What is B2B2C SaaS?

Business-to-business-to-customer SaaS. This is a blend of B2B and B2C, where a business provides its software services to another business, but ultimately, the end users are customers. An example could be a payment gateway service that integrates with online stores to facilitate transactions, serving both businesses and their customers.

Table of Contents

B2B2C SaaS, or Business-to-Business-to-Customer Software as a Service, is a complex business model that integrates both B2B (Business-to-Business) and B2C (Business-to-Customer) aspects. It's a model that involves three different levels of interaction: businesses selling to businesses, businesses selling to customers, and a combination of the two. Let's break down the concept into its core components to understand it better.

1. B2B (Business-to-Business)

In the B2B model, one business sells products or services to another business. This is common in industries where specialized products or services are required, which are then used by the purchasing business to create their own products, services, or to enhance their operations.

2. B2C (Business-to-Customer)

In the B2C model, businesses sell directly to the end customer. This is the most common form of commerce that people interact with daily, such as buying groceries, clothing, or electronic gadgets.

3. SaaS (Software as a Service)

SaaS is a software licensing and delivery model in which software is provided over the Internet, rather than being installed on individual computers. This allows users to access the software from any device with an internet connection, and often includes updates, maintenance, and customer support as part of the subscription fee.

Combining B2B and B2C: B2B2C SaaS

B2B2C SaaS combines elements of both B2B and B2C within the context of software services. Here's how it works:

  1. Software Provider to Business (B2B): The SaaS provider sells the software to a business. This business could be a retailer, a distributor, or any other entity that wants to provide a specific service to its customers.
  2. Business to Customer (B2C): The business that purchased the SaaS then offers it to its end customers. This could be in the form of a value-added service, an enhancement to existing services, or a completely new offering.
  3. Integration and Customization: Often, the SaaS product will be customized or integrated into the purchasing business's existing systems. This allows for a seamless experience for the end customer and can provide additional insights or capabilities for the business.

Examples and Benefits

A classic example of B2B2C SaaS might be a financial technology company that offers a white-label budgeting and investment platform. A bank (the business) could purchase this platform, customize it with its branding, and offer it to its customers (the customers) as a value-added service.

Benefits of the B2B2C SaaS model include:

  • Scalability: By leveraging cloud-based solutions, businesses can easily scale their offerings to meet customer demand.
  • Customization: Businesses can tailor the SaaS product to their specific needs and branding, providing a unique experience for their customers.
  • Cost-Effectiveness: By utilizing a SaaS model, businesses can often reduce costs associated with development, maintenance, and infrastructure.
  • Enhanced Data Insights: The integrated nature of B2B2C SaaS can provide businesses with valuable insights into customer behavior and preferences, leading to more informed decision-making.


B2B2C SaaS is a multifaceted business model that leverages the strengths of B2B, B2C, and SaaS to create unique and valuable offerings. By understanding the needs of both businesses and customers, and by utilizing the flexibility and scalability of cloud-based software, companies can create powerful solutions that benefit all parties involved. Whether enhancing existing services or creating entirely new ones, B2B2C SaaS offers a versatile and innovative approach to modern business.

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