Top B2B Wholesale Marketplaces: Best Practices to Succeed

The B2B online wholesale market was valued at approximately $7.08 trillion in 2022 and is expected to reach $26.59 trillion by 2030 (Vantage Market Research), indicating significant growth potential in the sector. With the rise of automation and AI in B2B wholesale, companies continue leveraging technology to enhance the customer experience, streamline operations, and foster buyer trust. This article explores some of the top business-to-business (B2B) wholesale marketplaces, highlighting their unique features and the ways you can build one to approach the industry top.

How Did We Compose The Ranking of the Top B2B Wholesale Websites?

Based on the current market dynamics, the operational scale and market presence of each platform, we’ve composed a B2B wholesale marketplace ranking by various quantitative metrics, specifically focusing on transaction volume, user base, and average order value (AOV) where applicable. Below is a B2B wholesale marketplaces’ list that we’ve put together.

Alibaba: The Global Giant

• Transaction Volume: over $1 trillion annually.
• User Base: approximately 190 million buyers.
• AOV: high, due to bulk purchasing capabilities.

Alibaba stands as a cornerstone in the wholesale B2B eCommerce. Known for its vast array of products and credible suppliers, Alibaba connects businesses globally. Its API-based marketplace solution allows for seamless integration with existing systems, facilitating real-time inventory management and order fulfillment. With business-only pricing and quantity discounts, it caters to various purchasing needs, making it a go-to B2B platform for wholesale for many buyers.

Key Features:

• Extensive B2B directory with detailed supplier profiles: Alibaba implements a stringent supplier vetting process to ensure buyer trust, which includes third-party verification by renowned consultants like SGS and Intertek, thorough document reviews, on-site inspections, and government agency verification of suppliers’ legal status. This meticulous approach culminates in the “Verified Supplier” badge, enhancing reliability for buyers.?
• Global Reach: facilitates international trade with a robust logistics infrastructure for sea and air freight. The platform also facilitates cross-border transactions with flexible B2B payments and partnerships with international organizations to aid SMEs in developing countries in embracing digital trade.
• AI in B2B Wholesale Platform: recently unveiled an AI-powered search engine called Accio, designed to help small businesses in Europe and Americas source supplies more efficiently.
• Complex Business Transactions: supports intricate logistics and fulfillment processes. Alibaba’s logistics arm, Cainiao Network, leverages a Cloud and Big Data-powered platform to enhance delivery efficiency by connecting third-party logistics partners with eCommerce merchants, providing real-time information, and reducing delivery errors by 40% through smart routing. It features advanced warehousing solutions, including fulfillment centers and the largest smart warehouse in China with Automated Guided Vehicles (AGVs). Innovative last-mile delivery methods include autonomous vehicles and drone capabilities. For complex transactions, Alibaba employs TCC (Try-Confirm-Cancel) models for better resource management. Supporting a global logistics network with nine sorting centers and over 500 partners, it can handle one billion packages daily, offering specialized freight services like FCL (Full Container Load), LCL (Less Than Container Load), temperature-controlled transport, and oversized cargo solutions.

Pro Tip: one of our clients introduced a new feature for their B2B wholesale platform much resembling what Alibaba did—Container Optimization—it calculates container capacity, enabling automatic assessment of how much product can fit in each container. Consider implementing a similar feature. This helps prevent unnecessary shipments and optimizes costs by allowing orders to be split into multiple deliveries when needed.

Read more: Open Your B2B Marketplace Like Alibaba

Amazon Business: The eCommerce Powerhouse

• Transaction Volume: estimated to be in the tens of billions annually.
• User Base: millions of business customers leveraging Amazon’s infrastructure.
• AOV: competitive, benefiting from Amazon’s vast product offerings.

Amazon Business, one of the most powerful US based B2B wholesale marketplaces, has emerged as a powerful player in the B2B space, providing a platform that combines the familiarity of Amazon with features tailored for businesses. Its customer-specific catalogs and purchasing approval workflows enhance the customer experience, making it easier for companies to manage their purchases.

