B2C vs B2B – Will consumer buying behavior shape the business deal?

B2C vs B2B – Does the behavior of private customers affect the future of business transactions?

In just ten years, the purchasing experience for individuals has undergone a revolution. From long registration forms and complicated checkouts – to a purchasing journey that often concludes with just a few clicks.

In B2C, the entire customer journey has been optimized: from the first visit to the site to repeat purchases. And with the new generation of buyers – who are used to seamless B2C experiences – the pressure on B2B traders to deliver the same level of simplicity and efficiency is increasing.

But what does it actually look like today in B2B?

Customer journeys stuck in the past

I have personally tested a number of B2B customer journeys in recent weeks – and they look like this:

• Grocery retailer: 53 steps

• Electronics chain: 35 steps

• Car rental service: 52 steps

• Electrical wholesaler: 61 steps (and over 22 minutes to complete!)

It is not uncommon for a business customer to need to click through 30+ interactions – with the majority occurring during registration and checkout. It is an unnecessary barrier that risks driving customers away.

New expectations require new solutions

Business customers today are the same people who shop privately online – and they expect the same ease in their professional lives. The younger generation has grown up with simple payments, mobile-optimized flows, and frictionless checkouts. They will not accept slow, outdated purchasing experiences.

“Why should customers settle for how it was 10 years ago?”

To meet these expectations, B2B commerce needs to shift. Not by copying B2C outright – but by drawing inspiration where it is needed most: in the customer journey, user-friendliness, and payment experience.

That’s why the payment method matters

A simple and fast payment flow is crucial for conversion and customer satisfaction – even in B2B. It’s not just about collecting payments, but about creating an experience that strengthens the brand, simplifies administration, and encourages customers to return.

With Ledyer, companies can offer just this. A checkout tailored for B2B – without compromises.

Want to know more?

Ledyer helps companies take the next step in digital sales to other businesses, associations, and the public sector.

• Simpler payments

• More modern customer journeys

• Smoother experiences – for both customers and traders

Please feel free to contact us – we are happy to tell you how you can take your B2B commerce to the next level.

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