When an entrepreneur hears the word «marketplace,» a picture immediately appears in their head: an endless feed of products, millions of buyers, a battle for the product card and reviews. Wildberries, Ozon, Yandex Market — these platforms have become so familiar that the very concept of e-commerce for many comes down to them. However, there exists a parallel universe of online trading where the rules of the game are completely different. We are talking about B2B marketplaces — platforms where companies sell goods not to end consumers, but to other companies. And the difference here is not only in who is buying.
What Is a B2B Marketplace and How Does It Differ from Familiar Platforms
A B2B marketplace is an online platform for wholesale purchases between legal entities. If on familiar marketplaces like Wildberries the buyer is an ordinary person looking for sneakers or a blender, then on B2B platforms the buyer is a business. A factory, a restaurant, a retail chain, a construction company.
The difference between B2B and B2C seems obvious: in the first case it’s business for business, in the second — business for consumer. But behind this simple formula lies a fundamentally different mechanism. On retail platforms, the seller puts the product in the catalog and waits for someone to click «buy.» The transaction happens in seconds. On a B2B platform, everything starts with negotiations. The buyer studies the offers, sends an application, discusses terms, agrees on volumes and delivery times.
Why then are B2B marketplaces compared with Ozon or Wildberries? Probably because both here and there there is an electronic trading platform, a product catalog, the ability to find the desired product and place an order. But that’s where the similarity ends. Counterparties in B2B are not impulsive buyers, but companies with specific needs, budgets, and approval procedures.
Wildberries and Ozon vs B2B Platforms: 5 Fundamental Differences
To understand why B2B marketplaces are a completely different tool, let’s analyze five key differences.
Audience and type of buyer. On Wildberries and Ozon, the buyer is an individual. A person chooses a product for themselves, focuses on reviews, photos, discounts. The purchase decision is made emotionally and quickly. On B2B marketplaces, the buyer is a corporate client. The purchase goes through approval, sometimes through a tender. The decision is made not by one person, but by an entire department.
Order volume. Retail marketplaces are designed for piece sales. Even if the seller is ready to ship wholesale, the platform does not support this — there is no mechanism for discussing batches. B2B platforms, on the contrary, are created for large deals. Here it is normal to buy by trucks, containers, railcars.
Pricing. On retail platforms, the price is fixed. The buyer sees the cost and either agrees or leaves. In B2B, trade is structured differently: the price depends on volume, delivery terms, the history of relations with the supplier. A discount on a large batch is the norm, not the exception.
Commission and terms for the seller. Wildberries and Ozon charge a commission on each sale, require compliance with strict rules on packaging, labeling, delivery times to the warehouse. The seller competes with thousands of other sellers for the buyer’s attention. On B2B marketplaces, conditions are usually softer: the commission is lower or is charged only on successful deals, and competition is not for a click, but for a contract.
Transaction format. On retail platforms, everything is simple: added to cart, paid, received. In B2B, each deal is a negotiation. The parties discuss specifications, deadlines, payment terms, logistics. Often a separate contract is signed. This takes longer, but the amounts are completely different.
Advantages of B2B Marketplaces for the Supplier
Why should a supplier even look towards B2B platforms if retail marketplaces give access to millions of buyers? The answer is in the numbers and strategy.
The average check on a B2B marketplace is tens, and sometimes hundreds of times higher than in retail. One deal with a corporate buyer can bring as much as a thousand small orders on Ozon. At the same time, order processing costs are comparable.
Returns are a headache for any seller on retail platforms. The buyer changed their mind, the size didn’t fit, they didn’t like the color. In B2B, returns rarely happen: the buyer knows exactly what they need, and the purchase goes through approval. This reduces risks and makes the business more predictable.
Long-term contracts are another advantage. If on a retail marketplace every buyer is random, in B2B relationships are built for years. One successful contract can ensure stable sales for the entire season or even a year.
