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Business to business to consumer (B2B2C) is an e-commerce model that combines business to business (B2B) and business to consumer (B2C) for a complete product or service transaction. B2B2C is a collaboration process that, in theory, creates mutually beneficial service and product delivery channels.
B2B2C is a business model where online, or e-commerce, businesses and portals reach new markets and customers by partnering with consumer-oriented product and service businesses. A business developing a product, service or solution partners with another business to use a particular service, such as an e-commerce website, portal or blog. The two business combine forces and promote mutually beneficial products, services and/or solutions.
As an example of a B2B2C model, Business A pays Business B for users, leads or sales generated by Business B's business or website. Business A then uses Business B's channels to locate prospective customers. Business B provides its customers with new and relevant services, facilitating an increased customer base and earned revenue for sold products and services.