Business-to-business (B2B) is a business model in which a company sells products or services to other companies rather than to individual shoppers. Those buyers may use the purchase themselves, such as payroll software, or turn it into something they sell, such as parts and raw materials.

B2B firms often sell through wholesalers, industrial distributors, or specialized sales teams. A payroll company that provides HR tools to a small business is a typical example.

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