The Challenges for B2B Digital Commerce Compared to B2C.

2 min read
13 April 2023

Digital commerce has revolutionized the way businesses operate and interact with their customers.

While the B2C (business-to-consumer) market has seen significant growth and success in digital commerce, the B2B (business-to-business) market faces unique challenges that make it hard to adopt digital commerce.

This blog post will discuss some of the challenges of B2B digital commerce.

Complex and Customized Products

B2B products are often more complex and require customization to meet the needs of each customer. This can make it challenging to sell these products online as they may require specific configuration, pricing, and delivery options. B2B businesses need to find a way to offer their products online to be more transactional while still providing the customization and personalization their customers require.

Multiple Decision Makers

In a B2B context, multiple decision-makers are often involved in the purchasing and procurement process. Providing a seamless and personalized experience for each customer can be problematic. Finding a way to accommodate multiple decision-makers and provide them with the information they need to make informed decisions will be the key to a more digitized sales flow.

Long Sales Cycle

The B2B sales cycle is often longer than the B2C sales cycle, with more touchpoints and interactions between the buyer and the seller. This can make it challenging to automate the sales process and provide a seamless customer experience. The sales cycle can be streamlined by providing customers with demonstrations, information, and answers to their questions to make a buying decision.

Integration with Legacy Systems

B2B businesses often have more complex legacy systems that are not easily integrated with new digital commerce platforms. This can make it difficult to offer a seamless customer experience and provide real-time data to customers. B2B businesses need to find a way to integrate or update their legacy systems with new digital commerce platforms to provide customers with accurate and up-to-date information.

Security and Compliance

B2B transactions often involve large amounts of sensitive and confidential data, making security and compliance a top priority. B2B businesses must ensure their digital commerce platforms are secure and comply with relevant regulations and standards.


Digital commerce offers significant opportunities for B2B businesses to improve their sales processes, provide more customer-centric offers and reach more customers. However, the challenges discussed in this post need to be addressed to ensure a seamless, automated, and personalized customer experience. B2B businesses that successfully navigate these challenges will be well-positioned to thrive in the digital economy.

About Cloudmore

Cloudmore offers a flexible and customizable platform that can accommodate complex and customized B2B products. With features like price management, subscription, and consumption service support that can be configured per customer, Cloudmore supports multi-level, complex supply chains and enables one or multiple parts of the chain. Additionally, Cloudmore's marketplace, service management, and customer self-service tools help businesses add value to customer interactions and reduce operational costs.

Cloudmore's integration capabilities with existing systems enable businesses to automate workflows in the least disruptive way possible while ensuring security and compliance with relevant regulations and standards. By leveraging Cloudmore's digital commerce platform, B2B businesses can overcome many of the business transformation challenges required to move towards digital commerce and provide their customers with a seamless transactional yet more personalized experience.


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