Key Features:

• Business-to-Business Marketplace: the platform features business-specific options such as exclusive pricing and bulk purchasing, alongside verified suppliers to ensure quality.
• Analytics: robust analytics tools provide insights into purchasing trends, including customer journey analytics and Amazon Brand Analytics, enabling sellers to optimize their strategies.?
• Subscription-Based Revenue Models: Amazon Business employs Amazon Prime for Business, which offers free shipping and exclusive deals, along with recurring delivery options and budget management tools to help businesses manage their purchasing effectively.

Pro Tip: you also can provide a greater care for your vendors, as Amazon Business does, allowing companies to see a breakdown of a multi-component product. One of our customers introduced a product breakdown concept. It allows privileged users to see the components of an item. For example, a computer may be presented as a standard package, but for privileged users, a detailed breakdown is available, where each component—such as the processor, graphics card, motherboard, etc.—is presented as a separate item. This offers a more flexible approach to ordering, enabling customers to customize their configurations according to their individual needs.

Read more: How to Market Your Product on Ecommerce Marketplace Platforms Such as Amazon

DHgate: A B2BC Wholesale Marketplace

• Transaction Volume: around $2 billion annually.
• User Base: approximately 10 million buyers.
• AOV: lower than Alibaba but favorable for small to medium-sized orders.

While primarily known for B2C transactions, DHgate has expanded its B2B offerings and remains popular for small businesses seeking affordable wholesale goods. It serves as a platform that connects international buyers with Chinese wholesalers and suppliers, facilitating the purchase of a vast array of products at competitive prices. DHgate offers over 30 million products across various categories, including electronics, apparel, home goods, and more. This extensive selection makes it a go-to destination for businesses looking to source products in bulk. With approximately 10 million buyers from over 230 countries, DHgate facilitates international trade, making it a significant player in the global wholesale market.

Key Features:

• Bulk Purchasing Options: The platform allows buyers to purchase items both individually and in bulk, often at lower prices for larger quantities. This feature is particularly beneficial for small and medium-sized enterprises (SMEs) seeking to buy wholesale.
• Supplier Directory: DHgate provides a comprehensive product and supplier directory, enabling buyers to compare prices and features across different vendors. This helps buyers find reputable suppliers and form trust for the platform itself.
• Buyer Protection: the platform includes a buyer protection plan and secure payment options, which enhance trust in transactions. DHgate acts as a mediator between buyers and sellers, ensuring that purchasers have access to quality products from verified suppliers.

Pro Tip: consider developing a B2B portal for vendors. A B2B portal is a web platform designed for merchants, acting as a central hub for accessing the business functions of the partnering company. These portals facilitate the management of partnership relationships. They serve as a key access point for business resources, account management, and other essential information. B2B portals are increasingly popular among companies aiming to enhance customer service and improve personalization. These self-service centers provide reporting tools, account management features, and relevant information tailored specifically for each client.

Global Sources: A Platform for International Trade

• Transaction Volume: significant due to its focus on electronics and verified suppliers.
• User Base: strong but less than Alibaba and Amazon.
• AOV: generally high due to quality-focused products.

Global Sources is a wholesale B2B marketplace that facilitates trade between suppliers and buyers. Established in 1971 and based in Hong Kong, it connects businesses with manufacturers and wholesalers primarily from Asia, offering a wide range of products, particularly in electronics and consumer goods. The marketplace supports a comprehensive multi-channel strategy, including trade shows and online marketplaces. The platform provides tools for CRM system integration to enhance customer management. Its commitment to quality and reliability makes it a trusted platform for international trade.

Key Features:

• Multi-User Accounts: Global Sources supports purchasing collaboratively. This feature enables multiple team members to access the same account with distinct roles and permissions, enhancing teamwork and efficiency in procurement processes. Users can be assigned different access levels (e.g., admin, buyer, viewer), which helps maintain security while allowing team members to perform necessary tasks without compromising sensitive information. For example, a purchasing manager might have full access to place orders, while a junior buyer may only have access to view product listings and submit requests for quotes (RFQs).
• ERP Integrations: by connecting with their ERP systems, companies can automate order processing and inventory updates. For instance, when a purchase order is placed through Global Sources, it can automatically update the inventory levels in the ERP system, reducing manual data entry and minimizing errors.
• Marketplaces Fees: transparent pricing structures promote trust among users. The platform typically outlines all applicable fees upfront during the registration process and throughout the purchasing journey.

