Roadmap: B2B Marketplaces

- Effective take rate: What percentage of GMV can the marketplace capture as net revenue?

- They’re often vertical-specific.

...we evaluate early B2B marketplaces on three dimensions:

- They keep intermediaries reasonably happy.

- GMV TAM: How much B2B spend could the marketplace facilitate at scale?

B2B markets are many times bigger than B2C markets (annual global B2B spend is more than $100 trillion), and they’re much more offline. Indeed, massive B2B markets like wholesale and logistics remain opaque and intermediary-driven, with orders and payments flowing via email, SMS, fax, and paper check.

- They are (mostly) horizontal

- Software development is getting easier, cheaper, and faster in general.

- They instill trust.