Contract pricing has no real equivalent in B2C, where every consumer typically sees the same price. It is a genuine structural difference between the two models, and one that trips up B2C companies moving into B2B for the first time. Master B2B’s reporting has noted that Wayfair Professional and Amazon Business both had to build tiered and contract pricing capability from scratch, since neither needed it on the consumer side. For an ecommerce platform, this means pricing has to be resolved per account across search results, product pages, and checkout, rather than displayed once as a universal list price, which is a meaningfully harder technical and operational problem than consumer pricing.
Contract pricing
Pricing negotiated between a B2B seller and an individual buyer or account, often reflecting volume commitments or a longer-term relationship, shown only to that buyer rather than publicly.
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Are B2B and B2C eCommerce Converging?