There are different taxonomies of B2B marketplaces, depending on the business type and business model they utilize.
Vertical marketplaces concentrate on trading in products of a particular niche or industry, such as construction materials, pharmaceuticals, or automotive parts. CheMondis is a prominent example of a vertical B2B marketplace for the chemical industry.
On the contrary, horizontal marketplaces, do not boast of any particular specialization and sell products of varying industries instead. The most notable example of a horizontal marketplace is Amazon, which offers a multitude of products across different categories and industries and serves a wide range of buyers.
Depending on the business model, B2B marketplaces are typically distinguished as product, service, and hybrid marketplaces. This way, B2B product marketplaces connect many businesses for product supply fulfillment, B2B service marketplaces connect companies for exchange of services, and hybrid marketplaces involve the sale of both products and services.
The global consultancy firm Roland Berger, in turn, recognizes four marketplace models, such as the ‘one-stop-shop,’ business model transformation, procurement networks, and B2B after-sales. Since we’ve covered the above models in detail in our previous piece The Marketplace Revolution, we’ll just brush over them here.
One-stop-shop broadens a company’s activities (either vertically or horizontally) and enables a smooth transition from an online shop to a B2B ecommerce marketplace. One-stop-shops typically monetize on subscription, transaction, or marketing fees.
Business model transformations are marketplaces that initially started off as B2C but expanded their offering and partnership network to include B2B ecommerce.
Procurement networks are member-only clubs with a limited number of partners and subsidiaries that unite their efforts to support one or more procurement processes.
B2B after-sales marketplaces are marketplaces that provide after-sales support such as maintenance, repair, warranty, etc.