The specialized B2B marketplace
Posted: Thu Dec 05, 2024 9:40 am
A. The evolution of e-commerce and the emergence of B2B marketplaces
E-commerce has rapidly changed the economic landscape, opening up new opportunities for manufacturers and distributors. Selling online allows you to reach customers around the world, gain visibility and increase your company's growth potential.
This sales channel was adapted and eventually gave rise to B2B marketplaces, e-commerce platforms that allow companies to sell directly to other companies. In addition to simplifying the purchasing process , these marketplaces bring together a multitude of products, making B2B transactions more fluid and efficient.
B. The different types of B2B marketplaces
In the vast world of B2B e-commerce, there are three main types of platforms: generalist, specialized and hybrid. Each of them offers different advantages and brings diversity to the online sales ecosystem, allowing you to reach different markets with specific approaches.
Generalist marketplaces
As their name suggests, these marketplaces, also known as horizontal marketplaces , iran number data are characterized by the vastness of their offering. They provide a wide range of products, covering several different areas. These platforms are ideal for companies with a diverse product catalog that seek to reach a wide audience . In addition, they offer considerable visibility due to their high notoriety and wide audience. However, the high level of competition on these platforms can make it difficult to position specific products .
Specialised marketplaces
Unlike general-purpose marketplaces, specialised marketplaces, also known as vertical marketplaces , focus on a specific sector or product category. Whether in the industrial sector - such as DirectIndustry - or in the medical equipment sector - such as MedicalExpo - these platforms are characterised by their sector specialisation . They offer a more suitable context for niche products and facilitate the purchasing process for buyers looking for specific products in a defined range .
Hybrid marketplaces
These offer a 360° solution that combines the features of different types of online sales platforms. They allow buyers to benefit from a complete shopping experience, covering both general and specific needs.
C. General advantages of the B2B marketplace
With their increased reach among potential buyers, B2B marketplaces can reduce prospecting efforts and foster opportunities for establishing long-lasting business partnerships on an international scale .
In addition, these platforms often offer sales management tools, such as targeted marketing services or integrated ordering and payment systems.
In addition, a B2B marketplace provides you with greater visibility and better referencing on the Internet, which significantly increases traffic to your product pages and therefore online sales.
II. The advantages of a specialized B2B marketplace under the microscope
A. Target qualified buyers
By focusing on specific sectors, niche marketplaces bring together buyers and sellers with similar interests and needs. By joining this type of platform, you immediately establish connections with an audience of qualified buyers . These are potential customers who already have a certain level of interest in the product category you offer. In essence, they are much more receptive to your type of offering . You can therefore count on an already engaged audience , made up of buyers who are specifically looking for the products you sell.
According to a recent study by eMarketer, more than 75% of B2B sellers have seen a significant increase in sales by choosing a specialized marketplace . This eloquent figure underlines the importance of specialization when targeting buyers.
B. Categorization of relevant products
A specialized marketplace gives your products optimal visibility. Thanks to well-defined product universes and subcategories that are highly tailored to your offer , you can highlight the unique characteristics of your products. This precise hierarchy of products ensures that they are seen by the right people. This can contribute to increased sales .
C. Sector experience to improve your reputation
Specialized B2B marketplaces stand out for their deep knowledge of specific sectors. They bring real credibility . This can impact their reputation and the perception of their expertise , helping to build trust in their products among buyers.
By benefiting from sector-specific knowledge, you can also adapt your sales strategy according to evolving market trends and needs.
D. Impact on conversion rate
Thanks to their ability to target qualified buyers, specialist marketplaces can often achieve higher conversion rates . A high conversion rate means that a large number of visitors to the platform or product page end up making a purchase. B2B marketplaces , thanks to their specialisation, often attract buyers with a high purchase intent . These buyers don't just come to browse, but to make specific purchases. This increases their chances of closing a sale.
E. Save time and money
Focusing your sales efforts on a specialized marketplace is a smart way to save time and money. The ability to specifically target an audience that is already interested increases the effectiveness of your sales and marketing efforts . You will be able to present your products to professionals who are already interested in what you offer, avoiding the dispersion of your resources . Thanks to simple, predefined segmentation, your interactions with buyers will be more fruitful, your negotiations smoother, and your sales more successful. You will spend less time on less qualified leads. The result will be greater efficiency in your sales operations. In other words, you will spend less time and money finding leads and more time serving those who are ready to buy .
