B2B websites: how they differ from retail sites

How buying decisions are made in B2B

In retail, a person decides on their own and pays with their own money. They see a product, compare prices, buy. The whole journey takes anywhere from a few minutes to a couple of days.

In B2B, the decision is not made by one person. A procurement manager looks for a supplier, coordinates with their boss, accounting checks the paperwork, legal reviews the contract. The sales cycle runs from a week to several months. It is not their money, so every step gets vetted.

This means the site must provide information for all participants in the process. Procurement needs specs and delivery times. Management needs confidence that the company is reliable. Accounting needs details and payment terms. If even one link is missing, the deal stalls.

Why a cart and buy buttons do not work in B2B

On a retail site, someone sees a price, adds the item to their cart, pays by card. In B2B this does not happen. Price depends on volume, delivery terms, payment method, whether there is a contract. The same product costs one thing for a repeat customer and another for a new one.

A buy button on a B2B site is misleading. The client cannot buy right now - they need to discuss terms, get an invoice, sign a contract. Instead of a cart, a site like this should have a form for requesting a quote or a button that says request a calculation.

We have seen dozens of B2B sites with product prices, and when you try to order it turns out the prices are starting from or outdated altogether. The client wastes time, gets annoyed and goes to a competitor whose site says upfront send us a request, we will calculate it within an hour.

Catalog structure: not product cards but solutions to problems

In retail, the catalog is built around product categories: jackets, boots, backpacks. A person knows what they need and looks for a specific item.

In B2B, the client often does not know the exact name of the product. They need to solve a problem: pack fragile cargo, automate a warehouse, supply production with consumables. They are not looking for 500 mm stretch film, they are looking for a way to protect pallets during transport.

A good B2B catalog shows the problem or industry first, then the products. For example, a section called Packaging for logistics companies with a selection of solutions inside. Or case studies by type of production: How we reduced defects at a confectionery plant. This helps the client quickly understand whether you are a fit or not.

Content: not descriptions but proof of competence

On a retail site, photos, specs and reviews are enough. In B2B this does not work. The client is making a decision worth tens or hundreds of thousands, sometimes millions. They need proof that you know the field and will not let them down.

Examples of completed projects with outcome numbers. Certificates and licenses, if they matter in your industry. Articles or guides that show expertise: how to choose, how to avoid mistakes, what to consider during implementation.

One of our clients sells industrial equipment. The old site had only photos of machines and a phone number. We added a section with breakdowns of typical tasks: how to upgrade a line without stopping production, which parts fail most often and how to prevent it. The number of inquiries went up because clients saw that the company understands their problems, not just sells hardware.

Lead form: what to ask so you do not lose clients

A long form with ten fields scares people off. A short form with just name and phone gives the manager no information, and they waste time clarifying.

In B2B, the form should collect the minimum needed for first contact: company name, contact person, nature of the task. If the product is complex, add a field for volume or delivery terms. If you only work with businesses, say so - it will filter out random inquiries.

Bad practice is requiring a tax ID or company details in the first form. At this stage the client is not ready to share documents, they are just testing the market. Ask for details later, once you have agreed on substance.

Mistakes that kill a B2B site

The first mistake is hiding contact information. In retail, someone can buy through the site and never talk to the seller. In B2B, the client wants to speak with a real person, discuss terms, ask questions. If phone and email are hard to find, the client leaves.

The second is lack of information about the company. A B2B client checks reliability: how many years in business, do you have an office and warehouse, who have you worked with. An about us page with three lines does not inspire confidence.

The third is ignoring mobile. Procurement managers often search for suppliers from their phone while on the road or between meetings. If the site does not open properly on a phone, you are losing part of your audience.

How much it costs to build a B2B site and what goes into it

Cost depends on catalog size, integrations and functionality. A simple corporate site with service descriptions, a lead form and a case studies section starts at $2,000. A catalog with filters, a client portal, integration with accounting systems starts at $5,500.

We prepare an exact estimate after a briefing: we need to understand your business structure, how clients come to you now, what questions they ask managers. Based on that we build the site architecture and write a spec.

At EFIMOV DEV we build B2B sites on React and Node.js, accounting for decision-making logic in your industry. You discuss the project directly with the person leading it, not through a chain of intermediaries. Check out examples of our work and pricing at efimovdev.ru if you are considering ordering a site.