B2B

B2B is the acronym for "Business-to-Business". It is a business model that describes commercial transactions (the sale of products or provision of services) that take place exclusively between two or more companies. In this model, the end customer is not the private consumer, but another organisation (company, body, professional) that uses that good or service for its own operations or to produce in turn.

What it is for / Why it is important

The B2B market is fundamental because it constitutes the "supply chain" for the entire economy. Almost every product or service intended for the end consumer (B2C) is the result of previous B2B transactions (purchase of raw materials, machinery, software, consultancy). B2B marketing and sales are highly specific: they are based on building long-term relationships, logic, and return on investment (ROI), rather than on impulse purchases.

When it is used / In what context it is useful

You operate in a B2B context when selling:

• Raw materials (e.g., a fabric manufacturer selling to a fashion brand).

• Professional services (e.g., a marketing agency, a law firm, or an IT consultancy firm working for other companies).

• Software and technology (e.g., SaaS platforms like CRM management systems, accounting software, or cloud services).

• Capital goods (e.g., industrial machinery, office computers, company fleets).

The B2B purchasing process is often long and involves multiple decision-makers (purchasing, IT, management).

Practical example

A company that produces tyres (Company A) sells them to a car manufacturer (Company B). This is a B2B transaction. When Company B sells the finished car to a private customer, it is carrying out a B2C (Business-to-Consumer) action. Other B2B examples include Salesforce (which sells CRM software to companies) or a wholesaler that supplies supermarkets.