What is Consumer-to-Consumer (C2C)?
Consumer-to-Consumer (C2C) is a business model in which individual consumers transact with other individual consumers, typically facilitated by a third-party platform that provides discovery, communication, payment, and trust mechanisms. Distinct from B2B, B2C, and B2G models, C2C marketplaces have become significant economic infrastructure in the digital economy.
C2C platform examples
- Global: eBay (auction-style + buy-now), Etsy (handmade), Vinted (second-hand clothing), Depop (Gen Z fashion), Poshmark (clothing), Mercari (general), Facebook Marketplace
- Türkiye: Sahibinden (general), Letgo (second-hand), Dolap (fashion second-hand), GittiGidiyor (eBay-owned; closed in 2022)
- Vehicles: Türkiye’de Sahibinden, Letgo Vehicles, Arabam.com
- Property: Sahibinden, Hürriyet Emlak (commercial agents + individual)
- Services: TaskRabbit, Fiverr (creative gigs)
C2C vs B2B vs B2C
| Model | Seller | Buyer |
|---|---|---|
| B2B | Business | Business |
| B2C | Business | Consumer |
| C2C | Consumer | Consumer |
| C2B | Consumer | Business |
C2C platform value proposition
- Trust infrastructure: User ratings, reviews, dispute resolution
- Payment escrow: Hold buyer payment until seller delivers
- Discovery + search: Match buyers + sellers
- Logistics: Integrated shipping, sometimes pickup
- Identity verification: Counter fraud, account verification
C2C platform monetization
- Listing fees ($0.10-$1 per item)
- Transaction fees (5-15% of sale)
- Featured/promoted listings
- Premium seller subscriptions
- Payment processing markup
- Optional services (shipping insurance, identity verification)
C2C regulatory considerations (Türkiye)
- E-Commerce Law No. 6563: limited application to C2C platforms, but “intermediary service provider” obligations apply
- Consumer Protection Law No. 6502: classic consumer rights are limited in sales between individuals; however, because of the platform’s intermediary role, information and complaint-handling obligations apply
- KVKK: Platform = data controller; seller/buyer are individuals under the KVKK
- Tax: Gains from occasional sales by individuals may be occasional income (arızi kazanç, Income Tax Law No. 193 art. 82); income from commercial activity is commercial income (art. 37)
- Counterfeit/branded goods: On a right holder’s documented complaint of an IP infringement, the platform must take the listing down (Law No. 6563, art. 9(3))
C2C platform challenges
- Cold start: Need both sides (chicken-and-egg)
- Disintermediation: Users go off-platform after first connection (Airbnb’s classic problem)
- Trust + fraud: Scams, fake listings, payment fraud, identity theft
- Counterfeit goods: Especially in fashion/luxury: brand reputation + legal risk
- Concentration risk: Top 10% of sellers often drive 80% of GMV
C2C trends (2025)
- Recommerce growth: Second-hand growth 3x faster than retail
- Live commerce: TikTok Shop + Instagram Live shopping pushing into C2C territory
- Verticalization: Niche C2C marketplaces (sneakers: GOAT, watches: Chrono24, comics: Whatnot)
- Cross-border: Vinted, Depop, Mercari enabling international C2C
Practical implications for founders
Building C2C in Türkiye: (1) Vertical focus beats general (Dolap > Sahibinden in fashion); (2) Solve trust before scale; (3) Liquidity in one niche before geography expansion. Regulatory readiness: e-ticaret yasası + tüketici hakları + KVKK from day one. Vircon Legal advises on Turkish marketplace platform regulatory structure.
Sources. Law No. 6698 on the Protection of Personal Data (KVKK) and Law No. 6563 on the Regulation of Electronic Commerce.