B2B Marketplace: A Complete 2025 Guide—Theory, Practices, and Real-World Examples

Over the past five years, the number of B2B marketplaces worldwide has grown rapidly, increasing tenfold. This shows that having a marketplace is now essential for businesses wanting to stay ahead in the competitive B2B e-commerce space. If you're thinking about starting a B2B marketplace, you're in the right place.

At Virto Commerce, we know B2B marketplaces inside and out. With years of experience helping businesses build successful platforms, we understand what works and how to overcome challenges. Companies trust us because we deliver practical solutions that lead to real results.

In this guide, you'll find clear explanations, examples, and tips to help you understand B2B marketplaces and take the first steps toward building one that stands out.

If you're searching for a dependable platform to launch your marketplace b2b, look no further than the Virto Marketplace Platform—the ultimate marketplace management solution built to support any B2B business model.

1. WHAT IS A B2B MARKETPLACE
2. TYPES OF B2B MARKETPLACES
3. BENEFITS OF USING B2B DIGITAL MARKETPLACES FOR BUSINESS
4. HOW DO B2B MARKETPLACES MAKE MONEY?
5. 10 TYPES OF B2B EMARKETPLACES
6. TOP-10 B2B MARKETPLACES EXAMPLES IN 2025
7. HOW TO START A B2B MARKETPLACE

A B2B marketplace is an e-commerce platform that connects businesses as buyers and sellers. Unlike single-vendor platforms, a B2B marketplace typically involves three key participants:

Marketplace Operator or Owner

Manages the platform and ensures its smooth operation.

B2B Buyers

Businesses such as wholesalers, distributors, or retailers that search, select, negotiate, and order products or services.

B2B Sellers

Businesses that list and manage their products or services, handle inventory, and fulfill orders.

B2B online marketplaces make these connections simple and efficient by offering the tools both buyers and sellers need to work together smoothly.

Whether it's providing secure payment options, easy-to-use inventory tracking, customizable storefronts, or tools to negotiate deals, these platforms have it all covered.

The standout feature of most B2B marketplaces is their multivendor setup, where multiple sellers can come together and thrive on the same platform. 

Market Size and Projections: The global B2B e-commerce market is projected to reach $30.42 trillion in 2024, with an estimated compound annual growth rate (CAGR) of 17.1% from 2024 to 2029. Link.

Regional Breakdown: Asia-Pacific leads the global B2B e-commerce market, accounting for approximately 79% of the gross merchandise volume (GMV).The Chinese market alone is valued at 18.4 trillion yuan, reflecting significant growth over the past decade.

Market Expansion: The number of B2B marketplaces in Europe has grown from about 20 in 2010 to over 300 by 2024, indicating a rapid expansion in the last decade.

Investment Surge: European B2B marketplaces have collectively raised approximately $4 billion in funding, reflecting strong investor interest in this sector.

Artificial Intelligence (AI): AI is being utilized to enhance customer experiences, streamline operations, and provide personalized services in B2B e-commerce.

Mobile Commerce: With the rise of mobile usage, B2B platforms are adapting to ensure seamless mobile experiences, allowing businesses to shop and sell while on the go.

Customer Expectations: Modern B2B buyers, especially Millennials and Gen Z, expect a streamlined, digital sales process like B2C experiences. Companies are under pressure to adapt to these expectations to maintain competitiveness.

Sales Friction: Consolidating siloed systems into a singular, user-friendly platform helps enhance the customer experience and boost revenue. Investment in advanced e-commerce platforms providing real-time data and self-service options is prioritized. 

Global Dominance: The US and Europe lead in adopting and scaling marketplaces b2b, with global trends emphasizing personalization, AI-driven analytics, and mobile adaptability.

Market Potential: With consistent growth across regions, companies that invest in technology and prioritize customer-centric solutions are poised to lead the sector.

In summary, the online B2B marketplace sector is expanding rapidly, driven by digital transformation, technological advancements, and evolving customer expectations. Companies that adapt to these changes and address emerging challenges are well-positioned for success in the evolving marketplace.

B2B online marketplaces can be tailored to various business models, each serving a specific purpose. Here are some common types:

Service Marketplaces: Platforms for offering and managing professional services, such as consulting, logistics, or IT support. These marketplaces streamline the process of finding and hiring specialized services.

Procurement Marketplaces: Designed to simplify procurement processes, enabling businesses to source goods and services efficiently. They are ideal for industries where supply chain optimization is crucial.

Circular Marketplaces: Focused on sustainability, these platforms enable the reuse, recycling, and redistribution of resources, promoting a circular economy.

Group Purchasing Marketplaces: These platforms allow businesses to combine their purchasing power, negotiating better deals with suppliers and reducing costs.

