What is B2C?

B2C, not to be confused with B2B, stands for “Business-to-Consumer” according to abbreviationfinder. This term is pronounced: “B to C”. In the business world we hear these two terms more often, both of which have something to do with business relationships, but are fundamentally different. In this context, the terms B2B marketing or B2C marketing are also used.

What does B2C mean?

Business to Consumer describes a business relationship between a company and a private person. The latter are mostly the consumers of a product or, to put it more simply, customers of the company. Every transaction takes place between the company and the consumer. The term and definition B2C actually belong to the marketing category , because these generally refer to business relationships with private individuals. This used to be called consumer goods marketing, but B2C now just sounds better, so the terms have caught on.

Handling of business relationships in the B2C area

In e-commerce we find very typical B2C situations, for example on sales platforms such as Ebay or Amazon Marketplace. In this case, the dealers represent the business, while the buyers of the products are the consumers. Here communication often takes place over the Internet, usually via special affiliate programs . We are familiar with such business relationships, for example when we buy tickets for a concert or book a trip on the Internet. A good business relationship with the end customer is also essential for auctions or in finance. However, well-functioning customer relationship management, or CRM for short, is required here .

Special features of B2C

From a purely legal point of view, B2B is treated differently than is the case with B2C business relationships. Different rules apply to relationships between companies and private individuals. The relationship between customer and company is also much more anonymous. The company directs its offer to the general public and advertises its own products or services on various platforms. Customers can reach the provider at any time and compare prices and offers transparently and easily.

Characteristics and application of B2C marketing

In B2C marketing, the purchase decision processes tend to be short-term. The customer buys on an emotional level and does not think rationally. The reason is simple: customers buy a product exclusively for their own consumption. It is not uncommon for these products to come from mass production. Marketing is also based on a relatively large target group , which makes the number of buyers very large. The products themselves are suitable for the average consumer and are self-explanatory so that the company doesn’t have to go to great lengths to explain their product. In B2C marketing, however, there are some aspects that companies should consider:

  • Customers mainly buy from manufacturers who regularly bring innovations or enhancements onto the market. It is also often important for the customer to be informed about these things in good time.
  • How-To’s represent a special form of advice because they support the customer in using the product. Both in terms of content and style, this is more than just an instruction manual. In B2C marketing, this makes it possible to create added value for the customer.
  • Product prices and test reports create trust with customers. Companies with a transparent communication policy enable their customers to find what they are looking for more quickly.
  • Insights create an opportunity to give the customer an insight into the development of the product. In this way, too, the customer can place more trust in the company.
  • Tips and tricks: Customers love to receive new tips and practical tricks for the product they have purchased. In the aftermath, they feel confirmed that they have made the right purchase decision.

Consumers always want to be satisfied. B2C marketing can contribute a lot with just a few resources. A company can publish interesting case studies or develop testimonials.

Important B2C success factors

A high level of customer satisfaction speaks for a good quality of the products or services sold. However, this is also achieved through a transparent communication policy. Both together ensure customer loyalty and customer proximity. Customer loyalty and customer value are also among the success factors in the B2C area. It is always important to take customers seriously, to offer them good service and to provide them with high-quality products. Customer loyalty then means that the customer prefers the usual products to other manufacturers.

Inbound and outbound marketing

In B2C marketing, companies are increasingly focusing on addressing their target groups in a targeted manner. These are analyzed using larger amounts of data and addressed individually. The goal of inbound marketing is for consumers to find the company on their own. This can be achieved, for example, by providing information, for example on a blog. In this way, customers only receive the information they really need. He is also not constantly interrupted by annoying advertising and then knows where he can get further information in the future. Outbound marketing, on the other hand, is an older way of doing marketing. Here advertising messages are simply distributed arbitrarily through various channels in order to reach customers. The range always depends on the respective channel.

B2C vs. B2B

The B2C definition should be clear at this point. But what is B2B? And what are the differences between B2C and B2B? B2B means “business to business” and describes business relationships between two or more companies. It doesn’t matter whether it’s a product or a service. This type of business relationship has of course been around for many years, more commonly referred to as industrial marketing. The specialty is that the products to be sold do not go directly from one company to the end consumer, but are initially traded between two companies. For example, a company can manufacture technical equipment, but only sell it to other companies. This creates cost advantages for both companies,


B2C means “Business to Customer”, ie a business relationship between a company and a customer. In general, the right marketing plays an important role at this point, because this is the only way to bind customers to the company in the long term. The products sold are mostly mass products that are self-explanatory and are used by consumers for their own consumption. The definition of B2C is lifted from B2B, which is about business relationships between two companies. Of course, the marketing measures also differ, but this can result in advantages for a company.

What is B2C