What is C2B? - Definition & Examples

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  • 0:03 What Is C2B?
  • 1:42 C2B in Action
  • 4:10 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

C2B: it isn't the latest character in a sci-fi movie! In this lesson, you'll learn about the consumer-to-business business model and the most common places you might find it in action.

What Is C2B?

A C2B (or consumer-to-business) website is the opposite of what most of us are accustomed to (business-to-consumer, or B2C) when we log online to make a purchase. We generally expect a host of e-commerce websites offering loads of products and services that we can choose from, add to our cart, and then check out and await delivery to our home.

C2B flips that entire concept on its head. C2B is when consumers have products or services of value that can be consumed by businesses. The ''C'' represents the consumer, while the ''B'' represents business. In this model, it's not consumers investing money in something, but the organization.

You're probably asking yourself, ''How is that possible?'' Companies like Amazon, Walmart, and eBay aren't paying you for something you're selling. Maybe not, if you look at selling as a tangible exchange of goods or services for money. But what about that blog post you wrote for the free sample you received? The focus group you participated in for that new soda? Now you're seeing the possibilities.

Of course, it could be a tangible product as well, so let's not rule that out. Companies like Shutterstock rely on user photos, and the freelance site Fiverr features all kinds of user-provided services like copywriting and sound effects for businesses looking for a little extra help in some area. In short, C2B provides businesses with something they need or want from consumers, whether it's a press release written by an expert or valuable feedback on a new product.

So, where are the most likely places you'll spot C2B in action? Let's examine a few possibilities.

C2B in Action

C2B is all about you, and you probably didn't even realize it had its own identity! Here are some likely places to spot it.


If you think reviews don't matter, just looks at the hundreds of thousands of reviews left all over the Internet every day. Amazon buyers review products, TripAdvisor users review hotels, and Yelp visitors review restaurants and other venues. If you've ever used a review to make a decision about a purchase or a place to stay, you understand the value these provide to the businesses on the other side.

Yelp reviews from consumers paint a picture of a dining experience in a restaurant other consumers are reading about. For instance, you may be looking for a burger joint in Myrtle Beach and see a spot with great recommendations. Your review, along with hundreds of others, can either help a business earn - or lose - potential business.

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