Retail Marketplaces: Multi-vendor platforms that serve both B2B and B2C customers, offering a wide range of products to meet diverse needs.

Each of these models highlights the versatility of marketplaces B2B and their ability to address specific industry challenges. We will dive deeper into these marketplace types, exploring their unique characteristics and functionalities later in this article.

Marketplaces of various types, such as B2B, B2C, and enterprise marketplaces, are becoming increasingly popular. However, understanding their differences is critical for businesses to identify the right model, define project requirements, and choose the most suitable platform. In this section, we will clarify the distinctions between B2B marketplaces, enterprise marketplaces, and B2B platforms, as well as highlight the differences between B2B and B2C marketplaces.

In the world of e-commerce, the terms "B2B marketplace" and "enterprise marketplace" are often used interchangeably, leading to confusion.

B2B marketplaces are shared platforms where multiple businesses, such as wholesalers, distributors, and retailers, connect to buy and sell goods or services. Examples include Alibaba, a global online  marketplace connecting suppliers and buyers across industries, and Amazon Business, which caters to a wide range of professional buyers and sellers. These platforms are typically operated by an independent party that facilitates interactions between buyers and sellers, providing tools like payment systems and inventory management.

In contrast, enterprise marketplaces are proprietary platforms owned and operated by a single company. For example, Siemens runs an enterprise marketplace to connect its suppliers and customers for streamlined procurement and maintenance services, while Boeing uses its platform to manage parts and service suppliers.

These online marketplaces are designed to optimize the company’s internal ecosystem, connecting suppliers, partners, and customers to streamline procurement, sales, or service processes.

Each model serves distinct business needs, making it essential to choose the right one for your goals.

A B2B marketplace is essentially a specialized e-commerce platform designed to support a multi-vendor business model. It acts as a central hub where businesses (buyers and sellers) interact, transact, and manage operations. A B2B digital marketplace can either be a standalone solution or an extension of an existing B2B e-commerce platform. For instance, a company might extend its existing platform to enable marketplace functionality, allowing multiple vendors to list and sell products.

For example, you can integrate Virto Commerce's digital catalog with your platform to quickly transform it into a B2B marketplace.

On the other hand, a B2B platform is a broader, more comprehensive solution that offers the foundation for building various e-commerce functionalities. It provides the tools necessary for creating customer portals, vendor dashboards, and dedicated websites. For example, with Virto Commerce, businesses can create bespoke e-commerce solutions that go beyond marketplace functionalities, such as managing intricate supply chains or integrating advanced customer experience features.

The key distinction lies in their scope and functionality:

• A B2B online marketplace focuses on enabling multi-vendor transactions and collaboration, often serving as an extension of an existing platform.
• A B2B platform, however, is the backbone of an e-commerce ecosystem, offering robust tools to create, customize, and scale core functionalities.

For businesses considering these options, the choice depends on your goals. If your aim is to create a multi-vendor environment, a B2B marketplace is ideal. If you need a flexible solution to build and scale an entire e-commerce infrastructure, a B2B platform is the way to go.

The marketplace model originated in the B2C space, which raises a common question: what sets B2B marketplaces apart from their B2C counterparts? Let’s break it down.

B2B and B2C marketplaces operate with fundamentally different purposes and audiences. In a B2C marketplace, businesses sell directly to individual consumers, focusing on convenience, simplicity, and speed. Buyers often have limited negotiating power, and decisions are influenced by factors like pricing, branding, and customer reviews. Information asymmetry typically benefits the seller, as consumers may lack comprehensive insights into the product or market. Examples include Etsy for handmade goods and Wayfair for furniture and home goods.

In contrast, a B2B marketplace connects businesses as both buyers and sellers, where transactions are often more complex and strategic. Parties generally have more equal negotiating power, often involving detailed contracts and legal counsel to reach informed agreements. Examples include Global Sources, a platform for international trade, and Amazon Business, which caters to bulk purchasing needs for businesses.

B2B and B2C marketplaces are usually similar in functionality and capabilities, but their capabilities are used in different ways.

In case you want to learn more about the B2B business model, reach out to our teams or read our article B2B vs. B2C: Definition, Differences, Examples.

B2B marketplaces offer significant benefits for all involved parties by fostering greater efficiency, accessibility, and scalability. Here’s how these platforms add value:

Enhanced Access: B2B marketplaces level the playing field by improving access to quality information and merchandise. Smaller businesses can compete alongside larger international corporations, gaining exposure and opportunities that were previously out of reach.

Better Offerings for Buyers: The presence of regional, specialized, and international sellers ensures buyers have access to a diverse range of products and services. This competitive environment drives better offerings, enabling buyers to find solutions that meet their unique needs.

