E-commerce refers to business transactions that take place online, including B2B, B2C and C2C sales. While these models define how digital commerce operates, modern growth strategies increasingly use interactive video hosting platforms like Cinema8 to make products shoppable inside videos, add CRM-integrated lead generation forms, and guide customers with clickable CTAs. This guide explains each e-commerce model, their differences, and how interactive video can help businesses drive measurable sales.
What is e-commerce?
E-commerce, short for electronic commerce, is the exchange of goods or services conducted over the internet. It covers any transaction carried out on a digital network. The three core models are:
- B2B (business to business) – transactions between companies.
- B2C (business to customer) – transactions where companies sell directly to consumers.
- C2C (customer to customer) – transactions between private individuals on platforms or marketplaces.
Understanding these concepts helps businesses and entrepreneurs make better strategic decisions. B2B companies use secure video hosting for demos and lead generation, B2C brands rely on interactive shoppable videos to let customers buy instantly, and C2C sellers build trust with video listings that include overlays and buyer prompts. To put these strategies into action, Cinema8 is the ultimate interactive video partner to maximise conversion, offering dynamic shoppable video tools that turn browsers into buyers.
What is B2B e-commerce?
B2B e-commerce is when one business sells products or services to another business online. It often involves wholesalers supplying retailers, manufacturers selling to producers, or service firms contracting other companies. B2B transactions usually involve bulk orders, longer negotiations and contracts, and multiple decision-makers. Companies adopt structured processes to handle these deals, supported by secure digital platforms and increasingly by video-based product demonstrations. With Cinema8, B2B sellers can host professional video demos, add in-video lead forms and integrate CRM systems to accelerate complex buying cycles.
B2B transactions typically involve larger volumes, longer contracts and greater negotiation compared to consumer sales. A restaurant purchasing ingredients from a supplier, or a bar hiring an accountancy firm, are both common examples. Because both parties often have comparable negotiating power, legal teams and formal agreements are usually involved. While this gives large companies an advantage, smaller firms benefit from targeted digital channels and content such as video demos to communicate value efficiently.
There are two common models of B2B e-commerce, each with its own structure and use cases:
Vertical B2B model
The vertical B2B model focuses on transactions within the same industry. Manufacturers, suppliers and retailers work together in upstream and downstream supply chains. The vertical B2B model focuses on transactions within the same industry. Manufacturers, suppliers and retailers work together in upstream and downstream supply chains, such as an electronics manufacturer supplying parts to a smartphone brand. Vertical platforms are highly specialised, making it easier for suppliers to launch new products, share detailed specifications and connect with buyers who already understand the sector’s requirements. This focus allows for stronger relationships but also means competition is often between fewer, more established players.
Horizontal B2B model
The horizontal B2B model connects businesses from different industries in a shared marketplace. Instead of specialising in one sector, it aggregates demand and supply across multiple categories — for example, an office supplies platform serving schools, hospitals and retailers alike. Horizontal platforms give buyers access to a wider range of goods and services, and they create economies of scale by bringing unrelated transactions into one digital environment. While less specialised than vertical markets, they offer broader opportunities for discovery and cost savings.
Benefits of B2B e-commerce
B2B e-commerce offers companies the opportunity to secure larger, long-term contracts that provide predictable revenue streams. Because transactions are often recurring, businesses can build stronger partnerships and improve supply chain efficiency over time. Digital platforms also allow suppliers to present detailed product information, negotiate at scale, and manage client relationships more effectively than through traditional sales methods. For smaller firms, entering a vertical or horizontal B2B marketplace can also level the playing field by connecting them directly with buyers they may never have reached offline.
Challenges of B2B e-commerce
At the same time, B2B e-commerce comes with significant challenges. Negotiations are often longer and more complex, involving multiple departments and legal agreements before a purchase decision is made. Supply chain risks, such as delivery delays or inconsistent quality, can have greater consequences because orders are typically placed in bulk. Smaller firms may also find themselves at a disadvantage when competing against larger enterprises with stronger purchasing power and established reputations.
To overcome these issues, businesses increasingly use video and digital tools to speed up trust-building and reduce friction in the sales process. With Cinema8’s secure video hosting, suppliers can deliver professional demos, embed lead generation forms inside their videos, and integrate enquiries directly with CRM systems; helping shorten negotiation cycles and win contracts faster.
What is B2C e-commerce?
B2C e-commerce is when businesses sell products or services directly to consumers online. It is the most common model, covering everyday transactions such as buying trainers from Nike’s website, streaming content on Netflix or booking a ride with Uber.
B2C companies often combine multiple approaches to expand reach and maximise revenue. These approaches fall into five main models:
Direct sellers
The direct seller model is the most common, where retailers sell products directly through online platforms. Amazon and Zappos are leading examples, but small businesses also use this model via their own e-commerce stores. The advantage is flexibility, as it suits both global brands and niche sellers.
