What is a business-to-business model?

Business-to-business definition refers to commercial transactions, relationships, or services conducted between companies rather than between a company and individual consumers. It can mean a manufacturer selling to a retailer, or a wholesaler supplying a business. It also includes SaaS development, consulting, and the sale of raw materials to companies.

Key characteristics of B2B

Longer sales cycles. Purchasing decisions often involve multiple stakeholders.
Higher transaction value. Contracts and bulk orders typically exceed consumer-level spending.
Relationship-based sales. Partnerships and ongoing agreements are common.
Customized pricing or contracts. Terms may vary by client.
Focus on ROI and efficiency. Buyers evaluate measurable business outcomes.

Types of B2B models

Several structures fall under the business-to-business category:

Manufacturer to wholesaler. Raw materials or finished goods are sold in bulk.
Wholesaler to retailer. Distribution of products to stores or online sellers.
Service provider to business. Agencies, consultants, IT companies, or software vendors supporting business operations.
SaaS and technology solutions. Platforms offering CRM, ERP, ecommerce infrastructure, or automation tools.

The difference between B2B and B2C and D2C

Buyer. For B2B, it is a company; for B2C, an individual consumer who buys via an intermediary; for D2C, an individual who buys directly from the brand without intermediaries.
Decision process. Business-to-business usually involves several people and multiple approval steps. B2C decisions are made by one person. D2C decisions are typically made by one person.
Sales cycle. B2B sales cycles are longer and more structured. B2C and D2C are shorter and faster.
Order size. B2B orders are often large or frequent. B2C purchases are smaller and one-time. D2C orders are also smaller but often encourage repeat purchases through subscriptions or loyalty programs.

Examples of B2B brands

Many well-known companies work mainly in the B2B space, selling to other businesses instead of individual customers. For example:

Aquablu. A smart hydration brand that provides sustainable water systems to offices, hotels, and commercial spaces. Its focus is on long-term business contracts and service partnerships.
Maersk. Provides shipping and logistics services to manufacturers, exporters, and retailers worldwide.
Cargill. Delivers agricultural products and food ingredients to manufacturers and retailers worldwide.