E-commerce, or electronic commerce, is a term that refers to the buying and selling of goods or services using the internet. E-commerce can be further categorised into six major models, each with its unique characteristics and dynamics. Whether you’re a seasoned entrepreneur or looking to dive for the first time into this dynamic field, understanding the different types of e-commerce can help you tailor your approach and maximise your success.


1. Business-to-Business (B2B)

Business-to-Business, commonly known as B2B, involves transactions between businesses. The term defines a type of e-commerce where companies sell products or services to other companies. B2B platforms typically deal with larger order volumes and longer sales cycles compared to consumer-focused models.

Examples of B2B:

  1. Alibaba: A global leader in B2B e-commerce, connecting manufacturers with businesses worldwide.
  2. Salesforce: Provides customer relationship management (CRM) software and solutions to other businesses.


2. Business-to-Consumer (B2C)

Business-to-Consumer, or B2C, is probably the most familiar type of e-commerce. In this model, businesses sell products or services directly to consumers. The B2C model is characterised by shorter sales cycles and a strong emphasis on customer experience.

Examples of B2C

  1. Amazon: The world’s largest online retailer, offering a vast array of products directly to consumers.
  2. ASOS: A British online fashion and cosmetic retailer, catering primarily to young adult customers.


3. Consumer-to-Consumer (C2C)

Consumer-to-Consumer, or C2C, is where consumers sell products or services directly to other consumers. This type of e-commerce is facilitated by third-party platforms that provide the marketplace for these transactions.

Examples of C2C

  1. eBay: The leading online auction and shopping website, where individuals can buy and sell directly to each other.
  2. Gumtree: A British online classified advertisements and community website, allowing users to trade goods and services.


4. Consumer-to-Business (C2B)

Consumer-to-Business, or C2B, is a relatively newer model where individuals sell products or offer services to businesses. This type of e-commerce flips the traditional business model on its head: consumers drive transactions, while companies are the end-users.

Examples of C2B

  1. Freelancer: A platform where freelancers can offer their skills and services to businesses.
  2. Upwork: Connects businesses with freelancers for all kinds of projects, from graphic design to software development.


5. Business-to-Administration (B2A)

Business-to-Administration, or B2A, involves transactions between businesses and public administration or government bodies. This type of e-commerce allows for the delivery of public services, procurement processes, and other governmental operations.

Examples of B2A

  1. OpenGov: A U.S.-based technology company that sells cloud software to local government agencies.
  2. Accela: A government software company that aids governments in delivering various services, such as permitting, licensing, and code enforcement.


6. Consumer-to-Administration (C2A)

Consumer-to-Administration, or C2A, involves transactions between individuals and public administration. A C2A e-commerce business is any company that mediates this type of transactions, including paying taxes and bills, paying tuition for higher education, and other interactions between citizens and government agencies.

Examples of C2A

  1. HMRC: The UK’s tax collection agency website allows individuals to file taxes and manage other related services online.
  2. DVLA: Provides online services for vehicle registration and driving licences.



Wecommerce Digital is a digital marketing agency specialised in in e-commerce website developmente-commerce SEO, PPC management and content marketing. We have over 10 years experience developing e-commerce websites and building digital marketing performance from zero to hero! If you want straightforward, honest, and measurable results as well as the opportunity to learn how they were achieved, visit our website today at wecommercedigital.com.

Ecommerce and Big Data

E-Commerce and Big Data

In the fast-paced world of e-commerce, staying competitive requires more than just great products and a user-friendly site. Global data platform Statista predicts that by

Read More »

Types of E-Commerce

E-commerce, or electronic commerce, is a term that refers to the buying and selling of goods or services using the internet. E-commerce can be further

Read More »
Common Website Design Mistakes

Common Website Design Mistakes

Your Ecommerce website is the digital storefront that greets potential customers. It’s your chance to make a lasting impression and encourage visitors to explore, engage,

Read More »