Pro Tip: implement a role-based system to clearly define the functions accessible to each user. This approach not only enhances data security and protection but also enables effective management of access to specific resources. By doing so, you can safeguard sensitive information and ensure that users have the appropriate permissions for their roles.

Made-in-China: Connecting with Chinese Manufacturers

Made-in-China is another significant B2B marketplace that connects international buyers with Chinese manufacturers and suppliers. The marketplace features products from 27 industries: agriculture, food, metallurgy, mining, arts, and crafts. It offers over 3,800 product categories for diverse sourcing options. Main categories include consumer electronics, apparel, household goods, sports equipment, automotive parts, and industrial equipment.

• Transaction Volume: substantial, focusing on connecting buyers with Chinese manufacturers.
• User Base: growing but smaller compared to larger platforms.
• AOV: moderate, depending on product categories.

Key Features:

• Supplier Information: operated by Focus Technology Company, a leading B2B e-commerce provider. The company has 27 branch offices in China and a robust online presence. Suppliers provide detailed company and product information, including FAQs.
• Ordering and Pricing: the Minimum Order Quantity (MOQ) is high, often in hundreds or thousands. Prices vary by supplier, product specifications, and quantity. Direct communication with sellers is implemented via the Trade Messenger tool.
• Payment and Security:? supports multiple payment methods: credit cards, wire transfers, Alipay. The platform offers a Secure Trading Service (STS) that holds funds in escrow until goods are received and approved. It also includes security measures like credit ratings and transaction safeguards.
• Premium membership programs like Star Buyer for exclusive sourcing services.
• VR and 360-degree panoramic views to showcase factories and manufacturing processes.
• Available in 11 languages with a user-friendly interface.
• Tools for buyers to request quotes and communicate directly with suppliers.

Pro Tip: the CS-Cart platform allows integrating such AI features as virtual reality (VR), augmented reality (AR) for better item visualization, and 3D views for a greater immersive experience of platform users. Think about embedding such add-ons as AI Chatbot, ChatGPT Extension, Algolia AI Instant Search to reduce manual labor and increase productivity.

eWorldTrade: A Comprehensive Wholesale Marketplace

• Transaction Volume: estimated in the hundreds of millions.
• User Base: over 1 million users, including buyers and suppliers.
• AOV: competitive, with a focus on customer service.

eWorldTrade has gained traction with over 1 million users, including both buyers and suppliers. It operates as a wholesale B2B marketplace that connects buyers with suppliers, manufacturers, and wholesalers globally. The platform has been designed to facilitate trade across various industries, offering a wide range of products, including electronics, textiles, machinery, and agriculture.

Key Features:

• Global Marketplace: eWorldTrade boasts a user base exceeding 7 million, providing access to a vast network of suppliers and buyers worldwide.
• Customizable Storefronts: Suppliers can create and customize their storefronts to enhance visibility and attract potential buyers.
• Trade Assurance Services: the platform offers trade assurance services to protect against payment risks, ensuring secure transactions for both buyers and sellers.
• Market Insights: eWorldTrade provides valuable market insights and analytics to help wholesalers identify trends and target potential buyers effectively.
• Lead Generation Tools: users can access tools for lead generation, assisting them in finding and connecting with prospective customers.

Pro Tip: CS-Cart allows you to manage multiple storefronts from a single admin panel, offering customization in design, product offerings, and settings for each storefront. Consider getting use of this flexibility enabling vendors to personalize their mini-marketplaces, enhancing visibility and uniqueness in the marketplace.

IndiaMART: A Leading Indian Marketplace

• Transaction Volume: significant within India, but exact figures are less clear.
• User Base: approximately 10 million users, primarily in India.
• AOV: moderate, with a focus on local suppliers.

