Customer to customer

Customer to customer (C2C) markets provide an innovative way to allow customers to interact with each other. Traditional markets require business to customer relationships, in which a customer goes to the business in order to purchase a product or service. In customer to customer markets, the business facilitates an environment where customers can sell goods or services to each other.[1] Other types of markets include business to business (B2B) and business to customer (B2C).[2]

Consumer to consumer (or citizen-to-citizen) electronic commerce involves the electronically facilitated transactions between consumers through some third party. A common example is an online auction, in which a consumer posts an item for sale and other consumers bid to purchase it; the third party generally charges a flat fee or commission. The sites are only intermediaries, just there to match consumers. They do not have to check quality of the products being offered.

Consumer to consumer[3] (C2C) marketing is the creation of a product or service with the specific promotional strategy being for consumers to share that product or service with others as brand advocates based on the value of the product. The investment into conceptualising and developing a top of the line product or service that consumers are actively looking for is equitable to a retail pre-launch product awareness marketing.[3]


There are many different classifications of marketing. From Government to Business (G2B), Business to Business (B2B), Business to Consumer (B2C), to Customer to Customer (C2C). While many companies usually operate in one or more of these areas, Customer to Customer businesses operate only within that specific area. Customer to Customer marketing has become more popular recently with the advent of the internet. Companies such as Craigslist, eBay, and other classified and auction based sites have allowed for greater interaction between consumers, facilitating the Customer to Customer model. Furthermore, as it becomes more economical for individuals to network on the internet via social websites and individual content creation, this marketing model has been greatly leveraged by businesses and individuals alike.[4]

There are two implementations of customer to customer markets that are credited with its origin. These are classifieds and auctions.[5]

Newspapers and other similar publications were in frequent circulation and therefore were able to be used to facilitate a common need. Some people wanted things, other people had things and wanted to sell them. This was the birth of classifieds. The use of classifieds is referred to as classified advertisement. Normally used in text based print, classified advertisement is a now a strong vertical market that allows customers to communicate their needs with each other. In 2003 US classifieds market totaled $30.00 billion for both newspapers and online classified ad services.

The oldest auction house is Stockholm Auction House (Stockholms Auktionsverk), which was established in Sweden in 1674. Auctions however, have been recorded as far back as 500 B.C. Deriving from the Latin word augēre, which means to "'increase' (or 'augment')".[6] Auctions have since widely used a method of liquidating assets, and has evolved into many different variations. The most successful current form of auctions is based on the internet, such as eBay.

Other Languages
башҡортса: C2C
español: C2C
hrvatski: C2C
Bahasa Indonesia: Pelanggan untuk pelanggan
polski: C2C
русский: Consumer-to-consumer
српски / srpski: C2C
Türkçe: C2C
中文: C2C