B2B

Busi­ness-to-busi­ness means that a com­pa­ny sells goods or ser­vices to anoth­er com­pa­ny. This mod­el typ­i­cal­ly involves larg­er orders, longer term con­tracts and longer sales cycles. More­over, B2B trans­ac­tions often involve nego­ti­at­ed con­tracts and pric­ing, and require spe­cial­ized knowl­edge or exper­tise. B2B audi­ences are more focused, sales cycles are longer, rela­tion­ships are more com­plex, and stakes are high­er, as is loss aver­sion, because mak­ing a bad per­son­al pur­chase deci­sion will hard­ly ever cost you your job. 

But despite these speci­fici­ties, and because all buy­ers are peo­ple, regard­less of whom they may be buy­ing for, all com­merce is ulti­mate­ly B2P (busi­ness-to-peo­ple) or B2H (busi­ness-to-human) and the lines between B2B and B2C are increas­ing­ly blur­ry.