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B2C e-commerce is a rapidly growing industry with unique challenges and opportunities. Discover key strategies and best practices to succeed in the competitive world of B2C e-commerce.

What is B2C E-commerce?

B2C e-commerce refers to digital commerce where an online business sells its products to the general public. The popular short-form B2C stands for ‘business to customers,’ also referred to as retail e-commerce. All the sales are made online. However, it doesn’t include shipping and logistics.  

Shopify is one of the best B2C e-commerce examples and forerunners of the B2C e-commerce business model. As one of the booming industries, Statista has predicted a yearly growth of 56% per year, with an estimated global market cap of US$ 8.1 Trillion, within 2026. Currently, the global e-commerce B2C industry is valued at US$ 5.2 Trillion. 

What is the Difference Between B2C and B2B in E-commerce?

B2C and B2B are the most popular business models, often used interchangeably. While B2C stands for business-to-customers, B2B expands to the phrase business-to-business. Here are some of the significant B2B vs B2C e-commerce differentiators one should know.

  • B2B encompasses services and products, while B2C is limited to products.
  • The customer journey for a B2B is filtered by several layers of decision-making, primarily by different individuals in an organization. B2C only witnesses the decision-making and consideration of a single individual.
  • Corporate factors such as the Return on Investment (ROI) and the efficiency of an organization’s solution are considered in B2B. However, in B2C, individual results are weighed while creating an emotional connection with the product.
  • Short-term purchases and impulse buying primarily define B2C. While in B2B, a long-lasting relationship is maintained.
  • Engagement processes like sales calls, conferences, and networking parties are the bread and butter of B2B. On the other hand, B2C relies more on traditional engagement, such as advertising. However, with time, the mentioned gap is decreasing substantially.
  • As cited by Foundry, 75% of the B2B buyers are C-level executives of a company. Furthermore, the designation of the buyer is considered for B2B marketing data analytics. However, e-commerce B2C targets the general audience, and the related data analytics does not wholly rely on buyer designation.  

D2C vs. B2C

D2C is an acronym for the widely popular business model, Direct to Consumer. With the outbreak of COVID-19, the e-commerce industry has grown substantially. During this time, the D2C business model got its first big break. 

D2C is a type of B2C retail sales strategy. In the case of both models, a product is sold directly to the end-user or the consumer. B2C and D2C are often considered the same, and for self-explanatory reasons. However, there are some nuanced differences one should be aware of.

  1. As the term ‘Direct’ suggests, a D2C business heavily relies on shipping and logistics since mediators are omitted. Products are sent directly to the customers. On the other hand, the B2C e-commerce model might depend on mediators such as retailers, wholesalers, and other seller models.
  2. A D2C business has more freedom in terms of pricing since the median seller model is negated. However, a B2C company has relatively less space when compared to its counterpart due to heavy reliance on several vendor models.
  3. The operational cost in a D2C model is a tad bit higher than that of a B2C business since the vendor models are replaced by a dedicated in-house or outsourced third-party company.
  4. A B2C e-commerce business has longer sales cycles when compared with a D2C model. It also results in higher transit times in a B2C industry, which can be included as a differentiating factor. 

Benefits of B2C e-commerce

The benefits of an e-commerce B2C closely align with its digital attribute. While inheriting the advantages of traditional B2C commerce, it exhibits a more evolved approach.

  1. Reduced store cost: Previously, every business was required to have an offline or physical store that required significant upfront investment. The ability to replace the need for a physical store with an online counterpart saves one from a considerable upfront cost. Furthermore, the recurring cost of employees and store maintenance is reduced.
  2. High exposure: Unlike a traditional business, a B2C e-commerce brand is not limited by local traffic. Being in front of a global audience is a unique benefit every e-commerce B2C brand enjoys.
  3. Detailed and automated customer analytics: A good understanding of the end user is pivotal to the success of any brand. Owners of a B2C e-commerce brand now have access to advanced real-time data of their customers. It allows them to fathom their future customers’ needs and pain points. 

