B2C: What It Means and How to Sell Direct (2026)

The business-to-consumer (B2C) model is a widespread form of commerce, where businesses sell products or services directly to individuals. Grocery stores are considered B2C, as are online retailers. 

Discover the benefits of the B2C model when starting a new business, learn how it differs from other forms of sale, such as business to business (B2B), and review examples of successful B2C strategies.

Ready to start your business? Create your website today or learn more about Shopify’s tools for selling online and in person.

What is business to consumer (B2C)?

Business to consumer (B2C) is a sales model where a business sells products or services directly to individual customers. Instead of going through wholesalers, distributors, or retail partners, the business owns the relationship with the end buyer.

You’ll see B2C across a wide range of industries, including:

• Manufacturers selling products online or in brick-and-mortar stores
• Direct-to-consumer (DTC) brands
• Service providers offering products or experiences to individuals
  
  

B2C can be used to describe businesses that sell exclusively to consumers without intermediaries. In this model, brands have full control over:

• Pricing. No retail markups.
• Customer experience. Including website, delivery, and support
• Customer data. How insights inform marketing, retention, and product decisions.

B2C vs. DTC: What’s the difference?

B2C is a broader category that includes direct to consumer (DTC). Both B2C and DTC companies sell directly to individual consumers, but DTC brands manufacture their own products. Put simply: All DTC businesses are B2C, but not all B2C businesses are DTC.

Here’s how they differ in practice:

• B2C example. A retailer like Friends NYC sells products from multiple brands directly to consumers, but doesn’t necessarily manufacture them.
• DTC example. A brand like Gymshark designs and produces its own products, then sells them directly to customers through its own channels.

For business owners, the distinction matters. DTC gives you even more control over branding, margins, and customer relationships, but also requires more investment in product development and operations.

Understanding B2C

B2C today is shaped by how people actually shop––quickly, on their phones, and with as little friction as possible.

A big driver of this shift is mobile commerce. In 2025, mobile accounted for 71% of B2C ecommerce revenue globally. That means your store isn’t just competing on price or product, it’s competing on how easy it is to browse and buy on a small screen.

Alongside mobile growth, payment expectations have changed. Digital wallets now make up 49% of all online transactions worldwide, as shoppers look for faster, more seamless ways to check out.

The easier you make it to buy, the more you’ll sell. Prioritize mobile, simplify checkout, and remove anything that slows customers down.

B2C vs. B2B: Key differences

B2C companies sell directly to individual consumers, while B2B companies sell to other businesses. Each model has its own guidelines for selling, marketing, and pricing your products.

Here’s a side-by-side comparison of the key differences:

Other models include consumer-to-consumer (C2C) marketplaces like Etsy, and consumer-to-business (C2B), where individuals sell products, services, or content to companies.

Sales process

B2C sales are smaller and made by individuals. The sales process is simple, fast, and often happens in minutes. Many purchases are impulse-driven, influenced by a product image, a social post, or a limited-time offer. Speed matters—the fewer steps between discovery and checkout, the more likely a customer is to convert.

B2B sales, on the other hand, require research and approval from multiple stakeholders. The process is longer, more deliberate, and often involves customization, negotiations, and formal proposals before purchase.

Marketing

B2C marketing may focus on a product’s emotional or social benefits. Branding is significant in B2C commerce.

B2B marketing is traditionally features-based and geared toward specific clients, although B2C trends have influence. For example, 94% of B2B marketers say that influencer marketing, a popular B2C strategy, is among their most effective sales strategies.

Pricing and payment

In B2C, consumers pay the same price for the same products. B2B pricing, on the other hand, allows businesses to negotiate prices and payment terms.

Customer relationships

B2C relationships are built at scale, but still need to feel personal. Brands connect through marketing, support, and post-purchase experiences, often without direct interaction. 

Loyalty comes from delivering relevant, consistent experiences. That personal connection is a key differentiator. According to a November 2025 Shopify merchant survey,* B2C-only businesses are more likely to cite personal relationships with customers as a competitive advantage.

B2B relationships tend to be fewer, but deeper. Businesses work closely with clients over time, often offering tailored solutions, custom pricing, and ongoing support. The same survey found that B2B businesses are more likely to rely on relationships with wholesale clients, customization, and their ability to fulfill large or complex orders.

Sales cycle length

B2C sales cycles are short.Customers often move from discovery to purchase in a single session, especially for lower-cost or familiar products. This underlines the importance of making it easy to buy on the spot.

