C2B

C2B, or consumer-to-business, is a business model in which individual consumers or content creators offer products, services, or data to businesses. It contrasts with business-to-consumer (B2C) and business-to-business (B2B) models. In C2B transactions, value flows from the consumer to the firm. Common forms include user-generated content, crowdsourced ideas, freelance services, and data contributions that businesses monetize.

Digital platforms and social networks have enabled C2B relationships by lowering transaction costs and expanding access to buyers. Examples include stock photography marketplaces, where contributors supply images used by companies; influencer marketing, where individuals promote brands; and crowdsourcing sites that solicit consumer insights or designs. Proponents argue that C2B expands opportunities for creators and democratizes markets, while critics raise concerns about fair compensation, data privacy, and platform volatility.

In cybersecurity, C2B refers to command-and-control infrastructure used by attackers to control compromised systems. A C2 server communicates with malware on victim machines to issue commands, collect data, or coordinate actions. Defenders monitor for C2 traffic and disrupt control channels, while attribution and forensics are also important defensive goals. This meaning is distinct from the business model sense and requires different context.

Because the acronym C2B has multiple meanings, the term should be understood from surrounding context.