Apr 22, 2025 | 9 minute read
written by Elastic Path
Companies are always searching for new ways to increase sales, and one strategy gaining popularity is B2B2C commerce. This business model allows companies to reach new markets and leverage their partners' customer base.
Like any eCommerce business model, B2B2C commerce has its own advantages and disadvantages. It's important to consider these factors and decide if it aligns with your goals. Learn about B2B2C commerce advantages and disadvantages to help your business navigate this emerging market.
The B2B2C commerce model is when a company sells to other businesses (B2B), who then sell to end consumers (C). This model helps businesses reach customers by leveraging their partners' distribution channels. Basically, the B2B2C commerce model involves forming partnerships to expand market reach and increase sales.
Businesses work with B2B partners who promote and sell products to consumers. This model benefits everyone involved by opening up new markets, offering a wider range of products, and giving end consumers more options.
Unlike traditional B2B models, B2B2C commerce often involves a shared customer experience and collaborative brand presence. For example, a manufacturer might list its products on a retailer's site but retain control over promotions and messaging. This hybrid model gives businesses more agility in reaching both business buyers and consumers.
For example, a hardware manufacturer might partner with a retailer to offer its products to construction businesses and DIY consumers, while retaining control over product pricing, promotions, and customer support.
While B2B2C is a hybrid model, it's important to understand how it compares to traditional B2B e-commerce. Here's a quick breakdown:
B2B e-commerce
B2B2C e-commerce
Customer
Other businesses
Businesses and end consumers
Sales channel
Direct to business buyer
Through business partner to end consumer
Brand control
High
Shared or co-managed
Data ownership
Often retained
Often shared or limited
User experience
Tailored to business buyers
Accommodates both business buyers and consumers
If your organization prioritizes efficiency and has complex buyer relationships, B2B might suffice. But if you're looking to enter consumer markets quickly without building direct infrastructure, B2B2C may offer a strategic path forward.
The B2BC2 commerce model offers several advantages for all parties involved, from businesses to B2B partners to consumers. Here are some of the B2B2C advantages that will help you learn more about this model:
When you partner with other businesses, you reach more customers and enter new markets. This leads to more sales and growth opportunities. B2B2C commerce also helps increase brand visibility as business partners promote the company's products or services to their own customers.
A streamlined supply chain becomes essential as it ensures that products are delivered to the end consumers on time. An efficient supply chain management system helps reduce costs, improve customer satisfaction, and increase overall productivity. With effective coordination, B2B2C companies can optimize their supply chain, which leads to better profitability and competitive advantage in the market. According to the Digital Commerce Landscape Report, 97% of manufacturers say they have implemented real-time inventory synchronization — an essential element of B2B2C logistics success.
A business in the B2B2C commerce model can enhance brand credibility and awareness. You can partner with other businesses and leverage your customer base, which helps you expand your reach and gain exposure to a wider audience. It also increases brand visibility and establishes trust among potential customers. When a reputable business endorses a product or service, it makes the brand more appealing to consumers.
When working with other businesses in the supply chain, you can learn about what consumers like, how they behave, and what they buy. You can use this information to make better marketing strategies, improve your products or services, and make your customers happier. This customer data is valuable and can help you make smarter decisions for your target audience.
For B2B2C businesses, collaborating with various industries can reach new markets, expand their customer base, and offer better solutions. Sharing resources and knowledge is made possible through these relationships, which raises the visibility and authority of brands. Your company will benefit from collaborating with various industries by staying inventive, ultimately leading to sustainable growth and competitive advantage.
The Digital Commerce Landscape found that more manufacturers are investing in omnichannel strategies (65%) and advanced discoverability (45%). B2B2C enables them to meet evolving consumer expectations without building direct-to-consumer infrastructure from scratch.
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While B2B2C commerce offers the potential for expanded reach and customer acquisition, it also presents challenges and limitations that businesses need to carefully consider. Here are the B2B2C commerce disadvantages to consider before embarking on this business model:
The intermediary business has control over the customer experience and may limit the ability of the original business to address customer issues and fully understand their needs. This can hinder the development of strong customer connections.
It is important to maintain strong relationships with both customers and partner businesses. Effective communication, collaboration, and coordination are necessary for success. Issues or conflicts within the chain can impact the customer experience, making relationship management and coordination vital for smooth operations and customer satisfaction.
