What is B2B? The Complete Guide to Business-to-Business

B2B accounts for more than 70% of global commercial transaction volume today, according to a Forrester study. In Europe, more than 9 out of 10 companies operate partially or entirely in B2B, illustrating its central role in the economy. Unlike B2C, business-to-business commerce is built on lasting relationships, complex sales cycles and a strong requirement for added value.

Definition of B2B

B2B refers to all commercial transactions carried out between businesses. This model is based on an added value logic, where the goods or services sold aim to support the activity of the professional client.

Key characteristics of business-to-business commerce

Among the main characteristics of B2B commerce, we find:

• higher purchase volumes than in B2C;
  
• longer sales cycles, with multiple decision-makers involved;
  
• an approach centred on long-term client relationships;
  
• structured contracts, often negotiated over several months;
  
• personalised offers according to the sector or needs of the target company.