Business to consumer (B2C): It is the strategy developed by commercial organizations that aims to reach customers or end-users directly. B2C is the operation made by a company when clients are multiple and when a significative participation from marketing is expected, because the strategy is oriented to catch the attention of those particular and varied customers.
The first strong use of this commercial model was made in the 70´s, when television broadcasting, then widely used, began to be implemented to have a massive contact with customers and to offer all kind of products. In the last decades, this name has been reserved specially to on-line selling, because of the extended use this service has been experiencing
in every aspect of human society, bringing new competitive demands for every company in the world:
B2C traditionally referred to mall shopping, eating out at restaurants, pay-per-view movies, and infomercials. However, the rise of the Internet created a whole new B2C business channel in the form of e-commerce, or selling goods and services over the Internet (Kenton, 2020, investopedia.com).
The main feature of B2C is that for it to work properly and to bring profit, there is the need for guarantying an emotional relation with clients through advertising and marketing in order to make customers to develop a preference for the products that the organization offers. Currently, the use of social media is essential in this kind of businesses.