The B2B2C eCommerce market growth has been in parallel to the B2C and B2B since the start of this year. Like with other sectors there have been some noticeable post COVID gains. As the omnichannel approach to eCommerce takes a foothold, the boundaries between B2B and B2C are disappearing. A unified and in sync customer journey is the goal for the goal of all of eCommerce. The demands of B2C customers have had an impact on the rest of eCommerce. The B2B2C approach typically involves a manufacturer selling its product to consumers through a retailer or another distribution channel. However, third party business actually sell them. This is despite the direct marketing to consumers.

New expectations  

According to Salesfloor business clients have become more savy in their approach to eCommerce. 70% now want a shopping experience similar to Amazon from other businesses. Another 74% of businesses expect a personalized shopping experience. These are shopping habits that workers have transplanted from their personal shopping experience. In particular, their experience with Amazon and other B2C sites. In today’s world data driven technologies drive marketing efforts. However, B2B2C companies are generally seen as being a few steps behind when it comes to eCommerce. B2B or B2C which can have a technology stack of 12 or 15 applications. According to Gartner, for B2B2C companies it is only 3 applications. Usually email marketing, web analytics solution and web content management.


The major eCommerce platforms can be properly integrated for a B2B2C operation with the help of digital agencies. DigiCommerce is one of such agencies with a history of experience with this type of integration. The B2B2C eCommerce integration sometimes faces the limits of a B2B2C business model. Integration must be planned and implemented with these peculiarities in mind. Choosing the right platform for a business’s specific vision is also very important.

B2B2C specifically

Beer giant AB InBev for example was able to resolve several problems with convenience store distributors in some of its overseas markets. The company had an SI that advised them on the most efficient platform for their specific needs at the time. It was VTEX in this case. The result gave the company an established inventory, pricing visibility and real time customer data. It also allowed the company to offer consumer loyalty programs and other promotions which improve a brand.