R2C

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heidict entry

R2C — /ˌɑːr.tuːˈsiː/ · noun · sentiment: derogatory.

Inflections

Form	Value
expansion	retard to consumer	attributive	R2C

Definitions

(informal, playful, derogatory, business-slang, tech-slang) — *R*etard *to* *C*onsumer: a business model in which an incompetent, unserious, or terminally online operator sells directly to individual users. Consumer distribution gives the R a large pool of marks, low-friction checkout, and fewer procurement adults between the pitch and the credit card.
- the app is R2C: subscription funnel first, functioning product later
- they skipped enterprise and went straight R2C with influencer ads
- R2C works when the checkout is smoother than the customer's judgment
Positioned against: R2B (sense 1), R2R (sense 1) (axis: customer-type-in-parody-business-model) — R2C sells from the R to an individual consumer; R2B targets an institution, while R2R classifies both seller and buyer as R.

Etymology

R: Initial of retard, used here as a deliberately abrasive label for the incompetent or unserious supplier.
2: Internet-era rebus for to, inherited from business-model labels such as B2C.
C: Initial of consumer, naming the individual customer.

A parodic mutation of B2C, replacing the supplier-side business with retard. Part of the R2B/R2C/R2R taxonomy.

Usage

Use R2C when the mocked operator sells to ordinary end users. Contrast R2B for institutional customers and R2R when the joke implicates both sides of the transaction.

Sources

Canonical entry: heidict — R2C
Source of truth (YAML): ~/ht/heidict/entries/r2c.yaml
Curated by Benedict under heidict editorial doctrine.

R2C