Business To Consumer (B2C)

Business to consumer or B2C means selling products or services directly to individual retail consumers rather than other companies. B2C companies leverage broad marketing, advertising, and retail distribution networks to efficiently drive high transaction volumes.

Branding and emotional engagement take priority in consumer marketing messages over product specifications or ROI. Aftersales service and support is generally self-service versus high-touch account management.

B2C selling also enables significant opportunities to upsell and cross-sell additional products per transaction. The freedom to set pricing and merchandising also differ from B2B procurement dynamics. B2C sales productivity often comes down to conversion rate optimization, unlike complex B2B cycles.