A business model in which one company reaches end consumers through a business partner or intermediary.
Why Business-to-Business-to-Consumer (B2B2C) matters
Understanding this term helps teams align sales, operations, finance, and technology around how business customers evaluate, purchase, and receive products or services.
How It Applies to E-Commerce
A commerce platform may support partner storefronts or marketplaces through which a supplier reaches end customers.
How It Applies to ERP Systems
ERP coordinates partner orders, inventory allocation, settlement, and fulfillment across the distribution chain.
How It Applies to CRM Systems
CRM distinguishes partner relationships from end-customer interactions and attribution.