What is business-to-business (B2B)?

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Business-to-business, or B2B, describes transactions between companies rather than between a business and an individual customer. In this model, one company sells products or services that help another company operate, manufacture goods, or serve its own customers. B2B companies might provide raw materials, digital tools, equipment, or professional services. Unlike business-to-consumer (B2C) sales, which focus on individual buyers, B2B often involves larger orders, long-term partnerships, and customized solutions. For example, a print-on-demand provider supplying bulk merchandise to a brand is operating under a B2B model. You can explore more on how B2B connects with ecommerce in our guide to print-on-demand vs dropshipping.

What is B2B in marketing?

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B2B marketing is the strategy of promoting products or services to other businesses, not individual consumers. It often includes digital channels like search engines, social media, and email marketing. The key to successful B2B marketing is understanding your audience-this means identifying industries, job roles, and decision-makers who need your solution. Tactics like SEO and content marketing help increase visibility in search results and bring in qualified leads. For print-on-demand brands that serve other businesses, B2B marketing may also involve highlighting bulk order benefits, custom product options, and strong fulfillment capabilities. Learn how niche targeting plays a role in print-on-demand marketing strategies.

What is B2B in sales?

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B2B sales involve selling directly to other businesses, often through a more personalized and strategic sales process. These sales can be complex, with longer timelines and multiple decision-makers involved. B2B selling often requires in-depth product knowledge, clear communication, and a consultative approach to understand the buyer’s needs. Sales reps may connect with leads at trade shows, through referrals, or via direct outreach. A successful B2B sales strategy builds trust and focuses on offering solutions that improve operations or profitability for the buyer. In ecommerce, B2B sellers might also use marketplaces, email outreach, and tailored pricing models to attract and retain clients.