The route that a product or service takes from its creation to the person who will use it. Business-to-business (B2B) and business-to-consumer (B2C) distribution channels are commonly used in marketing (B2C). B2B focuses on how things reach to the people who use them, whereas B2C focuses on how products get to the people who use them. For instance, a company may sell directly to a consumer or through a store, who then sells to the end user.