Business-to-business-to-consumer

Business-to-business-to-consumer (B2B2C) describes a model in which one business works with another to reach the final consumer. A platform might provide the shopping environment while an independent merchant offers the goods. The business partnership and the consumer sale are distinct relationships within the same commercial chain.[1]

Map who controls the offer, enters the sales contract, takes payment and handles delivery and returns. The B2B2C label does not determine these roles. A merchant may gain access to a wider audience, but should assess its own proceeds after the partner's agreed charges and the costs of fulfilling the sale.