Entering new markets through B2B platforms is easier than it seems. Especially if the platform specializes in export. The supplier gets access to buyers from other countries without the need to independently search for contacts, understand document flow and logistics.
Marginality in B2B is usually higher. There is no need to participate in price wars for the attention of the retail buyer. The corporate client chooses not by the principle of «where it’s cheaper,» but by a combination of factors: quality, reliability, delivery terms.
Who Are B2B Marketplaces Suitable For
B2B platforms are not a tool for everyone. If you sell household goods by the piece and your audience is the end consumer, retail marketplaces are a better fit. But if your business is related to wholesale supplies, B2B marketplaces are worth considering seriously.
Manufacturers of industrial products are obvious candidates. Equipment, components, raw materials — all this is difficult to sell through Wildberries, but is perfectly suited for B2B.
Food product suppliers will find restaurants, chains, distributors on such platforms. Especially if we are talking about export — the demand for Russian products in China and CIS countries is steadily growing.
Entrepreneurs who want to scale their business beyond Russia can use export B2B marketplaces as an entry point to new markets. This is easier than looking for buyers on your own.
Wholesale companies that work with a wide range of products also benefit from placement on B2B platforms. Here you can find buyers for large batches that would have to be sold off for months in retail.
Features of Working with B2B Platforms: What You Need to Know
Working on a B2B marketplace differs from the usual scheme of «uploaded a card — wait for sales.» Preparation is important here.
Registration and verification is the first stage. Most serious platforms check suppliers: they request documents, study the company’s history. This protects buyers from unscrupulous sellers and increases trust in the platform.
The supplier profile is your business card. The more detailed the information about the company, production, certificates is filled in, the higher the chances of attracting a corporate buyer. In B2B, reputation decides a lot.
Negotiations are a key stage of the deal. After the buyer sends an application, discussion of terms begins. Here it is important to be ready for questions, to be able to approach pricing flexibly, to offer options.
Document flow in B2B is more complex than in retail. Contracts, specifications, certificates, invoices — all this is part of the process. Good platforms help automate routine and take on part of the support.
Logistics and delivery is another important point. Unlike retail marketplaces, where the product goes to the platform’s warehouse, in B2B delivery schemes are discussed individually. Some platforms offer their own logistics organization service, which simplifies the supplier’s life.
The language barrier is relevant for export platforms. If you work with buyers from China or other countries, you will need localization of materials and assistance in communication. Modern B2B marketplaces often offer translation and deal support.
How to Choose the Right B2B Marketplace
There are dozens of B2B platforms on the market: universal and niche marketplaces, local and international, with different monetization models. How not to make a mistake with the choice?
Define the target market. If you want to sell to China — look for a platform with a focus on this region. Other platforms are suitable for CIS countries. Delivery geography is the first filter.
Study the terms for suppliers. What is the commission? Is it charged on each application or only on successful deals? Is there a subscription fee? Transparency of terms is a sign of a reliable platform.
Evaluate the level of support. A good B2B marketplace does not just bring the seller and buyer together, but helps bring the deal to completion. A personal manager, help with documents, organization of delivery — all this saves time and reduces risks.
Check if there is localization. If the platform works with foreign buyers, it is important that your products are presented in the required language. Professional translation of cards is not a small thing, but a necessity.
Look at real cases. How many deals have been made through the platform? What companies are already working? Reviews and examples of successful deliveries will say more than advertising promises.
B2B marketplaces are a sustainable e-commerce trend. The volume of the corporate procurement market through online platforms is steadily growing: according to Data Insight, in 2023–2024 the segment showed double-digit growth rates, and this dynamic continues. For a supplier, this is an opportunity to reach a new level: work with large orders, build long-term relationships with buyers, master export.
Interaction with suppliers and buyers on one platform, transparent conditions, deal support — all this makes B2B marketplaces a convenient tool for business. The main thing is to choose a platform that matches your tasks. And then the question «why do companies use them» will disappear by itself — you will see the result in practice.