{"id":10006,"date":"2012-01-09T08:40:49","date_gmt":"2012-01-09T08:40:49","guid":{"rendered":"https:\/\/www.techopedia.com\/definition\/business-to-business-to-consumer\/"},"modified":"2024-07-30T08:38:29","modified_gmt":"2024-07-30T08:38:29","slug":"business-to-business-to-consumer","status":"publish","type":"definition","link":"https:\/\/www.techopedia.com\/definition\/23169\/business-to-business-to-consumer-b2b2c","title":{"rendered":"Business-to-Business-to-Consumer (B2B2C)"},"content":{"rendered":"<h2><span id=\"what_is_business-to-business-to-consumer_b2b2c\">What is Business-to-Business-to-Consumer (B2B2C)?<\/span><\/h2>\n<p>Business-to-business-to-consumer (B2B2C) is an <a href=\"https:\/\/www.techopedia.com\/definition\/ecommerce\">e-commerce <\/a>model that combines <a href=\"https:\/\/www.techopedia.com\/definition\/1423\/business-to-business-b2b\">business-to-business<\/a> (B2B) and <a href=\"https:\/\/www.techopedia.com\/definition\/1424\/business-to-consumer-b2c\">business-to-consumer<\/a> (B2C) transactions to create a complete product or service transaction. B2B2C is a collaboration process that, in theory, creates mutually beneficial service and product delivery channels.<\/p>\n<p>Companies use a B2B2C (e-commerce) strategy to enhance their online presence and sales. Building a strong <a href=\"https:\/\/www.techopedia.com\/definition\/5411\/website\">website<\/a> using the <a href=\"https:\/\/www.techopedia.com\/website-builders\/best-website-builder\">best website builders<\/a> can be crucial in this strategy, helping businesses attract and serve consumers more effectively.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.techopedia.com\/wp-content\/uploads\/2012\/01\/Business-to-Business-to-Consumer-B2B2C-300x239.jpg\" alt=\"What is Business-to-Business-to-Consumer (B2B2C)?\" width=\"1200\" height=\"956\" class=\"aligncenter wp-image-288073\" srcset=\"https:\/\/www.techopedia.com\/wp-content\/uploads\/2012\/01\/Business-to-Business-to-Consumer-B2B2C-300x239.jpg 300w, https:\/\/www.techopedia.com\/wp-content\/uploads\/2012\/01\/Business-to-Business-to-Consumer-B2B2C-1024x816.jpg 1024w, https:\/\/www.techopedia.com\/wp-content\/uploads\/2012\/01\/Business-to-Business-to-Consumer-B2B2C-768x612.jpg 768w, https:\/\/www.techopedia.com\/wp-content\/uploads\/2012\/01\/Business-to-Business-to-Consumer-B2B2C-1536x1223.jpg 1536w, https:\/\/www.techopedia.com\/wp-content\/uploads\/2012\/01\/Business-to-Business-to-Consumer-B2B2C-1200x956.jpg 1200w, https:\/\/www.techopedia.com\/wp-content\/uploads\/2012\/01\/Business-to-Business-to-Consumer-B2B2C-1980x1577.jpg 1980w, https:\/\/www.techopedia.com\/wp-content\/uploads\/2012\/01\/Business-to-Business-to-Consumer-B2B2C.jpg 2048w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<div class=\"su-note\"  style=\"border-color:#dddddd;border-radius:3px;-moz-border-radius:3px;-webkit-border-radius:3px;\"><div class=\"su-note-inner su-u-clearfix su-u-trim\" style=\"background-color:#F7F7F7;border-color:#ffffff;color:#333333;border-radius:3px;-moz-border-radius:3px;-webkit-border-radius:3px;\">\n<h2><span id=\"key_takeaways\">Key Takeaways<\/span><\/h2>\n<ul>\n<li>B2B2C is a combination of B2B and B2C transactions, where one business sells to another, which then sells to consumers.<\/li>\n<li>Two businesses partner to promote and sell products or services, benefiting from shared resources and customer bases.<\/li>\n<li>Platforms like Zocdoc, Cratejoy, PayPal, LinkedIn Learning, and Eventbrite operate under the B2B2C model.<\/li>\n<li>Retail marketplaces, e-commerce platforms, travel booking sites, and food delivery services use the B2B2C approach.<\/li>\n<li>The model offers wider reach, resource sharing, and better customer experience but can involve complex partnerships and profit sharing.