In-depth: B2B eCommerce 2019 - ecommerceDB.com August 2019 - plataforma bilateral
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In-depth: B2B eCommerce 2019 ecommerceDB.com August 2019
Management summary
B2B eCommerce refers to exchange of goods and services between companies through an
electronic platform. Companies operating in the B2B eCommerce space follow either the direct
model or the marketplace model to conduct their business. The direct model involves companies
setting up their own platforms and selling directly to the buyers. A marketplace on the other hand is
a platform where many companies sell their products alongside their competitors. Even though B2C
eCommerce has witnessed widespread adoption, it is the recent evolution and growth of B2B
eCommerce, that is grabbing the attention of buyers, sellers and investors all over the world.
One of trends in B2B eCommerce is the rise of vertical or specialized marketplaces. These portals
offer a deeper range of products in a particular category along with specialized value added services.
Companies are also increasingly using big data to deliver a personalized customer experience.
Another trend is the rising popularity of mobile shops also in B2B eCommerce.
Due to the strain on legacy platforms, which aren’t designed to handle such scale cloud platforms are
picking up. Additionally, B2B eCommerce companies are now integrating their systems and platforms
to establish an omnichannel relationship with their customers.
Paucity of quality customer-data due to smaller number of buyers and hyper specialized services, is
hampering personalization efforts. Further, the larger scale and other complexities of the sector such
as larger order quantities, variable prices, more products and tighter delivery deadlines are putting a
strain on existing supply chains.
Another barrier to industry growth is that companies often simply extend their ERP solutions to
enable e-business, thus putting a big strain on the legacy platforms. With B2B companies now
required to be nimble and mimic the B2C shopping experience, a flexible and interoperable
eCommerce architecture is of primary importance.
Amazon, Alibaba, Rakuten, Mercateo, Global Sources, Walmart and IndiaMART are the major players
in the global B2B eCommerce market. Amazon rebranded its B2B eCommerce operations from
AmazonSupply to Amazon Business in 2015 and achieved sales of over US$1 billion in just a year.
Alibaba with a share of about 30% in China is now expanding its operational base to India, Europe
and the U.S. The company’s vast network of low cost suppliers enables it to dominate the market,
followed by Global Sources. IndiaMart, Mercateo, Rakuten and Amazon are the largest B2B
eCommerce companies in India, Germany, Japan and the U.S. respectively.
Questions? U.S.: support@statista.com EU: eu.support@statista.com
2
Table of contents (1/2)
Management Summary 02
Table of contents 03
Introduction 05
▪ Overview 06
▪ Business models 07
▪ B2B vs B2C eCommerce 08
▪ eCommerce evolution 09
▪ Global B2B eCommerce market 10
▪ Regional analysis 11
▪ Country analysis: China 14
▪ Country analysis: India 16
▪ Country analysis: U.S. 18
▪ Country analysis: UK 19
Trends 20
▪ Overview 21
▪ Vertical marketplace 22
▪ Personalization 23
▪ Mobile B2B eCommerce 24
▪ Cloud platform 25
▪ Omnichannel strategy 26
3
Table of contents (2/2)
Barriers 27
▪ Overview 28
▪ Lack of data 29
▪ Complexity of supply chain 30
▪ Legacy platforms 31
Competitive landscape 32
▪ Overview 33
▪ Amazon 35
▪ Alibaba 46
▪ Rakuten 60
▪ Mercateo 62
▪ Global Sources 67
▪ IndiaMART 71
▪ Walmart 77
Appendix 82
▪ Glossary 83
▪ Statista Digital Market Outlook 84
▪ Statista Global Consumer Survey 85
▪ Statista Research & Analysis, Statista Content & Design 86
▪ Authors 87
4
Introduction
B2B eCommerce refers to exchange of goods and services between companies
through an electronic platform. Companies operating in the B2B eCommerce
space follow either the direct model or the marketplace model to conduct
their business.
The direct model involves companies setting up their own platforms and
selling directly to the buyers. A marketplace on the other hand is a platform
where many companies sell their products alongside their competitors. Even
though B2C eCommerce has witnessed widespread adoption, it is the recent
evolution and growth of B2B eCommerce, that is grabbing the attention of
buyers, sellers and investors all over the world.
