E-commerce is constantly gaining importance. In 2025, global B2B e-commerce grew by around 14% year-on-year. This growth spans all types of online sales, from commercial websites to B2B marketplaces. Yet how do marketplaces and traditional channels differ?
A B2B marketplace can potentially reach a larger audience. Depending on how popular the platform is, traffic can be counted in tens of millions of visitors every month. Additionally, buyers do not generally have a brand in mind when they start looking. It is therefore a golden opportunity to attract their attention!
A larger number of references
The largest B2B marketplaces (Amazon Business, Cdiscount Pro) offer tens of millions of product references. A B2B vendor can therefore combine all their product catalogues in a single place. And order them however they wish.
Lower costs
A marketplace is freely accessible, whereas the implementation of an e-commerce website requires major financial resources. In addition, there are fewer intermediaries with a B2B marketplace, which cuts costs even more.
A dedicated purchasing process
B2B marketplaces impose purchase processes that can sometimes be rather complex. For vendors:
prices are considered according to buyer segments;
specific user rights must be considered (multi-user accounts for instance);
trade rules are more demanding (calls for tender, quotes, discounts, etc.);
payments are exclusively computerised (bank details, transfers, PayPal payments, etc.).
Reinforced security
A B2B marketplace distinguishes itself from traditional channels because of the level of security provided. Going through a marketplace helps avoid fraudulent transactions - emanating from both vendors and buyers. Security is generally managed by the distributor, who makes sure any stakeholders using the platform are secure. Failing that, they would in any case cover any damages owed.
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