Business-to-consumer (B2C) refers to the process in which [[company|companies]] sell products or services directly to individual consumers. This model is commonly seen in retail where companies offer goods through physical stores or online platforms, catering to the general public's needs and preferences. B2C transactions are characterized by high volume, lower transaction values, and a focus on marketing strategies that appeal directly to individual buyers. The primary goal is to convert shoppers into customers as efficiently as possible through engaging experiences and personalized interactions. The difference with [[business-to-business]] (B2B) lies in the target audience; while B2C focuses on individual consumers, B2B involves transactions between businesses, typically dealing with larger volumes and higher transaction values, often requiring more complex negotiations and longer sales cycles.