B2B sales glossary
B2C stands for business-to-consumer: a company selling products or services directly to individual customers for their own use, rather than to other businesses.
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In a B2C model the buyer is a person, not an organisation. Purchases are usually smaller, decided by one person, made quickly and often on emotion or convenience — which is why B2C companies lean on brand, advertising, pricing and distribution.
B2C covers retail stores, e-commerce marketplaces, consumer apps, restaurants, banks’ retail products and direct-to-consumer (D2C) brands that sell through their own websites.
The two models differ less in what is sold than in how the buying decision is made.
| B2C | B2B | |
|---|---|---|
| Buyer | An individual | A company (several people involved) |
| Decision time | Minutes to days | Weeks to months |
| Order size | Small, many orders | Large, fewer orders |
| How it’s sold | Marketing, stores, apps | Sales teams, partners, contracts |
| Relationship | Often one-off | Long-term, account-based |
| Term | In one line |
|---|---|
| Direct Selling | Direct selling has two meanings: selling products directly to consumers away from a fixed retail location, usually through independent sellers; and, in B2B, a company selling through its own sales team rather than through partners. |
| Channel Sales | Channel sales is selling through third-party partners — distributors, dealers, resellers or agents — instead of (or as well as) your own sales team. |
| Types of Sales | Sales can be classified by who you sell to (B2B, B2C), where you sell (inside, field), how you sell (transactional, consultative, solution) and through whom (direct, channel). |
| Sales Funnel | The sales funnel is the stage-by-stage view of how leads move from first touch to closed-won. |
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Business-to-consumer.
Any company selling to individuals for personal use: a supermarket, an online fashion store, a food-delivery app or a mobile game.
D2C is a type of B2C where the brand sells directly to consumers through its own website or stores instead of through retailers and marketplaces.
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