<\/li>\n<\/ul>\n<\/div><\/div>\n<h2><span id=\"how_b2b2c_works\">How B2B2C Works<\/span><\/h2>\n<p>The question &#8220;What does B2B2C mean?&#8221; is answered by looking at how businesses share resources and customers.<\/p>\n<p>In a B2B2C model, the first business makes a product or service, and the second business offers a platform or way to sell it. This partnership helps the first business reach more customers without needing to spend a lot on its own sales systems, while the second business gains by having more products or services to offer its customers.<\/p>\n<p>Establishing a solid B2B2C relationship is key to the success of this business model.<\/p>\n<h2><span id=\"b2b2c_vs_b2b_and_b2c\">B2B2C vs. B2B and B2C<\/span><\/h2>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<tbody>\n<tr>\n<td><strong>Aspect<\/strong><\/td>\n<td><strong>B2B (Business-to-Business)<\/strong><\/td>\n<td><strong>B2C (Business-to-Consumer)<\/strong><\/td>\n<td><strong>B2B2C (Business-to- Business-to-Consumer)<\/strong><\/td>\n<\/tr>\n<tr>\n<td><strong>Definition<\/strong><\/td>\n<td>Business selling to another business.<\/td>\n<td>Business selling to individual consumers.<\/td>\n<td>A business sells to another business, which then sells to consumers.<\/td>\n<\/tr>\n<tr>\n<td><strong>Customer<\/strong><\/td>\n<td>Businesses.<\/td>\n<td>Individuals.<\/td>\n<td>Both businesses and individual consumers.<\/td>\n<\/tr>\n<tr>\n<td><strong>Sales Cycle<\/strong><\/td>\n<td>Longer, focused on building relationships.<\/td>\n<td>Shorter, focused on quick sales.<\/td>\n<td>A mix of both longer and shorter cycles.<\/td>\n<\/tr>\n<tr>\n<td><strong>Volume\u00a0<\/strong><\/td>\n<td>Larger, bulk purchases.<\/td>\n<td>Smaller, single purchases.<\/td>\n<td>Varies, can be large or small.<\/td>\n<\/tr>\n<tr>\n<td><strong>Marketing Focus<\/strong><\/td>\n<td>Building relationships with other businesses.<\/td>\n<td>Mass marketing to attract consumers.<\/td>\n<td>Focus on both businesses and consumers.<\/td>\n<\/tr>\n<tr>\n<td><strong>Examples<\/strong><\/td>\n<td>Suppliers, manufacturers selling to stores.<\/td>\n<td>Retail stores, online shops.<\/td>\n<td>Online platforms like Amazon or <a href=\"https:\/\/www.techopedia.com\/definition\/1472\/ebay\">eBay<\/a> sell through other businesses.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2><span id=\"b2b2c_examples\">B2B2C Examples<\/span><\/h2>\n<p>Here are some specific B2B2C examples:<br \/>\n<div class=\"su-accordion su-u-trim\">\n<div class=\"su-spoiler su-spoiler-style-fancy su-spoiler-icon-plus\" data-scroll-offset=\"0\" data-anchor-in-url=\"no\"><div class=\"su-spoiler-title\" tabindex=\"0\" role=\"button\"><span class=\"su-spoiler-icon\"><\/span><strong>Zocdoc<\/strong><\/div><div class=\"su-spoiler-content su-u-clearfix su-u-trim\"> Zocdoc lets doctors list their services, manage appointments, and communicate with patients, connecting healthcare providers (businesses) with patients (consumers). <\/div><\/div>\n<div class=\"su-spoiler su-spoiler-style-fancy su-spoiler-icon-plus su-spoiler-closed\" data-scroll-offset=\"0\" data-anchor-in-url=\"no\"><div class=\"su-spoiler-title\" tabindex=\"0\" role=\"button\"><span class=\"su-spoiler-icon\"><\/span><strong>Cratejoy<\/strong><\/div><div class=\"su-spoiler-content su-u-clearfix su-u-trim\"> Cratejoy offers a marketplace for subscription box providers to sell their curated boxes. The platform handles listings, payments, and subscriptions while the box providers fulfill the orders. <\/div><\/div>\n<div class=\"su-spoiler su-spoiler-style-fancy su-spoiler-icon-plus su-spoiler-closed\" data-scroll-offset=\"0\" data-anchor-in-url=\"no\"><div class=\"su-spoiler-title\" tabindex=\"0\" role=\"button\"><span class=\"su-spoiler-icon\"><\/span><strong>PayPal<\/strong><\/div><div class=\"su-spoiler-content su-u-clearfix su-u-trim\"> <a