e-commerce is strategic
B2B represents a major share of global trade. Digitalizing this channel reduces business friction and accelerates recurrence.
Frequent reorders: business clients order regularly (store stock, consumables); High average order value: volumes higher than B2C (AOV); Sales cost: 24/7 self-service reduces manual entry; Retention: business account, history, negotiated terms; Scalability: onboarding resellers without a proportional sales force; Data: analytics by business segment (E-commerce CRM).
B2B online challenges: pricing complexity, client credit (unpaid invoices), pallet logistics, technical after-sales service, ERP/accounting integration. A standard B2C checkout (immediate card payment, small carts) is often not enough without adaptation.
Purchasing journey and sales organization
Classic B2B e-commerce process:
The flow is understood as follows: Pro prospect requests an account (form, Kbis); Sales validation: rates, MOQ, payment terms; B2B portal login: customized catalog and prices; Online ordering or quote request if volume is atypical; Client internal validation (purchase order) if company workflow; Card payment, wire transfer or net 30 invoicing; Fulfillment: parcel or pallet, invoice, tracking; Recurring replenishment via saved account.
Use case: French manufacturer of food packaging on Shopify Plus B2B. Public B2C storefront for small quantities. Pro space for bakeries and wholesalers: MOQ 100 units, -25% price vs public, net 30 payment for approved accounts. Connected restaurant sees prices excluding tax, places monthly pallet order, receives PDF invoice. Regional wholesaler orders via same portal with different volume grid. Sales team intervenes only for new accounts and disputes, not for each replenishment.
Common B2B models: manufacturer → reseller, wholesaler → retailer, supplier → restaurateur/HORECA, brand → corporate (goodies, uniforms).
B2B e-commerce on Shopify
Shopify B2B (features according to plan, often Plus or B2B on Shopify) allows selling to businesses from the same store (Shopify Help Center).
Companies: company profiles, locations, buyer contacts; Catalogs: specific products and prices by customer or segment; Payment terms: net 30, deposit, credit terms; Quantity rules: minimums, increments (by 6, by pallet); B2B Portal: pro customer login, quick reorder; Draft orders: quote converted to payment link; Complementary apps: SparkLayer, Bold Custom Pricing, Request a quote.
Shopify B2B Checklist:
The process is understood as follows: Separate public and pro prices (catalogs or login required); Display tax-exclusive/tax-inclusive prices based on EU pro customers; Pro account validation process (anti-fraud, margin); Integrate accounting (QuickBooks, Sage) and ERP if volume; Train customer service team on B2B disputes (pallet delivery, billing).
SMEs without native Shopify B2B: wholesale apps, customer tags + manual discounts, or draft orders for recurring customers.
Points of vigilance to be aware of
To ensure this topic remains useful for the store, it must above all be linked to a concrete objective: better informing the customer, making operations more reliable, or improving conversion. Clear pro onboarding: account opening criteria, validation times Easy reordering: order history, favorite lists Logistics transparency: pallet lead times, volume shipping costs Controlled credit: net 30 ceilings, unpaid reminders Dedicated support: visible pro contact, not just B2C chat Pro content: technical sheets, datasheets, visible MOQ
The main points to watch out for concern data consistency, readability for the buyer, and the team's ability to maintain the system over time. Applying B2C checkout (small cart, no net 30) to wholesalers Pro prices visible without login (competition and margin squeeze) No MOQ: unit orders that are not logistically profitable Quotes and orders outside the system (Excel, email) without traceability Ignoring intra-community VAT and valid EU pro numbers B2B after-sales service treated as final consumer (unsuitable SLAs)
In summary
In summary, B2B e-commerce = online sales to professional clients. Distinct from B2C, D2C consumer, and third-party marketplaces. Specifics: volume pricing, MOQ, quotes, net 30, company accounts. Key factors: AOV, recurrence, self-service; credit and logistics challenges. Shopify B2B: companies, catalogs, payment terms, pro portal.
Associated terms, FAQ, and going further
Associated terms
B2C E-commerce: sales to the final consumer.
E-commerce quote: B2B price negotiation.
Invoice: post-order accounting document.
Customer account: professional or individual area.
Dynamic pricing: pricing grids by segment.
FAQ
B2B and B2C: what is the difference in e-commerce?
B2B sells to professionals (resellers, companies) often with volumes, negotiated rates, and deferred payment. B2C sells to the final consumer with a simplified purchasing journey and immediate payment.
Can you do B2B on Shopify?
Yes. Shopify B2B (depending on the plan) or wholesale apps allow professional catalogs, payment terms, and a connected portal. SMEs can also use draft orders and customer-specific discounts.
B2B E-commerce and wholesale: the same thing?
Close. Wholesale describes the volume business model; B2B e-commerce is its implementation via website and digital portal.
Is a separate site needed for B2B?
Not mandatory. Many brands use the same Shopify with a public B2C storefront and a logged-in B2B space (catalogs and prices hidden from non-professional visitors).
Go further
Sources: Shopify Help Center (B2B), professional online sales practices.
Enzo
June 4, 2026
