Business-to-consumer, or B2C, is commerce between a business and a consumer. You buy coffee at Starbucks. You order shoes from Zappos. You stream a movie on Netflix. That is B2C. The end user is an individual, not a company.

B2C is the world most of us know. It is fast, emotional, and often impulse-driven. Marketing appeals to desire, identity, and convenience. The sales cycle is short. A consumer might see an ad and buy in minutes. B2C companies invest heavily in branding, user experience, and customer service. E-commerce has transformed the sector. Amazon, Alibaba, and Shopify have made it possible for small brands to reach global audiences. Social media has made it possible to go viral overnight. But competition is brutal. Customer loyalty is fragile. One bad experience can send a buyer elsewhere. B2C success often comes down to price, selection, and speed. The consumer is fickle. Winning their attention is hard. Keeping it is harder.

Common channels

• Retail stores
• E-commerce websites
• Mobile apps
• Social media
• Direct mail and catalogs