eCommerce & Webshops: How to increase sales for B2B & B2C customers with Shopify

Internet commerce and the importance of e-commerce have once again increased significantly in recent years. The pandemic in particular has given many Internet retailers a major growth boost. It is no coincidence that companies such as Amazon were able to post record profits in the Corona years. Accordingly, eCommerce is also attractive for newcomers, with many companies relying on Shopify soft

What is Shopify?

Shopify is an eCommerce software distributed by the Canadian company of the same name. The software allows users to easily create and run their own online store. In doing so, Shopify offers a well-rounded package that includes features such as payment providers, shipping partners, a back office and a marketing hub in addition to the actual store.

Who is Shopify suitable for?

Shopify is particularly interesting for small and medium-sized businesses that want to operate an online retail business. With its simple modular system, the software is designed in such a way that it is possible to create an online store even without programming knowledge. At the same time, it also offers many setting and customization functions, so that you can adapt your store to your own requirements or design it according to your wishes and ideas.

What does Shopify cost?

Shopify works with a subscription system. This means that the software is not sold, but instead customers pay a monthly fee for the period in which they want to use Shopify. However, the company also offers the option of first getting a non-binding impression of the software. New customers can test the solution for three days free of charge and do not enter into a contractual commitment during this time. If you decide after the three days that the software is not right for you, you can simply unsubscribe and no costs will be incurred.

Shopify offers a total of three different subscription levels. The prices range from 27 euros to 289 euros per month. The more expensive the package, the more extensive the features. In addition to the basic version, there are a number of add-ons that incur further costs. However, these are optional for the operation of an online business.

It should also be noted that in addition to subscription fees, transaction fees are also charged. Store operators always pay a small contribution to Shopify when customers make a purchase in their store. This is made up of a percentage of the price and a fixed amount. With this in mind, Shopify is less suitable for large stores.

What are the advantages of Shopify?

The possibility to get a system at hand with Shopify, with which you can easily create your own store, is the great advantage of the software. Instead of having to do extensive programming and designing yourself, Shopify offers a system that can be used without much prior knowledge. At the same time, professionals can also use many advanced setting options.

Also, an online store can be set up quickly with Shopify. Especially against the backdrop of the three free test days, it is thus possible to quickly get a good picture of the solution in a comparatively short period of time. Due to the fact that the operator is also based in Canada, Shopify is also well suited for running an international store. This is also reflected, for example, in the large number of available payment providers that can be integrated into the store.

What are the differences between web stores for B2B and B2C customers?

If you want to set up your own online store with Shopify, you first have to think about your focus and target group. Above all, the question of whether it's B2B or B2C business has a big impact on the approach and design of the online store. Here is an overview of the most important differences:


B2B stands for business-to-business and refers to transactions between companies. An example is the business relationship between wholesaler and retailer.


B2C is the abbreviation for business-to-consumer. This refers to business transactions between companies and end customers. This classically involves purchases by private individuals.

Target group

The size of the target group is one of the differentiating factors between B2C and B2B. Typically, the number of potential customers for B2C is very large and broad. This affects marketing efforts, for example, which are often designed to reach as many people as possible. In contrast, the target group in B2B commerce is usually much smaller, so marketing efforts are more likely to try to target customers.

Products and services

Products and services also differ depending on whether the business is B2B or B2C. In B2C, customers are usually offered mass-produced products that are easy to explain. In contrast, B2B products are often much more niche-specific and are not infrequently customized specifically to the customer's wishes. The need for explanation is also often higher.

Sales and marketing

In B2C, companies try to appeal to their customers primarily on an emotional level and to persuade them to make a purchase decision. In contrast, cold calling plays no role in marketing. In B2B, the situation is significantly different. Here, cold calling is frequently used as a means of customer acquisition. Social media, which focus specifically on business relationships, have also gained in importance in recent years.


Since B2C focuses on the mass market, prices are in many cases lower. Profits are made primarily through a large number of products sold. B2B retailers, on the other hand, have a smaller customer base and so prices are often much higher. Both business relationships can thus generate profits in their own way.

The decision-making process

Purchase decisions in B2C are usually made relatively quickly and often on an emotional basis.

Customers see something they like and go straight for it. In contrast, the buying process in B2B is much more protracted. Here, various aspects often have to be weighed up against each other. In addition, in many cases several people are involved in the decision.


To set up your own online store, software solutions such as Shopify are an ideal tool. However, it is important to design the store in such a way that it meets the requirements of the desired orientation. While B2C stores are primarily about evoking emotions, a B2B store needs to take into account the complex needs of customers.