IndiaMART is one of India’s largest B2B marketplaces, that facilitates wholesale transactions. It connects buyers with suppliers, manufacturers, and wholesalers, allowing businesses to source products in bulk across various categories. Its emphasis on verified suppliers and real-time inventory management ensures a reliable purchasing experience.

Key Features:

• SaaS Marketplace Tool: offers businesses tools for managing their online presence.
• Purchasing Approval Workflows: facilitates streamlined procurement processes.?
• Fragmented B2B Markets: IndiaMART addresses the needs of over 56 industry groups. The platform hosts approximately 108 million products across 98,000 categories.?
• Payment Protection Program: to enhance trust and security in transactions, IndiaMART offers a Payment Protection Program that safeguards buyers by ensuring that payments are only released to suppliers once the buyer confirms receipt of goods as per the agreed terms.
• Instant Payment Solutions: the platform facilitates secure and instant payment options through “Pay with IndiaMART,” allowing for seamless financial transactions between buyers and sellers.
• Buyers can submit RFQs (Requests for Quotations) and receive multiple quotes from different suppliers, making it easier to compare prices and terms before making a decision.
• Collaboration Features: the platform allows teams within organizations to collaborate on purchase decisions by sharing quotes and supplier information.

Pro Tip: do you sell products made to order? Or need more details from the buyer for accurate pricing? Introduce the RFQ feature. The buyer clicks the “Request for Quotation” button and specifies the necessary product characteristics. The store administrator and vendors then determine the price for the product, ensuring they provide the customer with a personalized solution.

Faire: The Wholesale Marketplace for Retailers

• Transaction Volume: growing rapidly but still smaller than the major players.
• User Base: focused on independent retailers; specific numbers are not widely published.
• AOV: higher than average for niche products.

Faire is tailored for independent retailers, offering a unique platform to connect with makers and brands. Its focus on vertical marketplaces allows for a curated shopping experience, enhancing product discovery.

Key Features:

• Liquidity-Building Strategies: helps retailers manage cash flow effectively. Retailers can take advantage of up to 60 days to pay for their inventory after purchase. By allowing retailers to stock products without immediate payment obligations, Faire enables them to maintain better control over their inventory levels and cash reserves.?
• Expert Knowledge Demand: the platform offers access to guides, articles, and insights on market trends, helping retailers understand consumer preferences and optimize their product selections. Retailers can leverage analytics tools that provide information on purchasing trends and behaviors, allowing them to make strategic decisions based on real-time data.?
• Customizable Transaction Engine: allows sellers to set specific terms that can accommodate different business models and customer preferences. Retailers can manage their orders efficiently with features that support bulk purchasing and tailored delivery options.

TradeWheel: Connecting Global Suppliers

• Transaction Volume: smaller scale compared to top competitors; specifics not widely available.
• User Base: recognized but limited compared to larger platforms.
• AOV: competitive but varies widely by product category.

TradeWheel.com is a growing B2B marketplace that connects suppliers and buyers across various industries. With over 6 million suppliers and more than 22 million products listed, Tradewheel serves as a platform for businesses to engage in wholesale transactions effectively.

Key Features:

• Centralized Solution: TradeWheel simplifies the sourcing journey for businesses by allowing them to access a vast catalog of products from over 12 million verified suppliers. Buyers can browse a vast catalog of products and contact suppliers or submit RFQ to receive offers tailored to their needs.
• Negotiation Assistance: TradeWheel provides support in the negotiation process by offering B2B associates who can facilitate discussions between buyers and sellers. This service helps overcome potential language barriers and ensures that both parties clearly understand the terms of the deal.
• Sample Orders: buyers can request samples before placing larger orders. This feature allows them to assess product quality firsthand, reducing the risk of dissatisfaction with bulk purchases.
• Logistics and Fulfillment: partners with third-party logistics (3PL) providers to enhance delivery efficiency. For instance, a supplier in China can ship products directly to a buyer in Europe through integrated logistics solutions offered by TradeWheel.

