Insights — Channel Creation & New Revenue Streams — 3 min read
Should Your Consumer Brand Start Selling to Businesses?
Moving from D2C to B2B isn't just about selling more; it's about changing who you are as a business. We look at the criteria for making the move.
In short
A consumer brand should start selling to businesses if its product solves a genuine commercial problem or fills a trade need, and if the business can sustain the longer sales cycles and lower margins associated with B2B. It is a 'no' if the move is purely reactive to slowing D2C growth, or if the operational cost of managing B2B relationships (procurement, credit terms, and bespoke logistics) outweighs the volume benefits.
When a D2C brand hits a growth ceiling, the temptation to look at the B2B market is immense. The logic is simple: why spend £30 in advertising to acquire one consumer when you could sell 500 units to one business buyer? It sounds like a shortcut to scale. But for many consumer brands, B2B is not a shortcut; it's a detour into a landscape they aren't equipped for.
Deciding whether to sell to businesses is a strategic pivot. It requires asking whether your product is actually a business solution, or if you are simply hoping a new audience will solve your growth problems. A disciplined Channel Creation process starts by testing the demand and the economics before committing to the change.
The allure of B2B: Why D2C brands look across the fence
The primary driver is usually volume. B2B orders are larger, more predictable, and often lead to recurring revenue. There is also the 'halo effect' — being used by a reputable business can increase the perceived value of the brand for consumers. If your product is used in a professional setting, it builds trust.
The hidden costs of the B2B pivot
While the volume is higher, the complexity is significantly greater. You aren't dealing with a single click-to-buy decision. You are dealing with procurement departments, safety standards, VAT invoicing, and 30 or 60-day payment terms. Your cash flow needs to be robust enough to handle the delay between shipping product and receiving payment.
| D2C Reality | B2B Reality |
|---|---|
| Emotional, fast purchase | Rational, slow procurement |
| Paid at point of sale | Invoiced on trade terms (30-90 days) |
| Standardised shipping | Bespoke logistics and delivery requirements |
| Low barrier to entry | High requirements for compliance and insurance |
| Direct feedback loop | Feedback filtered through a buyer or manager |
Is your product actually a B2B product?
Not every consumer product has a B2B application. A consumer might buy a luxury candle for themselves; a business might buy it for corporate gifting or for use in a hospitality setting. The product is the same, but the 'job' it does is different. If you cannot articulate the commercial value your product provides to a business, you aren't ready to sell B2B.
Testing the water
The Evans Channel Creation Programme (£1,995 + VAT/month for 6 months) focuses on testing these assumptions before you build the channel. We look at whether there is genuine demand from business buyers and whether the economics of a B2B division actually make sense for your specific business model.
Could your business support another route to revenue?
Evans Channel Creation identifies, validates and builds additional revenue channels from capabilities a business already has — B2B to D2C, D2C to B2B, product to service, recurring revenue or partners — and says so plainly when a channel should not be built. Programme from £1,995 + VAT per month over six months.
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