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.

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

  • PCI DSS (Payment Card Industry Data Security Standard)

    The Payment Card Industry Data Security Standard (PCI DSS) is a widely accepted set of policies and procedures intended to ...

  • risk management

    Risk management is the process of identifying, assessing and controlling threats to an organization's capital and earnings.

  • compliance framework

    A compliance framework is a structured set of guidelines that details an organization's processes for maintaining accordance with...

SearchSecurity

  • Trojan horse (computing)

    In computing, a Trojan horse is a program downloaded and installed on a computer that appears harmless, but is, in fact, ...

  • identity theft

    Identity theft, also known as identity fraud, is a crime in which an imposter obtains key pieces of personally identifiable ...

  • DNS over HTTPS (DoH)

    DNS over HTTPS (DoH) is a relatively new protocol that encrypts domain name system traffic by passing DNS queries through a ...

SearchHealthIT

  • telemedicine (telehealth)

    Telemedicine is the remote delivery of healthcare services, such as health assessments or consultations, over the ...

  • Project Nightingale

    Project Nightingale is a controversial partnership between Google and Ascension, the second largest health system in the United ...

  • medical practice management (MPM) software

    Medical practice management (MPM) software is a collection of computerized services used by healthcare professionals and ...

SearchDisasterRecovery

SearchStorage

  • M.2 SSD

    An M.2 SSD is a solid-state drive (SSD) that conforms to a computer industry specification and is used in internally mounted ...

  • kilobyte (KB or Kbyte)

    A kilobyte (KB or Kbyte) is a unit of measurement for computer memory or data storage used by mathematics and computer science ...

  • virtual memory

    Virtual memory is a memory management capability of an operating system (OS) that uses hardware and software to allow a computer ...

Close