Understanding the Two Fulfilment Models: A Complete Guide for UK Businesses
B2B (business-to-business) and B2C (business-to-consumer) fulfilment may seem similar at first glance—both involve storing products, processing orders, and shipping items to customers.
However, the differences between these two models are significant, and ecommerce brands must tailor their fulfilment strategies accordingly.
Whether you're a UK business selling directly to consumers or supplying wholesale to retailers, understanding the key differences between B2B and B2C fulfilment is crucial for optimising logistics, improving customer experience, and scaling your operations efficiently.
This guide breaks down the major differences between B2B and B2C fulfilment and offers best practices to help businesses streamline their logistics.
1. Order Size & Volume
B2C Fulfilment:
- Orders are typically small and frequent—often consisting of one to five items per transaction.
- Each order is shipped to individual consumers at residential addresses.
- Seasonal fluctuations can lead to dramatic spikes in order volume (e.g., Christmas, Black Friday).
B2B Fulfilment:
- Orders are larger in volume, with bulk purchases often made by retailers or businesses.
- Fewer individual transactions, but higher value per order.
- Orders may include pallets or full truckloads rather than individual parcels.
Example:
A B2C fashion brand might receive 1,000 orders per day, each containing a couple of items. A B2B clothing wholesaler, on the other hand, might receive just 10 orders, but each could contain thousands of units.
2. Shipping & Delivery Requirements
B2C Fulfilment:
- Uses standard courier networks (e.g., Royal Mail, DPD, Evri).
- Focuses on fast, cost-effective shipping, with customers expecting next-day or same-day delivery.
- Typically delivers to residential addresses, which means more individual shipments.
B2B Fulfilment:
- Requires freight shipping, including palletised or full-truckload (FTL) shipments.
- Often involves scheduled deliveries with strict time slots, especially for retail stores or warehouses.
- Businesses may require customs clearance for international orders.
Example:
An online pet supply store selling to consumers would rely on Evri for next-day parcel delivery. A pet wholesaler supplying retailers, however, would require palletised shipping via a logistics provider like Palletways.
3. Warehousing & Storage Needs
B2C Fulfilment:
- Requires fast-moving pick and pack operations to process large numbers of small orders.
- High demand for automation and barcode scanning to maintain speed and accuracy.
- Needs more storage locations for quick distribution to different regions.
B2B Fulfilment:
- Warehouses store bulk stock rather than focusing on quick, individual order fulfilment.
- Requires pallet racking and forklift access instead of smaller shelving units.
- Orders are often packed in bulk cartons or pallets instead of small parcels.
Example:
An ecommerce brand selling mobile phone accessories would have a warehouse designed for picking and packing small items quickly. A B2B distributor supplying phone shops would require pallet storage and bulk shipment areas.
4. Packaging & Presentation
B2C Fulfilment:
- Packaging is often branded and designed for consumer appeal.
- May include personalised inserts, thank-you notes, or eco-friendly packaging options.
- Protective materials (e.g., bubble wrap, mailers) are used for safe transit of small items.
B2B Fulfilment:
- Focuses on functionality over aesthetics—bulk orders are packed in plain cartons or shrink-wrapped pallets.
- Branded packaging is rare unless specified by the buyer (e.g., retail-ready packaging for supermarkets).
- Strict labelling and barcoding requirements for inventory tracking and warehouse receipt.
Example:
A B2C coffee brand might send orders in eco-friendly packaging with a thank-you note. The same brand shipping to cafés or supermarkets would use industrial bulk packaging without extra branding.
5. Technology & Automation
B2C Fulfilment:
- Requires integration with ecommerce platforms (Shopify, WooCommerce, Amazon).
- Uses automated order processing for faster turnaround times.
- Real-time tracking and notifications are essential for customer updates.
B2B Fulfilment:
- Often integrates with Enterprise Resource Planning (ERP) systems used by retailers.
- Uses Electronic Data Interchange (EDI) for automated order handling between businesses.
- Requires batch processing to handle large shipments efficiently.
Example:
A DTC fashion brand would rely on Shopify integration to process customer orders instantly. A B2B clothing wholesaler would use EDI to sync with retailers’ supply chains.
6. Returns & Reverse Logistics
B2C Fulfilment:
- High return rates, particularly in fashion and electronics.
- Customers expect easy, prepaid return options.
- Returns need to be quickly restocked or processed for refunds.
B2B Fulfilment:
- Returns are less common but more complex when they do occur.
- Products may need to be inspected, refurbished, or resold.
- May involve return agreements where unsold stock is sent back to the supplier.
Example:
A B2C shoe retailer might receive daily returns from customers due to sizing issues. A B2B distributor supplying retailers may have strict agreements on stock return conditions.
7. Customer Expectations & Experience
B2C Fulfilment:
- Customers expect fast, trackable deliveries with real-time notifications.
- Packaging, branding, and unboxing experience impact customer loyalty.
- Responsive customer service and live chat options are essential.
B2B Fulfilment:
- Businesses expect reliable, on-time deliveries rather than speed alone.
- Professionalism and fulfilment accuracy are key—errors can damage long-term contracts.
- Customer service is focused on account management rather than individual order support.
Example:
A B2C beauty brand might send personalised emails and packaging to delight customers. A B2B skincare distributor focuses on bulk efficiency and professional account service.
Conclusion: Which Fulfilment Strategy is Right for Your Business?
The choice between B2B and B2C fulfilment depends on your business model, order volumes, and customer expectations.
If you operate in both B2B and B2C markets, you may need a hybrid fulfilment approach—one that caters to both bulk and direct-to-consumer shipments efficiently.
At E-PickPack, we specialise in scalable fulfilment solutions tailored for B2B and B2C brands. Whether you need palletised shipping for wholesale orders or next-day delivery for online customers, our fulfilment network ensures speed, accuracy, and cost-efficiency.
Ready to optimise your fulfilment strategy?
Get in touch today and let’s find the perfect solution for your business.
FAQs
Q: Can one fulfilment centre handle both B2B and B2C orders?
Yes, but it requires separate workflows for bulk and individual order processing.
Q: Is B2B or B2C fulfilment more cost-effective?
B2B has lower shipping costs per unit but requires higher upfront stock investment.
Q: Do B2B orders take longer to fulfil than B2C?
Yes, as they require bulk processing, freight shipping, and compliance checks.