Marketplace eCommerce

12 Biggest B2B Marketplaces: Making the Most of a B2B Marketplace Platform

  |  11 min read
Key Takeaways
  • A B2B marketplace is an online platform where businesses can buy and sell goods or services to each other.
  • An online marketplace allows companies to expand their network of suppliers and customers, opening new opportunities for growth without sacrificing customer retention.
  • The best B2B marketplaces also increase product visibility in the market, streamline the B2B sales process, and provide a level of trust with business buyers.
  • Sellers can also become their own marketplace operators, avoiding selling fees and charging commissions for other businesses using the online platform.
A business to consumer (B2C) website enables user to choose from many different vendors.

Business-to-business (B2B) marketplaces are rapidly growing in popularity, and with good reason. Independent retailers recognize the potential for increased exposure and enhanced customer relationships when utilizing these B2B marketplaces, as business buyers get another venue to buy goods from. This makes it easier to develop an effective marketing strategy and create meaningful connections with customers.

Beyond a simple B2B eCommerce definition, it’s important to understand the benefits as well as downsides of this business model. Let's take a look at B2B marketplaces in general, what you can expect from a top B2B marketplace, and how you can even become your own marketplace operator.

A B2B marketplace as a specialized eCommerce platform.

What Is a B2B Marketplace?

Let's start off with a basic definition of the B2B business model.

A B2B marketplace is an eCommerce platform designed to facilitate commercial transactions between two or more businesses. This type of online marketplace facilitates the shopping process where businesses purchase goods and services from other businesses at competitive prices, with convenient delivery times and in larger quantities than typically available through traditional shopping methods.

This type of eCommerce digital platform also allows companies to connect with other suppliers in their industry, access relevant business information, and easily compare services and products. This can happen at the global level, but there are also successful, local business-to-business marketplaces.

A B to B marketplace for business growth in vertical marketplaces.

Benefits of B2B Marketplace Selling

It doesn't matter whether you're selling millions of items as a FMCG eCommerce leader or only sell a few large-ticket items a year, it's vital to find the right marketplace on which to sell.

As a seller, finding a marketplace B2B option that provides a platform to attract B2B buyers and reach a wider audience can be a game changer.

The top B2B marketplaces offer a unique set of benefits to sellers that can help them grow their business and achieve their goals. In this article, we will discuss the top benefits of B2B online marketplaces for sellers.

Increased Reach to Other Businesses

One of the biggest benefits of a B2B marketplace platform is the increased exposure and reach it provides to sellers. By listing their products on a marketplace, sellers have access to a large audience of possible buyers. This increased exposure can result in more sales and higher profits for the seller.

Reduced Marketing Costs

Digital marketing is a crucial component of any business, but it can also be expensive. A B2B marketplace offers a cost-effective solution for sellers who want to reach a wider audience without breaking the bank.

By listing their products on a marketplace, sellers can benefit from the marketplace's built-in online marketing efforts to attract new customers, which can help them reach buyers more easily and effectively.

Horizontal marketplaces selling products as a valuable resource.

Streamlined Sales Process

A B2B marketplace streamlines the process for sellers by providing a platform for them to showcase their products and manage their sales. With a B2B marketplace, sellers can manage their orders, inventory, and shipping process all in one place, making the process smoother and more efficient. It's the perfect way to handle every stage of product management.

Access to a Larger Customer Base

A B2B marketplace provides access to a larger customer base, allowing sellers to reach new and potential customers who they may not have been able to reach on their own. This increased access to customers—even from global sources—can result in increased sales and higher profits for the seller.

Increased Product Visibility

A B2B marketplace provides increased visibility for a seller's products, making it easier for potential buyers to find and purchase the products they need. With a global marketplace, sellers can showcase their products in a way that is easy for buyers to navigate and understand, increasing the chances of making a sale.

Improved Customer Trust

The top B2B eCommerce platforms can improve customer trust in a seller's products. By listing their products on a trusted and reputable marketplace, a B2B seller can show potential customers that they are a credible and reliable source for their products. This increased trust can lead to more sales and a better reputation for the seller.

Digital marketing facilitates online shopping to global sources.

