The concept of B2B2C, short for “Business to Business to Consumer,” refers to a sector where a product or service is initially sold to businesses, which then resell it to individual consumers as part of a service or transaction. A company operating in the B2B2C sector therefore has two types of customers: businesses that purchase the product and end users, who are the customers of the company’s customers. Sectors where the influence of professional referrers is significant, even if they do not directly participate in the transaction, can also be considered B2B2C. For example, Crédit Foncier positions itself as a B2B2C player because the majority of its consumer loans are distributed by real estate professionals. Similarly, L’Oréal Professionnel is a B2B2C player because its products are purchased by hairdressers for use and sometimes resale to their clients. It is possible for a company to combine B2C and B2B2C approaches. For example, a taxi company in Paris primarily targets individuals but adopts a B2B2C approach by working with restaurant owners or hotel concierges who book taxis for their clients. An optical lens manufacturer also illustrates the challenges of the B2B2C model. This approach offers valuable insights into business relationships between companies and consumers. Further information and concrete examples are available in a supplementary resource.