Consumer-to-Business (C2B)

Consumer-to-business (C2B) is a business model where an end user or consumer makes a product or service that an organization uses to complete a business process or gain competitive advantage. The C2B methodology completely transposes the traditional business-to-consumer (B2C) model, where a business produces services and products for consumer consumption.

The C2B approach evolved from the growth of popular consumer-generated media and content across different consumer segments, such as websites, blogs, podcasts, videos and social networks.

In the C2B model, a consumer provides a business with a fee-based opportunity to market a product or service on the consumer's website or blog. In this type of relationship, a website owner is paid to review the product or service through blog posts, videos or podcasts. In most cases, paid advertisement space is also available on the consumer website.