Business-to-Consumer (B2C) is a transaction where businesses sell a product or service to consumers. This can range from buying clothes at the mall, eating dinner at a restaurant, to purchasing a movie online. Recently, there has been more of a shift to online purchases, where retailers sell their products over the internet. It is the model that most people are familiar with even though they might not know the definition. There are three other e-commerce categories in addition to B2C. There are B2B (Business to Business), C2B (Consumer to Business), and C2C (Consumer to Consumer).
Knowing your desired end customer is essential in determining your marketing strategy. In B2C the end customer is the consumer themselves, whereas, in B2B, the end customer is actually a business. This is extremely important because it affects your marketing plan. If the final customer is a business, it won’t help to increase advertising on the radio or television. However, if your final customer is the consumer, like in B2C, advertising on the television or radio could be beneficial. You must always consider the end customer when designing your marketing plan, as the 4 P’s will vary depending on which strategy and type of transaction occurring (B2C, B2B).