The B2B marketplace: an opportunity for transformation and growth

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Dear Thinkers, Builders & Runners,

B2B marketplaces are transforming the way businesses buy and sell. Traditionally, B2B transactions relied on personal relationships, long sales cycles, and complex negotiations. But with over 74% of B2B buyers now researching at least half of their purchases online (Forrester; B2B Buyer Trends Report) and 87% preferring self-service digital buying journeys (McKinsey; The Future of B2B Sales), expectations have changed. B2B expectations are following B2C standards. One logical parallel is the surge in online B2B marketplaces, offering transparency and convenience to customers. From industrial supplies to wholesale goods, companies are embracing marketplace models to expand their reach, streamline procurement, and drive growth.

It’s a fundamental change in how B2B commerce operates. McKinsey reports that top-performing B2B marketplaces grow 7 times faster than traditional sales channels, proving that digital-first strategies are now a competitive advantage. Whether you’re considering launching your own marketplace or joining an existing one, now is the time to rethink your strategy. In this edition, apart from some other news, we briefly explore what it takes to Think, Build & Run a successful B2B marketplace.

Happy reading!

Nikki

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Playbook: Swipe Right For Sales!

For a while it’s been sitting on the shelf, but here it’s finally in the spotlight: Swipe Right For Sales. In this playbook, that I’ve written and published in collaboration with Sparque and Intershop, we explore 99 touchpoints designed to transform your webshop into the ultimate matchmaker. Hopefully it inspires you to assess and prioritize improvements for your webshop. With the right strategies and tools, you transform your webshop into a powerful matchmaking platform that delights customers and drives sales.

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Visit to Salsify in Boston

Last week I had the pleasure to be invited to the Salsify Partner Summit in Boston. I’ve been working with Salsify for almost 5 years, but this was my first visit to their HQ and to Boston. So I flew in on Friday evening already to enjoy the weekend and explore the city. It was great to meet the people in person, especially those I’ve only met online so far. And to connect with fellow partners and my friend Dennis whom I hadn’t seen in a while. Thanks again to Salsify for the invitation!

Think: Laying the strategic foundation for a B2B marketplace

A successful B2B marketplace starts with a well-defined strategy that (obviously) aligns with market needs and organizational goals. The marketplace model provides significant benefits, including wider reach, streamlined procurement, increased transparency, and improved efficiency for both buyers and sellers. Companies can monetize their platform through commissions, subscriptions, retail media or value-added services, creating new revenue streams.

There are various use cases for B2B marketplaces. Manufacturers can create industry-specific platforms where distributors and wholesalers access inventory in real time. Wholesale distributors can launch marketplaces to consolidate supply chains and offer customers a one-stop-shop experience. Service-based marketplaces can connect businesses with specialized vendors, making procurement seamless. The marketplace model works best in fragmented industries, where buyers and sellers have difficulty finding each other.

The growth of the marketplace model relies on network effects that ignite a flywheel. More sellers attract more buyers, more buyers attract more sellers, et cetera. To launch a marketplace, a substantial audience is recommended. If you don’t have that (know as the chicken & egg problem), you should focus on growing the supply side of the marketplace.

Beyond defining the business model, most people that are thinking of launching a marketplace focus a lot on technology. But the technology is actually the least of concerns. Technology is largely commodity. The biggest challenge in launching a marketplace is change management. Unlike B2C, B2B relationships are often built on long-term trust, negotiated contracts, and complex pricing structures. Transforming from traditional sales channels to a digital-first approach requires buy-in from internal teams, suppliers, and customers. On top of that, when operating a marketplace you suddenly have two types of customers instead of one: buyers and sellers. New internal roles have to be filled, for example for seller recruitment. Finance and legal processes are heavily impacted with contracting, escrow accounts and seller pay-outs.

Pursuing the marketplace business model is truly transformative across the entire organization and therefore effective change management is a must.

