What is business-to-business B2B? Definition, types, and examples

B2B e-commerce is the online sale of products or services between businesses. Xero accounting software gives you the tools to manage it all in one place, so you can spend less time on admin and more time growing your business. Many B2B platforms also integrate with accounting and enterprise resource planning (ERP) software to keep financial data synchronized across systems.

We help ambitious B2B organizations understand customers, strengthen brands, identify growth opportunities and make confident business decisions through evidence-led insight. However, only 47% of B2B leaders say their current platform is very effective, according to Shopify’s research with B2B Online and Deloitte Digital. A May 2025 study from Adobe and Forrester found that 71% of of B2B buyers say brands should understand when, where, and how they want personalized interactions. Businesses using Shopify B2B see up to a 4.1 times increase in reorder frequency compared to DTC orders, highlighting the higher volume and repeat nature of business buyers.

Xero provides accounting software that helps small businesses track finances, send invoices, and manage payroll. B2B relationships help you reduce operational costs, increase efficiency, and accelerate business growth. B2B involves companies selling to other businesses with longer sales cycles and multiple decision-makers. B2B partnerships can lower costs through shared resources and purchasing efficiencies, but how much you save depends on how you arrange the partnership. The enterprise-grade buying platform that helps retailers minimize overbuying, reduce markdowns, and increase profit margins.

Horizontal B2B model

This includes up to three active B2B catalogs assigned via markets, company profiles, payment terms, volume pricing, ACH payments (US only), and vaulted credit cards. E-procurement systems also automate processes of bidding, vendor management, and contract execution, accelerating procurement cycles and supporting more accurate decision-making. B2B sales involve longer timelines, multiple decision-makers, and a focus on business outcomes like efficiency and return on investment. Running a successful B2B operation means staying on top of invoicing, payments, and cash flow across multiple partnerships. Digital platforms are transforming B2B procurement, making it faster, more transparent, and more efficient. Financial services companies like Stripe and Bank of America offer payment processing, lending, and risk management services to other businesses.

Customization at scale

While the B2B world does include IT platforms selling email tools, inventory software, or analytics dashboards to ecommerce merchants, it’s bigger than software as a service (SaaS). Consider listing your business on industry-specific platforms and directories where potential partners search for suppliers. When you invest in lasting partnerships, you gain reliable suppliers, preferred pricing, and partners who understand your business.

B2B examples across industries

B2B e-commerce refers to online transactions between businesses, including digital marketplaces, automated ordering systems, and electronic procurement platforms. Examples include accounting platforms, CRM systems, project management tools, and marketing automation software. HubSpot and Salesforce offer CRM and marketing tools that help businesses manage customer relationships at scale.

Vertical B2B model

• B2B e-commerce refers to online transactions between businesses, including digital marketplaces, automated ordering systems, and electronic procurement platforms.
• HubSpot and Salesforce offer CRM and marketing tools that help businesses manage customer relationships at scale.
• Consider listing your business on industry-specific platforms and directories where potential partners search for suppliers.
• Examples include accounting platforms, CRM systems, project management tools, and marketing automation software.

The B2B eCommerce platform designed to support your entire wholesale business, from department stores to specialty and off-price retailers. With research conducted across 145+ countries and experience spanning every major industry sector, we help brands make confident business decisions wherever growth opportunities exist. Because understanding complex B2B markets requires more than processing data. But the decisions that shape brands, propositions and customer experiences still require human judgement.

These platforms focus on building long-term relationships and providing solutions tailored to each business's needs. The decision-making process in B2B transactions typically involves multiple stakeholders, such as procurement managers, financial officers, and technical experts, who assess the value proposition over time. These platforms cater to businesses that require bulk orders, custom solutions, and specific operational requirements. In addition to online purchasing, the introduction of advanced AI tools has changed the way strategic decisions are taken by procurement executives. These digital approaches streamline procurement, enhance transparency, and reduce transaction costs globally (Ju & Tang, 2017). Successful B2B operations depend upon sales personnel understanding the purchasing behaviour and outlook of the types of business they wish to work with.

B2B partnerships help you reduce costs through shared resources and bulk purchasing power. Most B2B transactions follow a structured 5-step process that helps both sides reduce risk and build successful partnerships. Xero accounting software helps you strengthen your business relationships by automating invoicing, streamlining payments, and providing real-time financial visibility to build trust with your B2B partners. From global brand strategy and b2b direct customer experience to market entry and proposition development, our specialist B2B expertise helps clients reduce risk, uncover opportunities and drive growth. Without needing a developer on standby, Shopify’s B2B ecommerce platform allows you to tailor buying experiences.