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Selling to consumers and businesses

As well as selling B2B customers, you may consider selling to consumers as well. When you sell to consumers this is known as business to consumer, or B2C. B2B customers expect a different shopping experience when compared to B2C customers.

  • B2B customers may expect to login to their account to view prices and manage their order history. They expect to have specific product information that speaks to both the users of the product and the people who decide to purchase it. Businesses will be expecting wholesale prices and prices with less markup when compared to Retail prices.
  • B2C customers expect to see the prices of their products without logging into their account and some customers would prefer to checkout as a guest instead of creating an account. They will expect the product information to speak directly to them because they are going to use the product. They will be expecting Retail prices with occasional sales on products.

In order to cater to B2B and B2C customers and provide a unique experience for both, it's recommended that you use one eCom store for businesses and a second eCom store for consumers. This means you will have two websites, a B2B website and a B2C website.


  • Use Lightspeed Multishop to make it easier to manage the inventories from two different eCom subscriptions by connecting both inventories. For more information, click here.
  • Multishop is not available for Omnichannel customers. To find out which version of Lightspeed eCom you are using, click here.

Connecting two eCom store webpages together

Add B2B to your store's navigation to make it easier for businesses to access your B2B eCom store. Create a custom link named B2B on your B2C website using Design > Navigation. For instructions, click here.

Shows an example of B2B in the Nav bar.

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