Marketplace for Business – The practice of wholesaling as a household economy solution is gaining ground in corporations. Understand B2B marketplaces.
First, it is important to distinguish between marketplace and e-commerce. Both are online sales platforms, but e-commerce is exclusive—meaning it only sells products from a single brand. A marketplace, on the other hand, is a virtual space where multiple brands sell a wide variety of products from their portfolio in one place. In other words, a marketplace is a large online mall, or a massive wholesale store, within the digital ecosystem.
Marketplaces are booming across all sizes and segments, both online and offline. In the digital market, they break boundaries, expand sales, and become major showcases for brands.
This concept is not new, but it began spreading more widely after 2012. The B2C marketplace is the most common, but B2B continues to rise in the market.
B2C Marketplace – An individual buys from an individual or legal entity that has an account or profile on a marketplace.
The largest marketplace in Brazil is Mercado Livre. Operating in more than 18 countries, it has a stronger B2C focus, but does not limit its market to this profile.
B2B Marketplace – Follows the same logic as B2C, but with commercial transactions between legal entities (business-to-business).
In other words, companies gain access to offers and information about products and services from other companies, with the ability to compare product details and establish a direct, yet virtual, connection regarding payment terms and best pricing before finalizing the deal and completing the purchase.
Currently, before completing a purchase, buyers research prices, competitors, and the credibility of brands, goods, and services on marketplaces. Through review tools, they make customer experiences public regarding delivery, products, and services, facilitating the exchange of information within the digital ecosystem.
The electronic equipment trade has been dominated by Amazon Business, which is considered a benchmark by B2B buyers.
Advantages and Key Differentiators of a B2B Marketplace
In summary, the main differentiator is that a B2B marketplace essentially functions as an online intermediary between supplier and buyer.
- Optimizes time and resources.
- Drives business with greater agility and intelligence.
- Enables greater variety and innovation to meet corporate purchasing needs.
- Allows real-time research on competitors' differentiators, strengthening arguments during negotiations.
With the use of Artificial Intelligence, a good B2B marketplace looking to stand out must invest in and leverage all the latest resources and cutting-edge technology. For example:
- BI
- Machine Learning
- Cloud Computing
The B2B marketplace creates a relevant business network within the digital ecosystem with a corporate focus, driving volume and generating growth for everyone involved.
For this to be effective, in addition to technology and investment, transparency and authenticity are required.
For suppliers, being on a marketplace is synonymous with showcasing their products and services in a broad, targeted manner.
Tips
- Manage opportunities.
- Keep records and registrations up to date.
- Get to know performance and data analysis tools.
For buyers, it is certainly the most disruptive way to date to access information and negotiate a purchase via mobile.
Tips
- Prefer marketplaces that organize search by categories.
- Test the platform's usability before making your first major purchase.
- Find out how long the company has been operating in the digital market.
- Find out if you can access transactional indicators (with relevant data).
- Verify beforehand whether the company you intend to buy from can meet your demand and service your region.
- Choose one with a significant volume of traffic and clients; this is an indicator of credibility.
Last but not least—perhaps the item of greatest relevance: remember to check if specialized technical support is available and how directly you can access it.
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