B2B Definition

B2B = Business to Business

B2B steht als Abkürzung für den englischen Begriff Business to Business. B2B bezeichnet den Handel zwischen zwei Geschäftspartnern, zum Beispiel einem Groß- und einem Einzelhändler oder einem Hersteller und einem Unternehmen. Geschäftsbeziehungen zu „Endkunden“, also ganz gewöhnlichen Verbrauchern, werden dagegen als B2C bezeichnet (Business to Customer).


Ein Unternehmen produziert Spülmaschinen für die Gastronomie. An private Haushalte werden die Spülmaschinen nicht verkauft.


Wichtige B2B-Plattformen:

Auf B2B-Marktplätzen handeln Hersteller und Händler untereinander, Endkunden sind dort nicht zugelassen. Die immer stärkere Nutzung der B2B-Marktplätze sorgt für eine bessere Vergleichsmöglichkeit der Einkäufer Rohstoffen, fertigen Produkten und Dienstleistungen.

Kein Widerrufsrecht im B2B-Handel

Für den B2C-Handel gilt im Rahmen des §355 BGB im Fernhandel ein großzügiges Widerrufsrecht: Der Verbraucher kann innerhalb von 14 Tagen ohne Angabe von Gründen einen Kaufvertrag widerrufen, wenn der die Ware in einem Onlineshop bestellt hat. Für den Handel zwischen zwei Unternehmen gilt dieses Widerrufsrecht nicht. Sie müssen einen geschlossenen Kaufvertrag einhalten.

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