Consumer to consumer (C2C) refers to the direct exchange of goods or services between individuals, without the involvement of a business or intermediary. This type of transaction typically takes place through online platforms or local communities, where individuals can buy, sell, or trade items with one another. C2C allows for a more personal and informal approach to buying and selling, as well as the opportunity for individuals to find unique or niche items that may not be available through traditional retail channels. However, it also carries a higher risk of fraud or misrepresentation, as there is no guarantee of quality or protection for either party involved.