Home Virto Commerce blog The Ultimate Guide to Thriving in the US B2B Marketplaces in 2024

The Ultimate Guide to Thriving in the US B2B Marketplaces in 2024

Apr 1, 2024 • 18 min

Marketplaces have become essential to the modern e-commerce market worldwide and in the United States. Marketplaces are often considered interchangeable with e-commerce in various aspects. This shift is evident in the increasingly conservative B2B sector, where the impact of B2B marketplaces on transforming business deals through linking buyers and sellers, thus enhancing efficiency and market reach, is steadily expanding.

In this article, we explore the transformative impact of B2B marketplaces in the USA, digital platforms that are redefining the landscape of business transactions by linking numerous buyers and sellers, enhancing efficiency, and expanding market access.

We investigate how these marketplaces, powered by technological advancements, are essential for businesses seeking growth, innovation, and digital transformation. As the sector experiences significant growth, driven by a demand for operational efficiency and scalability, we underscore the crucial role of these platforms in the contemporary business environment.

This discussion will also highlight the expertise of Virto Commerce, a valuable player in the field of B2B e-commerce and marketplaces. With its proven track record of developing robust platforms and successful case implementations across the US, Virto Commerce exemplifies the cutting-edge innovation and strategic insight necessary for businesses to excel in the digital era.

B2B Marketplaces in the United States: Trends and Statistic

United States B2B Marketplaces Statistics

The US business-to-business (B2B) market exhibits a significant trend towards expansion and technological adaptation. In 2023, despite maintaining a stable total sales figure of $14.87 trillion for US manufacturers and distributors, a conspicuous change was evident within e-commerce.

Notably, e-commerce transactions, covering manufacturers, distributors/wholesalers, and retailers primarily serving business clientele, experienced a notable surge of 17%. This surge signifies a strong inclination among B2B purchasers towards online transactions, with seventy percent of buyers showing a preference for online purchases due to their convenience and efficiency.

Looking ahead to 2024, the landscape for B2B e-commerce buyers is expected to become even more digitally oriented. Buyers will utilize between three to ten digital channels for researching and purchasing goods and services online, highlighting the increasing importance of an omnichannel approach in the B2B sector. Remarkably, B2B marketplace sales doubled in 2023, showcasing a 100% year-over-year growth, while e-procurement sales saw a 16% increase from 2022 to 2023.

The demand for a seamless, omnichannel purchasing experience is clear, yet only 36% of B2B buyers rate their e-commerce site experience as excellent. This gap underscores a significant opportunity for B2B sellers to enhance digital experiences. Furthermore, the readiness of B2B decision-makers to make substantial e-commerce transactions, with 70% willing to spend up to $500,000 in a single transaction, emphasizes the growing confidence in digital platforms.

The prevalence of dynamic pricing is increasing, with 17% of e-commerce firms embracing it in 2021 and forecasts suggesting a rise to over 22% by 2024. This approach mirrors the evolving nature of B2B e-commerce, where adaptability and responsiveness to market conditions confer significant competitive advantages.

The US B2B e-commerce market, valued at USD 1,476 billion in 2021, is anticipated to surge to USD 8,573 billion by 2030, registering a Compound Annual Growth Rate (CAGR) of 21.6%. The Fast-Moving Consumer Goods (FMCG) segment leads in the supply category, while the retail and distribution sector dominates the end-user market.

The shift in B2B e-commerce purchasing behavior, alongside the increasing adoption of B2B models by major e-commerce entities, is positioned to propel market expansion in the foreseeable future. Despite challenges posed by limited visibility, incorporating value-added services into B2B e-commerce platforms promises to unveil new avenues for growth.

This dynamic growth narrative underscores the crucial transition within the B2B e-commerce sector, propelled by digital adoption and the strategic shift towards omnichannel and digitally-driven purchasing experiences. As the market evolves, embracing these trends will be essential for B2B sellers aiming to capitalize on the expanding opportunities within this burgeoning sector.

The statistics is based on:

Trends in US B2B E-commerce (2024)

Trends Shaping the US B2B E-commerce Market

Trends Shaping the US B2B E-commerce Market

Trends Shaping the US B2B E-commerce Market

Trends Shaping the US B2B E-commerce Market

B2B Marketplaces in the USA: Trends

The USB2B marketplace landscape is evolving, with several key trends shaping its future. To make this easier to understand, we'll outline these trends in a numbered list, highlighting the most dominant trends:

1. Niche specialization. Dominance: high

Many B2B marketplaces focus on specific industries or business needs, offering tailored solutions and specialized supplier networks. This trend is solid as businesses seek platforms that understand their unique challenges and offer customized support.

