B2B2C Explained: Meaning, Types, Process, and Risks
B2B2C, short for business-to-business-to-consumer, is a business model where one company reaches end customers through another business partner rather than serving them only through a direct sales channel. It sits at the center of many modern industries, including embedded finance, platform commerce, digital insurance, vertical software, and partner-led retail services. To understand B2B2C properly, you need to look beyond the acronym and ask four practical questions: who owns the customer, who controls the interface, who carries the risk, and who keeps the margin?