href=\"https:\/\/www.techopedia.com\/definition\/1564\/paypal\">PayPal<\/a> helps businesses accept payments from consumers, acting as an intermediary by providing the necessary technology for transactions. <\/div><\/div>\n<div class=\"su-spoiler su-spoiler-style-fancy su-spoiler-icon-plus su-spoiler-closed\" data-scroll-offset=\"0\" data-anchor-in-url=\"no\"><div class=\"su-spoiler-title\" tabindex=\"0\" role=\"button\"><span class=\"su-spoiler-icon\"><\/span><strong>LinkedIn Learning<\/strong><\/div><div class=\"su-spoiler-content su-u-clearfix su-u-trim\"> <a href=\"https:\/\/www.techopedia.com\/definition\/26940\/linkedin-li\">LinkedIn<\/a> Learning partners with educational content creators to offer online courses. The creators (businesses) provide the course material, and LinkedIn Learning markets and delivers these courses to learners (consumers). <\/div><\/div>\n<div class=\"su-spoiler su-spoiler-style-fancy su-spoiler-icon-plus su-spoiler-closed\" data-scroll-offset=\"0\" data-anchor-in-url=\"no\"><div class=\"su-spoiler-title\" tabindex=\"0\" role=\"button\"><span class=\"su-spoiler-icon\"><\/span><strong>Eventbrite<\/strong><\/div><div class=\"su-spoiler-content su-u-clearfix su-u-trim\"> Eventbrite allows event organizers to list and sell tickets to their events. The platform manages ticket sales and payments, while the organizers (businesses) handle the event execution, connecting them with attendees (consumers). <\/div><\/div>\n<\/div>\n<h2><span id=\"b2b2c_use_cases\">B2B2C Use Cases<\/span><\/h2>\n<p>If you were wondering what is B2B2C business model and how it could work across different industries, here are some use case scenarios:<\/p>\n<p><strong>Retail Marketplaces<\/strong><\/p>\n<p>Online marketplaces like <a href=\"https:\/\/www.techopedia.com\/how-does-amazon-make-money\">Amazon<\/a> and eBay list products and handle payments for suppliers, who then distribute the items to buyers.<\/p>\n<p><strong>E-commerce Platforms<\/strong><\/p>\n<p><a href=\"https:\/\/www.techopedia.com\/website-builders\/shopify-review\">Shopify<\/a> provides businesses with tools to sell to consumers through other businesses&#8217; platforms, facilitating a B2B2C model. In the context of e-commerce, B2B2C means leveraging partnerships to reach more consumers.<\/p>\n<p><strong>Travel Booking Sites<\/strong><\/p>\n<p>Platforms like Expedia and Booking.com allow hotels and travel service providers to list their offerings, manage bookings, and handle customer payments.<\/p>\n<p><strong>Food Delivery Services<\/strong><\/p>\n<p>Apps like UberEats and DoorDash partner with restaurants, listing their menus and managing orders while the restaurants prepare the food.<\/p>\n<h2><span id=\"b2b2c_pros_and_cons\">B2B2C Pros and Cons<\/span><\/h2>\n<div class=\"su-row\"><div class=\"su-column su-column-size-1-2\"><div class=\"su-column-inner su-u-clearfix su-u-trim\">\n<strong>Pros<\/strong><br \/>\n<div class=\"su-list\" style=\"margin-left:0px\">\n<ul>\n<li><i class=\"sui sui-check-circle\" style=\"color:#3CB371\"><\/i> Can reach more customers by partnering with other businesses<\/li>\n<li><i class=\"sui sui-check-circle\" style=\"color:#3CB371\"><\/i> Can use each other&#8217;s resources for mutual benefit<\/li>\n<li><i class=\"sui sui-check-circle\" style=\"color:#3CB371\"><\/i> Better products and services for consumers by combining strengths<\/li>\n<li><i class=\"sui sui-check-circle\" style=\"color:#3CB371\"><\/i> Access to established sales channels and customer bases of partner businesses<\/li>\n<li><i class=\"sui sui-check-circle\" style=\"color:#3CB371\"><\/i> Joint marketing efforts can reduce costs and be more effective<\/li>\n<li><i class=\"sui sui-check-circle\" style=\"color:#3CB371\"><\/i> Collaboration can lead to innovative solutions and offerings<\/li>\n<li><i