In e-commerce, the purchasing decisions in transactions are relatively simple, whereas transactions are usually very complex.

In e-commerce, the purchasing decisions in B2C (Business-to-Consumer) transactions are relatively simple, whereas B2B (Business-to-Business) transactions are usually very complex.

Here's why:

1. B2C transactions are typically straightforward. A consumer visits an online store, selects a product, and makes a purchase. The decision-making process is usually based on personal preferences, price, product reviews, and other similar factors.

2. On the other hand, B2B transactions are more complex. They often involve multiple decision-makers and a longer sales cycle. The purchasing decisions are based on a variety of factors such as the vendor's reputation, long-term relationship, pricing, terms of service, and more.

3. Additionally, B2B transactions often involve larger quantities of products or services, which adds to the complexity of the purchasing decision.

4. Lastly, B2B transactions often require negotiation on pricing and terms, which is not typically a part of B2C transactions.