Business to Business (B2B) and Business to Consumer (B2C) customers are often considered as two different target groups. These customers are addressed and served by companies in different ways. But what are the real differences between these target groups? Is there really a difference here? After all, business customers are also consumers in their spare time. In this blog, we will explain the disparities and similarities in the online shopping behavior of B2B and B2C online shoppers in 2021.
SO, ARE BUSINESS CUSTOMERS LOYAL CUSTOMERS ?
A large majority of B2B websites sometimes attract visitors who have little to look for. This can include consumers who don’t feel drawn to the product line. Sometimes, products or prices are even hidden from visitors without an account. In the worst case, these bouncing visitors are partly new potential business customers, turned off by an inaccessible design.
All visitors who stay on the site and come back more often have shown a relatively high engagement, also with consumers. They move quickly to their target; and visit many pages in a short time. They also have a high conversion rate and are relatively more likely to return for repeat purchases. Since a quote or order list may need to be pre-approved by a manager or board member, more visits to the website are required to complete the purchase.
ARE CONSUMERS ONLY USING THEIR PHONES FOR DIRECTIONS ?
Most visits to consumer websites are via cell phone, over 62%. For more and more online stores, purchases are already being made on a smartphone. So cell phones are not only a device for orientation, but also for ordering. Despite the widely accepted fact that design for phones is very important, the desktop should not be forgotten. 31% of visits still take place via a desktop or laptop. At 7%, shopping via a tablet is almost non-existent. So a responsive website that works well across all types of device categories and devices is absolutely necessary.
DO CONSUMERS EASILY ABANDON THE COMPETITION?
It takes visitors an average of 2.5 minutes to visit a website. Once they are fans of a brand or website, they can be very loyal and return to the website relatively often (28%). Not in all cases to buy a product directly, but also to reorient themselves.
FROM THE MANUFACTURER DIRECTLY TO THE END CUSTOMER.
Due to developments in the e-commerce industry, we see that it is becoming possible for manufacturers to deliver directly to the consumer. In practice, this can mean that channel conflict can arise. Do you want to know more about channel conflict? Then read this blog.
BUT WHAT ARE THE MAIN DIFFERENCES ?
When we put the numbers next to each other, the differences between B2B and B2C seem to be very subtle. Sure, we see changes in the amount and intent of purchases. However, the buying behavior itself differs little. Whether it’s a B2B or B2C store, there are even more influences on online buying behavior. You can think of; industry, product type, brand awareness, target audience, etc. We will examine the influence of these variables in a future blog.
Finally, the difference in online buying behavior between B2B and B2C is minimal. B2b visitors are of course just people.