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My insights about B2B customers vs B2C: higher average order value, more loyalty and a smoother relationship.

Jesús González Burgos
Director and founder of Clim Profesional
Clim Profesional

How we manage to stand out in a highly competitive market

Strongly believing in the potential of an online channel, Jesús González Burgos founded "Clim Profesional" in 2014 with the aim to sell cleaning products for B2B customers online. The company is located in Salteras, a small village in Seville (in the south of Spain) and sells cleaning, hygiene and disposable products with a high B2B focus. It also manufactures products under its own brand, "Clim Professional".

The cleaning products industry is very competitive, as products are common and it is difficult to for them to stand out against the competition. However, Clim Profesional has found its own way of doing it: "Our mission is to always provide excellent service and build a trust-based relationship with our B2B customers in the long term," says Jesús González Burgos, director and founder of "Clim Profesional".

After a boom during the COVID pandemic, the cleaning products industry is now back to normal and stable again, with its usual characteristics of not following any trend or seasonality.

We started selling on Amazon before Amazon Business was born

Clim Profesional joined Amazon as a Selling Partner before Amazon Business even existed. By focusing primarily on B2B customers, they realised the huge potential of Amazon Business as soon as it launched. "Currently, around 30–40% of our revenue comes from Amazon and it's growing year on year. Therefore, we consider Amazon to be a very relevant partner in our business," explains Jesús. Amazon Business with FBA (Fulfilment by Amazon) has helped Clim Profesional to expand their business from Spain and Portugal to selling in all EU countries.
Amazon Business has offered us a great opportunity to reach new high-fidelity B2B customers.
Jesús González BurgosDirector and founder of Clim Profesional
"We sell our products on other online sites but we really like Amazon Business's focus on B2B. This is what we find motivating about selling on Amazon: the orientation that this marketplace has given to B2B purchases, by allowing certain levers that are not available in other marketplaces (such as establishing different prices for companies, or creating quantity discounts)," says Jesús.

Jesús explains that not only are they sellers, but they are also B2B customers of Amazon Business, where they buy supplies: “As an Amazon customer, I have the confidence that I'm building my business with professionals and that the purchase will be successful.”

My insights about B2B customers vs B2C: higher average order value, more loyalty and a smoother relationship

We asked Jesús how the experience with B2B and B2C customers differs. These are the insights that the company has obtained:

"One of the main differences is the higher average purchase value, as B2B customers tend to buy in bulk. Even if we establish a lower price per unit for B2B, the overall average purchase is always higher."
The average order value of B2B customers is higher than that of B2C orders, as companies tend to buy in bulk and more recurrently. Also, if there is a problem or an incident with the order, management is more agile and smooth with B2B customers.
Jesús González BurgosDirector and founder of Clim Profesional
The relationship with the customer is very different, especially after the sale: with each return request, or incident, the process is smoother and more efficient than with a B2C customer.

Delivery times and logistics are much easier for us a seller compared to delivering to home addresses. Thanks to our focus on B2B, we have an efficient delivery time ratio and a better delivery experience.

Finally, a noteworthy trend worth mentioning is loyalty and recurrence: B2B customers are more loyal than the B2C segment. If a B2B customer likes your product, there's a good chance they'll buy it regularly for a long time.

Jesús concludes that his experience as a Selling Partner improves as the company sells to more B2B customers. Their B2B customers are very diverse, as all companies need cleaning and disposable products. He notes out that the main sectors are education (schools, universities etc.), communities (neighbourhood associations, corporate offices etc.), healthcare (hospitals) and hospitality (restaurants).

How Amazon Business tools fuel our B2B business

"About 80–90% of our business comes from B2B sales, and the feature we use the most is establishing Quantity Discounts in our catalogue to encourage bulk orders. We believe B2B customers are really receptive to these kinds of promotions. We have also used Manage Quotes, which we can use to offer ad-hoc discounts for special requests," explains Jesús.

He also notes their experience with setting up Business Prices: “We find it very useful to set a special business price compared to the B2C price, as we know that B2B customers have greater purchasing potential and a higher likelihood of repurchasing. In this way, we like to adjust our price so that the relationship with our B2B clients is more stable and lasting in the long-term."
The VAT Calculation Service saves time and effort for both the customer and the seller, and makes the relationship with the customer more efficient. With this service you avoid a lot of back-and-forth with customers, as you can outsource the invoice-providing service to Amazon.
Jesús González BurgosDirector and founder of Clim Profesional

My advice to develop your B2B business and make it big on Amazon

"For us, Amazon is an important part of the development of our brand, as we can be in a storefront where you can be seen by millions of potential customers. Additionally, Amazon gives you the necessary tools to increase your visibility, such as Brand Registry, which offers brand protection," adds Jesús.

Here's his advice: "We would encourage other Selling Partners to learn the differences between B2B and B2C customers, and to adapt to them, and to create special Business Unit Prices and Quantity Discounts, as these are two of the most important levers to attract B2B customers."

Finally, Jesús emphasises the importance of service for B2B customers, as "good service can guarantee recurrence and loyalty from these customers and create a long-term relationship".
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