B2B sales cycles are much longer. Purchases involve research, comparisons, internal approvals, and negotiations. Deals can take weeks or months to close, especially for higher-value or customized solutions.

Customer lifetime value

In B2C, customer lifetime value (CLV) is built over time through repeat purchases. Individual orders may be smaller, so growth depends on retention—getting customers to come back through strong branding, great experiences, and effective life cycle marketing.

CLV is often higher from the start in B2B. Fewer customers generate more revenue through larger contracts, repeat orders, or long-term agreements. Retention still matters, but each relationship tends to carry more value.

Technology and platforms

B2C businesses tend to prioritize tools that support fast, seamless buying experiences—like ecommerce platforms, mobile optimization, and integrated checkout. The focus is on speed, usability, and converting traffic into sales.

B2B businesses often require more complex systems to manage operations behind the scenes. This includes tools for accounting, invoicing, inventory, and cash flow management.

According to the same Shopify survey, that difference shows up in how businesses invest in their tech stack. B2B operations are more likely to have stronger financial infrastructure: 63% work with a professional accountant (versus 55% of B2C-only businesses), 70% use credit for cash flow management (versus 60%), and 69% use accounting tools (versus 55%).

5 examples of B2C in the digital landscape

Online B2C companies take many different approaches to monetizing content and reaching consumers. 

Five B2C models for selling online are:

• Direct sellers
• Online intermediaries
• Advertising content
• Community-based
• Fee and subscription

Direct sellers

Whether they’re large national manufacturers or small local businesses, direct sellers allow customers to purchase products or services directly from their websites or apps.

Examples of B2C direct sellers:

• Allbirds sells sustainably made shoes directly to consumers through its website.
• Gymshark, the fitness apparel and accessories brand, sells workout clothing and fitness accessories to consumers.
• Kotn sells conscientious and trendy apparel directly to consumers through its website. 

Online department stores such as Amazon and Zappos are also considered B2C direct sellers because they sell directly to consumers.

Online intermediaries

Intermediaries connect buyers and sellers. Instead of owning products or services, they leverage marketing and search engine optimization (SEO) to create marketplaces, product subscriptions, or comparison sites that match interested consumers with vendors. 

Although online intermediaries engage in B2B sales by charging commissions from vendors and advertisers, individuals are their end consumers.

Examples of B2C online intermediaries:

• Shop supports Shopify sellers with a dedicated marketplace connecting them to online consumers.
• Colorado Crafted curates gift boxes to introduce its customers to new brands. 
• United By Blue connects outdoor adventure lovers with sustainable brands.

Advertising content

An advertising-based B2C model connects businesses to consumers through popular content. It uses free content to attract visitors to a website or social media channel where they’ll encounter products.

An ecommerce business running ads on platforms like Facebook, Instagram, and YouTube falls under the B2C advertising umbrella. Advertising-based businesses can also target B2B commerce by creating ads and ad spaces for other businesses. 

Examples of advertising-based B2C businesses:

• Facebook helps marketers target ads to people based on its users’ activities and interests. 
• Snapchat and Instagram provide advertising platforms through their sponsored filters, posts, and Stories that businesses can use to engage consumers.

Community-based

The community-based B2C business model builds groups around shared interests or concerns, like people who have diabetes or marching band members. A growing number of community-based websites and apps like Nextdoor let advertisers market their products directly to relevant consumers.

Examples of community-based B2C businesses:

• Pinterest lets businesses advertise products to interested consumers through sponsored pins.
• Reddit provides groups, threads, and feeds for specific niches. 

Fee and subscription

Fee- and subscription-based B2C businesses are DTC sites that charge customers a subscription fee for access to content or consumable products.

Many subscription publications and streaming services incorporate B2B and B2C audiences into their models. Streaming service Hulu, for example, sells businesses advertising space and charges individuals subscription fees. 

Examples of B2C subscription businesses:

• Loot Crate is a subscription-based business that connects consumers with pop culture brands.
• Twitch, a video game streaming platform, lets its affiliate streamers charge subscription fees. 
• Splash Wines lets subscribers curate cases of wine.

B2C and its role in retail

Before B2C ecommerce became widespread, retail followed a linear order of operations. Typically, it would go like this: 

1. A supplier or manufacturer makes the product.
2. The brand purchases the product from the supplier or manufacturer.
3. The brand sells the product to a retail store.
4. The retail store sells the product to the consumer.

