Business-to-business (B2B) refers to the commercial transactions that take place between [[company|companies]], such as a manufacturer and a wholesaler, or a wholesaler and a retailer. This model involves the exchange of products, services, or information between companies rather than between businesses and individual consumers. B2B transactions typically involve larger quantities, longer sales cycles, and more complex negotiations compared to consumer-focused sales. The primary goal is often to improve efficiency and productivity for both parties involved. In contrast, [[business-to-consumer]] (B2C) involves transactions directly between businesses and end consumers, focusing on individual needs and preferences with generally simpler purchasing processes and smaller transaction volumes.