Home Virto Commerce blog The Ultimate B2E Guide with Solutions and Real-World Examples

The Ultimate B2E Guide with Solutions and Real-World Examples

Apr 9, 2024 • 20 min

B2E solutions are essential to creating a productive, engaging and secure work environment. They enable organizations to retain talent and remain competitive.

This article examines B2E strategies and how they can improve work environments and drive businesses forward. We will discuss B2E definition and advantages, how it differs from B2B and B2C, explore various B2E solutions, and provide real-world examples from our projects to demonstrate how B2E solutions can help organizations increase productivity and support employees.

If you've ever wondered: "What is B2E?", this guide is for you.

Introduction: B2E meaning

So, what does B2E mean? B2E, or business-to-employee, refers to companies' various strategies and technologies to support and engage their employees. Initially, the B2E meaning was closely tied to providing essential intranet services to help employees collaborate and share knowledge. As technology advanced and the Internet became more prevalent, B2E strategies evolved to include sophisticated HR portals, personalized employee services, and advanced analytics for better workforce management. Early adopters of B2E solutions were often large enterprises looking to leverage technology for competitive advantage. These pioneers set the stage for the widespread adoption of B2E practices across industries.

Today, the B2E definition spreads across various solutions, including corporate intranets (a private network), online training courses or full-blown learning management systems, internal communication platforms, project management tools, feedback and engagement tools, and wellness programs. Companies hope that giving these tools will increase their employees' productivity and well-being, help them learn new skills, expedite communication, and foster a sense of belonging.

The global pandemic has tested enterprises' approaches to B2E tasks, emphasizing the need for more adaptable, digital-first employee engagement and management methods. To recruit and retain top talent, firms must build or redefine their “business to employee” initiatives and provide a supportive and engaging work environment, whether offline or remote.

Advantages of B2E solutions

B2E solutions offer many advantages that can significantly enhance an organization's efficiency, boost employee satisfaction, and improve overall competitiveness. Let's examine the key benefits of implementing B2E solutions if you have yet to do so.

Advantages of b2e solutions

Enhanced employee productivity

B2E solutions, such as internal communication platforms (e.g., Slack or Microsoft Teams), aim to boost employee productivity by allowing them to discuss projects, exchange updates, and handle issues all in one location rather than switching between emails, messages, and documents. Such solutions save time hunting for information and keep everyone on the same page.

Improved engagement and loyalty

B2E solutions, such as online training systems, corporate social networks, and internal storefronts for goods and services, dramatically improve employee engagement and loyalty. These platforms provide employees professional development options while fostering community and belonging within the firm. By making employees feel appreciated and engaged, such platforms boost motivation and improve their bond with the firm.

Cost reduction

B2E solutions aid companies in cutting expenses through the automation of business processes and enabling remote work, among other strategies. B2E platforms can optimize costs in different areas, such as reducing the need for physical office space and minimizing HR and administrative overhead.

Improved communication and collaboration

Project management systems and chat solutions are other B2E examples that enhance communication and encourage employee collaboration. These tools facilitate seamless interaction and information sharing, which is crucial for effective teamwork. The positive impact on team dynamics and project efficiency highlights the value of integrating B2E solutions into the workplace.

Increased competitiveness

In today's job market, professionals with advanced skills seek out workplaces that provide adaptable, streamlined, and captivating work environments. Implementing B2E solutions such as remote work tools, learning management systems, and wellness programs can enhance a company's appeal to prospective hires and existing employees, thereby boosting its competitiveness in the market.

We'll show examples of businesses successfully integrating employee-focused solutions into their operations as we go deeper. These case studies will demonstrate how different platforms and solutions may improve your organization's performance and employee engagement.

Now that we've answered the fundamental question, "What does B2E mean?" and discussed the benefits of this model, let's examine the main differences between B2B, B2C, and B2E.

How is B2E different from B2B and B2C?

In the B2E model, a company's primary audience is its employees, but they're not the only ones it deals with. Depending on the company's focus, other "customers" may be other companies (B2B) or individual consumers (B2C). Let's see how these three models differ based on essential characteristics.

Key differences

Customer base

B2C firms target consumers, whereas B2B companies serve businesses. B2E targets the company's employees as its core users.

Sales volume and cycle

B2B typically involves higher transaction volumes with longer sales cycles, while B2C sees lower transaction volumes but quicker sales. B2E differs by not focusing on sales but on resource and tool provision for employees.

