Business to Consumer:

An adjective used to describe companies that sell directly to consumers. For example, Cafe Javas, Spear Motors, and Shoprite supermarket are primarily B2C companies. B2C trading usually takes the shape of cash transactions and one to one understanding and do not involve contracts, especially in Uganda and most of the developing world.

Most small businesses in Uganda would be both B2B and B2C businesses but because they do not have the required legal and technical requirements for dealing with other businesses they continue to operate as B2C; take restaurants, boutiques and retail shops as examples.