2. Technological integration. Dominance: very high

Cutting-edge technologies, such as artificial intelligence (AI) and blockchain, are being adopted widely. These technologies enhance marketplace functionalities by improving predictive analytics for trend forecasting and ensuring secure transactions. This is one of the leading trends, reflecting the priority of operational security and data-driven decision-making.

3. Comprehensive service offerings. Dominance: medium

B2B marketplaces increasingly provide so-called vertical marketplaces, end-to-end solutions that cover all aspects of the transaction process, from procurement and logistics to inventory management and financing. This trend is growing as marketplaces aim to be one-stop shops for their users, streamlining operations and adding value at every step.

These trends collectively signify a shift toward more specialized, technologically advanced, and service-oriented B2B marketplaces in the United States. They aim to enhance efficiency, facilitate connectivity, and create significant value within the B2B ecosystem, with technological integration standing out as the most pronounced trend shaping the future of B2B commerce.

Benefits of USA B2B Marketplaces

US B2B marketplaces significantly benefit various stakeholders in the e-commerce ecosystem by offering an efficient and collaborative platform for business transactions. Here, we break down the advantages into a more digestible format, highlighting the benefits for sellers, buyers, and the overall e-commerce market.

1. Cost savings

  • For sellers: access to a broader market increases sales volume potential, allowing for economies of scale and more competitive pricing.
  • For buyers: competitive pricing and bulk purchasing options lead to direct cost reductions in procurement.

2. Efficiency gains

  • For sellers: improved processes and automation reduce manual workload, allowing for more focus on core business activities.
  • For buyers: simplified procurement and transaction processes save time, making it easier to manage supplies and inventory.

3. Expanded accessibility

  • For sellers: Enhanced market reach by connecting with a broader network of potential buyers previously inaccessible.
  • For buyers, this means Access to a vast network of suppliers and partners who offer a wider range of products and services.

4. Collaboration and innovation

  • For sellers and buyers: The platform facilitates collaboration between parties, leading to innovation in products, services, and business models. This mutual benefit strengthens the marketplace ecosystem, encouraging continuous improvement and adaptation to market needs.

5. Operational excellence

  • For the e-commerce market: B2B marketplaces drive operational excellence by setting standards for efficient, reliable, and secure transactions. This uplifts the industry standard, contributing to a healthier, more competitive e-commerce environment.
By organizing the advantages into these categories, it becomes clear how B2B marketplaces serve not only as conduits for transactions but also as catalysts for broader economic and strategic benefits. These platforms are instrumental in shaping a dynamic and competitive business landscape in the United States, promoting growth and innovation.

Examples of Successful USA B2B Marketplaces

In today's dynamic business landscape, American B2B marketplace platforms have emerged as crucial conduits for facilitating transactions, providing collaborations, and driving growth across diverse industries. Among the various options available, several platforms stand out as popular for businesses.

1. Amazon Business

Features: It offers a comprehensive solution suitable for all business sizes across various industries, with an AI-powered search and recommendation engine, secure payment options like Amazon Pay, and a tiered pricing policy, including a free basic plan.

Strengths: Known for its intuitive interface, reliability, and responsive customer service.

Geographic Coverage: Global.

Sales dynamics: As specific sales volume and dynamics are not readily available; Amazon Business is recognized for significant transaction volumes and growth in the B2B segment.

Official Web Site

2. Alibaba

Features: Provides an extensive supplier network and technological innovations with AI-driven product recommendations and supplier matching. It offers trade assurance and secure payment options like Alipay.

Strengths and weaknesses: Renowned for its broad industry applicability despite mixed reviews about product quality and customer service.

Geographic coverage: Global.

Sales dynamics: Alibaba is a significant player in the global B2B market, continuously expanding its reach and sales volume.

Official Web Site

3. Global Sources

Features: Specializes in electronics, gifts, home products, and fashion, using AI-powered sourcing tools and escrow services for secure transactions.

Strengths: Lauded for its vast supplier variety and reliability.

Geographic coverage: Primarily Asia, with global reach.

Sales dynamics: Global Sources is a preferred platform within industries such as electronics, gifts, home products, and fashion.

Official Web Site

4. Thomasnet

Features: It targets the manufacturing, industrial, and B2B sectors with robust search filters, supplier verification, and secure payment systems. It offers free basic access and premium subscriptions.