Access to Market Data and Insights

A B2B marketplace provides sellers with access to market data and insights that can help them make informed decisions about their business. This information can help sellers understand the trends and patterns in their industry, allowing them to make better decisions about their products, pricing, and marketing strategies.

Payment Processing

Many eCommerce marketplaces offer payment processing via some sort of payment hub. Payment hubs take multiple payment systems—credit cards, e-checks, crypto, etc.—and convert them into local currency and easy transfer to banks. An instant payment network can help you get your money even faster.

Ease of Use

A B2B marketplace is user-friendly and easy to use, making it a convenient option for sellers who want to grow their business. With such a marketplace, sellers can easily list their products, manage their sales, and reach a wider audience without having to navigate a complicated platform.

Enhanced Security

A B2B marketplace provides enhanced security for both buyers and sellers, protecting their personal and financial information and ensuring that transactions are safe and secure. This security can help build trust in the marketplace, leading to more sales and a better reputation for sellers.

Secure B2B online food services marketplace.

Downsides of B2B Marketplace Selling

Business-to-business marketplace selling is a popular trend in today's fast-paced digital world. Many businesses are turning to online marketplaces to sell their products and services, as it allows them to reach a wider audience and save time and resources on traditional sales processes.

However, despite the many benefits of B2B marketplace selling, there are also some downsides to consider before jumping on the bandwagon.

Lack of Control Over Brand Image and Reputation

One of the major downsides of even the best B2B marketplace selling is the lack of control over brand image and reputation. When you sell on a marketplace, you are relying on the platform to promote your products and/or services, and you have limited control over how your brand is presented to new customers.

Dependence on the Marketplace

Another downside of B2B marketplace selling is the dependence on the marketplace. When you sell on a marketplace, you are relying on the platform for customer acquisition, and you have limited control over the customer journey. If the marketplace changes its policies, adds new fees, or experiences technical issues, it can have a major impact on your sales and bottom line.

The marketplace can be expanded by introducting consumer-to-consumer elements. Click to learn more about the C2C meaning.

Competition and Price Pressure

B2B marketplaces are often highly competitive, and it can be difficult to stand out from the crowd. This can result in price pressure, as businesses compete to offer the lowest prices to attract customers. While this can be good for customers, it can be difficult for businesses to maintain profitability while also offering competitive prices.

Limited Customization Options

Another downside of B2B marketplace selling is the limited customization options. Marketplaces typically have strict guidelines and policies in place, and businesses may not be able to customize their product listings, descriptions, and other key elements to suit their specific needs.

Data Security Concerns

Data security is a major concern when it comes to B2B marketplace selling. When you sell on a marketplace, you are sharing sensitive information such as customer data, payment information, and product details with the platform. If the marketplace experiences a data breach or other security issue, your business and your customers' information may be at risk.

Global marketplaces have additional security concerns with so many international transactions.

The 12 Largest B2B Marketplaces

Now that we've discussed the positives and negatives of B2B business transactions, here is a list of twelve of the largest B2B marketplaces, retail, and wholesale eCommerce platforms available.

Custom Marketplaces

Let's start with a marketplace you might not have considered: your own. It's possible to create your own marketplace platform, where you become the go-to destination for an underserved sector of an industry.

Why can this work? For one thing, you don't have to pay commissions to other marketplaces. Instead, other companies can come to you and pay you commissions because you are the marketplace operator.

It could be a big step for your company, so be sure to get in touch with Clarity if you are interested in creating your own B2B marketplace.


Handshake is a fast-growing B2B marketplace to connect buyers and sellers on a global scale. It provides an easy-to-use interface and offers features such as product catalogs, order management, analytics, and marketing automation for small businesses.


Faire is a marketplace using a wholesale eCommerce platform that helps small businesses discover unique products from handpicked makers and connect with independent retail stores. It also provides features like free returns, real-time inventory updates, and access to exclusive offers and discounts for its members.

Amazon Business

Amazon Business is Amazon’s B2B online commerce platform, which enables businesses to purchase products directly from Amazon at discounted prices. It also has features such as price comparison, order tracking, and detailed product pages.

