Business-to-business (B2B) marketplaces are platforms that connect industry buyers with retailers. B2B marketplaces are the fastest-growing B2B ecommerce sales channel, generating over $350 billion in sales in 2024.
The big benefit of B2B marketplaces is convenience. List your products on a wholesale platform, reach a ready-made audience of B2B buyers, and generate sales from people who are motivated to buy.
Sounds simple enough, right? Still, there’s a lot to consider when selecting the best B2B marketplace for your brand—from identifying the channels your customers use, to a platform’s integration and payment options.
In this article, we’ll review the six best B2B marketplaces to help you scale your B2B sales.
What is a B2B marketplace?
A B2B marketplace is a platform where businesses sell products to other companies. Buyers use B2B marketplaces to outfit their businesses with office supplies, find equipment and materials for manufacturing, or purchase inventory to resell through their own businesses.
Five benefits of selling through B2B marketplaces
As B2B continues its transition to online, the marketplace model is thriving. Some 14% of all B2B sales take place on marketplaces, according to the 2024 B2B Marketplace 750 Report.
Let’s take a look at why so many B2B transactions happen through an online marketplace:
1. Marketplaces increase buyer trust
The decision-making process for B2B sales differs from business-to-consumer (B2C) sales. Business buyers need to know they’ll produce a return on their investment when purchasing from you. Through its existing reputation, a marketplace can reassure customers that their shopping experience will be safe and trustworthy, making it easier to convert buyers through the platform.
2. Marketplaces fit with existing purchasing processes
According to a new survey of 103 B2B buyers, marketplaces have experienced significant growth, with 59% of B2B buyers conducting over a quarter of their purchases on online marketplaces.
Instead of finding and onboarding new B2B customers manually, upload your inventory to those marketplaces to showcase products where customers are actively looking for them.
3. Marketplaces help businesses expand into new markets
Major B2B marketplaces like Amazon Business and Faire have an existing international presence. Use their network, experience, and connections—and sell your products to international buyers—by selling via these marketplaces.
4. Test and validate new product ideas
Thinking of opening a new product to B2B buyers? Quickly test and validate the idea by listing it for sale on a marketplace. Immediate orders indicate it’s worth investing more resources into expansion.
5. Reduce operational costs
Beyond a listing service, B2B marketplaces offer fulfillment, payment processing, and reverse logistics. Using these features may reduce your operational costs and free up time, which you can invest in other activities such as strengthening B2B customer relationships.
The downsides of B2B marketplaces
B2B marketplaces offer undeniable advantages to businesses looking to reach buyers at scale. But before setting up shop, consider these disadvantages to marketplace selling:
Marketplace fees eat into profits
B2B marketplaces take many tasks off your plate—but they charge for the luxury. Many platforms charge for payment processing, sponsored listings that appear higher in searches, and commissions for introducing you to buyers. These fees can eat into tight B2B profit margins.
B2B marketplaces have strict terms and conditions
From policies restricting the types of products you can upload to the payment terms you can accept, you’re at the mercy of a marketplace’s rules when selling through their platform. Go against these rules and risk having your profile blocked.
Marketplaces own the customer experience
While some B2B marketplaces have functionality to brand your storefront and email your customers, options for retention strategies on marketplaces are limited.
It’s hard to build (and, most importantly, maintain) strong relationships with your B2B customers. Those relationships are the foundation that most profitable B2B ecommerce businesses thrive on.
10 top B2B marketplaces to sell online
1. Faire
Faire is a leading online wholesale marketplace for independent retailers and brands. Hundreds of thousands of independent retailers shop on Faire for apparel, home decor, food and beverages, beauty and wellness products, jewelry, paper and novelty items, kids and baby merchandise, pet products, and more.
Faire benefits
- Simple setup: Brands get a free storefront and there are no setup costs, subscription fees, or commitments.
- Extended payment terms: Eligible retailers can buy now and pay later with 60-day payment terms.
- Seamless integration: You can instantly sync orders, inventory, and catalogs to your Shopify admin and manage everything from one place.
- Faire Direct: When retailers order from your brand through your Faire Direct link, you’ll pay 0% commission.
Considerations
- There are commission fees on inbound orders placed through the marketplace, and additional fees associated with managing returns.
