B2B Marketplaces as a Supplement to Your Own Online Store?

According to a study by the consulting firm Ecom Consulting and the software house Gominga, the number of online marketplaces in the DACH region has more than doubled since 2015. The B2C sector still dominates here, but the B2B sector is also recording significant growth. There are already over 40 B2B marketplaces in the DACH region - and the trend is rising. The best-known providers include Amazon Business and Mercateo.

But what is the success factor of B2B marketplaces and what should companies that are considering using these platforms pay attention to?

There are various reasons for the rapid growth of B2B marketplaces. For one thing, ecommerce-savvy employees are moving into decision-making positions. They are used to using B2C marketplaces such as Amazon or eBay from their private lives and are increasingly demanding this in the B2B sector as well. On the other hand, technology is developing in such a way that open architectures make it easier to exchange product data and price information than was previously the case.

Last but not least, there are more and more manufacturers or established retailers of products who are setting up their own online marketplaces and using this as a strategic tool to further expand their strong market position. They add complementary products to their own range or tie suppliers more closely to their own company. This serves as a defense strategy against pure players that could potentially become dangerous. One example of this is Würth's German Wucato Marketplace.

By using B2B online marketplaces, manufacturers of products can:

• increase their reach
• tap into new target groups, as they create another point of contact for new customers and markets
• increase their sales by using marketplaces that score high on customer acceptance and traffic
• achieve synergy effects if they use the same data structures for marketplaces that they have already prepared for their own online store

Buyers benefit by using B2B marketplaces from:

• a large assortment and a good market overview
• a high level of price transparency
• the opportunity to get to know new suppliers
• a mostly convenient and reliable platform, if it is professionally operated and has good performance and stability

This question cannot be answered in a blanket manner, as it depends very much on the specific circumstances and the company's own market position. Companies considering using a B2B marketplace should not view this sales channel in isolation, but as part of a comprehensive e-commerce strategy. Manufacturers who are still little known and whose market presence is not yet very strong can benefit from the reach of an industry-specific online marketplace. However, competitors may also be present in that marketplace. In contrast, companies that have already established a strong market position may find it worthwhile to set up their own B2B online store, as they can maximize their sales here. For these companies, it may not be an EITHER-OR strategy that pays off, but an AND strategy.

Compared to the B2C environment, where price is often the decisive purchasing criterion, service continues to play a decisive role in the B2B sector. B2B customers want solution providers to know their needs and pain points and meet them with the right product and excellent service. Whether this can best be achieved via a B2B marketplace, a dedicated online store, via both channels, or even via direct sales alone depends heavily on the market and products in question.

Generally speaking, the more complex the products and the more configuration options there are, the more difficult it will be to identify and use the right marketplaces. However, since this e-commerce channel will become even more important in the coming years and will be increasingly expected by customers, companies should take a critical look at this topic.