Consumer to business (C2B)

The consumer to business (C2B), which means from consumer to business, is a business model in which the consumer sets the conditions of that transaction, the client proposes and collaborates in that particular service or product, instead of doing so in a specific offer  

This type of models is typical of sectors such as leisure and tourism. For example: an online customer can bid from a price for a plane ticket with a certain route to what they are willing to pay for a hotel night in a specific city. After this proposal made by the consumer are the different airlines and hotels that can choose to accept or not the conditions of the user.

The consumer to business model evolved significantly from the growth of the most popular media used by the consumer, such as websites, blogs, podcasts, videos and social networks.

There are other types of transactions such as business to business (B2B), business to consumer (B2C) and consumer to consumer (C2C).

Characteristics of the consumer to business (C2B) model

These are some of the most prominent:

  • Greater interaction by the consumer.
  • Increase bidirectionality between the company and the customer.
  • Collaborative consumption in the services and products generated by the company.
  • More specific segmentation of the final consumer.
  • The reciprocity is greater between the company and the customer.

Examples of the consumer to business model

These are some outstanding examples of this model.

  1. E-commerce C2B is related to the concept “name your price” patented by Priceline. In U.S.A. Jay Walker, founder of this company, thought it might be interesting to conduct reverse auctions of airline tickets or hotel nights; perishable services that if not consumed on a specific day, lose their value and cannot be saved for other occasions.
  2. Another example is Agropool that offers rural producers to join in the purchase of certain products, raw materials and fuels with the aim of achieving price reductions as the volume of the product to be acquired increases

Leave a Comment