B2B2C
Business to business to consumer: selling to a business that then delivers your product to end consumers, so you reach consumers through a business partner rather than directly.
Why it matters
B2B2C can unlock distribution to many consumers through one partner, but you depend on that partner and are a step removed from the end user. Weighing the reach against the loss of control and direct relationship is the key trade-off.
For example
A lending startup powers 'buy now, pay later' inside merchants' checkouts, reaching millions of consumers through the businesses it serves.
Related terms
Go deeper
See how founders actually handle this on Growing and marketing, part of the Starting Up hub.
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