What are the differences in designing B2B and B2C websites?

For both B2B and B2C e-commerce businesses, having an effective website design is crucial. Studies by Social Media Today and WebFXResearch has shown that 94% of users’ first impressions are related to website design, and 75% of a website’s credibility is also judged based on its design. However, designing a B2B or B2C website requires different approaches, and any misuse can negatively impact business revenue.

What are the differences between B2B and B2C website design? Are there any practices to design websites better? Let’s discover through this blog!

What are B2B and B2C Ecommerce?

B2B (Business-to-Business) and B2C (Business-to-Consumer) are two common e-commerce models. In B2B transactions, companies (often manufacturers or wholesalers) sell products or services to other businesses (often retailers), not directly to individual consumers. On the other hand, B2C transactions involve businesses selling products or services directly to individual customers. 

A well-known example of this is Amazon, which operates both a standard platform for individual customers and a specialized service called Amazon Business, catering specifically to business customers.

Both B2B and B2C e-commerce models have their own unique challenges and opportunities. B2B e-commerce tends to involve larger transactions, longer sales cycles, and more complex negotiations, while B2C e-commerce often involves smaller transactions, higher transaction volumes, and a greater focus on customer experience and Marketing.

B2B vs B2C: What are the differences in website design?

B2B and B2C websites are designed to serve different purposes and audiences, and as a result, have distinct differences in their structure, content, and functionality. Here are some of the key differences between B2B and B2C websites.

1. Target Audience

B2B websites typically target businesses and organizations, including manufacturers, wholesalers, and commercial partners. Although the number of B2B customers may be relatively small, the value of each transaction is typically much higher than in the B2C model. The decision-making process in B2B is also more complex and multi-layered, involving numerous steps of evaluation, comparison, and negotiation.

In contrast, B2C websites serve individual consumers and often allow anonymous purchases for lower-value orders. B2C sites focus on creating an easy-to-use experience with visually appealing interfaces and engaging product imagery. The buying journey for B2C users is generally simple and fast, as decisions are made independently and with fewer approval steps.

2. Design and Functionality

In terms of design and functionality, B2B websites emphasize professionalism and a clean, structured layout. Because they support business operations, B2B platforms often integrate advanced features such as account management, order tracking, inventory management, and CRM integration. Since businesses need thorough information before making any partnership or purchasing decision, B2B websites must provide extensive product/service details, technical specifications, guides, and case studies.

On the other hand, B2C websites focus heavily on visual appeal and seamless user experience. High-quality images and videos are used to make products more attractive. Features like wish lists and product reviews help customers make decisions more easily. At the same time, the shopping journey is optimized to be fast and convenient, increasing the likelihood of conversions.

Take a look at the example below to better understand how the design and features are tailored differently for Amazon (B2C) and Amazon Business (B2B).

• Navigation bar: Amazon’s main site uses a broad navigation structure tailored to general consumers, with popular categories such as “Electronics,” “Books,” and “Fashion.” In contrast, Amazon Business organizes its navigation by industry-specific categories like “Office Supplies” and “Industrial & Scientific,” helping businesses quickly locate relevant products.
• Account management: For individual customers, Amazon’s account management is straightforward and focuses on basic purchasing needs. Meanwhile, Amazon Business provides advanced account-control features, allowing companies to track spending, review purchase history, and assign user roles such as buyers, administrators, or payment approvers. These tools help businesses manage procurement more effectively.

3. Supporting Content

It takes time for any business customer to consider and decide whether to purchase B2B products or services. To address this, B2B businesses continuously update their website content to include comprehensive buying guides, in-depth product videos, case studies, and blog posts. The primary goal is to educate and persuade potential customers about the value and effectiveness of their products.

As a comparison, B2C customers tend to have simpler considerations when searching for a product online. B2C websites typically offer high-quality product images, discounts, customer reviews and ratings, and social proof in the form of testimonials and review videos.

4. Pricing Model

B2B businesses typically have variable pricing models based on the size of the purchase; hence, their websites may not display pricing upfront. Additionally, they may offer customized pricing for loyal customers and automated pricing calculators that instantly show price changes based on the order size.

