Types of E-commerce An online retailer has a variety of options for how it will run its business, depending on its products, services, and structure. Here are a few of the most well-liked company models. Business to Consumer (B2C): The most common e-commerce strategy is business-to-consumer (B2C). When you purchase something from an internet retailer, for instance, it is described as being "business to consumer" sales. (Zande, 2023) Business to Business (B2B): In business-to-business (B2B) e-commerce, a company sells a product or service to another company, such as a manufacturer and wholesaler or a wholesaler and a retailer. Business-to-business e-commerce typically includes goods like raw materials, software, or combined goods and isn't targeted at consumers. Through B2B e-commerce, manufacturers can also sell straight to retailers. (Zande, 2023) Business to Government (B2G) Business to government, also referred to as business-to-administration (B2A), is the exchange o