B2C (short for business-to-consumer) is a retail model in which products are passed directly from a company to the end-user who has purchased the good or service for personal use. It is often contrasted with the B2B (business-to-business) model, which involves the exchange of goods and services between businesses rather than between businesses and consumers.  

It most often refers to e-commerce companies, which use online platforms to connect their products with consumers.

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