# What is a B2B marketplace? What a B2B marketplace is, how it's different from B2C, and what that means for how you build, launch, and grow one. [![Author: Juho Makkonen](https://images.prismic.io/sharetribe/8ecdbf96-a3fd-4c2c-a052-46b825b276a7_juho.makkonen-b5a1d1aa79e83fcb6e2e25c55d56b38c.png?auto=compress%2Cformat&fit=max&w=3840)](/author/juho-makkonen/) Aug 25, 2026 Juho Makkonen CEO & Co-Founder [LinkedIn](https://www.linkedin.com/in/juhomakkonen/) Table of contents 1. [Business-to-business (B2B) marketplace definition](#business-to-business-b2-b-marketplace-definition) 1. [B2B vs. B2C marketplace: what's the difference](#b2-b-vs-b2-c-marketplace-whats-the-difference) 2. [How B2B marketplaces differ in validating, building, launching, and growing](#how-b2-b-marketplaces-differ-in-validating-building-launching-and-growing) 3. [Why should you build a B2B marketplace?](#why-should-you-build-a-b2-b-marketplace) 4. [Can you build a B2B marketplace without coding?](#can-you-build-a-b2-b-marketplace-without-coding) 5. [FAQs about B2B marketplaces](#faqs-about-b2-b-marketplaces) 1. [What is the difference between a B2B marketplace and a B2B trading platform?](#what-is-the-difference-between-a-b2-b-marketplace-and-a-b2-b-trading-platform) 2. [What's the difference between a vertical and a horizontal B2B marketplace?](#whats-the-difference-between-a-vertical-and-a-horizontal-b2-b-marketplace) 3. [Do all B2B marketplaces need features like RFQs?](#do-all-b2-b-marketplaces-need-features-like-rfqs) 4. [Can you give an example of a B2B marketplace?](#can-you-give-an-example-of-a-b2-b-marketplace) 5. [Is it hard to start a B2B marketplace?](#is-it-hard-to-start-a-b2-b-marketplace) The global B2B e-commerce market is on track to grow from [$21.2 trillion in 2024 to over $100 trillion by 2034](https://market.us/report/b2b-e-commerce-market/). In this market, platforms like Alibaba, Amazon Business, and Faire show that massive opportunities for marketplaces exist across verticals, from wholesale retail to freight to agriculture. ![Market.us expects that the global B2B e-commerce market will grow at a CAGR of 17% to surpass $100 trillion by 2034](https://images.prismic.io/sharetribe/aLcibmGNHVfTOiC0_unnamed-1-.png?auto=format%2Ccompress&fit=max&w=1920) _[Market.us](http://market.us) expects that the global B2B e-commerce market will grow at a CAGR of 17% to surpass $100 trillion by 2034_ So what is a B2B marketplace? Here's a clear definition of a B2B marketplace, how it differs from B2C, and what that difference means for how you validate, build, and grow one. ## Business-to-business (B2B) marketplace definition What makes a marketplace B2B, not B2C. Six ways B2B and B2C marketplaces really differ. --- A **business-to-business (B2B) marketplace** is a platform that facilitates transactions between businesses, not between a business and individual consumers. B2B marketplaces can operate in: * Products, such as retail and manufacturing * Services, such as trading and hiring professionals * Rentals, such as equipment, office, storage, or manufacturing space Generally, B2B marketplaces fall into two main categories: _vertical_ and _horizontal_. **Vertical marketplaces** specialize in a specific product or service type. [Faire](https://www.faire.com/) is a wholesale retail marketplace, and [Freightos](https://www.freightos.com/) offers freight services. (We recommend [this podcast episode with Freightos CEO Ruthie Amaru](/twosided/ep3-ruthie-amaru-building-marketplace-for-fragment-markets/), which is packed with insights on B2B marketplaces.) **Horizontal marketplaces** offer diverse categories. [Amazon Business](https://business.amazon.com/), a B2B e-commerce marketplace, is a horizontal example. In contrast to [peer-to-peer](/how-to-build/peer-to-peer-marketplace/) (P2P) and business-to-consumer (B2C) platforms, B2B marketplaces streamline complex, large-scale business transactions. They accommodate bulk purchases and support intricate internal procurement procedures. Most B2B marketplaces make money through commissions on transactions, subscription fees, or listing fees, often in combination once they've reached scale. See our guide to [choosing the right business model for your marketplace](/academy/how-to-choose-the-right-business-model-for-your-marketplace/) for the full breakdown. ### B2B vs. B2C marketplace: what's the difference Business-to-business (B2B) and business-to-consumer (B2C) marketplaces operate on the same core principle: connecting buyers and sellers. But the dynamics