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VTEX: B2B Marketplace Model to Generate $260 Billion in Sales by 2023 and Ready to Unlock Digital Business Scalability

VTEX, a comprehensive and flexible marketplace for B2C and B2B brands, highlights the critical role of the B2B marketplace model as a survival strategy for businesses looking to grow and thrive in today’s competitive marketplace.

The B2B market has already changed consumer behavior, setting a new standard. The benefits for these markets are clear: strong customer loyalty, high revenues, and broader product variety. According to Digital Commerce 360, B2B marketplace sales grew from $24.6 billion in 2020 to $260 billion in 2023. More than half of business buyers report that their company allows them to buy from the largest B2B marketplace, Amazon Business.

“The B2B marketplace model is not just a trend; it is a transformational strategy that enables companies to scale efficiently and sustainably. At VTEX, we believe in the power of marketplaces to drive growth, deepen customer loyalty and expand product offerings without the traditional risks of expansion. Our platform is designed to support companies on this journey, providing the technological foundation and strategic guidance needed to succeed in the digital economy. Our digital commerce infrastructure enables profitable growth for 2,600 B2C and B2B companies in 43 countries around the world.”– said Santiago Naranjo, Chief Revenue Officer at VTEX.

Benefits of the B2B market model

For companies looking to increase revenue without the risks associated with traditional expansion, the B2B marketplace model offers an attractive alternative. A B2B marketplace brings together multiple suppliers to offer a variety of goods and services tailored to business buyers. Unlike traditional marketplaces, the benefits that a marketplace offers B2C buyers are clear. Buying through a marketplace is easier, more convenient, and often more affordable thanks to volume discounts.

The main benefits of adopting this model are:

Revenue growth – The launch of the marketplace creates a number of opportunities to increase revenue by helping companies reach a larger customer base and explore multiple revenue streams such as commissions, advertising, subscription fees, lead generation programs and data monetization.

Deepening customer loyalty – becoming a one-stop shop for customers and offering a wide range of industry-relevant goods. The B2B marketplace has the power to capture valuable data on customer preferences and SKU performance to better meet their needs and defend market share against large technology platforms.

Expand your product range – offering new products without expanding warehouse space or building new supply chains. It also increases resilience by sourcing from multiple suppliers, ensuring customer demand is consistently met.

Adopting a market model

Before you launch your trading platform, assess your company’s readiness:

  • Adaptability and resilience: Embrace change and collaboration in your team to manage the transformation. Be prepared to make strategic decisions about market structure, supplier engagement, and logistics.
  • Business Model Considerations: Decide whether you want to manage fulfillment internally or leave it to sellers. Make sure your e-commerce business is mature, with integrated inventory and orders, a strong delivery network, and a variety of fulfillment options.
  • Technology partner: Choose a technology partner that evolves with your market. For example, Macromex, a leading Romanian frozen food company, transformed its B2B e-commerce operations with the robust VTEX platform.

Founded in 1994 and headquartered in Bucharest, Macromex faced significant challenges during the COVID-19 pandemic, including labor shortages that impacted its traditional sales model. In its quest to digitalize its B2B business, Macromex chose VTEX for its flexibility and ability to adapt to the specific market needs of the hotel and restaurant industry.

By integrating VTEX’s B2B capabilities, Macromex has automated order-taking processes, significantly reducing errors and freeing up staff to focus on value-added tasks. This integration provides long-term benefits and improved operational efficiency. The company’s debut in B2B e-commerce with the bocado.ro platform for HoReCa professionals and the subsequent mercadi.ro platform for grocery store owners has yielded impressive results. Macromex now offers merchants 24/7 support, streamlined order management, increased financial transparency and personalized pricing with advanced VTEX features.

As an AWS partner, VTEX leverages cutting-edge technologies to deliver powerful and configurable solutions, enhancing Macromex’s digital commerce infrastructure. Thanks to this partnership, Macromex can offer its customers the most advanced and cutting-edge delivery solutions, reduce operating costs and expand its customer base, strengthening its position as a market leader in the frozen food sector.

To learn more about how VTEX’s flexible and complete platform is becoming the trading platform of choice for Macromex and other well-known brands such as Colgate, Motorola, Samsung, Under Armour, Whirlpool and more, click here.