In contrast, B2C pricing may utilize discounts such as coupons, sales, and special offers as common pricing customization methods. B2C websites typically provide upfront and transparent pricing, along with fields for entering coupon codes on checkout pages.

Let’s get back to the example of Amazon and Amazon Business! Both platforms offer competitive pricing, but Amazon Business has additional features such as bulk pricing and volume discounts, allowing businesses to purchase products at a lower cost when buying in larger quantities. Eligible organizations also benefit from tax-exempt purchasing from Amazon Business to save money, which is not applied to Amazon individual users.

5. Checkout Process

The checkout process is the final stage of the customer journey, in which there are some differences between B2B and B2C platforms. 

In B2B websites, the checkout process usually combines automated steps and live human assistance as B2B sales often involve high-stakes decisions. Given that, these websites typically offer:

• Product demos, phone calls, and video chats
• One-click re-order for Recurring orders
• Payment options (Credit cards, ACH payments, checks,…)

Meanwhile, the B2C checkout process is usually straightforward. Customers select products, add to their shopping carts, enter any available coupon codes, confirm their delivery address, pay and receive an order confirmation. B2C websites commonly provide features including:

• Multiple Products to Cart
• Reminders to prevent abandoned shopping carts
• Applying coupons and referral codes.
• Payment options (credit/debit cards, e-wallets, and COD…)

The checkout process of both Amazon and Amazon Business requires users to create an account to make purchases, but Amazon Business requires additional account information such as a business name and tax ID number. In terms of payment, Amazon Business has more flexible options, including the ability to use purchase orders, request net payment terms, and pay via invoice. This makes it easier for businesses to manage their cash flow and pay for purchases on their own terms.

Enhance user experience with these design practices

When building a website, optimizing UX (User Experience) should be prioritized, and one effective approach is through the design. You might have heard about common practices that can improve the design of a B2B and B2C e-commerce website, such as optimizing for mobile devices, using high-quality images, or adding social proof. 

How about lesser-known tips that go beyond the basics? Here are some of them!

1. Utilize micro-interactions 

Micro-interactions are small design elements on your website that serve as visual cues and animations to provide feedback to users as they interact with your website. These small details can draw users’ attention and enhance website navigation, ultimately resulting in a more emotional and user-friendly website.

When implemented correctly, micro-interactions can have a significant impact on how users perceive your brand and influence their actions. Users may not even realize why they feel positively or negatively about a product or website, but their impression can significantly influence their overall experience.

2. Utilize white space effectively

White space, also known as negative space, is the area around design elements that can enhance the look and professionalism of your website. By using white space effectively, you can make your content more legible while also allowing the user to focus on the elements surrounding the text.

Crazy Egg’s statistics revealed that incorporating white space around text and titles can increase user attention by 20%, ultimately improving user engagement on your website. Additionally, white space can create a sense of openness, freshness, and modernity, which can communicate a positive brand image to users. However, since having too much white space can lead to the omission of valuable information,  it’s essential for both B2B and B2C companies to strike the right balance between white space and content. 

3. Include well-designed and written headings

Headings play a critical role in guiding users through your website, allowing them to quickly and easily find the information they need. Search engines place more weight on headings, so it’s important to choose the right heading and make it stand out visually. A basic tip to keep in mind is to include relevant keywords in your headings. This can help attract the right audience and improve your search engine rankings.

4. Actions on the Right

When designing a navigation bar, consider the natural reading pattern from left to right. Place informational categories on the left so users can learn more before taking action. On the other hand, action categories like “Contact Us” should be on the right to allow users to take action after gathering information. 

However, the home link should always be on the far left to allow users to return to the beginning quickly. This follows our natural instinct of using the rewind and fast-forward buttons on a remote. By following these simple guidelines, you can optimize your navigation bar for a better user experience.