class=\"sui sui-check-circle\" style=\"color:#3CB371\"><\/i> Easier to scale operations by using partner business infrastructures<\/li>\n<\/ul>\n<\/div><\/div><\/div>\n<div class=\"su-column su-column-size-1-2 pros_icons_\"><div class=\"su-column-inner su-u-clearfix su-u-trim\">\n<strong>Cons<\/strong><br \/>\n<div class=\"su-list\" style=\"margin-left:0px\">\n<ul>\n<li><i class=\"sui sui-remove\" style=\"color:#e31f28\"><\/i> Managing relationships with multiple businesses can be difficult<\/li>\n<li><i class=\"sui sui-remove\" style=\"color:#e31f28\"><\/i> Profits may need to be shared between partnering businesses<\/li>\n<li><i class=\"sui sui-remove\" style=\"color:#e31f28\"><\/i> The primary business&#8217;s brand might be overshadowed by the partner<\/li>\n<li><i class=\"sui sui-remove\" style=\"color:#e31f28\"><\/i> Dependence on partner businesses can create risks<\/li>\n<li><i class=\"sui sui-remove\" style=\"color:#e31f28\"><\/i> Coordinating marketing strategies between businesses can be challenging<\/li>\n<li><i class=\"sui sui-remove\" style=\"color:#e31f28\"><\/i> Different business cultures and goals can cause conflicts and inefficiencies<\/li>\n<li><i class=\"sui sui-remove\" style=\"color:#e31f28\"><\/i> Scaling might require complex adjustments and negotiations with partners<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div>\n<h2><span id=\"the_bottom_line\">The Bottom Line<\/span><\/h2>\n<p>The B2B2C definition shows a model where businesses work together to sell products or services to consumers. This combines B2B and B2C strategies, making it a strong e-commerce approach.<\/p>\n<p>Knowing what B2B2C marketing is and what the B2B2C model helps businesses improve customer service and expand.<\/p>\n<h2><span id=\"faqs\">FAQs<\/span><\/h2>\n<div class=\"man_faq_sec\" itemscope itemtype=\"https:\/\/schema.org\/FAQPage\"><\/time><section class=\"ms_faq ms_card \" ><div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\"><div class=\"accordionButton\"><h3 itemprop=\"name\">What is B2B2C in simple terms?<\/h3> <\/div>\n<div class=\"accordionContent\" itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"display:none;\"><p itemprop=\"text\">The B2B2C meaning revolves around two businesses working together to provide a product or service to consumers.<\/p>\r\n                <\/div><\/div><\/section>\n<section class=\"ms_faq ms_card \" ><div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\"><div class=\"accordionButton\"><h3 itemprop=\"name\">What are B2B and B2C examples?<\/h3> <\/div>\n<div class=\"accordionContent\" itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"display:none;\"><p itemprop=\"text\">A B2B model example is a manufacturer selling to a store. A B2C model example is a retail store that markets directly to the consumer. <\/p>\r\n                <\/div><\/div><\/section>\n<section class=\"ms_faq ms_card \" ><div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\"><div class=\"accordionButton\"><h3 itemprop=\"name\">What is an example of C2B and C2C?<\/h3> <\/div>\n<div class=\"accordionContent\" itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"display:none;\"><p itemprop=\"text\">A C2B example is a freelancer providing graphic design services to a company on Upwork. A C2C example is a person selling handmade crafts to another person on <a href=\"https:\/\/www.techopedia.com\/website-builders\/shopify-vs-etsy\">Etsy<\/a>. <\/p>\r\n                <\/div><\/div><\/section>\n<section class=\"ms_faq ms_card \" ><div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\"><div class=\"accordionButton\"><h3 itemprop=\"name\">Is Amazon B2B or B2C?