Tricky question because that's like asking if you should work for a big or small company. Everyone has their own preferences.
There are differences and there are similarities between the two - it's more of a question of personal preference.
For me I've worked across both and honestly don't mind either. I do find B2B to be a bit more complex and tricky but in saying that a lot comes down to your industry and product too. When I worked in the B2C health space it was super challenging, navigating the regulations, etc was complex!
If you haven't been exposed to both spaces my advice would be to talk to some PMs who have worked in the space you haven't and learn more about it - would it be a good fit for you?
But here is a brain-dump of some of the differences. Not an exhaustive list.
|High numbers of customers/users||Typically lower numbers of customers (users however can still he high but generally lower than avg B2C)|
|Sell direct to users||Sell to buyers (often procurement managers) who are different from end-users|
|As buyers = users, only one set of problems to solve||Need to solve both buyers and users problems. Sometimes competing, who do you prioritize, not always black-and-white|
|Lower price-point. Simple and transparent pricing.||Higher price point. Less transparent pricing, more tailored to the customer|
|Product-led growth is much more common in the B2C space as well as marketing-led||B2B typically more sales-led as there is more reliance on direct sales teams to win new customers|
|Typically only have few market-facing teams to work with: Growth + Marketing teams||More market-facing teams to align too. Growth + Marketing + Sales + Customer Success + etc|
|Easy to access users for testing||Can be tricky to get hold of customers/users to test with|
|Customers can be forgiving||Big corporates can be demanding. Demanding features, special conditions, etc|
|More saturated market||Less saturated market|
|More competition and the cost of change for users is low. Therefore higher churn||Less competition. Cost of change for companies is generally high. Therefore lower churn/higher retention|
|'Fail fast, fail often'||'Fail-safe, and minimize impact to your customers' (your product might be core to running your customer's business)|