Marketing and sales channels

B2B, B2C, and B2E marketing looks different too. B2B requires a more granular and industry-specific approach, while B2C marketing is broader and focuses on individual needs and wants. B2E marketing is internal and focuses on employee engagement and satisfaction.

Data and innovation

B2B and B2C both handle extensive customer data, requiring sophisticated data management and analysis tools. Innovation is critical across all models, with B2E increasingly adopting cutting-edge technologies like AI to enhance the employee experience.

All three models are facets of e-commerce, each with distinct characteristics but sharing the common goal of leveraging digital platforms to optimize their specific transactions and interactions. Modern e-commerce trends such as AI, machine learning, and personalized experiences are increasingly relevant across B2B, B2C, and B2E, signaling a universal shift towards more customized and efficient digital engagement strategies. You can find more detailed information in the article about B2B platforms in the VirtoCommerce blog.

Among these, B2E is the most recent development, reflecting the growing focus on employee satisfaction and digital workplace enhancement as strategic business priorities.

While B2B and B2C have been established as fundamental e-commerce models, B2E is a vital model that mirrors contemporary shifts towards more integrated and technology-driven workplace environments. The adoption of e-commerce trends such as AI and personalization across all three models underscores the evolving landscape of digital engagement and the importance of adapting to these changes for business success.

Overview of B2E Solutions

What are B2E solutions?

In short, B2E solutions are digital tools and services that companies use to improve the efficiency and productivity of their employees. Among the notable B2E examples are:

  • internal communication platforms,
  • learning management systems,
  • employee self-service portals,
  • human resources management systems,
  • wellness and health programs,
  • project management tools,
  • employee feedback and engagement platforms,
  • benefits administration software, and others.

Why do companies use B2E tools? Overall, they aim to create a more efficient working environment where employees can access all the necessary information and support they need. Having those tools in place may help businesses boost their employees' engagement, loyalty, and well-being and contribute to their growth and development and their business as a whole.

Types of B2E Solutions

Let’s take a look at the most popular employee-centered solutions out there.

Types of B2E Solutions

Employee onboarding portals

Employee onboarding is essential in introducing new hires to the company and its workflows. Employee onboarding portals are standalone websites or one of the intranet subsites where new employees can find critical information about the company, fill out necessary forms, and complete onboarding activities required to start their jobs off to a good start.

Intranet portal

The intranet is a classic B2E example that typically refers to a company's private internal network where employees can access important company news, policies, procedures, and a repository of internal documents. While every intranet may look different, it usually includes some type of collaboration tool, such as forums or chats, employee directories, and project management tools that help employees collaborate and stay on top of what's happening in the company.

Employee self-service portals (ESS)

ESS portals are secure platforms where employees can independently access and manage their HR-related information, such as updating their personal information, viewing payroll, submitting time-off requests, accessing training resources, and enrolling in company benefits.

Learning management systems (LMS)

Another classic B2E example is platforms dedicated to employee training and development. LMS provides a centralized location for e-learning courses, webinars, and other educational content, with additional features such as progress tracking, certification management, and group learning opportunities.

Employee communication platforms

Some organizations leverage B2E websites to boost internal communication and collaboration. These platforms may feature instant messaging, discussion boards, and project management tools, enabling employees to connect, share insights, and collaborate more efficiently.

Employee feedback and survey platforms

B2E solutions also include platforms for collecting employee feedback and conducting surveys. These tools offer a secure and straightforward way for staff to express their opinions and concerns, aiding organizations in measuring employee satisfaction, pinpointing improvement areas, and making informed decisions based on gathered insights.

Employee appreciation and rewards platforms

Some businesses implement platforms specifically for recognizing and rewarding employees' contributions to promote a positive workplace culture and morale. These sites allow for peer recognition, feedback exchange, and the allocation of rewards or incentives that boost employee motivation and morale.

Different B2E solutions offer different deployment options. Some are web-based applications, some can be hosted on a company's server, and some can have B2E mobile apps for on-the-go access. Depending on a company's goals and needs, B2E solutions can be off-the-shelf or custom-built.

Top 6 B2E solutions to consider in 2024

Now that we've learned the most popular types of B2E solutions let's look at the six leading B2E solutions in 2024 and see how they differ in their unique features, scalability, integration capabilities, ease of use, cost, and mobile app availability.

1. SAP SuccessFactors: HCM (Human Capital Management)

SAP SuccessFactors HCM is a cloud-based B2E HR company suite that supports four core areas: HR and payroll, talent management, HR analytics and workforce planning, and employee experience management. Over 10,000 organizations use the suite in more than 200 countries and provide individualized experiences that keep employees happy, productive, and engaged.

