B to R, short for “business to reseller,” refers to the process of selling products or services from a company directly to a reseller, who then sells them to the end consumer. This business model allows companies to reach a wider market and increase their sales, while also providing resellers with a steady supply of products to sell. B to R transactions often involve bulk purchases and discounted prices, making it a mutually beneficial relationship for both parties involved. This term is commonly used in the world of e-commerce and wholesale trade, where B to R transactions are a common practice.