B2B2C
Definition
B2B2C is a sales model where a company reaches the end consumer (consumer) through a business intermediary (business), for example a manufacturer that sells through retailers but also communicates directly with the end customer about warranty or use.
Two audiences, one product
A manufacturer sells to a retailer or installer, but also benefits from a direct relationship with the end consumer, for example for product registration, warranty, or maintenance reminders.
Why this becomes more than just B2B
Manufacturers who want insight into how their product is actually used often build a separate channel for end customers, alongside their existing B2B sales to trade partners.
Practical example
A manufacturer of technical equipment sells through installers (B2B), but also offers end users a portal to register their warranty and reorder parts.
Related terms
Start with the basics.
Build from there.
Fonda Basic is free and immediately gives you a central place for all your product data and digital assets. You can take the step to a complete B2B webshop with customer-specific prices when you are ready.
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