Glossary · Strategy
B2B, B2C, and B2B2C
Shorthand for who you sell to: **B2B** sells to businesses, **B2C** sells to consumers, **B2B2C** sells through a business to reach end users (banks offering your app to customers, platforms embedding your product).
Related: TAM (total addressable market) · SAM (serviceable addressable market) · Product–market fit (PMF) · Marketplace (take rate)
A bit more nuance▾
- Hybrid models exist — clarity in pitches still matters.
- B2B2C can mean slower enterprise sales but faster end-user scale if the partner pushes distribution.
Go deeper▾
Discussion questions▾
- Who actually pulls out the credit card — and who influences them?
- If you are B2B2C, what happens if the middle partner churns?
Educational reference only — not legal, tax, or investment advice. Terms vary by country and deal; ask a qualified professional when it matters.