3C (trade association) explained

3C, also styled the Connected Commerce Council, is a Washington, DC-based small business advocacy organization. It receives significant funding from large tech firms such as Google and Amazon.^{[1] [2]}

History

3C was founded in 2018 by Jake Ward to “promote small businesses’ success through the adoption of essential digital technologies and tools.” Prior to starting 3C, Ward was the co-founder and CEO of Application Developers Alliance, an advocacy organization for software developers. Ward also serves as the CEO of Data Protocol, a developer education platform. 3C raised about $1.6 million in 2018. In addition to current support from Google and Amazon, 3C has also received funding from Facebook, now known as Meta. 3C has purchased large numbers of ads on Facebook for several years.^{[3] [4] [5]}

According to its website, 3C’s mission is to “[advance] the interests, education and engagement of small businesses powered by digital technology.” 3C provides training services, connects members with resources, and advocates on behalf of its members and the small business community at large on the state, federal, and international level. As of December 2021, 3C represents 15,000 small businesses in the U.S. and Europe. 3C does not charge its members for services or information.^[6]

3C has received criticism from the Campaign for Accountability, which called the organization a “front group for the nation’s largest technology companies.” 3C's technology partners include Amazon and Google.

Research

3C has released several studies in partnership with Google and other partners, including:

• The Digitally Empowered report, which found that about 70% of small businesses found digital tools useful during the COVID-19 pandemic, with 31% of participants saying they would have to reduce their operations or shut down entirely without access to online services for businesses;
• The Digitally Driven report, which found that businesses that adopted online tools aggressively at the start of the pandemic would earn four times as much revenue as businesses that did not adopt digital tools. In 2021, 3C released a follow-up report to Digitally Driven entitled Digitally Driven: 2021, which identified a “growing gap between small businesses who are embracing and adopting digital tools at a high rate and those who remain uncertain and less digitally advanced.” 3C has leveraged these studies in the organization's broader advocacy work, including letter-writing campaigns to state governors advocating for preserved access to digital tools;^[7]
• The Digital Safety Net report, which estimated that small businesses gain $145 billion in revenue from online marketplaces.^[8]

Advocacy

3C works on various policy issues, including privacy, trade, data and advertising restrictions, competition, and digital security.^[9]

In May 2020, 3C and 80 Kentucky small business owners presented Governor Andy Beshear and other state policymakers with a letter calling to preserve access to essential digital tools. The letter cited excessive regulation of digital platforms as a threat to small businesses.

In June 2020, 3C published another letter to Colorado Governor Jared Polis, signed by 150 Colorado small business owners, stressing the importance of protecting access to digital tools. 3C has organized similar efforts to the governors of Nevada, New York, North Carolina, Pennsylvania, Texas, and Utah.^{[10] [11] [12]}

In 2021, 3C spoke out against S. 2992, H.R. 3816, and H.R. 3825, stating that antitrust legislation against tech companies would result in “collateral damage” in the way of affordable digital tools utilized by small businesses.^[13]

COVID-19

In response to the COVID-19 pandemic, 3C provided free training and educational resources to small businesses. 3C also launched a series of policy seminars and a funding tool to help small businesses locate funds such as PPP loans at the local, state, and federal level.^[14]

Education

3C partners with various organizations to provide training to members and the small business community at large. Ongoing educational offerings include training with tech partners, including the “Grow with Google series,” and 3C University, 3C's proprietary online training platform for small businesses.^[15]

Notes and References

1. News: Birnbaum . Emily . Group backed by tech giants claims thousands of members. Many have never heard of it. . 15 April 2022 . Politico . 30 March 2022.
2. News: Krishan . Nihal . Smaller tech firms advocate bipartisan antitrust bills by bashing Big Tech . 15 April 2022 . Washington Examiner . 31 March 2022.
3. Web site: Connected Commerce Council . Bloomberg . 15 April 2022.
4. News: Clifford-Cruz . Rebecca . Appreciation for small businesses drives entrepreneur's mission in a world of "forced digitization" . 15 April 2022 . Las Vegas Sun . 6 July 2020.
5. News: . Trustbusting Comes to Washington . National Review . 23 June 2021.
6. News: . Connected Commerce Council urges policymakers to preserve access to digital tools, small business needs . 15 April 2022 . Lane Report . 26 May 2020.
7. News: Price . Lisa . Small Businesses Urge Government to Promote Access to Digital Tools . Small Business Trends . 1 April 2021.
8. News: Ajamy . David . For small businesses during pandemic, digital tools equal better success . 15 April 2022 . Dallas Business Journal . 7 June 2020.
9. News: Lovelace . Ryan . For small businesses during pandemic, digital tools equal better success . 15 April 2022 . Dallas Business Journal . 7 June 2020.
10. News: Lee . Jason . Study shows small businesses surviving thanks to digital access . Deseret News . 8 May 2020.
11. News: Williams . David . Polis asked by small business to support Big Tech during COVID-19 crisis . 15 April 2022 . Real Vail . 6 June 2020.
12. News: Business group urges Sisolak to continue digital support . 15 April 2022 . Pahrump Valley Times . 17 June 2020.
13. News: McGill . Margaret . Small business holds key to tech's antitrust fate . 15 April 2022 . Axios . 19 November 2021.
14. News: Mobilian . Julianne . Connected Commerce Council launches Coronavirus Resource Center to aid small businesses . 15 April 2022 . Nursery Management . 28 March 2020.
15. Web site: Bouchot . Marian . Google hosts online workshop for small businesses in valley . KESQ . 14 September 2021 . 15 April 2022.