New Markets and Revenue Streams for Owners: Marketplace operators can expand their customer base, reach new markets, and unlock additional revenue streams. By aggregating products and services from multiple vendors, marketplaces become a one-stop solution for buyers, increasing platform adoption and sales volume.

Streamlined Sales and Fulfillment: Buyers benefit from simplified procurement processes by combining products from multiple vendors into a single transaction. This reduces administrative burdens like invoice processing, while sellers enjoy improved order efficiency and fulfillment rates.

Increased Collaboration and Efficiency: By pooling the efforts of various participants, B2B marketplaces achieve higher levels of efficiency than standalone operations. This collaborative model results in more sales and greater revenue for both marketplace operators and vendors.

By leveraging these benefits, B2B digital marketplaces serve as a powerful tool for driving growth, innovation, and success in today’s dynamic business environment.

The main task of the B2B marketplace KPIs is to facilitate transactions between businesses. As there is a wide range of transactions and relationships B2B marketplaces support, the monetization model deeply depends on what the marketplace offers. Here are some examples:

Each transaction that occurs is paid. Usually, it is some percentage of the transaction value (and, in this case, it grows exponentially together with the business). Still, sometimes it works as a flat rate: more precise and cost-efficient for users, though less worthy for marketplaces.

In this case, businesses pay a regular subscription, which is transparent for marketplaces and convenient for companies, mainly if the market offers additional services.

Businesses with this model usually pay a flat fee per listing on the creation or on the duration it exists.

Standard in service-oriented marketplaces, this fee comes after the business generates some leads on the platform; as for the services industries, it is common to transact out of the platform.

Usually, in addition to other models, marketplaces often charge a membership fee for the capabilities the marketplace offers.

Besides all these standard models, marketplaces also earn from placing advertisements, offering value-added services, and so on.

Below are detailed descriptions and examples of various B2B marketplace models:

1. Service Marketplaces

Service marketplaces are platforms dedicated to offering and managing professional services, such as consulting, logistics, or IT support. They streamline the process of finding and hiring specialized services. Examples include Upwork and Fiverr, which connect businesses with freelancers and service providers.

2. Procurement Marketplaces

These platforms simplify procurement processes by enabling businesses to source goods and services efficiently. Ideal for industries focused on supply chain optimization, examples include SAP Ariba, which connects buyers and suppliers globally.

3. Circular Marketplaces

Focused on sustainability, circular marketplaces facilitate the reuse, recycling, and redistribution of resources, promoting a circular economy. Platforms like ThredUp and Trove exemplify this by enabling businesses to resell or repurpose goods.

4. Group Purchasing Marketplaces

Group purchasing marketplaces allow businesses to combine their purchasing power to negotiate better deals with suppliers. Examples include Omnia which helps companies leverage collective buying for cost savings.

5. Retail Marketplaces

Multi-vendor platforms serve both B2B and B2C customers, offering a diverse range of products. Examples include Amazon Business, which caters to bulk buying for businesses, and Walmart Marketplace, a hybrid B2C/B2B platform.

6. Vertical B2B Marketplaces

These marketplaces focus on a specific industry or niche, such as construction, pharmaceuticals, or automotive. An example is CheMondis, which specializes in the chemical industry.

7. Horizontal Marketplaces

Unlike vertical platforms, horizontal marketplaces offer products across various industries. Amazon and eBay serve as prime examples of horizontal marketplaces.

8. Technological Marketplaces

These platforms sell software and technical solutions. Examples include GitHub, a hub for code sharing, and Salesforce AppExchange, which offers SaaS tools and integrations.

9. Finance Services Marketplaces

Focused on financial products, these platforms offer loans, insurance, and other services. Examples include Stripe Capital and Fundera, which connect businesses with financial solutions.

10. Talent Marketplaces

These platforms connect businesses with employees rather than freelancers, functioning as a bridge between employers and job seekers. Examples include LinkedIn Talent Solutions and Hired.

Each of these models highlights the versatility of B2B marketplaces in addressing specific industry challenges and business needs.

The global consultancy firm Roland Berger identifies four distinct marketplace models: the ‘one-stop-shop,’ business model transformation, procurement networks, and B2B after-sales. Since we’ve covered these models in detail in our previous piece, The Marketplace Revolution, here’s a brief overview:

One-Stop-Shop: Expands a company’s activities (either vertically or horizontally) and facilitates a seamless transition from an online shop to a B2B e-commerce marketplace. These platforms typically monetize through subscription, transaction, or marketing fees.

Business Model Transformation: Marketplaces that initially started as B2C but expanded their offerings and partnership networks to include B2B e-commerce.

Procurement Networks: Member-only platforms with a limited number of partners and subsidiaries, collaborating to streamline and support procurement processes.

B2B After-Sales Marketplaces: Platforms designed to provide after-sales support, including maintenance, repairs, warranties, and related services.