B2C Commerce refers to transactions where business firms are at one end and customers are at the other end. While online shopping is what commonly comes to mind, it is important to understand that selling is merely the outcome of the marketing process.

A key aspect of B2C commerce is that marketing begins well before a product is offered for sale and continues even after the product has been sold. This makes it a comprehensive process rather than just a one-time transaction.

Contrary to the perception that B2C commerce is one-way traffic from business to customers, it involves two-way interaction. The C2B commerce serves as its corollary, providing consumers with the freedom of shopping-at-will.

Businesses facilitate customer interaction through call centres where customers can make toll-free calls to make queries and lodge complaints round the clock at no extra cost. These call centres or help lines need not be set up by the business itself; they may be outsourced to specialised agencies.

Thus, B2C commerce encompasses not just selling but the entire marketing process, customer support through call centres, and continuous engagement with customers before and after the sale.