- Faire requires sellers to list their full catalog at the same prices as other wholesale channels. This ensures consistency and builds trust in retailers that shop on the platform.
Pricing
- 15% commission + $10 on marketplace opening orders
- 15% commission on marketplace reorders
- 0% commission on direct orders
“The premium nature of many Faire retailers that buy our products means we’re reaching potential fans and brand ambassadors.” —Sherry Shannon, Vice President of Sales, Very Great
2. Mirakl
Mirakl helps companies start and grow online marketplaces where they can sell products from other sellers without having to buy and store those products themselves.
Mirakl's technology is used by companies like Airbus, Leroy Merlin, Macy's, and Toyota Material Handling. The platform is easy to use and reliable, making it popular with large companies that want to grow their marketplace business.
If you want to expand your online store by offering more products from third-party sellers, Mirakl offers a well-regarded, mature solution with responsive support.
Mirakl benefits
- Easy to set up: Mirakl provides a ready-to-use system for creating a marketplace with multiple sellers. Users like its simple onboarding process, user-friendly back-office tools, and built-in marketplace management features.
- More products to sell: By adding third-party sellers, businesses can quickly offer more products. This works well for B2B retailers who want to be a one-stop shop.
- Works with existing systems: The platform connects well with major ecommerce systems, helping you keep product data, inventory, and order information consistent.
- Handles business growth well: From smaller companies to large enterprises, Mirakl can handle high volumes of sellers and products. It also offers optional add-ons for advertising (Mirakl Ads) and payments (Mirakl Payout).
Considerations
- Mirakl doesn't offer a free trial or low-cost options, and prices can be high for some organizations. Be aware of the main cost as well as any add-ons.
- Building a marketplace with multiple sellers requires coordination between IT, finance, legal, and operations teams. Be ready to commit resources to seller management, compliance, and quality control.
- While the standard features cover most needs, some reviewers mention limited flexibility for highly customized processes or complex return handling. Make sure your specific needs fit with what Mirakl offers.
Pricing
Mirakl targets larger companies and doesn't publish its prices.
3. Amazon Business
Amazon Business is a platform for buyers to purchase items from other businesses.
Mostly used for business-owned purchases (rather than discovering inventory to resell), it’s one of the biggest B2B marketplaces in the world. Amazon Business is forecast to reach $83 billion in GMV by 2025.
Amazon Business benefits
- Sells worldwide: Amazon Business operates in many countries including the US, UK, Canada, Germany, France, Italy, Spain, Japan, and India, letting sellers reach business customers around the globe.
- Special business prices: The platform offers pricing only available to businesses, as well as discounts for buying in bulk, helping companies save money on larger orders.
- Business Prime benefits: Companies that subscribe to Business Prime get extras like fast free shipping, tools to track spending, and features to control purchasing.
Considerations
- The high level of competition makes it difficult to stand out.
- There’s a lack of control over how you sell and communicate with B2B buyers.
- There are limitations over which product categories can be listed on Amazon’s B2B marketplace.
Pricing
- $39.99 per month plus referral fees from 8%, depending on the product category.
- Business Prime offers various membership plans tailored to different business sizes, starting from the Duo plan, which is free for Amazon Prime members, and up to $10,099 per year for the Company plan (over 100 users).
4. Alibaba
Alibaba is one of the world’s largest marketplace platforms. The Alibaba Group holds several B2B marketplace subsidiaries under their umbrella, including Taobao, Tmall, and AliExpress.
Earning over $130 billion in their 2024 fiscal year, Alibaba allows B2B brands to reach a wide variety of global retailers looking for everything from large stock orders to bespoke items.
Alibaba benefits
- Worldwide buyer network: Alibaba connects you with retailers around the globe who use the marketplace to purchase inventory.
- Verified sellers: Alibaba checks and verifies brand profiles before they can start selling, which helps build trust with potential customers.
- Automatic translation: Alibaba translates your B2B storefront into 18 different languages, making it easier to reach international customers.
Considerations
- Competition is fierce, making it harder to stand out.
- Shipping timescales are longer since most retailers operate in Asia and may use ePacket.
- Profit margins and brand equity are lower when many product listings are similar, forcing brands to compete on price.