The B2B2C commerce model involves multiple parties in the distribution channel. These parties may face conflicts due to differences in pricing, promotion, or distribution strategies. They may also compete with each other if they target the same end users. For businesses using the B2B2C model, managing these conflicts and competition can be challenging and requires cooperation for success.
Partnerships can have drawbacks for businesses, including a lack of control over partner performance, limited visibility and access to customer data, and potential limitations in standing out in the market. Businesses should consider these risks and find ways to manage them effectively. Notably, 48% of manufacturers in the Digital Commerce Landscape Report cite integration challenges as a key obstacle in their digital commerce strategy — highlighting the technical friction B2B2C partners must navigate together.
Since maintaining relationships between firms and customers and using intermediaries adds additional costs, B2B2C commerce models have lower profit margins than other business models. These approaches, however, give you access to a broader market and a consumer base.
Now that you’re familiar with B2B2C commerce advantages and disadvantages, there are some considerations of B2B2C commerce that you still need to consider. Some of them are:
B2B2C is different from traditional B2B or B2C models. It involves selling to businesses and reaching the end consumers. Businesses must comprehend the requirements, tastes, and behaviors of both in order to prosper. This knowledge enables the customization of marketing initiatives and products. Understanding market dynamics is essential for spotting eCommerce trends and staying one step ahead of the competition.
Knowing the market and competition is key to success. Checking out competitors gives valuable insights into strategies, products, and pricing. It also helps to understand market saturation and potential for expansion. Considering these factors can lead to smart decisions and winning strategies in the B2B2C commerce market.
When engaging in B2B2C commerce, it is important to assess technology resources thoroughly. This is because B2B2C transactions involve relationships with other companies and direct customer interactions. The right technology and tools are crucial for effective communication, collaboration, and smooth operations. Factors such as scalability, integration potential, security, and interoperability should be considered when evaluating these resources. Businesses can ensure smooth transactions and enhance the client experience by carefully choosing the right technological tools.
Maintaining control over your company while working effectively with your partners requires a fine balance. To achieve efficient operations and shared success, balancing control over branding, price, and the customer experience and working with your partners is crucial. Open channels of communication, unambiguous agreements, and a common knowledge of the objectives are necessary for this. Businesses can maximize their prospects in the B2B2C market by striking the correct balance between control and collaboration.
If you're involved in B2B2C commerce, it's essential to understand and weigh carefully both B2B2C advantages and disadvantages. By considering these factors, you can make informed decisions for your business and elevate your commerce performance. At Elastic Path, we can help you make the right decisions with our suite of headless commerce solutions and eCommerce tools, which allow your business to optimize marketplaces, shoppable landing pages, pricing, promotions, order processes, and consumer data analysis. With solutions to manage complex product catalogs, streamline pricing and promotion engines, and integrate third-party technology — Elastic Path is an ideal fit for hybrid B2B2C strategies.
Get in touch with us today to learn more about how a B2B2C eCommerceplatform can help you achieve a new level of success in the process.
B2B sells directly to other businesses. B2B2C includes a second step—your business sells to another business, who then sells to the end consumer.
Yes. B2B2C allows manufacturers to expand reach, offer direct-to-consumer experiences via partners, and gain insights into consumer preferences without operating their own storefronts.
Challenges include managing partnerships, limited control over the customer experience, and reduced profit margins due to intermediaries.
From a commerce perspective, B2B2C models often involve complex catalog synchronization, limited visibility into customer data, and increased difficulty integrating systems across multiple stakeholders. Ensuring seamless checkout, consistent pricing, and real-time inventory visibility across partners can also strain digital commerce platforms—especially those not built for hybrid models.
Elastic Path helps businesses manage complex product catalogs, streamline pricing and promotion engines, and integrate seamlessly across multiple channels — ideal for hybrid B2B2C strategies.
Orgill, the fastest-growing independent hardware distributor, launched a B2B2C commerce solution powered by Elastic Path to support over 13,000 retail dealers worldwide. With Elastic Path’s composable commerce platform, Orgill enables dealers to launch shoppable sites in days, manage their own catalogs and pricing, and deliver consistent digital experiences — while Orgill centrally controls integrations and enriched product data. This approach gives Orgill the flexibility, scalability, and multi-store control needed to support everything from catalog-only sites to fully integrated digital storefronts.
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