Uber B2B Logistics Service: Uber is going to launch its new service in Bengaluru, under which consumers will now get the facility to order food directly at home from popular food brands like KFC, Burger King, Taco Bell and Rebel Foods. The service is based on Uber’s B2B model, in which the company will generate revenue through the Open Network for Digital Commerce (ONDC) using its two-wheeler delivery service.
Earlier, Uber was handling the delivery of orders only for Zepto and KPN Farm Fresh, but now the company has also included food delivery in its ambit. This service has been launched on the Uber app in partnership with Metro, enabling faster delivery through two-wheeler delivery within the city.
How will the order be placed?
The ordering process is completely based on ONDC’s system. First, the consumer’s order is generated on the seller app, after which this order is allotted to the Uber rider. Interestingly, the customer has no direct interaction with Uber in this transaction. Uber completes deliveries only as per ONDC instructions.
This means that the service runs entirely on a business-to-business (B2B) model, where services are exchanged between two companies. For example, a software company selling a CRM to another company. In contrast, in the B2C model, the company sells its services or products directly to consumers, such as a customer purchasing clothes from an e-commerce site.
Different target of B2B and B2C
The biggest difference between B2B and B2C is their target customer and marketing strategy. In B2C, transactions are fast and immediate, whereas in B2B, long-term relationships and procedural coordination are more important. Uber’s entry into the B2B model is aimed at increasing the utility of its platform and maximizing the potential of its two-wheeler delivery network. This new expansion will not only benefit Uber from the growing ONDC ecosystem, but will also provide customers with fast, reliable and diverse food delivery options.
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