Which type of e-commerce model is exemplified by Amazon?

The correct answer is A, B2C (Business to Consumer). In the business to consumer model a firm sells goods or services directly to the person who will use them, and Amazon's retail store is the best known example: a shopper opens the site or the app, puts an item in the cart and buys it, with no wholesaler or trader in between. Every e-commerce model is named in the same way, by who stands at each end of the deal, so learning the four pairs is enough to answer most questions on this topic. B is wrong because business to business means one firm selling to another, the way a parts maker supplies a car factory or IndiaMART links wholesalers. C is wrong because consumer to business is the reverse, where an individual offers a service to a company, as a freelance designer does on a bidding site. D is wrong because consumer to consumer is one individual selling to another, as on OLX or Quikr. Exam tip: B2C is Amazon retail, B2B is IndiaMART, C2C is OLX and C2B is freelancing sites.