Examples of how a website can be both B2B and B2C

b2b and b2c website examples

The businesses who serve both B2B and B2C customers may need a special website. The B2B and B2C websites can meet the demands of two types of customers. However, building that website is not easy. Therefore, our article today will show you some B2B and B2C website examples that you can learn from.

B2B And B2C Websites Example You Can Learn From


Illumina is a well-known company in the genomics and biotechnology industry and it is also a remarkable example of B2B and B2C business. Illumina’s website (Illumia.com) can concurrently serve both B2B and B2C customers with a variety of workflows of its different purchasers. 

The businesses focus on customers’ first interaction with the eCommerce websites to identify the level of customer satisfaction as well as customer preference to design the next customer engagement strategies in the product page, checkout page, and landing page. The initial activities on the website include searching history, recent view, wish lists, etc that can be achieved from the tracking tools. For instance, in the checkout page, this business allows the B2B customers to set the date for the delivery, save cart settings for the next purchase and email cart information to colleagues. These features can help the B2B customers place exact orders as required, keep in touch with the co-workers to ensure the smooth ordering process.


Steris which belongs to the healthcare, pharmaceutical and medical devices industry; also possesses a B2B and B2C website to sell various product lines to different customers. The buyers need to comprehend product information, using instructions and other information carefully before making purchases; so Steris provides the tables of the information with accurate guides. Moreover, Steris knows that the B2B customers are usually managers of procurement departments who do not specialize in the medical industry so it presents the information in a simple, easy-to-understand way.

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Epson America

Epson America, which specializes in printed products concurrently sells to home-officers; but also supplies industrial printers, professional imaging machines, robots to the businesses around the world. Therefore, their website needs to meet the demand of both B2B and B2C customers. This business successfully navigates customers to find what they need as it segments both customers and product types logically.

If the customers have ideas for the things that they want to purchase, they can search for the items by product names, product models or product codes. Epson also tracks and records what customers searched or bought to recommend related accessories for their current products.


Callboxinc does not sell any products but they sell services. They provide lead generation and appointment setting services for both personal clients and business clients. The prices of services are customized and variable, in accordance with customers’ preference and needs.

CTA atom8 1
Atom8 automates marketing campaigns for both B2B and B2C with personalized customer segments and Google Sheet integration for data analytics.


4 examples of B2B and B2C website above can be fundamental for you to develop your hybrid platforms for both types of customers. We hope that you can withdraw valuable tips to strengthen your website.

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