BtoB vendors – why sell on marketplaces?

Following initiatives supported by e-commerce heavyweights such as Amazon or Alibaba, some marketplaces are becoming exclusive to professionals. How interesting is it really for a BtoB vendor to start on this adventure?

The boom in BtoB e-commerce (500 billion euros exchanged in 2015 ) can namely be explained by the rise in transactions between professionals on marketplaces. This is due to advantages these marketplaces offer, that traditional e-commerce websites cannot compete with: large available volumes, attractive prices, high-quality user experience, etc. It is also because BtoB buyers transpose their BtoC behaviour in their professional life by looking at the same platforms they go to for personal purchases.

BtoB vendors therefore have a strong interest in positioning themselves on dedicated marketplaces, for the following reasons:

• BtoB marketplaces are used by a large number of buyers and vendors – thus guaranteeing optimal visibility.
• Putting BtoB vendors and buyers into contact has become much easier.
• User experience is designed to simplify purchasing processes – thus contributing to marketplace success (especially as buyers have their own personal habits).
• These platforms ensure professional, high-quality services, that attract (and reassure) buyers, which is conducive to increasing sales.
• Heavyweight marketplaces (Amazon, Alibaba) are becoming increasingly popular all over the world, which means BtoB vendors are making the most of the international spotlight.
• BtoB vendors boost their visibility and conversion rates without having to invest large amounts of money in acquisition levers (namely for “small” sellers who do not have the budget for it).

More and more, professional vendors look for their products online. BtoB vendors can therefore no longer do without marketplaces!