B2B marketplaces have evolved significantly since the dot-com era, driven by advancements in technology, increased online adoption, and millennial-led business strategies. While early marketplaces struggled with limited internet adoption and vertical-specific complexities, today’s platforms integrate payment, financing, logistics, and ERP systems, enabling tailored workflows and seamless operations. Global B2B eCommerce now surpasses B2C by 5x in Gross Merchandise Value (GMW), with marketplaces driving rapid growth—accounting for 7.6% of B2B eCommerce. Asia leads in adoption, followed by the U.S. and Europe, where growth is fueled by automation and vertical-specific solutions.
Hyperverticalization and managed marketplace models dominate, offering curated services for high-friction industries. Giants like Amazon Business and Alibaba remain influential, while niche European players expand in sectors like logistics, food, and manufacturing. These trends highlight the growing potential for AI-driven personalization, operational efficiency, and financial returns in B2B marketplaces.
In this research you will learn more about:
- Global and European market trends and growth drivers
- The evolution and rise of modern B2B marketplaces
- Comparing B2B online sales models: direct eCommerce vs. marketplace ecosystems
- The transformative role of AI in B2B eCommerce
- Italy as a case study for untapped B2B eCommerce potential in Europe
- Funding trends and high-profile exits in the B2B marketplace sector
About Klecha & Co.
Klecha & Co. is a European private investment bank focused on technology, software, IT services, hardware and IoT, helping entrepreneurs, companies and financial investors with their strategy definition and post-acquisition integration issues, as well as for raising the necessary capital to execute their strategies.
With over 14 years in the market and offices in Milan, London, Paris, Madrid and New York, we have demonstrated global execution capabilities and a network of thousands of active C-level contacts and hundreds companies worldwide in the Tech industry.