5
9 Source: Company information
Trends
One of trends in B2B eCommerce is the rise of vertical or specialized
marketplaces. These portals offer a deeper range of products in a particular
category along with specialized value added services.
Companies are also increasingly using big data to deliver a personalized
customer experience. Another trend is the rising popularity of mobile shops
also in B2B eCommerce.
Due to the strain on legacy platforms, which aren’t designed to handle such
scale cloud platforms are picking up. Additionally, B2B eCommerce companies
are now integrating their systems and platforms to establish an omnichannel
relationship with their customers.
20Barriers
Paucity of quality customer-data due to smaller number of buyers and hyper
specialized services, is hampering personalization efforts.
Further, the larger scale and other complexities of the sector such as larger
order quantities, variable prices, more products and tighter delivery deadlines
are putting a strain on existing supply chains.
Another barrier to industry growth is that companies often simply extend
their ERP solutions to enable e-business, thus putting a big strain on the
legacy platforms. With B2B companies now required to be nimble and mimic
the B2C shopping experience, a flexible and interoperable eCommerce
architecture is of primary importance.
27Competitive landscape
Amazon, Alibaba, Rakuten, Mercateo, Global Sources, Walmart and IndiaMART
are the major players in the global B2B eCommerce market.
Amazon rebranded its B2B eCommerce operations from AmazonSupply to
Amazon Business in 2015 and achieved sales of over US$1 billion in just a
year.
Alibaba with a share of about 30% in China is now expanding its operational
base to India, Europe and the U.S. The company’s vast network of low cost
suppliers enables it to dominate the market, followed by Global Sources.
IndiaMart, Mercateo and Rakuten are the largest B2B eCommerce companies
in India, Germany and Japan respectively.
32Appendix
82Glossary
Term Abbreviation Explanation
A simulation of human intelligence by
Artificial Intelligence AI machines including reasoning and self-
correction.
The process of selling products or services
Business-to-business
B2B e-Com between businesses through the internet via
eCommerce
an online sales portal
The transactions conducted directly between a
Business-to-consumer company and consumers who are the end-
B2C e-Com
eCommerce users of its products or services through the
internet via an online sales portal.
A transaction, typically through an eCommerce
Cash on Delivery COD platform, in which payment is made in cash
upon delivery of the goods.
A business model whereby customers can
Consumer-to-consumer
C2C e-Com trade with each other, typically, in the online
eCommerce
environment
The total value of merchandise sold over a
Gross merchandise value GMV
given period of time
A business investment made by a company or
individual in a foreign country. This can also
Foreign Direct Investment FDI
take the form of an acquisition of foreign
business assets.
The application of AI to a system in order to
enable it to automatically learn and improve
Machine Learning ML
from experience without being explicitly
programmed.
Online-to-offline commerce is a business
Online-to-offline O2O strategy that draws potential customers from
online channels to physical stores
A business-matching platform, developed by
UBM and Alibaba, that integrates online and
Online-to-offline-to-online O2O2O offline trading. This allows buyers to search
and contact sellers (online), arrange meetings
(offline) and place orders (online).
A software distribution model in which a third-
Software as a service SaaS party provider hosts applications and makes
them available to customers over the Internet
8384
85
Authors
Dev Mehta
Dev.Mehta.ext.in@statista.com
Dev Mehta has over 10 years of experience working for market
research, legal and consulting companies. Dev worked in various
sectors such as Defense, Digital Marketing, FinTech, Insurance
and Consumer Goods.
Dev completed his Post Graduate Diploma from Massey
University New Zealand, majoring in Business Management and
a Masters in Marketing Management from Middlesex University,
London
Ann-Kristin Hamke
ann-kristin.hamke@statista.com
Ann-Kristin Hamke is the VP Strategic Market Insights at Statista
and is in charge of the production of exclusive own Statista
content.
After graduating in Business Mathematics, she worked as a
consultant with the Boston Consulting Group and contributed to
the build-up of the German online fashion retailer About You as
a project manager and by heading the business intelligence
department.
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