Pro Tip: to facilitate international sales, consider implementing shipping automation that takes into account customs procedures and delivery conditions. The automatic cost and responsibility calculations help minimize risks and ensure transparency throughout the delivery process.?

Ankorstore: Supporting Wholesale Platform

• Transaction Volume: limited due to its niche focus on independent retailers in Europe.
• User Base: growing but smaller than mainstream platforms.
• AOV: higher for unique products tailored to independent businesses.

Ankorstore is a wholesale marketplace specifically designed for independent retailers and brands. Founded in November 2019, it has rapidly grown to connect over 200,000 retailers with 15,000 brands across Europe. The platform focuses on providing unique and high-quality products, enabling small businesses to source items at discounted rates for resale.

Key Features of Ankorstore

• Curated Product Selection: Ankorstore offers a carefully curated range of products from independent brands, allowing retailers to differentiate themselves in the market.
• Direct Transactions: retailers can place orders directly with suppliers, streamlining the purchasing process and fostering direct communication.
• Flexible Payment Terms: merchants can pay for their orders up to 60 days after delivery, which helps manage cash flow effectively.
• No Hidden Fees: Ankorstore operates without joining fees or monthly subscriptions; it charges a commission of 10% on reorders and 20% on first orders from new retailers.
• Support for Local Businesses: the platform emphasizes supporting independent retailers and promoting diversity in retail, making it a valuable resource for small businesses.

How to Attract Wholesale B2B Vendors to Your Marketplace

To effectively attract wholesale B2B vendors to your marketplace, consider the following strategies:

Use Multivendor Platforms

Implement a multivendor platform that allows multiple brands to operate under a single system. This approach simplifies management and reduces costs.

Provide Customization and Brand Representation

Allow vendors to create unique storefronts with customized designs and product catalogs, helping them effectively represent their brand.

Build Trust Through Verified Vendors

Highlight trust by implementing a rigorous vendor verification process, such as Alibaba’s “Verified Supplier” badge. Use third-party verifiers and emphasize transparency with positive reviews and documentation to foster credibility.

Streamline Logistics and Fulfillment

Facilitate vendor operations with integrated logistics solutions. Partner with third-party providers to offer real-time order tracking, flexible shipping options, and streamlined fulfillment processes, similar to Alibaba’s logistics strategies.

Provide Business-Centric Features

Offer tools tailored to B2B operations, like purchasing approval workflows and bulk order management. Customizable catalogs enable vendors to target specific buyer segments effectively, enhancing their ability to meet business demands.

Enhance Vendor Experience with Advanced Tools

Simplify vendor operations with intuitive dashboards and branded storefronts. Provide tools for tracking sales, analyzing trends, and optimizing product pages to improve the overall vendor experience, as seen on platforms like AliExpress.

Offer Financial Flexibility

Help vendors manage cash flow with deferred payment terms or financing options inspired by Faire. Transparent fee structures ensure vendors are aware of costs, promoting trust and easing financial management.

Use Data and Analytics for Better Vendor Insights

Leverage advanced analytics to provide vendors with actionable insights into purchasing trends and buyer behavior. Share performance data to help vendors refine strategies and recognize top-performing sellers to motivate others.

Do Geographic Segmentation

Enable the creation of separate storefronts for different regions, allowing vendors to tailor their marketing strategies and product assortments to local markets.

Expand Integration Capabilities

Provide seamless integration with payment systems and logistics providers, facilitating easy onboarding and operational efficiency for vendors.

Offer Support for Multiple Languages and Currencies

Incorporate features that support various languages and currencies, making it easier for international vendors to engage with your marketplace.

Streamline Order Distribution

Encourage collaboration by allowing larger sellers to fill partner carts, expanding their reach without the need to hold all inventory.

Offer Ongoing Support and Resources

Provide training and resources to help vendors maximize their success on your platform, fostering a supportive environment.