2. Oracle PeopleSoft: Human Capital Management (HCM)

Oracle's PeopleSoft is an enterprise-grade HCM solution that allows companies to create a global foundation for HR data and business processes. It offers several applications for human resources, payroll, benefits, learning management, and more. PeopleSoft is known for its robust functionality and high configurability, but it can require more implementation and maintenance resources than cloud-based solutions.

3. Workday: Human Capital Management (HCM)

Workday Human Capital Management is an AI-based suite of HR applications for compensation, payroll, scheduling, time tracking, benefits, and other tasks. One of the distinct features is Workday Skills Cloud, which uses machine learning to help HR teams understand the skills of their entire workforce and create strategies for upskilling, reskilling, and hiring new talent.

4. Salesforce

Salesforce offers several B2E management tools for HR professionals, including Chatter and Communities, to encourage employee knowledge sharing and collaboration. It also provides gamified self-service training called Trailhead, where employees can pick a guided learning path and chart their progress.

5. Microsoft Dynamics 365

Microsoft Dynamics 365 for human resources offers easy-to-use self-service HR tools for employee training, performance tracking, goal setting, and more. It also supports HR specialists in their day-to-day tasks, such as developing and maintaining absence and leave programs, compensation plans, benefits packages, and payroll.

6. Zoho People

Another famous B2E HR company is Zoho People. It covers various processes, including recruiting, onboarding, payroll, B2E management, etc. They have a standalone enterprise LMS and survey functionality for employee development to measure employee engagement.

As you can see, several factors must be considered before making a final decision. Read on to learn how to address these factors when choosing a B2E solution.

How to choose a B2E solution

Once you've identified the type of B2E solution your company needs and compiled a list of potential vendors and their products, it's time to consider how each of these tools aligns with your company's goals and requirements. Below, we've listed the most important factors to consider when selecting a B2E solution.


Make a list of the features your organization needs most. Understanding your needs is the first step to finding the right solution, whether it's a comprehensive human capital management suite, an employee self-service portal, or a specialized learning management system.


Make sure the B2E solution you choose can grow with your business. It should accommodate a growing user base and evolve with your business needs, ensuring longevity and adaptability.


Evaluate the solution's ability to integrate seamlessly with your existing systems, such as ERP or CRM software. Integration is critical to ensuring smooth data flow and operational efficiency across departments.

Ease of use

Ensure your future solution's interface is intuitive and easy to use. Bulky and difficult interfaces can require additional training, slow adoption, and even discourage employees from using the platform.


Evaluate not only the upfront investment but also the total cost of ownership (TCO), which includes ongoing maintenance, upgrades, and support. A comprehensive cost analysis will help you understand the solution's long-term financial impact.


If, after considering all the factors, you determine that none of the out-of-the-box solutions meet your needs, you can consider building a custom B2E solution. While they may require more resources to develop and integrate into the workflow than out-of-the-box software, they will better meet your company's unique goals and processes in the long run.

At VirtoCommerce, we have a strong track record of developing custom B2E solutions for various industries. From telecommunications to healthcare to aviation, our custom B2E tools and B2E mobile apps help businesses run more smoothly, keep employees happy and engaged, and support ongoing learning and growth.

Here are just a few examples of our custom B2E solutions and their applications:

  • A B2E portal for a major telecommunications company that provides employees with easy access to the tools and information they need to perform their daily tasks.
  • A learning management system for a pharmaceutical company that facilitates tracking and management of employee training, improves compliance, and enhances development opportunities.
  • A modern B2B portal for a Canadian aerospace manufacturer launched in less than 12 weeks.


To learn more about the various solutions developed by VirtoCommerce and our consultancy services, visit our case studies.

The table shows that ESS portals and B2E solutions can enhance organizational efficiency and employee satisfaction but have different goals and functions.

ESS portals enable employees to independently manage their personal and work-related tasks, such as updating personal information or requesting time off. The primary aim of ESS portals is to reduce the administrative load on HR and IT departments.

B2E solutions offer a more comprehensive range of functionalities than self-service tasks alone. These include internal communication tools, learning management systems, and personalized resource access. They are designed to improve overall job satisfaction, productivity, and loyalty.

The choice between the two depends on your company's needs, long-term goals, budget, and digital infrastructure. An ESS portal may work better for targeted functional needs, but a comprehensive B2E solution is recommended for broader strategic objectives.

What is B2E marketing?

