麦肯锡-首席执行官如何通过建立新的B2C业务来超越竞争对手（英）

McKinsey Digital PracticeHow CEOs can outcompete by building new B2C businessesCompanies across sectors are looking for new growth beyond their cores. Three consumer-focused strategies can deliver long-term revenue gains.by Arun Arora, Ido Segev, and Sub DattaMay 2025When is a medical-device manufacturer not just a medical-device manufacturer? When it’s also an online marketplace for consumers to buy wellness products and get advice from healthcare providers. Amid unrelenting pressure from digital-first competitors, McKinsey analysis finds that established companies across sectors are increasingly building new business-to-consumer (B2C) businesses to capture their share of the $25 trillion B2C market.B2C business building is gaining traction because the traditional corporate strategy playbook is no longer enough to drive significant growth inside or outside a company’s core. Business building can create entirely new revenue streams. A McKinsey Global Survey of more than 1,100 CEOs found that companies that allocate 20 percent of their growth capital to creating new businesses achieve two percentage points higher revenue growth than companies that do not invest similarly.1CEOs who want to dive into B2C business building can start by identifying existing data and assets in their companies that could underpin new consumer offerings. Our research shows that more than 80 percent of companies have at least one underutilized asset that could form the backbone of a new business (Exhibit 1). This initial analysis is especially important for CEOs of business-to-business (B2B) companies, who may not be used to selling directly to consumers and will need to take measured steps to build B2C businesses that scale effectively. Based on our experience helping build more than 700 new businesses, this article provides proven strategies that CEOs can use to successfully build and scale B2C businesses.New B2C businesses can take many forms. We found three categories to be strong bets for leaders thinking about building new B2C businesses, irrespective of industry sector: advice-as-a-service, embedded services, and B2B2C businesses. Each allows companies to leverage their core underutilized assets to create entirely new revenue streams (Exhibit 2). These three categories represent more than 90 percent of B2C business builds that, in our experience, have delivered outsize results, with each type of business attaining high revenue multiples (Exhibit 3).—Advice-as-a-service: These are businesses that build on their already established credibility to provide consumers with insights on specific topics (for example, wealth management, medical education, and automotive repair). For most companies, building a B2C advice-as-a-service business entails providing guidance about a core or adjacent product to a new consumer customer base. An example of this is Redfin, which built on its core expertise as a real estate market analytics company to expand into providing consumers wit