B2B & B2C Sales Strategies Odoo 18

E-commerce managers selling to both consumers and businesses create pricing confusion: retail customer sees "$100" product adds to cart, checkout suddenly shows $115 because tax added separately causing abandonment, while B2B customer needs tax-excluded pricing to claim VAT refund but site shows tax-included $115 making accounting reconciliation nightmare—losing both consumer sales from surprise charges and B2B contracts from incorrect tax handling using single pricing strategy for different customer types.

Odoo 18 B2B/B2C Sales Strategies enable dual pricing modes with Tax Excluded display for business customers (shows $100 + $10 tax separately), Tax Included display for retail consumers (shows $110 final price), customer-specific price list assignment, automatic tax calculation based on location, separate invoice formats for B2B (itemized tax) vs B2C (simple total), and configuration per website—serving both markets from single platform without pricing confusion or tax compliance issues.

B2B vs B2C Pricing Strategy

Configuring Tax Display

Option 1: Tax Excluded (B2B)

1. Go to Website → Configuration → Settings
2. Find Display Product Prices
3. Select Tax Excluded
4. Save configuration

Result: Product shows $100, checkout adds $10 tax separately, total $110

Option 2: Tax Included (B2C)

1. Go to Website → Configuration → Settings
2. Find Display Product Prices
3. Select Tax Included
4. Save configuration

Result: Product shows $110 (tax already included), checkout shows $110 total

Setting Up Product Taxes

Creating Tax Rate:

1. Go to Accounting → Configuration → Taxes
2. Click New
3. Configure:
   • Tax Name: "Tax 10%"
   • Computation: Percentage of Price
   • Amount: 10%
4. Save tax

Assigning Tax to Product:

1. Open product (e.g., Storage Box)
2. Set Sales Price: $100
3. Under Customer Taxes: Select "Tax 10%"
4. Go to Sales tab → ECOMMERCE SHOP section
5. Configure category, website sequence
6. Save product

Tax Excluded Workflow

Tax Included Workflow

Price Calculation Examples

Best Practices

Separate Websites for B2B/B2C: Running both? Create two websites in Odoo—one Tax Excluded for wholesale.yoursite.com, one Tax Included for shop.yoursite.com. Prevents confusion from mixing pricing modes on single site.

Use Price Lists Not Tax Toggle: Have B2B customers on B2C site? Don't toggle Tax Excluded globally. Create B2B price list with tax-excluded pricing, assign to business customers via Customer Groups. Retail customers see tax-included, business see tax-excluded automatically.

Configure Tax by Customer Location: EU customers need VAT, US customers sales tax, international customers no tax. Set up fiscal positions mapping customer location → correct tax rate. Odoo applies automatically based on shipping address.

Conclusion

Odoo 18 B2B/B2C Sales Strategies enable dual pricing modes serving business and consumer markets from single platform through Tax Excluded/Included configuration, customer-specific price lists, automatic tax calculation, and separate invoice formats. Eliminate pricing confusion and serve both markets professionally.