B2C (Business-to-consumer), also business-to-customer, describes activities of commercial organizations serving the end consumer with products and/or services.

The two main challenges faced by B2C e-commerce are building traffic and sustaining customer loyalty. Due to the winner-take-all nature of the B2C structure, many smaller firms find it difficult to enter a market and remain competitive.

In addition, online shoppers are very price-sensitive and are easily lured away, so acquiring and keeping new customers is difficult.