B2C (business to consumer) is a business model in which products and services are sold between a company and a consumer or between two consumers. Michael Aldrich pioneered the concept of B2C in 1979, using television as the primary medium to reach out to his customers.

A B2C transaction would be someone purchasing a pair of shoes online or booking a pet hotel for their dog. In addition, online retailers who sell products and services to consumers via the internet are typically referred to as B2C.