The origins of B2C for E-commerce

E-commerce traces its history back to 1969, but e-commerce B2C officially started with the introduction of its major e-commerce service providers. Four years after the launch of world-wide-web (www), NetMarket made the first online transaction. In 1994, the purchase of Sting CD Ten Summoner’s Tale from NetMarket marked the unofficial beginning of B2C e-commerce model. An industry currently valued at US$ 5.2 Trillion, as per Statista

 Limitations of B2C e-commerce business model

B2C e-commerce has witnessed a fair share of criticism due to varying reasons. While the model is lucrative, most drawbacks are related to the evolving industry landscape. 

  1. Return policies: Return policies vary from one B2C e-commerce company to another. As most companies have strict return policies, reverse mental conditioning is witnessed. Most customers are afraid to try new brands due to the lack of a transparent return policy. Some other facts, such as wrong product information on the website, also trigger such an issue.
  2. Increased chances of data theft and cyber attacks: Global exposure is one of the biggest USPs of the B2C e-commerce model. It further suggests that most people have access to the internet. With more data footprints in several e-commerce sites, the number of cyber-attacks has increased abruptly. It further paves the way for the risk of data loss, impersonation, theft of credit card details, and unlawful tracking.
  3. Shipping costs: The B2C e-commerce business model heavily relies on shipping and logistics. Furthermore, with cut-throat competition in the market, free shipping has recently acquired considerable traction. It leads to a decrease in the profit margin for every product sold. A solution to this issue is an apparent increase in the price or a well-negotiated contract with the shipping company. 

B2C Storefronts Vs. Internet Retailers

The traditional business model required the manufacturer to sell their products to a physical retail store owner. Usually, the retailers mark up the products’ prices to ensure a steady profit flow. Location was considered a big issue, and the ones who owned a physical store were in an advantageous position. Similarly, after the internet revolution, the advantage belonged to the few companies that acquired a robust digital presence. 

The concept might sound similar, but a B2C storefront must deal with several overhead expenses if internet retail is considered. Some of them are

  1. The cost required for the creation and maintenance of a physical store.
  2. Limitation to a specific locality.
  3. Less control over price since it was sourced from a manufacturer. 

However, manufacturers were given a chance to cut through the cue after the fourth industrial revolution. It saw the creation of several brands owned by manufacturers who successfully sold products directly to the customers. Benefits such as low entry costs, global exposure, and better control over pricing played a pivotal role. It led to the gradual evolution of the entire industry, with a change in customer behavior. 

Despite all the perks an internet retailer enjoys, e-commerce B2C comes with a new challenge. Unlike a B2C storefront, an internet retailer must ship the products to the given destination. Therefore, this resulted in the inclusion of shipping and logistics into the equation, which gradually became an inherent part of the internet retail product cycle. 

B2C in the Digital World

B2C in the digital world is similar to a traditional business with a few crucial differences. A physical store is replaced by an online website, which costs a fraction of the latter. The perk of local marketing that accompanies physical stores has now evolved into a global presence. 

The inclusion of shipping and logistics has been witnessed since B2C in commerce requires fulfillment through shipping. Apart from shipping and logistics, several areas have seen significant cost-cutting. Therefore, B2C in the digital space can be touted as a shallow barrier to entry model, where one has more control over the product’s pricing and colossal market exposure.  

Types of B2C E-commerce

Direct sellers

A direct seller is a product manufacturer looking to create and leverage an online presence. In such a case, one has more control over the pricing, and higher profit margins are usually witnessed. 

Online intermediaries

Online intermediaries are the replica of a traditional B2C model with a slight twist. These are mediators who do not own the product themselves. They connect the manufacturer and buyer for a specific commission on every sale. Much like a traditional B2C model, the markup price is replaced by royalty. 


An advertisement-based model refers to blog pages that combine organic content with banner ads. These platforms are very informative and often boast a high volume of traffic. Often touted as a media site, Huffpost can be considered a good example. 


