B2B2C e-commerce

Updated: July 13, 2020 | Ilse Lauwens, Marketing Director

Business-to-Business-to-Consumer (B2B2C) is the term used to describe the e-commerce model wherein Business "A" and Business "B" engage in a collaborative business development exercise whereby Business "A" pays Business "B" for the ability to offer Business "A's" product or service to Business "B's" consumer customer channel. This mutually beneficial relationship offers Business "A" the benefit of introducing their products and or service to a new range of potential customers while simultaneously generating a new revenue stream for Business "B" as well as positioning Business "B" to present its customers with new and relevant products and or services. The consumer customer base also benefits as a consequence of being the recipient of Business "B's" expanded product and or service diversification.

For new businesses on the market, the B2B2C e-commerce model can serve as an excellent form of saving money and as a way of quickly becoming a distributor not only in their markets but also to expand their digital influence to other different marketplaces. With such an approach, B2B2C e-commerce allows two businesses to combine their forces and start promoting mutually beneficial products, solutions, and services. By having this model, you may not be afraid about sacrificing your freedom as it offers complete product and service transaction.

Never try to see a B2B2C e-commerce action as a hidden replacement for your ongoing sales channels. Always remember to position yourself in this collaboration and your partners will see you as the middle B in this partnership – the “sales guy” – allowing you to control the sales. Scale up your audience by combining the customer acquisition techniques with your partners and bring down the customer acquisition costs.

With you being determined to adopt the new business model, don’t fool yourself that this approach does not require a big effort to put into customer acquisition. It is a wrong way to think that you will get a bulk load of clients with the B2B2C model. If youronly motivation is to avoid effort, then your business will not enjoy this e-commerce format and generate profit out of it.

Learn from other success stories

Are you wondering how Hengdeli, an international retailer of brand watches and watch accessories, improved its inventory by automating and simplifying all manual processes in the very short time period of three months!
Ilse Lauwens
Director Marketing