Business-to-consumer

Business-to-consumer (B2C) is a business selling to an individual buying for personal use. It describes the seller–buyer relationship, whether the purchase takes place in a shop, online store or marketplace. B2C does not by itself mean that the manufacturer sells directly; D2C describes that narrower route.[2]

An online consumer shop must clearly present product information, costs and ordering steps before purchase.[1] For a coffee machine, useful information includes what comes in the box, which accessories are required and how delivery works. Attractive pictures alone do not let shoppers establish what they are actually buying before entering checkout.