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Consumer-to-Consumer (abbreviated C2C ) stands for (electronic) business relationships between private persons , as a clearly delimited category to those relationships with companies ( B2C , C2B ) or authorities ( A2C ).

Especially in product test and trading platforms such as or e-Bay , but also in Internet forums , C2C relationships are playing an increasingly important role. The independent exchange of opinions and experiences among consumers on all types of products and services enables potential consumers to get a better picture of their purchase decision .

It can also be observed that companies are also increasingly recognizing the importance of so-called viral marketing in order to get a picture of consumer opinions and use them as an approach to improvement.