What is B2C eCommerce?
B2C, or business-to-consumer, is a term used to describe a commerce transaction between a business and an end consumer. Traditionally, the term was used to refer to any type of process of selling products directly to consumers, including shopping in-store or eating in a restaurant, but is now more commonly used to describe transactions between online retailers and their customers.
What is the difference between B2C and B2B?
B2B eCommerce is an online business model that facilitates online sales transactions between two businesses, whereas B2C eCommerce refers to the process of selling to individual customers directly.
For example, an online retailer that sells office furniture is a B2B business because its primary target market is other businesses. B2B eCommerce also facilitates transactions between wholesalers and retailers or manufacturers and wholesalers and is typically a more complex process.
An example of a B2C transaction would be someone buying a pair of shoes online or booking a pet hotel for a dog. It is likely the model that most people are familiar with.
Some companies operate as both B2B and B2C businesses. For instance, an events management company may offer wedding organization services, but may also provide conference management services to other businesses.
What is B2C marketing?
B2C marketing refers to all the marketing techniques and tactics used to promote products or services to end consumers. Unlike B2B marketing, which often relies on building long-term personal relationships and focusing on customer education, B2C marketing aims to invoke an emotional response and capitalize on the value of the brand.
B2C marketers know that their customers are prone to making impulse purchases and typically make buying decisions independently. They can be swayed by various factors, including a trendy brand, quality customer service, convenience (free and fast shipping), and social proof.
However, not all buyers respond to the same marketing methods, hence why good B2C marketing is based on market segmentation and targeted messaging. In order to craft effective promotional campaigns, marketers need to consider the best practices for each channel and target audience and tailor their efforts to achieve the highest possible return on investment.
The best B2C marketing strategies
Effective B2C campaigns begin with extensive market research. To craft effective messages and select the right campaign elements, B2C businesses need to know who their customers are, what preferences and pain points they have, what they want, and where to find them. Marketing personas that represent specific market segments are often used to assist marketers with the development of targeted promotional campaigns.
Due to the rapid growth of eCommerce industry and the increasing influence of social media channels, B2C marketing strategies are constantly evolving. Yet, some of the most powerful strategies include: