June 28, 2022 11:23 AM
B2B marketplaces in Russia: what are they and why do businesses need them
Ekaterina Samofaeva
Editor of the expert-content.ru project
Before the advent of B2B marketplaces, the buy phone number list only format of e-commerce for B2B was online stores. But with the rise of aggregators in B2C, this scheme began to be extended to the relationship between suppliers and retailers.
In this article, we will look at the pros and cons of marketplaces, and also provide a list of the most interesting aggregators for businesses focused on sales to entrepreneurs.
Content
What are b2b marketplaces and what types are there?
Advantages of b2b platforms
Disadvantages of online platforms for business
10 Useful B2B Marketplaces in Russia for Small and Medium Businesses
Video: How to Attract Ideal Clients to B2B
What are b2b marketplaces and what types are there?
These are aggregators that connect suppliers and retailers in one space.
Now, not only ordinary users, but also entire companies can place an order online. Special trading platforms are used for this purpose - sellers can place their products on them, and another company that needs certain goods for its work can buy them.
Let's say you produce ballpoint pens and sell them in bulk. You can come to a B2B marketplace, place your products there and find a buyer. You do the same thing that sellers do on b2C platforms: fill out a product card, description, attach a photo.
And vice versa: a potential retailer can place an order on the marketplace for ballpoint pens that he plans to sell in his retail outlets. And you can agree to the proposed terms and become a supplier.
B2B marketplaces are designed to connect different companies so that they can find the offers they need faster. There are several types of online platforms for the B2B sphere.
Read about other tools in a B2B marketer's arsenal in the article " How to Increase Sales in B2B ". We have written separate articles about the most popular tools:
Industrial aggregators
These are marketplaces that provide a trading platform for manufacturers of goods so that they can find customers. For this type of portal, the main tasks are:
Cover as many manufacturing enterprises as possible.
After all, the aggregator must contain a large assortment of offers from different suppliers, otherwise it will not be popular and will not be able to earn commission on sales.
Ensure transparency and reliability of transactions.
Industrial contracts are multi-million dollar deals. In order for B2B marketplace clients not to be afraid of being cheated or let down in some way, the platform must establish itself as reliable.
Service catalogs
These are aggregators, but not for goods, but for various offers from some companies to others. Such platforms are organized according to the catalog principle. They collect various advantageous offers and discounts from B2B companies on a website or landing page, and provide a flow of targeted traffic.
The more targeted leads such a B2B aggregator brings to its partners, the higher its referral commission will be.
Advantages of b2b platforms
If you master all the tools that business platforms offer, you can significantly simplify processes and extract more benefits. Let's look at the main advantages of using marketplaces for the b2b segment. Here is a list of advantages:
Automation and optimization of processes
With the advent of marketplaces for business, the time spent searching for a supplier has been significantly reduced. All documents and acts are filled in automatically, the risk of errors is reduced to a minimum. This makes document flow more reliable and communication easier.
Electronic communication
By concluding transactions through online platforms, entrepreneurs often do not need to meet in person, as was previously the case. It is also possible to quickly update the range and quickly bring new products to the market.
Growing customer base
The more users see your offer, the more likely they are to become your customers. The platforms have the ability to customize recommendations and increase sales.
Built-in analytics
Entrepreneurs do not always have the opportunity to analyze the results of their work . Fortunately, marketplaces have built-in functionality with analytics that helps track important indicators.
Disadvantages of online platforms for business
But business platforms also have their downsides. Let's list some of them.
Dependency on a third-party platform
Any technical failure on the platform affects the interests of both the seller and the buyer. Therefore, companies often use several services to diversify the risks for their own business.
Commission
For making a deal on the marketplace or even for placing your product on the site, you will have to pay a service fee. The more deals, the more noticeable this amount will be.
Competition
On an aggregator site, you are one of many. Unlike B2B, users here do not make impulsive purchases, but rely on facts and figures. If your offer is not competitive, it will be almost impossible to close a deal.
10 Useful B2B Marketplaces in Russia for Small and Medium Businesses
B2B aggregators are gaining popularity in Russia. Let's look at the top ten popular business platforms.