Strengths: Appreciated for its comprehensive supplier database and responsive support.

Geographic coverage: Primarily the United States.

Sales dynamics: Thomasnet is a crucial resource for North American industries, facilitating numerous transactions focusing on industrial and manufacturing sectors.

Official Web Site

5. eWorldTrade

Features: Broad industry coverage with customizable search filters and real-time chat support, secure payment gateways, and dispute resolution.

Strengths: Noted for its various suppliers and global partnerships despite variable customer service reviews.

Geographic coverage: Global.

Sales dynamics: As a growing platform, eWorldTrade is expanding its user base and transaction volumes across various sectors.

Official Web Site

Amazon Business is the largest B2B Marketplace in the US. It achieved an annualized sales figure of $35 billion in 2023, marking a notable achievement within Amazon's rapidly expanding ventures.

This growth underscores the platform's extensive outreach across diverse industries, catering to small, medium, and large enterprises' needs. Projections indicated that Amazon Business was poised to surpass $31 billion in revenue and $52 billion in gross merchandise volume by 2023.

This upward trajectory signifies sales and customer base expansion and underscores Amazon Business's significant influence on the broader B2B e-commerce landscape, emphasizing its role in delivering innovative procurement solutions.

As of April 2023, Amazon notably led the online marketplace sector in the United States, with approximately 2.2 billion monthly visits. This places Amazon significantly ahead of its closest competitors, eBay and Etsy, which recorded around 655 million and 446 million monthly visits, respectively. These statistics underscore Amazon's dominant position in the US retail online marketplace, highlighting its extensive reach and consumer influence.

Each B2B marketplace platform offers distinct features, strategies, and user experiences. By meticulously evaluating factors such as technological advancements, secure transaction tools, pricing structures, and user feedback, businesses can discern the platform that best aligns with their specific objectives.

How to Choose a B2B Marketplace in the US: Practical Guide

Basic Points to Consider

When selecting a B2B platform, business managers should consider several key characteristics to ensure they choose a solution that aligns with their needs and objectives. The table below outlines some beneficial selection characteristics and provides some practical advice on applying these criteria.

Overview of five key criteria for choosing a B2B marketplace

Supplier and Customer Base

  • Assess the platform's supplier base to ensure it offers a diverse range of reputable suppliers to meet business procurement needs.
  • Evaluate the platform's customer base to determine if it aligns with the target market and enables access to potential buyers or collaborators.

Integration and Compatibility

  • Determine if the platform integrates seamlessly with existing systems, such as ERP or CRM software, to improve processes and data exchange.
  • Consider compatibility with other third-party applications or marketplaces to ensure smooth operation and data synchronization.

Data Security

  • Prioritize platforms that prioritize data security measures, such as encryption, secure payment gateways, and compliance with industry regulations like GDPR or HIPAA.
  • Evaluate the platform's track record and reputation regarding data breaches or security incidents to gauge its reliability in safeguarding sensitive information.

Analytics and Reporting

  • Look for platforms that offer robust analytics and reporting capabilities. These capabilities allow managers to track key metrics, monitor performance, and gain insights into buyer behavior.
  • Consider customizable dashboards, real-time reporting, and predictive analytics to facilitate informed decision-making and strategic planning.


  • Compare pricing models and structures offered by different platforms, considering factors such as subscription fees, transaction fees, and additional costs for premium features or support.
  • Assess the scalability of pricing plans to ensure their applicability without incurring excessive costs.

Practical Recommendations for Choosing B2B Marketplaces in the USA

When encountering the complexities of selecting a B2B marketplace in the USA, businesses often consider developing custom solutions to meet their unique requirements. This strategic decision can significantly enhance operational efficiency, customer satisfaction, and overall business success.

Here are some practical recommendations and steps to guide companies through the selection process:

  1. Identify the marketplace type.
    Determine whether you need a product-oriented, service-oriented, or hybrid marketplace. Each type serves different business models and operational needs.
  2. Define your target audience.
    Clearly understand who your buyers or partners are, including industry sectors, business sizes, and geographic locations.
  3. Specify desired functionalities.
    List essential features such as order management, procurement processes, payment systems, and loyalty programs. Tailor these functionalities to address the specific challenges and opportunities in your sector.
  4. Consider geographic scope.
    Decide if your marketplace will operate only within the USA or requires multi-regional capabilities. This decision will impact regulatory, logistical, and operational considerations.
  5. Review regional restrictions.
    Be aware of any limitations or regulations affecting your ability to operate in specific regions or industries.
  6. Gather user feedback.
    Research and consider reviews from other users of the platforms you’re considering. This insight can provide valuable perspectives on the user experience, reliability, and support.

