Advantages of the Infomediary Model for B2B eCommerce

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What is an infomediary?

The Infomediary Model

B2B eCommerce refers to the practice of exchanging goods and services online between businesses. B2B eCommerce development has led to the creation of new business models and software. One of these is the infomediary business model.

Infomediary websites—aka vertical portals—are managed by third parties who manage a large amount of data on the internet. They act as an intermediary between a business that wants information, and the company that supplies that information. The data can be about anything from contact information and statistics to guidelines and services. The data topics generally connect back to technology and eCommerce solutions, making these two categories integral parts of the infomediary model.

Infomediary websites work well in the B2B eCommerce vertical industry because sectors are specific and narrow, dealing with a single channel of data, goods, or services. Infomediary websites can easily compile this information to trade it with a B2B company.

B2B eCommerce Infomediary Website Information

B2B infomediary websites add value to B2B eCommerce. They gather and organize data and information, thereby reorganizing the structures of industries. Infomediary model websites give buyers the executive power to make informed purchases in eCommerce. Businesses prefer to engage in one-stop-shopping, having everything one click away. Modern buyers want to do their product research. They don’t want to be convinced by the salesmen. With their speed and range of information transfer, infomediary websites make it possible for buyers to make an educated decision and purchase on their terms.

Could an Infomediary Website Be Right for Your Project?

B2B Infomediary Website Basics

Business models and examples of infomediary websites

An infomediary model website will typically include detailed information that businesses may need about specific companies or industries. The type of information available depends on the industry the B2B website targets. For example, the infomediary website may have reviews or rankings of various businesses and companies. This information will help companies evaluate which eCommerce business they want to buy from. The infomediary may also have comparative details, such as for prices or customer service.

Additionally, infomediary B2B websites may supply unbiased information or instructionals. This includes expert advice or white papers on topics that businesses may be interested in. As mentioned before, companies in B2B eCommerce want to do their own research to make the best buying decisions. They can receive relevant guidance and information through the various channels of the many infomediary websites.

Infomediary companies generate revenue in several ways. They may display advertisements on their websites or take listing fees from businesses. Since these sites are vital to maintaining the flow of relevant information, they have plenty of opportunities to profit from their services. These infomediary companies operate on a few business models.

One of these infomediary models is the registration model, in which users need to register on the website to access information. Registration may be free or have a small fee. In the first case, registration may help infomediary companies get access to user contact details. These details can be useful for future sales pitches or business marketing in B2B eCommerce. It is important to note that customer engagement with the infomediary website creates more data and information. The customers access the infomediary website for information, and then register, giving the site new data, which the infomediary company uses to expand its database.

Examples of infomediary B2B websites include B2B Yellow Pages and The former is an online business directory of company listings. B2B Yellow Pages allows sellers to list their business so that buyers can find businesses that fit their needs. On the other hand, is more information oriented. It includes expert advice and articles, reviews, and other services to assist businesses. Both of these infomediary companies play a crucial role in B2B eCommerce.

A Well Executed Infomediary Site Can Be a Boon to Any Business

Benefits of B2B Infomediary Model Websites

Build Connections Thought Impossible

Infomediary model websites have a very far reach. Any business with access to the internet can access these sites. This allows companies to make smarter business decisions. More importantly, companies can be connected to other companies for functional B2B eCommerce. Unlike B2B commerce, eCommerce is not confined to local businesses close enough to interact in person.

Facilitate Traffic in B2B eCommerce

These informational websites connect many buyers and sellers in a specific industry. By marketing or listing through an infomediary model website, businesses can expand their organic reach. Infomediary websites can help generate traffic if they have contact information from companies by directing interested businesses to them. This makes these B2B websites a promising avenue for marketing with a good ROI.

A Wide Range of Services

Infomediary models are informative websites that can serve everyone from large companies to small and medium-sized businesses. Information is valuable to all types of companies. In B2B eCommerce, continuous flow and exchange of information makes growth and development possible. Companies may access infomediary websites for any reason, such as research or comparisons.

Help Maintain Trade and Industry Standards

Infomediary B2B websites can have information about industry standards and where companies are in relation to them. This ensures that businesses comply with these standards and uphold regulations of B2B eCommerce platforms.

Bringing in the Cavalry

Clarity’s B2B Website Experts Can Help

B2B websites differ from each other based on the functions they perform. It isn't always easy to know what functions or features your business would benefit from the most. Typically, these eCommerce websites are custom developed to serve a niche market or a particular industry. Regardless of what part of the process your project is in, give Clarity a call and our team of experts can help point you in the right direction. Click the button below to request a free demo or no-obligation quote.