differ across six dimensions: who's using the platform, how big each transaction is, how long the sales cycle runs, how much trust and compliance matter, how payment happens, and how likely buyers are to return. #### Users * **B2B:** Companies buying and selling to each other (procurement managers, suppliers, distributors) * **B2C:** Individual consumers buying from businesses #### Transaction size * **B2B:** Larger order values, often bulk purchases * **B2C:** Smaller, single-item purchases #### Sales cycle * **B2B:** Longer, involves multiple decision-makers * **B2C:** Shorter, often impulsive or opportunistic #### Trust and compliance * **B2B:** High expectations: buyers require vetting, contracts, and compliance with industry standards * **B2C:** Lower expectations: buyers rely on reviews, ratings, and simple return policies #### Payments * **B2B:** Net terms, escrow, invoices, and negotiated pricing * **B2C:** Instant payments via credit card, escrow, or digital wallets #### Repeat business * **B2B:** High likelihood: companies often become recurring customers * **B2C:** Lower likelihood: consumer loyalty depends on convenience, experience, and price Validate first, build fast ## Launch your B2B marketplace with RFQs, role-based accounts, and no-code speed built in. [Start your free trial](https://console.sharetribe.com/) ## How B2B marketplaces differ in validating, building, launching, and growing What those differences mean for your build. --- These differences between B2B and B2C marketplaces go beyond who uses your platform. They also shape how you validate, build, launch, and grow it. Here are the main ways B2B marketplaces operate differently: * **Validating your idea:** Focus on procurement teams and suppliers to uncover real pain points. Consumer-style surveys won't give useful answers. * **Building your platform:** Prioritize features built for complex transactions, like Requests for Quotes (RFQs), role-based accounts, and escrow or net-terms payments. In [Sharetribe's transaction engine](/features/transaction-engine/), for example, an RFQ can route to a custom quote before checkout instead of forcing a fixed price, so you're not stuck with a consumer-style cart for a negotiated deal. * **Launching your MVP:** Adoption takes longer in B2B, so early case studies and trusted suppliers are critical for credibility. * **Growing your marketplace:** Success depends on long-term relationships, compliance, and [network effects](/marketplace-glossary/network-effects/), not quick viral growth. Read more in our guide to [building trust in a marketplace](/academy/build-trust-marketplace/). Understanding these dynamics early helps you set realistic expectations, avoid wasted effort, and build a marketplace that solves real business problems. ## Why should you build a B2B marketplace? --- The global B2B e-commerce market hit $2.1 trillion in 2024 and is on track to top $100 trillion by 2034. Unicorns like [Airbnb](/how-to-build/how-does-airbnb-make-money/), Etsy, and Thumbtack proved the marketplace model works at consumer scale; B2B has been slower to embrace it, but that’s changing fast. As of 2024, [56% of B2B revenue in the United States originates from digital channels](https://capitaloneshopping.com/research/b2b-ecommerce-statistics/?utm%5Fsource=chatgpt.com), up from 45% in 2023, highlighting the rapid shift to online buying. A 2024 McKinsey analysis reported that B2B buyers now evenly split their engagement across in-person, remote, and self-serve digital channels. This trend is referred to as the[ “rule of thirds”](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/five-fundamental-truths-how-b2b-winners-keep-growing) and has remained stable post-pandemic . For early-stage founders, the shift to digital opens a lucrative window of opportunity: * **Access to high-volume, recurring revenue:** B2B transactions are larger, more predictable, and often repeat purchases. This creates higher average order values and stronger customer lifetime value. * **Compounding efficiency and trust advantages:** By digitizing procurement and supply chains, marketplaces increase transparency, reduce friction, and build long-term trust. This results in powerful [network effects](/academy/network-effects-marketplaces-james-currier/). * **Lower competition in many verticals:** While consumer marketplaces are crowded, many B2B niches remain underserved, which leaves room for new entrants to dominate specific industries or geographies. * **Multiple revenue stream opportunities:** B2B