Business-to-consumer (or B2C, sometimes called direct-to-customer), are direct transactions of products or services to consumers. The term B2C originally referred to physically selling products to consumers, like restaurants or malls. These days, it is more commonly used as an Ecommerce sales model term for direct transactions of online retailers to consumers. In marketing, B2C focuses on marketing techniques that target consumers' emotions to persuade them to purchase a product or service. Some examples of B2C marketing techniques include social media marketing, creative contests, giveaways, and affiliate marketing.