Get deeper insights from our article: ?Marketplace Seller Management: How to Find and Attract B2B Wholesale Vendors and Suppliers

CS-Cart: A Platform for B2B Functionality

While platforms like Shopify Plus, BigCommerce, and WooCommerce are prevalent for most companies, there is a less famous, but affordable and efficient eCommerce solution that offers out-of-the-box multivendor functionality with extended opportunities for B2B scaling.?

CS-Cart is a versatile platform that offers flexibility and abounds with features for creating online stores and marketplaces. It has open-source code and a popular PHP stack, allowing for custom development and integration options with various systems. This helps businesses adapt the platform to their specific needs.

Key Features of CS-Cart for Multivendor Wholesale Functionality

CS-Cart offers numerous features for multivendor marketplaces, including:

• Unlimited Storefront Creation: you can manage multiple storefronts from one admin panel, each customizable in design, product offerings, and settings.
• Customized Storefronts for Vendors: sellers can change the design of their mini-marketplaces to stand out.
• Centralized Inventory Management: the administrator of the platform controls all products and orders from a single interface.
• Bulk Cart Management: it simplifies large order processing.
• Client Segmentation: allows personalized conditions for different user categories.
• Organization Management: facilitates multiple users from the same company to manage orders efficiently.
• Language and Currency Support: you can adapt storefronts for various markets.
• Integration Capabilities: seamless connections with payment systems and delivery services.
• Multi-Warehouse Management: you track inventory across various locations, providing customers with real-time availability.
• Large Base of Ready-Made Add-ons: helps you to easily connect the required functionalities, including AI features (AI Chatbot, ChatGPT Extension, Algolia AI Instant Search, and others).

Read more: B2B eCommerce marketplace: Platforms, Building Guide, and Success Principles

Successful Transformations of Multivendor Platforms into Wholesale Marketplaces on CS-Cart

CS-Cart Business provides robust multivendor capabilities that can be tailored for specific B2B needs.

Let’s see some case studies.

Case Study: B2B Portal for Finishing Materials

A major retailer collaborated with us to develop a B2B portal aimed at managing supply chains for finishing materials, positioning itself as an agent between manufacturers and resellers.

Implementation

• Supplier Network: the platform will host up to 100 suppliers.
• Tender Functionality: introduces tender features and product bundling to boost cross-selling.
• Integration: links with accounting and logistics systems to streamline operations.

Results

• New opportunities for corporate clients through enhanced supply chain management.
• Simplified processes for connecting manufacturers and resellers.

Case Study: B2B and B2C Integration

In a project for CS-Cart, sellers can select products from a B2B storefront and add them to their B2C stores seamlessly.

Implementation

• Order Management: the platform records orders in both systems, allowing suppliers to track profits and sales.
• Logistics Control: the platform operator independently manages delivery logistics.
• Mobile Applications: vendors can offer products through mobile apps created automatically upon registration.

Results

• Streamlined order processing and enhanced visibility into sales performance.
• Simplified registration for new sellers through integrations with WooCommerce, Shopify, and Wix.

Case Study: Startup Marketplace with Product Import

A B2C startup leveraged the multivendor model to create a marketplace that simplifies product import from other platforms.

Implementation

• Seller Portal: developed a user-friendly interface for registration and product import.
• Automation: vendors can choose pricing plans and upload products from other platforms easily.

Results

• Significant reduction in the complexity of onboarding new vendors.
• Improved vendor adaptation through automated import processes and category mapping.

Conclusion

Wholesale B2B marketplaces are rapidly evolving, driven by digital transformation and the demand for efficient, reliable trading platforms. By leveraging multivendor platforms, businesses can attract wholesale vendors effectively. This model not only enhances operational efficiency but also creates opportunities for growth and diversification in a competitive market.

Applying B2B sales automation, personalization, and analytics, these platforms are setting new standards for B2B omnichannel commerce.

All CS-Cart Products and Services

★ CS-Cart Multi-Vendor: free online demo

★ CS-Cart Store Builder: free online demo

★ Mobile App: App Store, Google Play

★ Cloud Hosting: why it’s the best for CS-Cart

Article from the CS-Cart blog

Written by Gayane Tamrazyan