Build: Creating a scalable and integrated marketplace

With a strategy in place, execution becomes the focus. A seamless user experience boosts adoption—B2B buyers expect searchable catalogues, detailed product information, bulk purchasing options, flexible payment terms and transparency in pricing and seller performance. AI-driven personalization and self-service features help bridge the gap between traditional and digital buying journeys.

Technology integration is another critical component. A modern B2B marketplace platform should be composable and MACH-compliant and where possible event-driven. This ensures flexibility for future expansions and seamless connectivity with existing systems, enhancing the customer experience. Additionally, logistics and fulfilment solutions must be carefully designed, whether through third-party partnerships or in-house operations.

Speed to market is a competitive advantage. Start with an MVP (Minimum Viable Product; more on this in a later newsletter edition!) that focuses on core functionality—such as search, transactions, and seller onboarding—and continuously improve based on real user feedback.

Run: Optimizing for growth and profitability

Once launched, the real work begins. A B2B marketplace is not a static platform—it requires continuous optimization and scaling. Seller management is key to ensure trust: providing analytics, automation tools, and performance insights will help suppliers optimize their listings and improve conversions. Customer support and dispute resolution mechanisms also need to be in place to foster trust.

Leveraging data and AI is essential for long-term success. Marketplaces that use analytics to track buyer behaviour, pricing trends, and conversion rates can make data-driven improvements, adjusting their offering to maximize both revenue and customer satisfaction. A/B testing, automation, and predictive analytics help refine the user experience over time.

Additionally, expanding marketplace offerings—such as financing solutions, embedded payments, and value-added services—can enhance profitability. Leading B2B marketplaces are evolving beyond simple transactions, becoming full-service ecosystems that solve multiple pain points for buyers and sellers.

Conclusion: are you ready?

The rise of B2B marketplaces is more than a trend—it’s a fundamental shift in how businesses buy and sell. As digital expectations increase, companies that fail to adapt risk losing market share to more agile competitors. The Think, Build, Run framework provides a roadmap to successfully navigate this transformation: Think through your strategy and business model, Build an integrated and scalable platform, and Run it with a focus on continuous optimization and value creation.

B2B marketplaces are projected to account for 30% of all B2B sales by 2025. The question is not whether businesses should embrace them—but how fast they can move to stay ahead. Will your business lead or lag?

Of course all of the above is just a brief introduction, and a simplification of all that comes into play. I’m happy to take time to walk and talk you through all the details of launching a great B2B marketplace.

Let's talk!

Tianguis: Mexico’s original marketplace model

Before digital B2B marketplaces revolutionized commerce, Mexico had already mastered the art of real-time trade through its tianguis. These open-air markets, dating back to pre-Hispanic times, were the backbone of commerce for ancient civilizations like the Aztecs, where goods were exchanged through bartering. Today, they remain an essential part of Mexican culture, popping up in neighbourhoods across the country on set days of the week.

If you live in Mexico, chances are you have a tianguis routine. I go most Tuesdays and Sundays to eat some tacos barbacoa and get fresh fruits and vegetables. These markets are more than just places to buy fresh produce, delicious street food, and random household items; they are community hubs and logistical masterpieces. Vendors set up at dawn, create a fully functioning market for a few hours, and then pack everything up like they were never there—only to repeat the process in another location the next day.

In many ways, tianguis are the original decentralized marketplaces. They connect buyers and sellers, operate on trust (haggling is an art!), and rely on a seamless supply chain to function smoothly. The way they shift locations throughout the week mirrors the flexibility of modern online marketplaces, where demand and availability constantly change. And just like today’s B2B marketplaces promise efficiency and transparency, tianguis’ have always offered a direct, personal, and unfiltered way to do business.

So next time you are in Mexico City, let me recommend you a local tianguis! Take a moment to appreciate its centuries-old roots and its unexpected connection to the digital marketplace revolution. Because whether it’s a vendor selling avocados off a tarp or a supplier closing deals on a B2B platform, commerce is ultimately about connection.