Consumer-to-business (C2B) online marketing describes online contacts and transactions in which consumers initiate the interaction and sometimes dictate the terms of the transaction to merchants. This model is an inversion of the traditional B2C flow.
A typical example of C2B is when a consumer posts their requirements for a product or service (e.g., a request for a quote or price) and merchants compete to fulfill those requirements. This model empowers the consumer, allowing them to discover merchants, explore offers, and make purchases that meet their specific needs and price expectations.