Online intermediaries
In this model, a platform facilitates transactions between buyers and independent sellers, charging a fee or commission. eBay is the classic example, allowing individuals and businesses to list products without managing their own full-scale shop. Intermediaries increase accessibility but reduce margins for sellers.
Advertising-based B2C
Advertising-based platforms attract users with free content and monetise traffic by displaying targeted ads. Examples include media sites that publish articles or videos, then use ad space for revenue. This approach relies on high visitor numbers and strong content strategies.
Community-based B2C
Community-based platforms use data from social networks or online communities to connect users with personalised advertising. Meta (Facebook) is the largest example, using demographic and behavioural information to deliver highly targeted campaigns. This model helps advertisers reach buyers with strong purchase intent.
Fee-based B2C
The fee-based model charges consumers a subscription for access to content or services. Netflix and The New York Times are prime examples, offering streaming or premium news behind a paywall. Some platforms combine free limited access with paid premium tiers to maximise revenue.
Benefits of B2C e-commerce
B2C e-commerce gives companies the ability to reach consumers directly, cutting out the layers of physical infrastructure and retail distribution. This lowers operational costs while allowing businesses to sell at competitive prices. Online platforms provide global reach, enabling even small brands to access international markets without setting up physical stores abroad. Another key benefit is the ability to personalise marketing campaigns based on user data. By tracking consumer behaviour and preferences, companies can deliver tailored offers that increase conversion rates. B2C e-commerce also provides businesses with detailed analytics, helping them refine products and improve customer experiences continuously. Brands using interactive and shoppable video take this further by making the buying journey seamless — viewers can discover, explore and purchase products without leaving the video environment.
Challenges of B2C e-commerce
Despite its growth potential, B2C e-commerce is highly competitive. Large platforms dominate visibility, making it difficult for smaller businesses to stand out without significant marketing investment. Customer loyalty is another challenge, as consumers often switch brands easily when presented with cheaper or faster alternatives. Rising digital advertising costs also make it harder for companies to acquire customers profitably. In addition, B2C brands must manage high customer expectations around delivery speed, returns and service. Meeting these demands consistently requires efficient logistics and clear communication.
Tools like Cinema8’s interactive video hosting help tackle these challenges by reducing drop-offs during the purchase journey, turning videos into instant conversion points with clickable CTAs and integrated lead generation forms. For a deeper strategy guide, see how to generate leads and boost sales with interactive video.
What is C2C e-commerce?
C2C e-commerce is when individuals sell goods or services directly to other individuals using online platforms. Unlike B2B or B2C, this model does not require companies or formal retail structures. It is especially attractive to small or independent sellers who lack an established brand or business identity. Because these sellers usually have limited goods or services, transactions are often short-term.
Examples include second-hand markets, auctions, peer-to-peer apps and classified listings, where individuals resell clothing, electronics, furniture or even fresh produce. By removing intermediaries, the C2C model creates earning opportunities for casual sellers while giving buyers affordable and diverse options.
Benefits of C2C e-commerce
C2C e-commerce delivers distinct advantages for both sellers and buyers, making it one of the most flexible digital commerce models. For sellers, it removes many of the costs and barriers associated with starting a formal business, while still providing access to global markets. For buyers, it opens up a wide range of affordable products and sellers to choose from, often at lower prices than traditional retail. These benefits can be grouped into five key areas.
- Increased profitability for sellers: C2C sellers can often keep a greater share of their revenue because there are no wholesalers or retailers taking a cut. Without overheads such as rent or salaries, individuals avoid hidden costs and enjoy higher margins.
- Wider customer reach: Online marketplaces allow independent sellers to connect with buyers around the world. A seller who might only reach local customers through a physical shop can list items online and access a global pool of potential buyers, increasing their chances of making sales.
- Borrowed credibility from platforms: Many unestablished sellers struggle with trust online. C2C platforms solve this by providing credibility through their established reputations. By hosting listings on trusted marketplaces, sellers benefit from shared trust and avoid the cost of building their own brand identity from scratch.
- Lower prices for buyers: For buyers, the biggest advantage of C2C is cost. Without retailers or intermediaries inflating prices, goods are often available at lower rates. This makes C2C platforms attractive for bargain hunters and those looking for affordable alternatives to mainstream retail.
- More choice and flexibility: C2C marketplaces bring together many sellers in one place. Buyers can compare offers, filter by price or product details, and choose the seller that best fits their needs. This diversity makes the buying experience more flexible and personalised.
Challenges of C2C e-commerce
Despite these advantages, the C2C model faces hurdles. Trust is a major issue, as private sellers cannot always guarantee consistent product quality or service standards. Inventory is often limited, meaning repeat purchases are not always possible. Fraud, disputes and unclear return policies are also more common in C2C than in B2B or B2C environments.
