C2B (Consumer-to-Business) services refer to a commerce model in which consumers request products or services directly to businesses.
Unlike traditional trade models, in the C2B model, consumers play a guiding role in businesses by determining their own needs and creating their demands. Businesses adapt to this model to offer products or services according to consumers' demands. C2B services generally occur through digital platforms. Digital channels such as the internet, mobile applications and social media are used to convey consumers' demands to businesses and for businesses to respond to consumer demands.