Pricing
- Basic plan: $199 per month (quarterly payment) or $166 per month (annual payment)
- Standard plan: $299 per month (quarterly payment) or $239 per month (annual payment)
5. Ankorstore
Ankorstore is a wholesale marketplace designed to connect independent buyers and sellers in Europe.
More than 300,000 retailers use the platform to buy inventory, connecting with over 20,000 brands selling B2B products through their marketplace.
Ankorstore benefits
- Easier payment options: Ankorstore lets retailers choose how they get paid, from paying when products arrive to up to a 60-day payment window, which helps stores manage their money better.
- Brands set their own prices: Brands can decide what wholesale prices to charge.
- Available across Europe: Ankorstore works in many European countries, including the UK, Germany, Sweden, and Spain, with offices and customers throughout these regions.
- Works with Shopify: Ankorstore connects with Shopify, making things simpler for retailers who already use Shopify for their stores.
Considerations
- Minimum order value is £100, excluding VAT, which can be off-putting for small businesses or first-time buyers.
- Ankorstore is best suited to niche brands and independent retailers, which might not make it a worthwhile option if you’re an established and already well-connected brand.
Pricing
- Free to sign up. 0% to 17% commission on orders from Ankorstore. A payment processing fee will apply.
6. Novi
Novi is a new B2B marketplace that differentiates itself by focusing on clean, transparent products. The platform verifies marketing claims, formula ownership, and sustainable packing so you can sell to B2B customers that value the same things you do.
Novi benefits
- Find like-minded retailers: Connect with retailers that share the same core values as you.
- Reach aligned customers: Expand your retail distribution by selling to B2B customers whose audiences care about the same principles.
- Verified sustainability: Build trust and credibility around your sustainability claims with Novi's seal of approval.
Considerations
- Market size is much smaller than generic B2B marketplaces due to the focus on values.
- You need documentation and evidence to prove any claims are factually accurate.
Pricing
- On request
7. Carro
Carro is a newer wholesale dropshipping marketplace geared toward independent businesses. More than 70,000 brands currently list 500,000 products on the platform. Popular categories include handmade goods like accessories, jewelry, and stationery.
Brands list their catalogs on Carro, where retailers can select and integrate products into their online storefronts. When an end-consumer makes a purchase from a retailer, the brand fulfills the order on the retailer’s behalf.
Carro benefits
- No startup costs: Free to install with no upfront costs.
- More products, no inventory: Expand your product catalog without investing in inventory.
- Quick brand partnerships: Create partnerships with brands in minutes, not months.
- All-in-one management: Manage sourcing and supply relationships through one simple app.
Considerations
- Carro operates on a revenue-sharing model, taking a percentage of the gross merchandise value (GMV) from sales.
- While ideal for curated and high-quality products, Carro may not be suited for bulk or off-the-shelf wholesale products.
Pricing
- Free plan: 10% of GMV from sales of curated Carro supplier products
- Build plan: $149/month (or $1,428/year, saving 20%) + 7% of GMV, with custom revenue-split negotiations
- Scale plan: $299/month (or $2,868/year, saving 20%) + 5% of GMV, with white-glove onboarding, a dedicated merchandising manager, and client business reviews
8. Global Sources
Global Sources is a Hong Kong-based B2B company connecting international buyers with Asian suppliers since 1971. The platform links buyers and verified suppliers through online marketplaces, trade shows, and publications.
Global Sources benefits
- Carefully checked suppliers: Global Sources thoroughly verifies suppliers through business license checks and onsite factory inspections to ensure they meet specific standards.
- Multiple ways to find suppliers: The platform offers online marketplaces, trade shows, and industry publications, giving buyers several channels for discovering and connecting with suppliers.
- Wide product selection: Buyers can access products across many categories including electronics, fashion, and home and garden, meeting diverse sourcing needs.
- International trade expertise: With over 50 years of experience, Global Sources provides specialized knowledge in cross-border sourcing and importing.
Considerations
- While Global Sources verifies suppliers, buyers should still do their own research by requesting samples and checking certifications.
- Some suppliers have high minimum order quantities, which may be difficult for small businesses or those wanting smaller orders.
Pricing
Accessing Global Sources' online platform is generally free for buyers. Costs may come from attending trade shows, using premium services, or transaction fees. depending on supplier agreements.
