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Business-to-Consumer (also Business to Client ( B2C or BtC ) or Direct to Consumer ( D2C or DtC )) stands for communication and business relationships between entrepreneurs and private individuals ( consumers , customers ), in contrast to communication relationships with other companies ( Business-to-Business , B2B), to authorities ( Business-to-Administration , B2A) or to employees ( Business-to-Employee , B2E).

B2C is increasingly coming to the fore through new media in the form of self- marketing over classic media work (as a relationship with the media as institutions): This includes your own website as an advertising medium as well as online trade ( e-commerce ), especially for retail companies, who try in this way to open up new customer groups. The Amazon Go system can serve as a current example . B2C on the Internet is often handled through affiliate programs .

Individual evidence

  1. Reiner Clement, Dirk Schreiber: Internet Economy . Ed .: Springer Gabler. 3. Edition.
  2. Amazon Go. Retrieved March 7, 2019 .
  3. Ernst Mohr, Hot Shit. About the semiotic competition of brands , 2018, pp. 135–149 in: Kursbuch 194 anders alternativ, June 2018, pp. 148–9