The 10 Best B2B Online Marketplaces

B2B e-commerce has significantly expanded in recent years, opening up new sales channels, such as B2B marketplaces. Bringing corporate sellers and buyers together in a single dynamic platform, marketplaces have streamlined sales and procurement processes for sellers and buyers.

But are B2B digital marketplaces something you should consider as part of your e-commerce business plan? This guide delves into the advantages, drawbacks and considerations you should know, along with some of the best online B2B marketplaces available.

B2B e-commerce: Your big opportunity

From redefining procurement processes to reducing labor costs, marketplaces are taking over the B2B landscape. This commerce model, which has been rapidly gaining global popularity, allows third parties to sell directly on their digital platforms. According to CapitalOne Shopping Research, the worldwide B2B e-commerce market was worth an estimated US$30.42 trillion in 2024¹. This figure is expected to reach a projected US$66.89 trillion in 2029.

Traditional methods of B2B operations, such as sales, order fulfillment and delivery are becoming digitalized, driven by a new influx of millennials in decision-making roles. Decision makers are now seeking business interactions that are more aligned with their B2C experiences. In a study conducted by BCG, buyers who preferred marketplaces over traditional e-commerce platforms for good customer service outweighed those who selected the latter by 30%².    

Your B2B e-commerce platform

The advancement of B2B e-commerce software means it has never been easier to build a high-quality, user-friendly wholesale platform. You can offer your website in multiple languages and include a powerful search engine, detailed product descriptions, interactive support, how-to videos and multiple payment options. In other words, your platform can have all the features that customers have come to expect from a B2C website. This saves your business time and money whilst boosting sales.

What are B2B online marketplaces?

On top of your e-commerce website, another digital B2B sales channel your business can consider is the B2B marketplace. This type of e-commerce platform brings together corporate sellers and buyers, creating a dynamic hub for businesses to connect and transact. Vendors can be wholesalers, manufacturers, suppliers and brands who sell an array of goods and services to other companies, often in volume.

The offerings range from finished and semi-finished products to parts and raw materials. Imagine sourcing industrial equipment from a manufacturer, raw textiles for your fashion line from a supplier, or even finding a software solution for your business needs – all in one central online location. This is the power of a B2B wholesale platform.

This means that the selling dynamics of the B2B marketplace are different from those of B2C. While B2C platforms tend to see smaller and simpler transactions, B2B transactions are more large-scale and complex. B2B marketplaces generally fall into two categories – vertical and horizontal:

• Vertical: These marketplaces specialize in a specific product or industry. For example, a B2B wholesale marketplace might focus solely on connecting food manufacturers with restaurant suppliers.
• Horizontal: These marketplaces offer a more comprehensive range of products and services across various industries. Think Amazon Business – you’ll find everything from office supplies to industrial machinery at these global B2B marketplaces.

In short, these marketplaces offer you a powerful platform to expand your reach, streamline procurement processes, and tap into new markets.

How do B2B and B2C marketplaces differ?

To understand the unique characteristics of B2B marketplaces, let's explore the key differences that set them apart from their B2C counterparts.

Are B2B marketplaces the right sales channel for your business?

While adding online B2B marketplaces to your sales strategy can unlock significant advantages, weighing the pros and cons to determine if they’re the best fit for your specific business needs and goals is crucial.

Advantages of B2B marketplaces

Unlock new markets and customers

For suppliers, B2B marketplaces open access to a vast network of potential buyers. SMEs with limited marketing budgets can access a wider customer base and potentially enjoy increased bulk sales. Meanwhile, customers benefit from the convenience of not having to manage many suppliers when they buy through a wholesale marketplace.

Streamline sales and procurement processes

With automated order processing, integrated payment gateways, and efficient logistics solutions, sellers can save time and resources through more efficient sales and order fulfilment processes. For buyers, B2B digital marketplaces simplify the sourcing process and reduce administrative burdens as they can find everything they need on one central platform.

Gain valuable insights

Many B2B digital marketplaces offer valuable data and analytics to help sellers understand market trends, competitor activity, and customer behavior. These insights can inform sales and marketing strategies, optimize product offerings, and improve overall business performance.

Disadvantages of B2B marketplaces

Higher stakes

B2B transactions tend to involve higher average order values, resulting in higher stakes. A single bad transaction can reflect poorly on the supplier. B2B businesses looking to integrate marketplaces into their e-commerce strategy will need to weigh up the benefits and risks involved. In some cases, investing the time and money into an owned e-commerce website – from digitalizing the full product catalog to integrating a powerful search engine – may be more worthwhile.

Fees and commissions

Most B2B wholesale platforms charge fees or commissions on transactions, which can impact profit margins. To help offset these costs, some platforms may offer tiered pricing structures or volume discounts. It's essential to evaluate the fee structures and costs as these factors inform pricing strategies and overall business plans.

Limited customer relationships

While B2B marketplaces facilitate transactions, they can sometimes create a barrier between wholesalers and buyers. Building direct relationships and fostering customer loyalty can be more challenging when transactions are mediated through a third-party platform.  It can therefore be difficult to retain customers if communications fall through. To mitigate this, sellers might still need to communicate personally with buyers through traditional means, such as phone calls.

Top 10 global B2B marketplaces

What sellers should look for in a B2B marketplace

Every marketplace should give you the opportunity to grow both bulk sales and your network. For SMEs on a limited budget, the B2B marketplace should reduce the amount of time and money spent updating catalogs or monetizing marketing channels. It’s also important that your marketplace should allow you to own your business relationships by connecting and conversing with buyers directly. Automated solutions should save you the time spent on gathering leads and orders by email or phone. Here are some considerations  when selecting a B2B marketplace:

• Start with a payment model you can afford: A B2B marketplace offering a low-cost baseline can help to offset your costs. Here are some payment models you can consider:
  • Commission-based models charge a percentage in commission on every order you receive.
  • Subscription-based models charge a membership fee that might encompass services like account management, advertising and logistics support.
  • Listing fee-based models charge an extra fee for each product you list, making them more suitable for people using the marketplace as a secondary income source.
• Find an intuitive interface: Look out for an interface that is straight-forward and easy to use.
• Check for a range of seller features: Product management and Customer Relationship Marketing (CRM) software, shipping tools and various payment options help to keep you in control of your business and transactions.

Selling direct on B2B marketplaces

B2B marketplaces won't be the right fit for every business, and that's where investment in your own e-commerce website can help. If you consider that two-thirds of B2B buyers prefer to carry out all supplier transactions online (Sana, 2024), it's a smart move to have a digital sales avenue.

Ideally, you should be able to leverage marketplaces while still being able to sell directly to customers. For that, you’ll have to understand consumer trends before optimizing your sales channels accordingly.

Succeed with B2B marketplaces today

From identifying new customer expectations to implementing features to enhance e-commerce growth, DHL’s exclusive Ultimate B2B E-commerce Guide can help you to navigate the B2B digital revolution. Whether you already have an e-commerce website that needs an upgrade or you're starting from scratch, download this helpful guide to make the most of new sales opportunities today.

Beyond finding the right online sales channels, having an experienced international logistics partner, such as DHL Express, is also instrumental for business success. From providing logistics advice to helping you with shipping internationally, DHL Express ensures a seamless order fulfilment and delivery experience for you.