Why business-to-consumer (B2C) matters to a first-time founder
Selling B2C means one person usually decides, pays with their own money and compares you with everything else competing for that money. Prices tend to be lower, so you need volume and low-touch support to make the numbers work. Consumers also have stronger legal protections, such as cancellation and refund rights in many countries, so your checkout, terms and returns process must respect them from day one.
Examples of business-to-consumer (B2C)
A person buys a $5-a-month budgeting app to manage household spending. They choose it, pay for it, and use it for personal finances. That is B2C. The same person buying invoice software for their freelance trade would normally be making a B2B purchase.
Common misunderstanding
People assume an individual buyer, a quick checkout or a personal card automatically makes a sale B2C. None does: a self-employed person can buy for work. Others mix up B2C with D2C, or direct-to-consumer. B2C describes who buys; D2C describes selling to them without retailers or other middlemen. A brand that sells only through supermarkets is B2C but not D2C.
When to use it
Use a B2C model when the product solves a personal need and the customer buys as a consumer. Write the page, price, support, and cancellation journey for that person. If the need arises from their work, check whether you are actually selling B2B.