B2B2C

B2B2C designates a form of electronic commerce that groups B2B (business to business) and B2C ('business to consumer'). This is a more sophisticated version of what the simple overlay of the two businesses could look like. With the same online platform and the same distribution platform, it is about creating the complete value chain from the moment a product or service is manufactured until it reaches the final consumer.

B2B2C is also used in some cases to define markets called "diagonal markets" on the Internet, online platforms (online) that serve both commercial transactions between businesses and between businesses and final consumers. In general, these diagonal markets are usually provided by manufacturers or wholesalers that provide a differentiation of prices and commercial conditions depending on whether it is a purchase from a distributor or retailer (another company) or a final consumer or citizen.