Creating a custom marketplace solution may be a viable option for companies whose needs are not met by existing platforms. This approach allows for greater flexibility, customization, and control over the marketplace environment, enabling businesses to precisely tailor the platform to their specific operational needs and strategic objectives. This customizability can lead to significant competitive advantages, especially for companies with unique business models or specialized industry requirements.

By meticulously following these steps and considering the potential for a custom solution, companies can more effectively navigate the selection process, ensuring they choose or develop a B2B marketplace platform that fully aligns with their business goals and operational strategies.

Choosing the right Platform for Creating a Custom B2B Marketplace in the USA

Choosing the right platform for creating a custom US B2B marketplace is pivotal for businesses seeking not just to participate in the digital economy but to shape it to their advantage actively.

Here's an expanded insight into the reasons why companies might consider developing a custom B2B marketplace, incorporating the capabilities and benefits of a solution like Virto Commerce B2B online marketplace:

1. Customization and uniqueness

A custom solution allows for creating a marketplace that reflects your business, your business's unique brand, and operational needs, setting you apart in a crowded market.

2. Complete control and flexibility

With a custom platform, businesses have total control over features, design, and user experience, enabling rapid adaptation to market changes and customer needs.

3. Scalability

Custom platforms can grow with your business, supporting adding new features and capabilities as needed without the constraints of a one-size-fits-all solution.

4. Enhanced performance

Tailored to your specific requirements, a custom solution can offer superior performance and efficiency compared to off-the-shelf options.

5. Dedicated support and maintenance

Custom solutions come with the option for personalized support and maintenance, ensuring your platform operates smoothly and evolves with your business.

6. Integration capabilities

A custom marketplace can seamlessly integrate with your existing business systems (like ERP, OMS, CRM) and external services (payment gateways, logistics), enhancing operational efficiency and data coherence.

An example of a viable solution is the Virto Commerce B2B Online Marketplace, which provides B2B-centric technology to offer an outstanding customer experience. Virto Commerce presents a robust B2B Online Marketplace platform, carefully crafted to meet the complex demands of B2B transactions.

Key features include:

  • Customization capabilities: tailored to meet precise business needs, supporting various B2B models and transaction complexities.
  • Vendor and pricing flexibility enables handling multiple vendors, sophisticated pricing strategies, catalogue management, and superior order management functionalities.
  • System integration: designed for seamless integration with various business systems, ensuring cohesive operations across digital and physical sales channels.
  • API-based architecture promotes a modular functionality approach, allowing businesses to expand their platform capabilities as needed without major disruptions.
  • The cloud-based solution guarantees scalability and reliability, which are crucial for effectively managing increased demand and transaction volumes.

Virto Commerce positions itself as a solution for businesses seeking to innovate, exert control, and enhance efficiency within their digital commerce strategies. Its emphasis on B2B-oriented technology, coupled with robust support for customization and integration, positions it as a significant choice for businesses aiming to establish a distinctive and impactful marketplace presence.

For comprehensive insights into Virto Commerce's offerings and their potential customization to align with specific business objectives, explore the official Virto Commerce website. The platform offers detailed information and showcases successful marketplace implementations, aiding businesses in grasping how Virto Commerce can facilitate their entry and success within the B2B marketplace arena.


Selecting the right B2B marketplace is pivotal for businesses aiming to enhance operational efficiency and achieve superior outcomes, especially in the rapidly evolving landscape of the American market.

This article underscores the growing importance of B2B marketplaces, particularly in the United States, where digital transactions are on the rise.

Statistics indicate significant expansion within the B2B e-commerce market in the USA, with robust growth projected in the years ahead. Future trends shaping this sector include heightened customization, integration of advanced technologies such as AI for more intelligent matchmaking and logistics, and a stronger focus on user experience.

Developing a tailored B2B platform to suit internal processes or specific business needs can significantly benefit a company's growth and success within the USA market.

For businesses looking to successfully navigate the dynamic landscape of the USA B2B e-commerce market, engaging with platforms like Virto Commerce that are at the forefront of B2B e-commerce innovation offers a strategic pathway to leveraging the sector's growth potential within the USA market.

To explore how Virto Commerce can align with your business needs and drive your digital transformation journey within the USA market, visit the Virto Commerce.

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