The term business-to-consumer (B2C) refers to the process of selling products and services directly between a business and consumers who are the end-users of its products or services. Most companies that sell directly to consumers can be referred to as B2C companies. As a business model, business-to-consumer differs significantly from the business-to-business model, which refers to commerce between two or more businesses.

The foundational difference between the two models is what drastically changes how the payment processing operates for both. Since B2C connects directly on the consumer level while B2B remains at the business level, the considerations behind the payment processing reflect the differing patterns

The challenge of the business-to-consumer model is that businesses need to maintain a steady sales steam to stay viable. When the economy gets tough, consumers may make changes in their spending, and that can affect a B2C business. While a cutback on consumer spending can also affect the B2B model (because businesses often require goods and services to stay in business), the impact is greater when it comes to a B2C business. For example, businesses always need marketing, and therefore companies that provide marketing services to a large client roster have a better chance of survival.

That said, targeting the right group of consumers is a practical way to build a business with a steady sales stream. For example, providing high-end or gourmet products targeted to the affluent community is recession-proof. Health and wellness is an area that always does well.