Business-to-Business-to-Consumer (B2B2C)

What is B2B2C? Definition, Examples & Use Cases

What is Business-to-Business-to-Consumer (B2B2C)?

Business-to-business-to-consumer (B2B2C) is an e-commerce model that combines business-to-business (B2B) and business-to-consumer (B2C) transactions to create a complete product or service transaction. B2B2C is a collaboration process that, in theory, creates mutually beneficial service and product delivery channels.

Key Takeaways

B2B2C is a combination of B2B and B2C transactions, where one business sells to another, which then sells to consumers.
Two businesses partner to promote and sell products or services, benefiting from shared resources and customer bases.
Platforms like Zocdoc, Cratejoy, PayPal, LinkedIn Learning, and Eventbrite operate under the B2B2C model.
Retail marketplaces, e-commerce platforms, travel booking sites, and food delivery services use the B2B2C approach.
The model offers wider reach, resource sharing, and better customer experience but can involve complex partnerships and profit sharing.

How B2B2C Works

The question “What does B2B2C mean?” is answered by looking at how businesses share resources and customers.

In a B2B2C model, the first business makes a product or service, and the second business offers a platform or way to sell it. This partnership helps the first business reach more customers without needing to spend a lot on its own sales systems, while the second business gains by having more products or services to offer its customers.

Establishing a solid B2B2C relationship is key to the success of this business model.

B2B2C vs. B2B and B2C

Aspect	B2B (Business-to-Business)	B2C (Business-to-Consumer)	B2B2C (Business-to- Business-to-Consumer)
Definition	Business selling to another business.	Business selling to individual consumers.	A business sells to another business, which then sells to consumers.
Customer	Businesses.	Individuals.	Both businesses and individual consumers.
Sales Cycle	Longer, focused on building relationships.	Shorter, focused on quick sales.	A mix of both longer and shorter cycles.
Volume	Larger, bulk purchases.	Smaller, single purchases.	Varies, can be large or small.
Marketing Focus	Building relationships with other businesses.	Mass marketing to attract consumers.	Focus on both businesses and consumers.
Examples	Suppliers, manufacturers selling to stores.	Retail stores, online shops.	Online platforms like Amazon or eBay sell through other businesses.

B2B2C Examples

Here are some specific B2B2C examples:

Zocdoc

Zocdoc lets doctors list their services, manage appointments, and communicate with patients, connecting healthcare providers (businesses) with patients (consumers).

Cratejoy

Cratejoy offers a marketplace for subscription box providers to sell their curated boxes. The platform handles listings, payments, and subscriptions while the box providers fulfill the orders.

PayPal

PayPal helps businesses accept payments from consumers, acting as an intermediary by providing the necessary technology for transactions.

LinkedIn Learning

LinkedIn Learning partners with educational content creators to offer online courses. The creators (businesses) provide the course material, and LinkedIn Learning markets and delivers these courses to learners (consumers).

Eventbrite

Eventbrite allows event organizers to list and sell tickets to their events. The platform manages ticket sales and payments, while the organizers (businesses) handle the event execution, connecting them with attendees (consumers).

B2B2C Use Cases

If you were wondering what is B2B2C business model and how it could work across different industries, here are some use case scenarios:

Retail Marketplaces

Online marketplaces like Amazon and eBay list products and handle payments for suppliers, who then distribute the items to buyers.

E-commerce Platforms

Shopify provides businesses with tools to sell to consumers through other businesses’ platforms, facilitating a B2B2C model. In the context of e-commerce, B2B2C means leveraging partnerships to reach more consumers.

Travel Booking Sites

Platforms like Expedia and Booking.com allow hotels and travel service providers to list their offerings, manage bookings, and handle customer payments.

Food Delivery Services

Apps like UberEats and DoorDash partner with restaurants, listing their menus and managing orders while the restaurants prepare the food.

B2B2C Pros and Cons

Pros

Can reach more customers by partnering with other businesses
Can use each other’s resources for mutual benefit
Better products and services for consumers by combining strengths
Access to established sales channels and customer bases of partner businesses
Joint marketing efforts can reduce costs and be more effective
Collaboration can lead to innovative solutions and offerings
Easier to scale operations by using partner business infrastructures

Cons

Managing relationships with multiple businesses can be difficult
Profits may need to be shared between partnering businesses
The primary business’s brand might be overshadowed by the partner
Dependence on partner businesses can create risks
Coordinating marketing strategies between businesses can be challenging
Different business cultures and goals can cause conflicts and inefficiencies
Scaling might require complex adjustments and negotiations with partners

The Bottom Line

The B2B2C definition shows a model where businesses work together to sell products or services to consumers. This combines B2B and B2C strategies, making it a strong e-commerce approach.

Knowing what B2B2C marketing is and what the B2B2C model helps businesses improve customer service and expand.