9. Made-in-China
Made-in-China is a major B2B ecommerce platform run by Focus Technology Co., Ltd. that connects global buyers with Chinese suppliers across many industries.
The platform offers products in 27 categories, from manufacturing machinery to consumer electronics and textiles, meeting a wide range of sourcing needs.
Made-in-China benefits
- Checked and verified suppliers: Made-in-China works with respected verification agencies like SGS, Bureau Veritas, and TÜV Rheinland, giving buyers access to supplier audit reports.
- Complete sourcing tools: Beyond just product listings, the platform provides online expos, custom product sourcing, and trade services to help make transactions smoother.
- Mobile app access: The platform offers a mobile app that lets users place orders, track shipments, chat with suppliers, and access special discounts on the go.
Considerations
- With numerous suppliers offering similar products, finding the right one takes time. Buyers often need to compare multiple options to find the best match.
- Even with verified suppliers, product quality can vary. Buyers should do their homework, ask for samples, and check supplier certifications before making big purchases.
Pricing
While basic access to Made-in-China is free for buyers, additional services like Premium Membership and transaction processing through STS may include extra costs.
10. DHgate.com
DHgate.com is a leading Chinese B2B and B2C cross-border ecommerce marketplace. With over 34 million live listings, DHgate offers products across many categories for both consumer and business needs.
The platform connects international buyers with Chinese manufacturers and wholesalers, selling a wide range of products including electronics, apparel, and health and beauty items. Based in Beijing, DHgate has expanded globally with offices in the USA and UK.
DHgate benefits
- Worldwide customer base: The platform serves more than 59.6 million registered buyers from 225 countries and regions, connecting them to over 2.54 million sellers.
- Easy-to-use website: The platform supports multiple languages including English, Spanish, and French, making it accessible for international users.
- Mobile shopping options: DHgate offers mobile apps that allow buyers to browse and purchase products on the go.
Considerations
- Good communication with sellers is important to clarify product details, pricing, and shipping information. Some users report differences between listed prices and final charges.
Pricing
- For sellers: New sellers pay a platform fee (quarterly: 299 yuan, semiannual: 598 yuan, or annual: 999 yuan) plus a deposit of 50,000–200,000 yuan depending on products and sales volume.
- For buyers: Platform access is free. Buyers pay for products, shipping costs, and any applicable customs duties.
How to succeed with B2B ecommerce marketplaces
Deciding to launch a new B2B operation is no small feat. Prepare for launch and improve the chances of success with these B2B marketplace best practices.
Use real-time inventory management software
With B2B on Shopify, you’ll benefit from a single ecommerce back end that powers every B2B sales channel. One of the biggest time-savers is a real-time inventory management system that ensures you’ll never sell out-of-stock products to B2B marketplace buyers.
Zac van Manen, digital growth manager at BA Creative, says, “Some merchants manage different B2C and B2B inventory, so ensuring that these two points of reference are kept separate and up to date can be tricky.
“Good ERP integrations make this much easier, especially for B2B merchants, but there are considerations to make about which products are sold to which customers—and what this means for your logistics and fulfillment teams.”
Alongside ERP integrations, check that your B2B ecommerce platform offers analytics to track data across all sales channels. Shopify allows customers to create company profiles for stakeholders to sign in and view past orders, make new ones, and generate invoices—all without interrupting your sales team.
“B2B on Shopify allows us to leverage technology to streamline and automate our wholesale processes,” says Andy Knox of automotive brand Van Compass. “We can maintain a high level of focus on retail consumers.”
Use a product information management system
One way that B2B customers differ from B2C is a greater demand for expert knowledge from the brands they buy from. Meeting that demand can become tricky when you’re working with a large number of SKUs across multiple channels.
Easily manage a distributed product catalog with a product information management (PIM) system. This software keeps data consistent across wholesale marketplaces and your B2B online storefront by storing and syncing the following information:
- SKU numbers
- Product titles, images, and descriptions
- Product tags and categories
- Wholesale and tiered pricing structures
- Minimum order values for B2B orders
Apps like Jasper PIM integrate with your Shopify store to syndicate new inventory across each B2B marketplace you’re operating on. These workflows ensure B2B customers encounter accurate information, regardless of where they place their order.
