How to Successfully Scale B2B Marketplaces
Journal
MIS Quarterly Executive
Type
journal article
Date Issued
2026-05
Author(s)
Abstract
Business-to business (B2B) marketplaces are experiencing a resurgence, promising to
simplify global sourcing amid increasing geopolitical tensions, trade tariffs and supply
chain disruptions. However, managers mistakenly apply business-to-consumer (B2C)
marketplace scaling techniques within B2B contexts. Based on case studies of two pioneering
B2B marketplaces, we highlight how B2C-platform thinking leads managers
into scaling traps. The cases underscore the importance of setting a viable focus, deliberate
product building, as well as physical selling and right-touch service, to establish
and scale B2B marketplaces in traditional industries.
simplify global sourcing amid increasing geopolitical tensions, trade tariffs and supply
chain disruptions. However, managers mistakenly apply business-to-consumer (B2C)
marketplace scaling techniques within B2B contexts. Based on case studies of two pioneering
B2B marketplaces, we highlight how B2C-platform thinking leads managers
into scaling traps. The cases underscore the importance of setting a viable focus, deliberate
product building, as well as physical selling and right-touch service, to establish
and scale B2B marketplaces in traditional industries.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Volume
25
Number
2
Start page
153
End page
172
Subject(s)
Division(s)
File(s)![Thumbnail Image]()
open.access
Name
How to Successfully Scale B2B Marketplaces.pdf
Size
2.24 MB
Format
Adobe PDF
Checksum (MD5)
5d414e88e51f09500fa5c4a2cd322b52