The marketing literature has conceptualised exchange as transactional and relational. The aim of this article is to outline the differences between transactional and relational exchange in the B2B context and clarify why relational exchange theory should be adopted in the B2C context. Based on a comprehensive literature review, this paper contributes with and argues for a relational exchange view in a B2C context. However, the relational exchange view in a B2C context is different from a B2B context. The core differences are that relationships in B2C contexts are related to lower levels of adaptations, lower levels of social interactions, and high levels of switching behaviour because of lower switching costs.