5. Incorporate humans into images

According to VWO, incorporating photos of real humans on a website can positively impact visitors’ initial impression of trustworthiness. Similarly, another study found that adding a substantial photo of a person to a text-only landing page resulted in a 102.5% increase in conversions. These findings demonstrate the effectiveness of using human-centered images in website design.

However, the above A/B testing also revealed an interesting fact that the photos should be “real”. While a photo of the company’s staff or customers may be suitable, stock photos should be avoided as visitors can discern the difference, potentially diminishing their perception of trustworthiness.

Key Performance Metrics for B2B and B2C Websites

To run a website effectively, businesses need more than a clean interface or smooth experience. The real value comes from tracking the right performance metrics (KPIs) to understand what’s working, what’s not, and where users are dropping off. When teams rely on data instead of assumptions, every design decision becomes more targeted and impactful.

1. KPIs for B2B Websites

Lead Generation: Track form submissions, demo requests, resource downloads, or email signups. These signals show whether your website is successfully nurturing potential customers and encouraging deeper engagement. Low numbers here often point to unclear value propositions, weak CTAs, or content that doesn’t resonate.

Conversion Rates: Measure how many visitors turn into qualified leads or paying customers. This metric reflects the effectiveness of the entire experience—layout clarity, messaging, usability, and persuasiveness. A low conversion rate typically indicates friction or confusion within the flow.

Customer Retention: Use metrics like Customer Lifetime Value (CLV) to evaluate how well your website supports long-term relationships. In B2B, conversion is just the beginning. A strong website should continue to deliver value through resources, onboarding support, and relevant content that keeps customers engaged over time.

2. KPIs for B2C Websites

Cart Abandonment Rate: Track how often users leave before completing checkout. This is a critical metric for e-commerce. High abandonment often signals issues like lengthy checkout flows, unexpected fees, confusing UI, or slow performance.

Average Order Value (AOV): Measure the average revenue per transaction. AOV reflects user spending behavior and helps you evaluate the success of your upsell, cross-sell, or product presentation strategies.

Engagement Metrics: Monitor metrics like time on site, pages per session, and bounce rate. These numbers reveal how compelling your content is, how intuitive your navigation feels, and whether your experience encourages users to explore—or exit early.

You may want to read more about: What is Responsive Design? How to optimize Responsive Web Design?

Final thoughts

Designing an e-commerce website that optimizes user journeys is not a one-size-fits-all approach for both B2B and B2C businesses, as it depends on the products and services offered. By following the tips mentioned earlier, businesses can achieve success in their website design projects. 

Are your business still unsure how to create a website that meets your unique requirements? Let us help you! We are Lollypop Vietnam, the Top Web Design Agency Vietnam with years of experience in website and application design in various industries including B2B and B2C Ecommerce. 

Contact us and bring the best version of your website to life!

Frequently Asked Questions (FAQs) 

1. What are the challenges for the B2B website design?

Designing for B2B websites comes with several challenges. First, you must simplify highly complex features and workflows, making them intuitive and usable even when they connect to multiple enterprise tools. Second, the long B2B sales cycle means your design has to sustain user engagement over weeks or months, continuously reinforcing trust and delivering value. 

Third, since B2B products often come with higher price points, every part of the interface needs to clearly communicate ROI, efficiency gains, and the overall business impact. Finally, designers are required to navigate strict security and compliance requirements, ensuring the experience feels reliable and aligned with industry regulations.

2. What are the challenges for the B2C website design? 

Designing B2C websites also comes with its own set of challenges. First, B2C products serve a diverse user base, meaning designers must create inclusive experiences that work for people across different ages, cultures, and preferences. Second, the B2C market is extremely competitive, and switching costs are low, so the design needs to stand out immediately and deliver value fast. Finally, keeping users’ attention is a constant battle, which requires visually appealing interfaces, intuitive flows, and engaging interactions that make the experience delightful enough for users to come back. 

3. What is B2E?

B2E (Business-to-Employee) refers to strategies, products, or platforms that a company provides specifically for its employees rather than external customers. Examples of B2E solutions include internal portals, HR management systems, training platforms, or self-service apps that allow employees to manage tasks more efficiently.