An Introduction to B2B Commerce for B2C Retailers
Over the past year, a growing number of B2C and D2C retailers have started embracing a powerful new revenue stream: B2B commerce. What was once seen as a channel reserved for manufacturers and wholesalers is now a smart growth strategy for modern brands looking to expand beyond individual consumers. With rising ad costs, shrinking margins, and increasing competition in direct-to-consumer channels, retailers are turning to bulk buyers, resellers, and corporate customers to stabilize revenue and unlock long-term value. This shift has been driven by advancements in e-commerce platforms, demand for self-service wholesale portals, and the growing appetite from small businesses to buy directly from the brands they love.
✅ Benefits of Adding a B2B Channel to Your Retail Brand
Higher Average Order Value (AOV): B2B buyers purchase in bulk, leading to larger, more profitable orders.
Recurring Revenue: Business customers reorder consistently, creating predictable income.
Lower CAC: Once acquired, B2B clients require less ongoing marketing investment.
New Sales Channels: Sell to retail stores, resellers, corporate buyers, and more.
Stronger Loyalty: B2B relationships tend to last longer and deepen over time.
Better Inventory Planning: Large, predictable orders help reduce waste and stockouts.
Leverage Existing Systems: Your current e-commerce setup can support B2B with the right upgrades.
We know it can be tough to shift your mindset and view your customers as anything other than the individual consumers you’ve worked so hard to serve. But behind many of those consumer sales is a business, a professional, or an organization that could be buying in bulk, if they had the right education, and you had the right outreach and tools to support their needs. To help spark ideas, we’ve prepared a table outlining common B2C retail categories and the types of B2B clients that may already be in your ecosystem, waiting for a better way to buy.
🧩 Potential B2B Clients by Retail Category
| Retail Category | Potential B2B Clients |
|---|---|
| Skincare & Beauty | Salons, spas, dermatologists, medspas, hotel amenities |
| Apparel & Accessories | Boutiques, gyms, school programs, event planners |
| Home Goods & Decor | Interior designers, Airbnb hosts, staging companies |
| Food & Beverage | Cafés, offices, event venues, small grocers |
| Health & Wellness | Chiropractors, wellness centers, fitness studios |
| Pet Products | Groomers, kennels, breeders, veterinary clinics |
| Toys & Learning | Daycares, schools, therapy centers, hospitals |
| Stationery & Gifts | Corporate gifting, wedding planners, real estate agents |
| Cleaning Supplies | Janitorial services, property managers, office facilities |
Adopting a B2B strategy doesn’t mean abandoning your D2C success — it means expanding your reach, strengthening your brand, and creating new opportunities for long-term growth. The most successful retailers aren’t just thinking about who’s buying now — they’re thinking about who could be buying at scale. To get started, it helps to reframe how you see your products, your customers, and your operations. Here are a few key mindset shifts to move toward a B2B-ready approach:
- From individual sales → to account relationships: Think in terms of long-term partnerships, not one-off transactions.
- From consumers → to professionals: Ask who uses your product in a business context — and how you can better serve them.
- From one-size-fits-all pricing → to tiered value: Offer discounts and incentives for bulk purchases and loyal business buyers.
- From public storefronts → to gated experiences: Consider giving B2B buyers a private portal with the tools they need to order quickly and confidently.
With the right strategy and support, launching a B2B channel is more attainable than ever. If you're ready to explore how B2B commerce can work for your brand, we’re here to help.