What is B2B2C eCommerce?

B2B2C Ecommerce website

B2B2C, an acronym for "business to business to consumer," is an emerging e-commerce model that combines Business-to-Business (B2B) and Business-to-Consumer (B2C) for a complete product or service transaction. 

Usage: "That Manufacturer uses a B2B2C business model where they not only sell through distributors and retailers but also direct-to-consumers via their e-commerce site."

A Successful B2B2C eCommerce Initiatives Takes Preparation

B2B2C eCommerce initiatives can at first appear as competition or a potential replacement for your current sales channels. With the proper messaging and positioning, your channel partners will come to see your direct-to-consumer site for what it is—your newest sales guy—and not as a threat to their relationship with your organization.

B2B players that adopt and execute a well-planned eCommerce strategy are quickly becoming disruptors in their markets and see the opportunity to expand their digital footprint.

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