B2B vs B2C in eCommerce: Key Differences and When to Choose Multistore

Deciding to launch an online store is only the beginning. The real challenge starts when you need to define your sales model.
Will a B2C store targeting individual customers be the better choice?
Or perhaps a B2B platform for business partners?
Or maybe a Multistore architecture that allows you to separate different sales segments from the start?
In this article, we explain the differences between B2B and B2C models in eCommerce and when it makes sense to consider Multistore.

What is the difference between B2B and B2C in eCommerce?

Simply put:
B2C (Business to Consumer) means selling to individual customers.
B2B (Business to Business) means selling to companies.
That’s where the similarities end.
The B2C model focuses on a fast and simple purchasing process. Clear gross prices, an intuitive cart, smooth online payments, and minimizing the path to checkout are essential. User experience, purchase emotion, and conversion optimization play a key role.
The B2B model is based on business relationships and individually negotiated terms. It includes multiple pricing levels, volume discounts, dedicated price lists, deferred payment terms, and credit limits. The purchasing process is often more complex, and the system must reflect real business rules while integrating with ERP, warehouse, and accounting systems.
The differences therefore go beyond how the offer is presented. They include pricing logic, user account structure, document flow, and system integrations. These are two distinct sales models that require a completely different approach already at the eCommerce architecture design stage.
Read also B2B Platform on PrestaShop

B2C sales – characteristics of the retail model

In the B2C model, the key elements are:

• gross prices visible to everyone,
• fast online payments,
• a simple and short checkout process,
• marketing and UX,
• conversion optimization.

Here, purchase emotion, simplicity, and speed matter most. The user should move through the process without unnecessary friction.

B2B sales – how does an online store for businesses work?

In the B2B model, sales are based on relationships and commercial terms.
Typical elements include:

• individual price lists,
• volume discounts,
• deferred payment terms,
• credit limits,
• wholesale orders,
• ERP integrations.

This is not just a “regular store with discounts.” It is a sales system that must accurately reflect real company processes.

Read also Wholesale online B2B sales for complex assortments

Key differences between B2B and B2C

These are two completely different sales environments. The table clearly shows that the differences go far beyond simply “who you sell to.”
In the B2C model, simplicity, speed, and user experience matter most — customers make decisions on their own, often impulsively, and the process must be as short as possible.
In B2B, sales are based on relationships, commercial terms, and structured processes. Individual price lists, credit limits, deferred payments, multi-level order approvals, and ERP and warehouse integrations become standard.
These are two entirely different operational models — requiring different store architecture, pricing logic, and integration strategies.

B2C online store – who is it best for?

The B2C model works well when:

• you are building a consumer brand,
• you sell retail products,
• you want to scale traffic quickly,
• you operate in a D2C model.

Typical functionalities in the B2C model

• fast payments,
• discount codes,
• cross-selling and up-selling,
• simple checkout,
• mobile optimization.

Challenges in selling to individual customers

• high customer acquisition costs,
• abandoned carts,
• price pressure,
• continuous UX optimization.

In B2C, user experience wins.

Read also Can you create a B2B and B2C store within one PrestaShop?

B2B online store – when should you implement wholesale online sales?

The B2B model is a natural direction if:

• you have a network of business partners,
• you sell wholesale,
• you handle large volumes,
• you want to automate ordering processes.

Individual pricing and discount logic

In B2B, prices often:

• depend on the level of cooperation,
• are assigned to specific customers,
• include quantity thresholds.

This requires a well-planned system architecture.

ERP integrations and process automation

Without ERP integration, B2B sales quickly turn into operational chaos.
The system should synchronize:

• inventory levels,
• prices,
• sales documents,
• payment statuses.

Common mistakes when implementing a B2B store

• trying to build B2B using B2C logic,
• lack of process analysis before launch,
• oversimplified pricing approach,
• no staging environment during implementation.

Selling B2B and B2C at the same time – does it make sense?

Many companies operate in a mixed model. Problems arise when:

• retail prices are visible to wholesalers,
• marketing communication mixes segments,
• the system does not separate sales logic.

In some cases, dividing customers into groups is enough.
In others, separating stores or implementing a Multistore architecture becomes necessary.

Multistore in eCommerce – when is one store not enough?

If a company:

• operates in multiple markets,
• has several brands,
• sells both B2B and B2C,
• plans international expansion,

it is worth considering the Multistore model.
Multistore allows you to:

• manage multiple stores from one admin panel,
• set up separate domains,
• apply different currencies and pricing,
• maintain a shared product database,
• centrally manage inventory.

This is a strategic solution — not a cosmetic one.

B2B, B2C or Multistore – how to make the right decision?

Before choosing a model, answer a few key questions:

• Who is your main customer?
• Do prices differ depending on the segment?
• Are you planning international sales?
• Do you use an ERP system?
• What will your sales scale look like in 2–3 years?

Your eCommerce architecture should result from your business model — not the other way around.

Read also Why is it worth cooperating with a PrestaShop agency when creating an online store?

Common mistakes when choosing a sales model

• Implementing B2C when the company mainly operates wholesale.
• Trying to “force” B2B into an existing store without rebuilding the logic.
• Integrations implemented without a clear plan.
• Lack of preparation for scaling.

The result is often a costly migration instead of growth.

Summary

There is no single answer to the question: B2B or B2C in eCommerce.
There is, however, one rule — your sales model should be designed based on real business processes.
If you sell retail, you need a refined B2C setup.
If you operate wholesale, a solid B2B architecture is essential.
If you combine both models or plan international expansion, Multistore may be the natural direction.
Well-designed architecture today means no costly migrations tomorrow.