marketplaces can expand beyond transaction fees through two proven paths. Some platforms start as marketplaces and later add complementary SaaS tools like analytics dashboards, financing, or logistics support. Others take the reverse approach - beginning as compelling SaaS offerings for one side of the market, then opening up as a marketplace once they've established strong relationships and proven product-market fit. This SaaS-first strategy can be less risky for founders, as seen with [companies like Freightos](/twosided/ep3-ruthie-amaru-building-marketplace-for-fragment-markets/), which built freight management software before becoming a marketplace connecting shippers and carriers. Together, these factors make B2B marketplaces one of the most profitable and defensible business models available today. Still, there are aspects of B2B that slow down the online marketplace takeover. Marketplaces entering the B2B space face a number of industry-specific challenges and platform requirements compared to B2C. The B2B transaction and order flows are decidedly more complex than those on B2C or P2P marketplaces. (We’ll explore this in more detail later.) ![Market.us expects that the global B2B e-commerce market will grow at a CAGR of 17% to surpass $100 trillion by 2034](https://images.prismic.io/sharetribe/aLcibmGNHVfTOiC0_unnamed-1-.png?auto=format%2Ccompress&fit=max&w=1920) _[Market.us](http://market.us) expects that the global B2B e-commerce market will grow at a CAGR of 17% to surpass $100 trillion by 2034_ ## Can you build a B2B marketplace without coding? --- Yes. [Sharetribe](/) lets you launch a B2B marketplace without writing code, including B2B-specific features like RFQs and role-based accounts, so you can validate your idea with real buyers and suppliers before investing in custom development. As your transaction flows get more complex, you can extend the same platform with code or bring in developers. **Still working out your approach?** Read our [full guide to building a B2B marketplace](/how-to-build/b2b-marketplace/) for a step-by-step walkthrough, from validating your idea to launching your MVP. ## FAQs about B2B marketplaces --- ### What is the difference between a B2B marketplace and a B2B trading platform? The terms are largely interchangeable. Both describe platforms that facilitate transactions between businesses. "Trading platform" tends to appear in industries dealing with commodities, raw materials, or financial instruments, where the language of "trading" is more natural. If you're building in one of those verticals, either term works. For most other B2B marketplace types, "marketplace" is the more common and widely understood term. ### What's the difference between a vertical and a horizontal B2B marketplace? A vertical marketplace focuses on one product or service category, like Faire's wholesale retail focus or Freightos' freight services. A horizontal marketplace spans many categories, like Amazon Business. Vertical marketplaces tend to build deeper trust and expertise within a niche; horizontal marketplaces trade that depth for broader reach. ### Do all B2B marketplaces need features like RFQs? No. It depends on how your buyers actually purchase. RFQs make sense when pricing is negotiated or custom, which is common for services and made-to-order goods. If your catalog has standardized pricing, a simpler instant-checkout flow can work just as well. ### Can you give an example of a B2B marketplace? A few well-known ones: Amazon Business and Alibaba are horizontal marketplaces spanning many product categories. Faire (wholesale retail) and Freightos (freight) are vertical marketplaces built around one industry. See our full roundup of B2B marketplace examples for more, including what founders can learn from each. ### Is it hard to start a B2B marketplace? Harder than a typical B2C marketplace, yes. You're solving a two-sided cold-start problem with buyers and suppliers who are both slower to trust a new platform, longer sales cycles, and often industry-specific compliance requirements. That said, "hard" mostly applies to earning trust and reaching liquidity, not to the technical build. A no-code platform like Sharetribe removes the technical barrier, so you can spend your early effort on the actual hard part: proving the demand and earning that trust. Start your 14-day free trial ## Create a marketplace today! * Launch quickly, without coding * Extend infinitely * Scale to any size [Start free trial](https://console.sharetribe.com/new) No credit card required