<\/h3> <\/div>\n<div class=\"accordionContent\" itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"display:none;\"><p itemprop=\"text\">Amazon is a B2B2C platform. It allows other businesses to sell their products to consumers through its marketplace. Amazon provides the platform and handles transactions, while the businesses manage inventory and shipping. This way, it connects businesses (B2B) to consumers (B2C). <\/p>\r\n                <\/div><\/div><\/section>\n<section class=\"ms_faq ms_card \" ><div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\"><div class=\"accordionButton\"><h3 itemprop=\"name\">What is the difference between B2C and B2B2C?<\/h3> <\/div>\n<div class=\"accordionContent\" itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"display:none;\"><p itemprop=\"text\">B2C is a business that sells directly to individual consumers; B2B2C is when a business sells products or services to another business, which then sells them to consumers. <\/p>\r\n                <\/div><\/div><\/section>\n<section class=\"ms_faq ms_card \" ><div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\"><div class=\"accordionButton\"><h3 itemprop=\"name\">Is Uber Eats B2B2C?<\/h3> <\/div>\n<div class=\"accordionContent\" itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"display:none;\"><p itemprop=\"text\">Yes, because it partners with restaurants to list their menus and manage their orders, while the restaurants prepare the food. <\/p>\r\n                <\/div><\/div><\/section>\n<section class=\"ms_faq ms_card \" ><div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\"><div class=\"accordionButton\"><h3 itemprop=\"name\">Why are B2B businesses expanding to B2B2C?<\/h3> <\/div>\n<div class=\"accordionContent\" itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"display:none;\"><p itemprop=\"text\">B2B businesses are expanding to B2B2C to reach more customers and increase sales. By working with other businesses, they can use existing platforms to reach more people and improve the customer experience. This also helps them grow and innovate more easily. <\/p>\r\n                <\/div><\/div><\/section>\n<section class=\"ms_faq ms_card \" ><div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\"><div class=\"accordionButton\"><h3 itemprop=\"name\">What does B2B2C means in e-commerce?<\/h3> <\/div>\n<div class=\"accordionContent\" itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"display:none;\"><p itemprop=\"text\">Shopify is a B2B2C platform in e-commerce because it provides tools for businesses to sell to consumers through other businesses&#8217; platforms.<\/p>\r\n                <\/div><\/div><\/section>\n<section class=\"ms_faq ms_card \" ><div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\"><div class=\"accordionButton\"><h3 itemprop=\"name\">What are the advantages\/benefits of the B2B2C model?<\/h3> <\/div>\n<div class=\"accordionContent\" itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"display:none;\"><p itemprop=\"text\">The B2B2C model has many benefits. It helps businesses reach more customers, share resources, and improve customer experiences. Companies can use existing sales channels, save on marketing costs, and come up with new ideas together. This model also makes it easier to grow by using partner infrastructures, making it a good choice for businesses wanting to expand.<\/p>\r\n                <\/div><\/div><\/section>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>What is Business-to-Business-to-Consumer (B2B2C)? Business-to-business-to-consumer (B2B2C) is an e-commerce model that combines business-to-business (B2B) and business-to-consumer (B2C) transactions to create a complete product or service transaction. B2B2C is a collaboration process that, in theory, creates mutually beneficial service and product delivery channels. Companies use a B2B2C (e-commerce) strategy to enhance their online presence and sales. 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