B2E marketing combines different approaches that a company uses to reach, influence, and motivate current and potential employees. Such activities include providing personalized services, education, consulting, information, and software tools. By implementing B2E marketing strategies, companies can create an appealing work environment, retain valuable employees, boost staff loyalty, and ensure business growth and development.

If you're not yet using “business to employee” marketing practices in your team, check out some of the most popular B2E marketing methods and how they can benefit your business.

B2E marketing methods for attracting and retaining employees

  • Personalized training programs. These are tailored educational initiatives that cater to the professional development needs of employees.
  • Internal sales channels, such as in-house stores offer goods and services at a discount or as part of a rewards program.
  • Communication platforms that facilitate easy and open communication among employees and between different levels of management.
  • Motivational and incentive programs designed to recognize and reward the achievements and contributions of employees.
  • Talent portals that help identify, nurture, and leverage the talent within the organization.

Advantages of implementing B2E marketing

  • Better retention and engagement as employees feel valued and less likely to consider other career opportunities.
  • Employees (and businesses as a result) become more productive, having access to all the right tools and resources.
  • A more robust corporate culture where employees feel connected to the organization and its goals.
  • A stronger HR brand that makes your company more attractive to potential hires.


By prioritizing employee satisfaction and well-being through B2E marketing, companies can enhance their internal operations and position themselves for sustained success and growth in the competitive business landscape.

Examples of B2E websites

B2E solutions are widely adopted by companies of various sizes and industries, but they are most commonly found in medium—to large businesses within specific sectors.

These industries include:

  • Banks, financial, and investment companies
  • Software development firms
  • Telecommunication companies
  • Pharmaceutical companies
  • Manufacturing companies


Different industries and companies are using B2E solutions to make their workplaces better.

For example, tech companies have set up systems that make it easier for their employees to talk and work together, leading to more new ideas and faster problem-solving. Healthcare organizations use B2E tools to help their staff keep learning and updated with the latest health practices. Retail businesses are introducing B2E platforms to train their employees better on products, which helps serve customers more effectively. Manufacturing firms are adopting B2E technologies to keep their workers safe and to make their production processes more efficient.

These B2E websites examples show how different solutions, designed for specific needs, can help improve how employees feel about their work and play a significant role in a company's success.

Sephora – Combining beauty with advanced technology

An impressive 93% of millennials believe that having the latest technology at work is essential (cio.com). Sephora has responded to this trend by providing its retail staff with the latest technological tools customized for each employee's needs. Sephora's comprehensive training program, Sephora University, supports this effort, offering education at every employee level and merging high-tech tools with individualized learning opportunities.

Southwest Airlines – Elevating the crew's work life

Southwest Airlines, known for its exceptional customer service, credits its achievements to putting employees first. The airline demonstrated its commitment to this principle in 2017 by distributing $586 million in profit sharing to its team, affirming the idea that the well-being of its employees is linked to the company's success. This approach was also evident in 2016 when Southwest involved 48 crew members in designing new uniforms, showing the importance of employee participation and teamwork.

Starbucks – Empowering employees as company partners

Starbucks is recognized for closely connecting the experiences of customers and employees, a strategy that significantly influences its brand reputation. Forbes.com notes that 87% of Starbucks customers feel the company's treatment of its employees directly influences their experience. Starbucks reinforces this bond by offering employees shares in the company through its Bean Stock program, deepening their stake in the company's success.

Golf Town – Using technology to increase engagement

In 2017, Golf Town, Canada's leading golf retailer, launched an app to improve communication between its management and frontline staff. This tool has significantly increased employee engagement by making sharing information more accessible and organizing company events and deals. Within five days of its release, 78% of Golf Town's workforce downloaded the app, showcasing its effectiveness and immediate positive impact.

These use cases highlight the importance of tailoring employee experiences to enhance company performance and brand image. Investing in employees and prioritizing their needs leads to a more motivated, committed, and satisfied team.


As organizations expand their orbits by moving toward a more employee-centric approach, B2E solutions are becoming increasingly prevalent. The global pandemic is accelerating this shift, forcing companies to look for flexible, digital-first methods of engaging and managing employees, whether in a remote-first, hybrid, or in-office environment.

We hope the B2E websites examples from Sephora, Starbucks, and others inspire you to explore how B2E tools can benefit your organization. We also encourage you to visit the Virto Commerce website and see how our customized B2E portals have helped companies stay on top of the ever-evolving business landscape and foster a happier, more engaged, and highly productive workforce.

Whether a brand new learning management system or a custom-built employee self-service portal, B2E solutions can significantly increase employee engagement and productivity and improve overall job satisfaction and well-being. And isn't that what every employer dreams of?

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