B2C, acronym of Business-to-Consumer, is a business model used to describe business transactions that occur between a company and an end consumer, as opposed to the B2B model. In this model, a company sells products or services directly to consumers for their personal or household use.

B2C transactions are typically simpler and more straightforward compared to B2B transactions, and usually involve a greater focus on customer satisfaction and creating a positive buying experience. Common examples of B2C transactions include physical store retailing, online e-commerce, subscription services and entertainment.