A community-based model is a platform that focuses on creating or bringing together a specific community. Once such a community is built, marketers and product owners can advertise their products. Meta is an example of a community-based model. 

Do B2C and B2B E-commerce Have Any Similarities?

Similarity 1: Multi-channel matters

The current marketing landscape is best leveraged with a multi-channel approach. Each channel has evolved to engage audiences with different interests. Companies opting for a multi-channel approach get higher brand exposure. Furthermore, the presence of a B2C or a B2B company in other channels portrays their unparalleled dedication to serving better. 

Similarity 2: People are people

The decision-makers of different companies are regarded as end users in a B2B setting. On the other hand, the general public is targeted in the case of a B2C approach. Nevertheless, the primary goal of any service or product is to solve the problems of the end users by understanding their pain points. Irrespective of the audience group, this product-solving psychology is similar to the compared business models. 

B2C E-commerce Challenges

Some of the biggest B2C e-commerce challenges have cropped up due to the perk of availability. While providing lucrative growth opportunities, every e-commerce B2C owner can be expected to face the challenges mentioned below.

  1. Data theft and cyber attacks
  2. Product relevancy and findability
  3. Lack of traffic
  4. Providing a well-optimized mobile viewing experience


As per Statista, B2C e-commerce is a booming industry that is predicted to grow at 56% per year. The advantages accompanying B2C e-commerce far shadow the problems witnessed in the traditional B2C model. Even though there are some new challenges, the dotcom revolution makes the ability to acquire a solution to any problem a reality. As a model with the slightest barrier to entry, giving form to the dream of creating a brand might be a few well-taken decisions away. 


Why is there an urgency to adopt B2C practices?

There is no such immediate urgency to adopt B2C practices. However, with all the lucrative advantages, a shift in the market is being witnessed. General customers have expressed their views in favor of e-commerce B2C brands over physical stores. While physical stores are essential in the market, e-commerce offers better opportunities. With saved-up investments, an e-commerce brand can provide better quality at a lower price. 

What is the B2C e-commerce business model?

A B2C or a business-to-consumer model refers to selling a product online, ideally through a website. After a sale, the product is shipped to the customer’s given address. The payment is processed online while the company completes the shipping and logistics in such a case.

What is a B2C example?

Mcdonald’s is one of the most prominent B2C e-commerce examples of the B2C model. Shopify is one of the forerunners and the best examples of a B2C e-commerce model.

What are major B2C business models?

The B2C business model branches out into five major categories. Direct sellers, advertising-based models, online intermediaries, community-based models, and fee-based models are the respective names of these models. Each model has its USP, and the selection should always be based on specific situations.

What are the key features of the B2C model?

The critical features of the B2C model are as follows

  1. Short sales cycle: The sales cycle in a B2C model is comparatively lower than in the traditional business model. As the sales cycle of a B2C model encompasses fewer phases, follow-up advantages like minimal transit time and cost savings come into play. 
  2. More control over pricing: As the sales cycle is shorter, cost savings are an inherent advantage unique to a B2C model. Saving costs allows one to have more control over the pricing. 

Low barrier to entry: Huge investments from owning and maintaining a physical store is negated. Entering a business was often dictated by such a cost, which has ceased to exist. Therefore, the barrier to entering using a B2C model is significantly low or almost negligible.

How do you attract a B2C customer?

 Paid advertisement, influencer marketing, and search engine optimization are some of the most popular methods of attracting a B2C customer. Furthermore, one can also discount the complex learning curve, as dedicated services are available throughout the internet. 

How will you implement the B2C e-commerce cycle?

The B2C e-commerce cycle is primarily divided into two categories, fulfillment, and marketing. One must identify the requirements that fall under the mentioned categories and budget. Most of the budget is spent creating websites, marketing, and shipping. Initially, third-party shipping companies complete the fulfillment cycle. For marketing, sticking to one platform and scaling it is necessary for growth.

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