I'd say YES we are a retail business. B2C.
The majority of our business comes with orders that are to be manufactured//installed a month or two out - but we also have customers that walk in for DIY Materials Only (could be a post cap or a bag of gate hardware - or could be 200' of complete fence panels, posts, fittings and gates).
We create an Asana project for each and every order that is to be installed and each DIY Order that needs to be manufactured (90% of our business) using one of about a half-dozen templates we've created with about 20 or so tasks that will need to be completed.
As for Walk In - take-home-now customers (General Retail), we don't really create an Asana project... beyond internal notes warning to buy more gate hardware or other general communications.