Amazon Business connects wholesale businesses to offer exclusive discounts to medium-sized businesses


Tundra is an online B2B marketplace designed specifically for independent retailers to find the best quality products from top brands in the industry. It allows buyers to filter their search results by category or brand name to easily locate the items they need.


Alibaba is one of the largest wholesale marketplaces in the world with over 2 million suppliers offering over 1 billion products in its database. On this wholesale marketplace, buyers can find everything from consumer electronics to home décor items here at attractive prices from global sources.


Ankorstore is an online B2B marketplace that allows small business owners and entrepreneurs to browse through products sourced from local artisans from around the world. Features like flexible payment options make it easy for buyers to purchase exactly what they need without having to worry about sourcing multiple vendors.


Novi is a platform focused on connecting buyers and sellers of enterprise software solutions via their own collaborative marketplace. From project management systems to web development tools, buyers can find a wide range of solutions for their business needs here in one place.


Abound is a B2B eCommerce marketplace platform focused on strengthening relationships between retailers and manufacturers by providing access to accurate information about product lines, pricing history data, and more through real-time reporting capabilities. With Abound, buyers can keep track of trends in their industry while making informed decisions about how they should market their products to maximize sales potential.

Abound can help third-party sellers find qualified buyers for their e commerce business.


eWorldTrade is an online B2B marketplace with over 900,000 suppliers and 11 million products. It provides buyers with access to the highest quality products from around the world at the best prices. It also has features such as specialized search filters, product catalogs, and supplier reviews to help buyers make informed decisions quickly.


See Biz is an international B2B eCommerce platform that allows buyers to connect with verified suppliers from across the globe. Its easy-to-use features such as instant quotes, price comparison tools, and product reviews make it easier for buyers to find what they need faster.


ECPlaza is a leading global wholesale trading platform with more than 10 million registered members in over 150 countries. It offers buyers access to a wide range of quality consumer goods from trusted suppliers at competitive prices. Additionally, it also provides support services such as translation services and inspection services for quality assurance.

B2B wholesale marketplace is a subset of the multi-vendor marketplace model.

Tips for Succeeding with B2B eCommerce Marketplaces

The Importance of Real-Time Inventory Management Software

Real-time inventory management software is critical for a successful B2B marketplace as it helps to ensure that sellers are able to accurately track their stock levels. With real-time management software, sellers can easily manage inventory and monitor the number of items they have in stock at any given time and quickly adjust their orders accordingly.

The Importance of a Product Information Management System

A Product Information Management (PIM) system is invaluable for a successful B2B marketplace. PIM systems help sellers to easily manage all of the information associated with their products, such as descriptions, images, pricing, stock levels and related categories.

Order Fulfillment: Benefits of Outsourcing

Outsourcing order fulfillment in a B2B marketplace can provide a number of key benefits, such as improved efficiency, cost savings, and scalability. By outsourcing the task of order fulfillment, sellers can reduce their own staff workloads and focus on other tasks that require more attention.

A business supplies another business with product on a wholesale platform.

Business Growth with Experienced Developers

If you consider "paying fees" a downside of working on a marketplace platform...maybe it's time to start your own. Not only could you sell without the fees, but you could host other sellers and become the one that collects the commission.

If you've taken a look at B2B marketplaces and see an opportunity in an underserved industry, we'd like to talk with you about it. Clarity offers a free Discovery process, a free consultation to help you create an initial plan. After we flesh it out for you and determine its market viability, you can use this plan with us or take it to a different developer.

Get in touch to get things started!

The digital marketplace business model can streamline fulfillment services.



Business-to-business marketplaces (B2B marketplaces) are utilized by a diverse range of entities to conduct digital commerce, including manufacturers, wholesalers, and retailers seeking efficient procurement channels.

Large corporations leverage these platforms to streamline the purchasing process, negotiate bulk deals, and access a global network of suppliers. Small and medium-sized enterprises (SMEs) benefit from B2B marketplaces by gaining exposure to a broader market, reducing transaction costs, and discovering competitive pricing.

Procurement professionals and supply chain managers use these platforms to optimize sourcing, track industry trends, and foster strategic partnerships. Overall, B2B marketplaces cater to the needs to conduct business across industries, fostering collaboration and facilitating transactions among suppliers, buyers, and distributors in a digital ecosystem.


