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.