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B2B e-commerce refers to the exchange of goods and services between companies through an electronic platform. Companies operating in the B2B e-commerce space follow either the direct model or the marketplace model to conduct their business. The direct model involves companies setting up their own platforms and selling directly to buyers. A marketplace, meanwhile, is a platform where many companies sell their products alongside their competitors. Even though B2C e-commerce has witnessed widespread adoption, it is the recent evolution and growth of B2B e-commerce that is attracting the attention of buyers, sellers, and investors all over the world.

One of the trends in B2B e-commerce is the rise of vertical or specialized marketplaces. These portals offer a larger range of products in a particular category, along with specialized value-added services. Business-to-Everyone is another trend that is rapidly gaining traction. Companies are also increasingly using Big Data to deliver a personalized customer experience. In addition, mobile shops are becoming more and more popular in B2B e-commerce. Due to the strain on legacy platforms, which are not designed to handle such scale, cloud platforms are gaining momentum. Moreover, B2B e-commerce companies are now integrating their systems and platforms to establish an omnichannel relationship with their customers.

The lack of quality customer data due to a smaller number of buyers and hyperspecialized services is hampering personalization efforts. Furthermore, the larger scale and other complexities of the sector, such as larger order quantities, variable prices, more products, and tighter delivery deadlines, are straining existing supply chains. Another barrier to industry growth is that companies often simply extend their ERP solutions to enable e-business, thus putting a big strain on legacy platforms. As it becomes necessary for B2B companies to be nimble and mimic the B2C shopping experience, a flexible and interoperable e-commerce architecture is essential.

Amazon, Alibaba, Rakuten, Unite (formerly Mercateo), Global Sources, Walmart, and IndiaMART are among the leading players in the global B2B e-commerce market. These companies continue to expand their digital procurement ecosystems by offering integrated solutions such as AI-powered product discovery, digital payments, logistics, and supply chain management. Their investments in technology, extensive supplier networks, and value-added services have strengthened their positions across both domestic and international markets.

Management summary

Table of content

Introduction

• Overview
• Business models
• e-commerce evolution
• B2B vs B2C e-commerce
• B2B e-commerce buyer profile
• Global B2B e-commerce market
• Regional analysis
• Country analysis: China
• Country analysis: U.S.
• Country analysis: India
• Country analysis: UK
• Global B2B e-commerce market by application

• Overview
• Vertical marketplace
• Personalization
• Mobile B2B e-commerce
• Cloud platform
• Omnichannel strategy
• Business-to-Everyone

• Overview
• Lack of quality customer data
• Complexity of supply chains
• Legacy platforms
• Economic uncertainties

• Overview
• Amazon
• Alibaba
• Rakuten
• Unite (formerly Mercateo)
• Global Sources
• IndiaMART
• Walmart

• Authors
• Glossary

Introduction

• Comparison of B2B e-commerce business models
• B2B e-commerce business models
• e-commerce evolution
• B2B vs B2C e-commerce
• Use of various channels by B2B buyers to research and evaluate suppliers
• Factors limiting ordering online
• Top frustrations when placing online orders
• Global B2B e-commerce GMV in trillion U.S. dollars
• B2B e-commerce GMV* in billion U.S. dollars
• B2B e-commerce GMV in Asia-Pacific in billion U.S. dollar
• B2B e-commerce GMV in North America in billion U.S. dollars
• B2B e-commerce GMV in Europe in billion U.S. dollars
• B2B e-commerce GMV in the Middle East in billion U.S. dollars
• B2B e-commerce GMV in Latin America and the Caribbean in billion U.S. dollars
• B2B e-commerce GMV* in RoW in billion U.S. dollars
• Internet users in million
• Chinese B2B e-commerce GMV in billion U.S. dollars
• Concentration of China’s SME B2B e-commerce platforms by revenue
• Major B2B e-commerce platforms in China
• U.S. B2B e-commerce GMV in billion U.S. dollars
• Indian B2B e-commerce GMV in billion U.S. dollars
• Funding in B2B e-commerce startups
• UK B2B e-commerce GMV in billion U.S. dollars
• B2B e-commerce GMV by application in billion U.S. dollars

• List of selected companies in the vertical B2B space
• Current way of interacting with suppliers’ sales reps during different stages
• Interaction type, by stage of buying journey by purchase type
• Number of distinct channels B2B customers use for decision-making

• Biggest risks for businesses

• Leading companies in the B2B e-commerce space
• Comparison of leading companies

• Important facts & figures
• Key business segments
• Amazon's global presence
• Key business segments by revenue in billion U.S. dollars
• Timeline
• Number of Amazon fulfillment centers in Europe as of Q1 2025, by country
• Number of packages delivered by Amazon Logistics in the U.S. from 2018 to 2025, in billions
• Number of online visitors per month in billion
• Amazon’s B2B marketplace structure
• Amazon.in Important facts & figures

• Important facts & figures
• Key business segments
• Alibaba's global presence
• Key business segments by revenue in million U.S. dollars
• Alibaba’s domestic and international wholesale commerce revenue in million U.S. dollars
• Quarterly active buyers in millions
• Timeline
• Alibaba’s financing partnerships

• Important facts & figures
• Key business segments
• Rakuten's global presence
• Key business segments by revenue in billion U.S. dollars
• Timeline

• Important facts & figures
• Global presence of Unite (formerly Mercateo)
• Revenue in million U.S. dollars
• Timeline

• Key business segments
• Timeline

• Important facts & figures
• Timeline
• Operational parameters>

• Important facts & figures
• Key business segments
• Walmart’s global presence
• Key business segments by revenue in billion U.S. dollars
• Timeline

• Authors
• Glossary