B2C

B2C is the acronym for "Business-to-Consumer". It is the most traditional and widespread business model, which describes the commercial transactions and relationships that occur directly between a company and the end consumer. In this model, the buyer is an individual who purchases products or services for personal use.

What it is for / Why it is important

B2C forms the backbone of the retail trade and personal services. It is important because it targets a mass market, with the aim of selling to a large number of customers. Unlike B2B (Business-to-Business), B2C marketing focuses on creating a strong emotional connection with the brand, building awareness, and stimulating desire to drive rapid purchasing decisions.

When it is used / In what context it is useful

You operate in a B2C context whenever you sell to the public:

• In physical shops (retail, supermarkets, restaurants).

• Via e-commerce platforms.

• For entertainment services (e.g., cinemas, streaming services).

• For personal services (e.g., gyms, hairdressers).

B2C strategies use mass communication channels like social media, advertising (online and offline), influencer marketing, and email marketing to reach a wide audience.

Practical example

Classic examples of B2C companies are Amazon, Netflix, a supermarket, a restaurant, or a clothing brand that sells via its own website. Companies like Microsoft or Apple also operate in B2C when they sell a PC or a smartphone to an individual.