Sales market

Every entrepreneur serves his own sales market with his goods, his products or his services. A sales market describes the market on which goods or services can be offered and thus sold.

On the one hand, there are various buyers on this market, but on the other hand there are also other providers. The latter compete with each other for the favor of potential customers.

Sales markets according to location

Sales markets are fundamentally differentiated by their spatial differentiation options:

  • local
  • regional
  • national
  • international
  • worldwide

The following applies - The larger the existing sales market, the greater the number of potential buyers, but also the greater the number of competition. But how do the spatial differences of the sales markets differentiate from one another in detail?

Challenges and problems

Suitability of products - When it comes to the question of which sales market is the right one for your own company, the type of offer is the most important factor. Because products such as perishable food are mostly only suitable for a local or regional sales market (depending on delivery times / delivery routes).

Cost-benefit question - In addition, there is the fact that the effort is not in a positive relationship to the costs. This means that it is not financially worthwhile for potential buyers to buy goods nationally or internationally if the regional or local range is already more than satisfactorily covered.

Customs duties and import bans - If goods are obtained from abroad, there are not only higher delivery costs, but possibly also costs for customs duties. Other problems with goods from abroad may be that they do not meet German quality standards or that they are not allowed to be imported into Germany.

Sales markets according to the type of offer and the parties involved

However, sales markets can also differ from one another on various bases: For example, based on the parties involved or the offer.

Business-to-consumer - One speaks of a business-to-consumer market (B2C for short), for example, when a company or a dealer addresses private customers or individual customers - for example when buying a car.

Business-to-business - If, on the other hand, companies address other companies, they are referred to as B2B (a business-to-business market). This means that, for example, there is a B2B market when a dealer sells a car to a company.

Consumer-to-consumer - Private buyers and private sellers, on the other hand, meet on a C2C, i.e. on a consumer-to-consumer market. This is the case, for example, when a private person resells their used vehicle to another private person.

Sales markets can also be differentiated on the basis of their offers. Depending on the sales market, only consumer goods, capital goods, industrial goods, services or real estate can be found there.


  • Services or products are offered and sold in a sales market
  • the markets differ in terms of their participants (market participants) and the nature of their offers
  • Sales markets can be differentiated by their spatial orientation: local, regional, national, international or worldwide
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