This article focuses on the third type which is B2B2C or B2B2B2C businesses that use partners in their value chain to get their goods into the market. Some examples would include consumer goods, FMCG, FMEG (fast-moving electrical goods), Agri, etc. They SELL their products to their partners, like distributors, dealers, wholesalers, retailers, etc. This helps them reach the end consumers efficiently. These businesses are distribution-led. They distribute their products across the value chain in order to reach the end consumers. Most(90%+) of the business is recurring in nature (also called run-rate business), done with the same partners, who place orders at fixed periods when their inventory depletes. Partners.