What is Business-to-Consumer (B2C)?

Business-to-consumer, or B2C, refers to transactions where a business sells its products or services directly to individual customers, rather than to other businesses. This model covers a wide range of industries including retail, eCommerce, hospitality and entertainment. It includes everything from independent boutiques and cafés to high street chains and online platforms. Whether selling in person or through a website, B2C businesses focus on delivering a seamless customer experience.

They often use digital tools to personalise marketing, gather customer feedback and refine product offerings. By connecting directly with the end user, B2C brands can respond quickly to trends, test new ideas and build stronger relationships with their audience.

Why does B2C matter in eCommerce?

B2C is at the heart of everyday online shopping. Customers expect fast, user-friendly experiences whether they’re buying trainers, booking a holiday, or ordering takeaway. That means businesses need to prioritise intuitive design, clear product information and flexible payment options. Online B2C brands often rely on search engine optimisation, paid ads and social media to drive traffic and increase visibility. Many also focus on building online communities that help boost loyalty, word-of-mouth and repeat purchases.

It's worth noting that direct-to-consumer (DTC) is a type of B2C model. While all DTC is B2C, not all B2C is DTC. For example, a brand selling through a marketplace or retail partner is still B2C, even if not DTC. Understanding this distinction helps businesses choose the right mix of channels and strategies for growth.