A B2B marketplace platform is a digital marketplace that provides businesses with a platform to buy and sell products and services. B2B marketplaces use marketplace software to create multi-vendor marketplaces where buyers and sellers can conduct business.

The platform creates an efficient online trading environment by connecting buyers with sellers, giving companies the opportunity to search for potential suppliers and transact directly with them. B2B marketplaces also offer features such as payment processing and order management, which help facilitate fast and secure transactions. Popular examples include Amazon Business, Faire, and Alibaba.


An online wholesale marketplace business is a digital platform that connects wholesale buyers and sellers, facilitating large-scale transactions of goods. This multi-vendor have all the essential features to serve as an intermediary, allowing manufacturers, distributors, and wholesalers to showcase their products in bulk.

These B2B sales facilitators operate exclusively as B2B marketplaces, focusing on providing a platform for businesses to procure goods in large quantities at discounted prices. Businesses sell products to B2B buyers at a wholesale price, using the marketplace B2B as a third-party platform as another way to sell products.

B2B eCommerce platforms offer a wide range of products across various industries, from electronics and apparel to industrial equipment and agricultural supplies. They often provide tools for businesses to negotiate prices, track orders, and manage inventory. Additionally, they may offer features like secure payment gateways and logistics support to streamline the procurement process.

Online wholesale marketplaces have become integral to the global supply chain, enabling businesses to source products efficiently and cost-effectively. They promote competition, foster transparency, and expand market reach for both buyers and sellers. These transaction are usually made via third-party payment gateways.

Basically, wholesale B2B marketplaces act as a digital intermediary connecting businesses looking to buy products in bulk with suppliers offering goods in large quantities, revolutionizing the way B2B transactions are conducted in the digital age.


Alibaba is a great example of a B2B online marketplace. They offer an extensive range of products/services, from raw materials to finished goods, making it one of the largest B2B marketplaces in the world. Companies can search for potential suppliers on the platform, allowing them to reduce their sourcing costs while still finding quality items. Other examples include Amazon Business, Handshake, Faire, and Tundra.


A multi-vendor marketplace can be either a B2B (business-to-business) or a B2C (business-to-consumer). With B2B eCommerce, B2B buyers and sellers connect in order to sell large items or make bulk B2B transactions.

In a B2C marketplace, companies trade services and products with end consumers. Some eCommerce marketplaces offer both types of transactions, while some may specialize in one type only. Other business models include C2B (consume-to-business) and C2C (consumer-to-consumer).


To build trust with potential buyers on a B2B marketplace platform, transparency is key.

  • Provide clear, accurate, and detailed product or service information on B2B marketplaces.
  • Use high-quality images on B2B marketplaces and ensure your profile is complete with relevant certifications.
  • Be prompt and professional in your responses to inquiries on all B2B marketplaces, addressing any concerns or questions promptly.
  • Offer transparent pricing and, if possible, showcase customer reviews or testimonials to validate your credibility.
  • Consistently deliver on promises and exceed expectations to establish a reputation for reliability on all of the B2B marketplaces you use.
  • Consider utilizing secure payment gateways and, for larger transactions, offer the option of using escrow services to provide an extra layer of security.

When using a B2B marketplace, it's crucial to steer clear of common pitfalls.

Avoid providing misleading or inaccurate product or service listings, as this can erode trust and credibility. Neglecting customer inquiries is another misstep, as timely and attentive responses are vital for building trust.

Failing to update your profile regularly can lead to outdated information, potentially causing confusion or missed opportunities. Be cautious of fraudulent activities and safeguard sensitive information to protect both your business and your customers.

Last, ensure compliance with platform policies and regulations to avoid penalties or account suspension. You want to make sure you don't run afoul of the rules set in place by the marketplace software in use.

By avoiding these pitfalls, you can create a positive and trustworthy presence on the business-to-business marketplace, ultimately leading to successful and fruitful business relationships.

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Stephen Beer is a Content Writer at Clarity Ventures and has written about various tech industries for nearly a decade. He is determined to demystify HIPAA, integration, B2B marketplaces, and eCommerce with easy-to-read, easy-to-understand articles to help businesses make the best decisions.