To overcome these challenges, sellers are increasingly using video listings to present their products more transparently. With Cinema8, individuals can create interactive video listings that include overlays for pricing, product details and even buyer reviews. These features increase buyer confidence, improve credibility, and make C2C transactions smoother and more reliable.
B2B vs C2C e-commerce
The main difference between B2B and C2C e-commerce is that B2B involves transactions between established businesses, while C2C involves transactions between individual consumers on online platforms.
B2B transactions are more complex because they require contracts, compliance with legal requirements and negotiated pricing structures. By contrast, C2C transactions are informal and rarely involve paperwork, as buyers and sellers negotiate prices directly.
The scale of trade also differs. B2B deals often involve bulk orders and long-term partnerships, while C2C sales are usually smaller in volume, reflecting the limited stock or services of individual sellers. The challenges also vary: B2B businesses often face issues like delayed shipments or high supplier costs, while C2C sellers deal more with trust, product quality and security concerns.
B2B vs B2C e-commerce
The main difference between B2B and B2C e-commerce is that B2B buyers are businesses making strategic, long-term purchases, while B2C buyers are consumers making quicker, more personal buying decisions.
B2B purchases typically require approval from multiple departments, leading to longer research and decision-making cycles. Buyers consider the long-term impact of contracts, pricing structures and supply chain commitments. In contrast, B2C decisions are more immediate and often influenced by impulse, such as purchasing clothing online or booking a holiday.
Order sizes are another point of distinction. B2B transactions generally involve bulk quantities and recurring contracts, while B2C sales focus on smaller, individual purchases. B2B models also rely on loyal business partners who may work together for decades, while B2C relationships are less durable, with customers often buying once or twice before moving on to another brand.
B2C vs C2C e-commerce
The main difference between B2C and C2C e-commerce is that B2C involves businesses selling directly to consumers, while C2C involves individuals selling to other individuals on a shared platform.
B2C transactions tend to be more structured and standardised, with clear distinctions between buyer and seller. C2C transactions, on the other hand, can be less formal, with more room for negotiation and customised pricing.
In terms of experience, B2C platforms generally offer more advanced features such as personalised recommendations, smooth checkout processes and branded customer service. C2C sellers have limited control over platform design, as they rely on the marketplace provider. This makes the buying experience less customisable but often more affordable. Buyers also find it easier to compare multiple sellers in a C2C environment, whereas comparing different B2C retailers often requires visiting separate websites.
How do interactive and shoppable videos support e-commerce?
Interactive and shoppable videos allow businesses to transform e-commerce content into an active sales channel across B2B, B2C and C2C models. Instead of directing customers away to another page, these videos let viewers act immediately within the video itself, such as by filling in a form, clicking a CTA, or purchasing a product on the spot.
In the B2B model, companies can host secure video demonstrations with in-video lead generation forms and booking widgets. This helps shorten lengthy buying cycles by giving potential clients a direct path to request information, schedule a meeting or engage with sales teams.
For B2C brands, shoppable video brings products closer to the point of sale. Retailers can add clickable hotspots within videos, allowing customers to explore product details and make instant purchases without leaving the player. This seamless transition from discovery to checkout improves conversion rates and reduces drop-offs.
In the C2C space, video listings give independent sellers a powerful way to build trust. By embedding product details, reviews or buyer prompts directly into videos, sellers can show their products transparently, overcome credibility challenges, and close sales faster.
Cinema8 provides the technology to embed lead generation forms, clickable CTAs and shoppable overlays directly into hosted videos, turning them into conversion tools. By combining secure video hosting with advanced interactivity and analytics, it helps businesses shorten buying cycles, capture more qualified leads, and transform video content into measurable revenue growth.
Final thoughts on B2B, B2C and C2C
Understanding B2B, B2C and C2C e-commerce models is essential for shaping an effective digital growth strategy. Each model has distinct advantages and challenges, and companies that recognise these differences can make better decisions about sales channels, pricing and customer engagement.
The real advantage comes from how businesses adapt these models to modern buyer expectations. Interactive and shoppable video allows B2B companies to accelerate negotiations, B2C brands to convert customers at the point of discovery, and C2C sellers to build credibility with transparent listings.
Cinema8 lets businesses add lead generation forms, clickable CTAs and shoppable overlays to videos so they can capture qualified leads, enable instant purchases, and measure conversions with analytics. By combining secure video hosting with advanced interactivity, Cinema8 turns video into a measurable sales channel that supports sustainable growth across all e-commerce models.
Book a demo with Cinema8 today to see how interactive video can help you generate more leads, increase sales and grow your e-commerce business.