B2C (Business-to-Consumer) e-commerce is an online commerce model that involves businesses offering products or services directly to end consumers. In this model, businesses reach consumers through various e-commerce platforms, their own websites or social media channels and offer them their products or services.

B2C e-commerce typically involves retail sales and is characterized by features such as user-friendly interfaces, easy navigation, online payment options and fast delivery. This model offers consumers a wide range of products, while providing ease and flexibility of shopping. It also offers businesses the opportunity to reach a broad customer base and increase brand awareness.