C2B

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Glossaries

TermDefinition
C2B

The C2B (Consumer to Business) model is a type of commercial relationship in which consumers provide value to companies, rather than the other way around. In this model, users can offer products, ideas, content, or data in exchange for compensation, discounts, or services.

Purpose / Why it’s important

It serves to invert the traditional market logic, placing the consumer at the centre of the value creation process. Companies use the C2B model to gather insights, improve products, generate authentic content (such as reviews or photos), or personalise offers.

When it’s used / In which context it’s useful

It is common in digital marketing, e-commerce, crowdsourcing, and user-generated content (UGC) platforms. It is also used in areas such as paid surveys, influencer marketing, or marketplaces where users can propose the price of a service.

Practical example

A cosmetics brand invites customers to share photos and reviews on social media in exchange for discount coupons. The images are later used in digital campaigns, creating authenticity and mutual value for both sides.

Extra insight

C2B represents one of the most fascinating evolutions of modern marketing: the consumer becomes a co-creator of the brand. In an increasingly participatory environment, listening and collaboration are the new drivers of competitive advantage.

Synonyms: Consumer to Business, Reverse market model, User-to-business relationship

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