Browse Definitions:
Definition

B2B2C (business-to-business-to-consumer)

Contributor(s): David Essex

B2B2C (business-to-business-to-consumer) extends the B2B (business-to-business) model to include e-commerce for consumers. The goal is to create a mutually beneficial relationship between suppliers of goods and services and online retailers.

B2B2C can help a company market its product or service more effectively by entering a B2B relationship with a company whose expertise is selling online -- a B2C (Business2Consumer or Business-to-Consumer) company. In return, the B2C company is able to offer its customers more options. Often, a third entity serves as a middleman to move goods between the provider and the e-commerce vendor or to aggregate customers the other two parties want to reach.

In a B2B2C arrangement, the product or service provider might pay the B2C e-commerce company for sales leads, actual sales or the names of users of its e-commerce site, or for help building brand recognition. The B2C company might also earn a share of the revenue from the products and services it sells, or gain new customers who are interested in the business partner's offerings.

B2B2C can raise significant issues of integrating the business processes and IT systems of the partners, especially back-end systems, such as accounting, ERP and warehouse management. Transactions on the e-commerce site might need to be recorded in the back-end systems of the partner company. Price changes in ERP might have to be reflected on the e-commerce site.

Vendors of enterprise e-commerce platforms that have omnichannel features, among them Demandware, IBM, Oracle and SAP Hybris, are the main purveyors of B2B2C technology, though some ERP vendors also offer it. Industries that have traditionally relied on distribution channels and resellers, including manufacturing and pharmaceuticals, are considered prime candidates for B2B2C.

This was last updated in February 2016

Continue Reading About B2B2C (business-to-business-to-consumer)

Join the conversation

1 comment

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

How has your company tried to adopt the B2B2C model?
Cancel

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

  • internal audit (IA)

    An internal audit (IA) is an organizational initiative to monitor and analyze its own business operations in order to determine ...

  • pure risk (absolute risk)

    Pure risk, also called absolute risk, is a category of threat that is beyond human control and has only one possible outcome if ...

  • risk assessment

    Risk assessment is the identification of hazards that could negatively impact an organization's ability to conduct business.

SearchSecurity

  • phishing

    Phishing is a form of fraud in which an attacker masquerades as a reputable entity or person in email or other communication ...

  • vulnerability disclosure

    Vulnerability disclosure is the practice of publishing information about a computer security problem, and a type of policy that ...

  • incident response

    Incident response is an organized approach to addressing and managing the aftermath of a security breach or cyberattack, also ...

SearchHealthIT

SearchDisasterRecovery

  • business continuity and disaster recovery (BCDR)

    Business continuity and disaster recovery (BCDR) are closely related practices that describe an organization's preparation for ...

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • call tree

    A call tree -- sometimes referred to as a phone tree -- is a telecommunications chain for notifying specific individuals of an ...

SearchStorage

  • flash memory

    Flash memory, also known as flash storage, is a type of nonvolatile memory that erases data in units called blocks.

  • NAND flash memory

    NAND flash memory is a type of nonvolatile storage technology that does not require power to retain data.

  • NOR flash memory

    NOR flash memory is one of two types of nonvolatile storage technologies.

SearchSolidStateStorage

  • hybrid hard disk drive (HDD)

    A hybrid hard disk drive is an electromechanical spinning hard disk that contains some amount of NAND Flash memory.

Close