VTEX, a configurable, complete commerce platform for enterprise B2C and B2B brands, highlights the critical role of the B2B marketplace model as a survival strategy for businesses looking to expand and thrive in today's competitive environment.
B2B marketplaces are already changing consumer behavior and setting new standards. The benefits of these marketplaces are clear. Strong customer loyalty, high revenue, and a wide range of products. According to Digital Commerce 360, B2B marketplace sales are surging from $24.6 billion in 2020 to $260 billion by 2023. More than half of business buyers report that their companies allow purchases from Amazon Business, the largest B2B marketplace.
“The B2B marketplace model is not just a trend; it is a transformational strategy that enables businesses to scale efficiently and sustainably. At VTEX, we believe that marketplaces have the power to drive growth, deepen customer loyalty, and expand product offerings without traditional expansion risks. Our platform is designed to support companies on this journey, providing the technology foundation and strategic guidance they need to succeed in the digital economy. Our digital commerce infrastructure ensures profitable growth for 2,600 B2C and B2B companies in 43 countries around the world.”“VTEX is committed to providing the highest level of customer service to our customers,” said Santiago Naranjo, Chief Revenue Officer at VTEX.
Benefits of the B2B Marketplace Model
For businesses looking to grow revenue without the risks associated with traditional expansion, the B2B marketplace model is an attractive option. B2B marketplaces bring together multiple vendors to offer a diverse range of goods and services tailored to business buyers. Unlike traditional marketplaces, the benefits marketplaces offer B2C buyers are clear: buying through a marketplace is easier and more convenient, and quantity discounts often make it more affordable.
The main benefits of adopting this model are:
Increased revenue – Launching a marketplace creates various opportunities for increasing revenue, allowing businesses to access a larger buyer base and explore multiple revenue streams such as commissions, advertising, subscription fees, lead generation programs, and data monetization.
Deepen customer loyalty – By becoming a one-stop shop for customers and offering a variety of products relevant to their industry, B2B marketplaces have the power to gather valuable data on customer preferences and SKU performance to better meet customer needs and defend market share from the big tech platforms.
Expanded product range – Offer new products without expanding your warehouse footprint or building new supply chains, and source from multiple suppliers to increase resiliency and meet customer demand in perpetuity.
Adopting the marketplace model
Before launching your marketplace, assess your business's readiness.
- Adaptability and resilience: Embrace change and collaboration within your team to manage transformation. Be prepared to make strategic decisions regarding market structure, supplier engagement and logistics.
- Considering the business model: Decide whether to manage fulfillment in-house or leave it to the merchant. Have a mature e-commerce operation with integrated inventory and orders, a strong supply network, and diverse fulfillment options.
- Technology Partners: Choose a technology partner that evolves with your market. For example, Macromex, a leading Romanian food company specializing in frozen foods, transformed its B2B e-commerce operations with VTEX's robust platform.
Founded in 1994 and based in Bucharest, Macromex faced significant challenges during the COVID-19 pandemic, including labor shortages that affected traditional sales models. Looking to digitize its B2B business, Macromex chose VTEX for its flexibility and adaptability to the specific market needs of the hotel and restaurant industry.
By integrating VTEX's B2B capabilities, Macromex was able to automate its order-taking process, significantly reducing errors and allowing staff to focus on higher-value tasks. This integration ensures long-term benefits and increases operational efficiency. The company's debut into B2B e-commerce was a great success, with its bocado.ro platform for HoReCa specialists and then its mercadi.ro platform for grocery store owners. Through VTEX’s advanced capabilities, Macromex now offers merchants 24/7 support, streamlined order management, enhanced financial visibility and personalized pricing.
As an AWS Partner, VTEX leverages cutting-edge technology to deliver efficient, customizable solutions to power Macromex's digital commerce infrastructure. The partnership will enable Macromex to offer its customers the fastest and most modern supply solutions, reduce operational costs, expand its customer base and strengthen its market leadership in the frozen food segment.
Click here to learn more about how VTEX's configurable and complete platform is becoming the commerce platform of choice for well-known brands such as Macromex, Colgate, Motorola, Samsung, Under Armour and Whirlpool.
