Business to Business to Consumer (B2B2C) is an emerging e-commerce model that combines Business to Business (B2B) and Business to Consumer (B2C) in which the consumer is serviced by an intermediary while the top level business has connected with the end buyer. This results into an ecosystem which is sustainable and provides benefits to all persons involved in the supply chain. B2B2C is also relevant where the buyer needs service delivery and credit terms as part of product delivery.

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