Business-to-business (B2B) can be characterised as a business model involving one business entity selling products or services to another. B2B transactions typically occur between a manufacturer and a wholesaler, distributor, or retailer. In some cases, the transactions may also involve professional or governmental organisations. Business-to-business transactions differ from business-to-consumer transactions in several ways. For one, B2B purchasers are usually more sophisticated and have more specialised product needs than consumers. As a result, B2B sellers must often customisation their products and services to meet the specific needs of their customers. In addition, B2B transactions typically involve larger purchase quantities and higher dollar amounts than B2C transactions. Because of these differences, B2B marketing and sales strategies often differ from those used in business-to-consumer markets.
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