B2CB2B

B2CB2B is a term used to describe a business model or platform design that serves both consumer customers (B2C) and business customers (B2B) within a single ecosystem. In practice, B2CB2B blends consumer-facing shopping experiences with business procurement features, enabling retailers, marketplaces, or software providers to reach individual buyers and business buyers through one product or interface.

Key features typically include dual-track catalogs with B2C and B2B pricing, where business terms such as volume discounts, negotiated terms, and purchase approvals can apply alongside standard consumer pricing. The model also supports business account management through multi-user access, configurable purchase workflows, and integrated invoicing and payment options. To preserve a cohesive experience, platforms often share core catalog data while offering separate checkout or procurement workflows tailored to each user type, aided by role-based access control and, in some cases, contract management for enterprise customers.

Benefits of the B2CB2B approach include expanded market reach, opportunities for cross-selling, and potential economies of scale from unified operations. Challenges can arise in pricing complexity, maintaining a simple user experience for two distinct audiences, and ensuring robust integrations with back-office systems such as ERP or CRM, along with data governance and security requirements.

Implementation considerations emphasize a modular architecture that can support distinct yet connected B2C and B2B components, clear policy engines for pricing and discounts, and onboarding processes that accommodate both consumer shoppers and business buyers. Typical use cases include e-commerce platforms serving individuals and small to mid-sized businesses, cloud or software platforms offering consumer licenses alongside enterprise agreements, and distribution platforms that blend retail and wholesale activities. See also: B2C, B2B, multi-channel retail, account-based commerce.