B2B is an acronym for Business to Business. Which refers to sales and marketing strategys where one business seeks to build a relationship with other businesses. For the purposes of completing a sales transaction. Or sharing information that communicates the ways the two businesses can work together. Common synonyms include: wholesale, trade, enterprise sales, and business commerce.
Why B2B Matters
B2B is a critical model in ecommerce, merchandising, and operations because it shapes how brands scale, diversify revenue, and build long‑term partnerships. It influences:
- Pricing strategy: volume‑based, negotiated, or contract pricing
- Inventory planning: larger, more predictable order patterns
- Product development: tailored assortments or exclusive SKUs
- Customer relationships: long‑term, trust‑driven partnerships
- Operational efficiency: streamlined fulfilment and repeat purchasing
B2B often carries higher order values, deeper loyalty, and more complex decision cycles than B2C.
How B2B Performance Is Measured
There’s no single formula, but common metrics include:
- Average Order Value (AOV)
- Lifetime Value (LTV)
- Order Frequency
- Fill Rate
- Lead‑to‑Close Rate
- Contract Renewal Rate
Example: A B2B customer placing quarterly replenishment orders worth £5,000 each has a very different behavioural pattern from a B2C shopper, and requires different merchandising, pricing, and service strategies.
Common Use Cases
- Wholesale partnerships: Supplying retailers, distributors, or marketplaces.
- Corporate procurement: Selling to businesses with structured buying processes.
- Bulk purchasing: High‑volume orders for events, teams, or operations.
- Dropship or marketplace models: Integrating with partners who sell on your behalf.
- B2B ecommerce portals: Self‑serve ordering for trade customers.
Related Terms
- Wholesale
- B2C (Business to Consumer)
- Enterprise Sales
- Procurement
- Trade Pricing
- Account Management
What B2B Really Tells Us
When we look at B2B through a systems lens, it becomes a reflection of how businesses collaborate, create value, and build long‑term resilience together. The transactions are just the surface. The deeper insight comes from understanding the interdependencies: how one business relies on another to serve its customers, how trust shapes decision‑making, and how shared success drives sustainable growth.
B2B also exposes the cross‑functional dynamics inside an organisation. If supply chain can’t meet volume commitments, relationships strain. If pricing lacks clarity, negotiations stall. The system reminds us that strong B2B performance is built on alignment; merchandising, operations, finance, and sales working as one.
Behind every contract is a relationship. Behind every order is a problem being solved. When brands treat B2B not as a transactional pipeline but as a partnership ecosystem, they unlock deeper loyalty, and more sustainable growth.
