As a U.S.-based eCommerce brand, you’ve likely built your business around the fast-paced, always-on expectations of today’s digital consumer. Flash sales. Social commerce. Hyper-personalized offers. You know the drill. But what if the next big growth opportunity isn’t with consumers at all?
A growing number of B2C businesses are asking themselves a compelling question: Should we start selling to other businesses?
This isn’t just a theoretical exercise. According to Grand View Research, global B2B eCommerce is expected to more than triple in size over the next decade. The gap between B2C and B2B is narrowing, especially when it comes to digital experience. Business buyers now expect the same intuitive, seamless journey they get from more consumer-centric brands like Amazon or Apple.
While the potential is huge, expanding into B2B isn’t a simple pivot, it’s a business model transformation. So, how do you know if it’s right for your enterprise?
Looking beyond your current customer base
One of the clearest signs that a B2B opportunity is knocking is that it’s already showing up in your inbox. Maybe you’ve received emails from boutique retailers asking about wholesale pricing. Perhaps distributors are enquiring about large-volume purchases. If you’re seeing these signals, even sporadically, you should be paying attention.
A surprising number of brands ignore these early cues. Why? Because they’re focused on optimizing their B2C funnel or don’t want to distract their teams. But sometimes the opportunity is right there, waiting to be nurtured.
Start by identifying patterns in your data. Are there repeat buyers ordering larger quantities than typical consumers? Are businesses using personal accounts to make bulk purchases? These breadcrumbs can point to unserved B2B demand.
Operational reality check: Are you equipped to serve B2B?
Now comes the tougher part: operations. Unlike B2C, B2B buyers expect complexity to be handled with ease. They want to place large orders, pay later, involve multiple team members, and maybe even negotiate contracts. Your systems need to accommodate all that, without breaking.
Let’s talk real-world expectations. McKinsey has found that over 80% of B2B buyers now expect the same level of convenience and personalization as they get in their personal shopping. That means real-time inventory, personalized pricing, and fast fulfillment. You can’t fake your way into this space.
This is where many B2C companies hesitate, and rightly so. If your current tech stack is already strained, layering on B2B functionality could create more pain than profit. But if your logistics are solid, your fulfillment reliable, and your team experienced, B2B could actually be easier to manage. Why? Because it often means fewer customers, larger orders, and longer-term relationships.
Is your technology built for B2B, or just B2C in disguise?
A common pitfall we see is businesses trying to shoehorn B2B workflows into a B2C platform. This might work for a while, until you need custom pricing, complex approvals, or contract-specific catalogs. At that point, you’ll wish you had started with the right foundation.
Many companies turn to Salesforce for B2B Commerce, NetSuite, or similar platforms because they support the intricacies of business transactions from the start. Features like CPQ (Configure, Price, Quote), customer-specific pricing, and integrations with ERP systems make it easier to scale intelligently.
For example, certified Salesforce partners help businesses implement B2B storefronts that are deeply integrated with tools like MuleSoft and Pimly. These integrations aren’t just about connectivity; they create a consistent and responsive experience for your business buyers, whether they’re ordering online or through a sales rep.
Sales and marketing: The mindset shift you can’t ignore
Selling to businesses isn’t just a different checkout process, it’s a different kind of relationship. If your current team is optimized for paid ads, influencer marketing, and social engagement, you’ll need to rethink how you attract and nurture B2B customers.
B2B marketing tends to focus more on education and value demonstration. You’ll need whitepapers, webinars, ROI calculators, and customer success stories that resonate with procurement managers, retail buyers, or office administrators. Think less TikTok, more LinkedIn and trade shows.
And your sales team? If you don’t have one yet, now’s the time. B2B sales cycles are longer, more consultative, and often involve multiple stakeholders. Investing in a CRM like Salesforce Sales Cloud or HubSpot, along with proper training and content, is key.
When NOT to launch a B2B channel
Let’s be honest: not every B2C brand is ready for B2B. If your fulfillment is inconsistent, your customer service is overwhelmed, or your backend systems are duct-taped together, you should fix those issues first.
Also, avoid launching B2B just because it sounds like a good growth story. If you haven’t validated real demand, or if you don’t know who your B2B buyer is, slow down. Take the time to research and develop clear personas. Who is buying, what do they need, and how do they make decisions?
Adding B2B is not about flipping a switch. It’s about building a parallel track that runs just as smoothly as your consumer operation, if not better.
How to get started: A pragmatic path forward
If you’re leaning toward launching a B2B channel, start small. Create a dedicated pilot program. Identify 5 to 10 potential B2B customers and invite them into a closed beta. Offer special pricing, a dedicated rep, and a streamlined ordering portal.
Next, map out the tech upgrades you’ll need. Maybe it’s a product information management tool (PIM) like Pimly. Maybe it’s integrating your ERP with your commerce platform. Or maybe it’s time to explore a platform built for hybrid commerce, like Salesforce.
Finally, bring in the right partners. Trying to go it alone can lead to costly mistakes. B2B-focused companies can help brands like yours expand into new channels with confidence, especially if you’re in manufacturing, retail, or healthcare.
The bottom line
Selling to other businesses is no longer just the domain of manufacturers and wholesalers. It’s a major opportunity for any B2C brand with operational discipline, customer demand, and a willingness to invest in the right systems and people.
But remember: B2B isn’t just a new sales channel. It’s a new way of doing business. And like any transformation, it takes foresight, planning, and the right support to get it right.
So, should your B2C brand go B2B? Maybe. But only if you’re ready to treat it with the strategic weight it deserves.