Outsource order fulfillment
You’ve done the hard task of converting a B2B marketplace prospect into a customer. Next, you’ll need to deliver those products to buyers as quickly and accurately as possible.
Fulfilling B2B orders is vastly different from direct to consumer (DTC), because buyers make larger orders. Instead of shipping a single unit to a customer, you’re shipping items in bulk—sometimes more than 100 units—through a B2B marketplace transaction.
To handle B2B order fulfillment at scale, partner with a third-party logistics (3PL) provider such as:
Check whether your chosen B2B marketplace offers a fulfillment service. Amazon Business, for example, offers Fulfilled by Amazon.
The advantage of using a third-party distribution network is that you can lean on its supply chain. From international warehouses to advanced fulfillment technologies, you’ll get products to your B2B customers faster. Meeting delivery expectations is critical for B2B customer retention.
Start selling on B2B marketplaces
There’s no doubt that marketplaces are a valuable sales channel for B2B organizations. Reach millions of buyers in your industry who are already using wholesale marketplaces to source inventory for their own business.
Make your B2B marketplace operation a success with Shopify’s B2B platform. Manage inventory, product information, and sales analytics from one dashboard, regardless of where you’re selling.
Read more
- B2B Ecommerce: Everything You Need to Know to Get Started
- The 11 Top B2B Ecommerce Benefits (2025)
- Top 12 B2B Ecommerce Trends to Grow Your Business
- What Is B2B Wholesale? Benefits and How To Get Started
- What Are B2B Payments? Methods and Trends
- Wholesale Ecommerce: How It Works, Types, and Benefits to Wholesalers
- Wholesale Inventory Management: Best Software and Tips
- Wholesale vs. Direct-to-Consumer: Pros, Cons and How To Strike the Right Balance
- Should Off-Price Retailers Be in Your Wholesale Plan?
- Ecommerce for Distributors: Overcoming Common Challenges and Maximizing Growth
B2B marketplace FAQ
What is a B2B marketplace?
A B2B marketplace is a website platform that lets businesses list products for sale and buy wholesale products. B2B marketplaces may include features such as payment processing, product search filters, and order fulfillment services.
What is the most popular B2B marketplace?
Alibaba is widely considered the most popular B2B marketplace globally, with millions of buyers and suppliers from over 190 countries. It dominates the market with its extensive product range, verification systems, and comprehensive trade services. Amazon Business and Faire are major players, but Alibaba maintains the largest global market share and transaction volume.
What are the 4 types of B2B markets?
The four main types of B2B markets are:
- Producers: Manufacturers selling raw materials or components
- Resellers: Wholesalers and distributors
- Governments: Federal, state, and local agencies
- Institutions: Schools, hospitals, and nonprofits
Each market has distinct buying behaviors, with producers focusing on production inputs, resellers on retail-ready products, governments on structured procurement processes, and institutions on specialized goods and services. These different market types require tailored approaches for successful B2B marketplace strategies.
How do B2B marketplaces make money?
B2B marketplaces typically generate revenue through subscription fees, transaction fees, and listing or advertising charges. Many platforms use a tiered membership model, offering basic services for free while charging for premium features, enhanced visibility, or advanced selling tools. Some marketplaces also earn through value-added services like payment processing, logistics solutions, or trade financing, creating multiple revenue streams beyond the core marketplace functionality.
Is Shopify a B2B marketplace?
Shopify has a suite of B2B tools that allow businesses to sell directly to other businesses through an online store. Features include the ability to set up customer-specific catalogs and payment terms, and accept international currencies—as well as the ability to link multiple customers and locations under a single company profile.
Is Amazon a B2B or B2C platform?
Amazon operates as both a B2B (business-to-business) and B2C (business-to-consumer) platform. The vast range of products available on Amazon attracts a diverse audience, including small businesses seeking supplies.
How do B2B and B2C marketplaces differ?
B2C marketplaces such as Amazon and Etsy cater to individual customers who purchase for personal use. B2B marketplaces are platforms where businesses sell to other businesses, typically in large quantities at discounted prices. Unlike B2C platforms, B2B marketplaces often require customers to be approved before they can view listings.