But now, ecommerce has eliminated the final step:

1. A supplier or manufacturer makes the product.
2. The brand purchases the product from the supplier or manufacturer.
3. The brand sells the product to the consumer.

This type of B2C cuts out the retailer as an intermediary, saving consumers from retailer markups and fostering closer, direct relationships between brands and customers.

Benefits of B2C

Let’s take a look at some of the benefits of B2C:

Lower prices

Direct-to-consumer businesses often charge less since they don’t have to pay third-party intermediaries. Fewer touchpoints between seller and consumer mean fewer fulfillment costs, giving business owners greater control over pricing.

Reach

Ecommerce B2C businesses can stay continually open to customers worldwide. Even small businesses with a local brick-and-mortar presence can use a commerce solution like Shopify to sell and ship products internationally, 24/7. 

Customer data

Customer data is fuel for marketing strategies. When you sell directly, collecting and analyzing ecommerce data like conversions and customer behavior patterns is easy. Then you can use that data to grow and improve your business. 

Ecommerce accessibility

B2C ecommerce is increasingly accessible, and you can start your own business with little or no money. Selling directly to consumers online eliminates the expenses associated with physical retail stores, potentially putting your new business on a level field with established brands. 

B2C marketing strategies

There’s no single way to market a B2C business. The most effective strategies depend on your product, audience, and stage of growth, but they all focus on reaching customers where they already spend time and making it easy to discover and buy.

Below are some of the most common B2C marketing channels and how to use them effectively.

Social media marketing

Social media is one of the fastest ways to reach and engage consumers, especially in the early stages of a business. According to Shopify’s merchant survey, 35% of merchants focus on building a social media presence in their first year, with lower-revenue businesses seeing strong results from organic content. 

Some industries rely on it even more—62% of clothing and apparel businesses reported selling on Meta platforms, the highest of any vertical surveyed. As brands grow, many add in paid social, with higher-revenue businesses (more than $1 million) more likely to cite paid advertising as a key growth driver.

Email marketing

Email marketing helps turn one-time buyers into repeat customers. It gives you a direct line to your audience, making it easier to promote products, share updates, and drive repeat purchases without relying on third-party platforms. 

While early growth is often driven by word of mouth, email becomes more valuable over time as you build and nurture your customer base.

Content marketing

Content marketing helps attract and educate customers before they’re ready to buy. This can include blog posts, videos, and guides that answer questions, showcase products, or build trust over time. It’s especially effective for driving organic traffic and supporting long-term growth alongside channels like search and social.

Influencer partnerships

Influencer partnerships help brands reach new audiences through trusted voices. Instead of promoting products directly, creators integrate them into content in a way that feels authentic and relatable. This can drive both awareness and conversions, especially when paired with clear offers or affiliate links.

Paid advertising

Paid advertising helps you reach new customers quickly and scale what’s already working. Channels like search, social, and display ads can drive immediate traffic, especially when paired with clear offers and strong creative.

Effectiveness varies by industry. According to Shopify’s merchant survey, health and beauty and home and garden merchants are most likely to see strong results from paid ads, while arts and entertainment businesses find them less effective, with audience-building playing a bigger role in growth.

B2C challenges

For all its benefits, the B2C model also presents challenges. Here are some common hurdles, plus tips for overcoming them. 

Creating a user-friendly website

A well-designed, easy-to-navigate website is crucial for B2C companies. Shopify offers a range of customizable themes and an intuitive interface that makes managing an online store easy.

Handling payment processing

When you’re selling directly to consumers, an easy checkout experience means more sales. Consumers expect multiple flexible payment options and convenient shipping, whether you’re a mom-and-pop website or a large retailer. 

All Shopify plans include a secure, high-converting online checkout that supports multiple payment options. Businesses that sell in person can use a point-of-sale (POS) system, like Shopify POS, to process payments and sync customer data. 

Mastering SEO

To rank higher in search results, you need to optimize your content for SEO. That means managing a portfolio of regularly created content, staying updated on the latest artificial intelligence (AI) trends and tech, and optimizing all content for SEO algorithm changes and AI search enhancements.

*Based on a 2025 survey of 500 Shopify merchants conducted in English across Australia, Canada, the United Kingdom, Ireland, New Zealand, and the United States. Respondents were established merchants with two or more years on the platform. Results reflect the experiences of this specific sample and may not be representative of all merchants.