F. A powerful tool that will help you differentiate yourself from the competition
In a horizontal marketplace, your products can be drowned out by thousands of others. In a vertical marketplace, on the other hand, you have a much better chance of standing out. With this type of sales channel, you can customize your digital presence because the platform is tailored to your core business, both in its design and structure .
III. Use the specialized marketplace as a lever for traffic and sales
A. Show your products
An accurate and detailed product listing can help you win over the right buyers. This will increase the visibility of your products. Optimize your product pages: detailed descriptions, quality images, special offers tailored to buyers' needs - all of this helps to attract the attention of potential customers and to keep them coming back for future transactions.
B. Presentation of the unique value proposition
By highlighting what sets your products apart from the rest, whether in terms of design, functionality, quality or durability, you will stand out from the competition.
Highlight the unique features of your products and the benefits they offer to customers. Clearly show how your offering meets specific buyer expectations and why it is the best choice on the market. A clear and compelling value proposition will encourage potential customers to choose your products over those of your competitors.
C. Optimal use of specialized marketplace selection services
Consider taking advantage of the segmentation services offered by the marketplace to effectively reach your target audience. Although the list is not exhaustive, here are three interesting aspects in terms of marketing tools:
Targeted e-mail campaigns
You can use segmented emails to send personalized offers to customers who have already shown interest in similar products. Thanks to the marketplace’s contact database, you often have access to buyers who have been active very recently and who are segmented by product interest, country and language.
Sponsored articles Sponsored articles
published by the marketplace, often via a sector-specific electronic magazine (E-Magazine), allow you to promote your products in a privileged manner in search results, thus increasing your visibility.
Advertising Banners
Promotional banners provide you with an attractive visual presence on the platform . In fact, according to recent statistics from Comscore, well-designed banners can increase a brand’s visibility by up to 50% , underlining their significant impact in a competitive e-commerce ecosystem.
By taking advantage of these services, you can reach the right people at the right time, maximizing your chances of conversion. Don't forget to monitor the performance of these campaigns so you can adjust your strategy over time and optimize its effectiveness.
Seneca said: “He who is everywhere is nowhere.”
By choosing to sell on a specialist B2B marketplace, you are making a strategic choice that can radically transform your business, ensuring that you are accurately targeting your target audience . Access to a "tailored" audience, the ability to personalise your digital presence and the benefits of experience in your sector will help you maximise your online sales .
If you want to try your luck in this commercial adventure, VirtualExpo Group offers you six specialised marketplaces: AeroExpo for aeronautics, AgriExpo for agriculture and livestock, ArchiExpo for architecture and design, DirectIndustry for industry, MedicalExpo for medical equipment and NauticExpo for nautical and boating. 10 million buyers a month await you.
E-commerce has rapidly changed the economic landscape, opening up new opportunities for manufacturers and distributors. Selling online allows you to reach customers around the world, gain visibility and increase your company's growth potential.
This sales channel was adapted and eventually gave rise to B2B marketplaces, e-commerce platforms that allow companies to sell directly to other companies. In addition to simplifying the purchasing process , these marketplaces bring together a multitude of products, making B2B transactions more fluid and efficient.
B. The different types of B2B marketplaces
In the vast world of B2B e-commerce, there are three main types of platforms: generalist, specialized and hybrid. Each of them offers different advantages and brings diversity to the online sales ecosystem, allowing you to reach different markets with specific approaches.
Generalist marketplaces
As their name suggests, these marketplaces, also known as horizontal marketplaces , iran number data are characterized by the vastness of their offering. They provide a wide range of products, covering several different areas. These platforms are ideal for companies with a diverse product catalog that seek to reach a wide audience . In addition, they offer considerable visibility due to their high notoriety and wide audience. However, the high level of competition on these platforms can make it difficult to position specific products .
Specialised marketplaces
Unlike general-purpose marketplaces, specialised marketplaces, also known as vertical marketplaces , focus on a specific sector or product category. Whether in the industrial sector - such as DirectIndustry - or in the medical equipment sector - such as MedicalExpo - these platforms are characterised by their sector specialisation . They offer a more suitable context for niche products and facilitate the purchasing process for buyers looking for specific products in a defined range .
Hybrid marketplaces
These offer a 360° solution that combines the features of different types of online sales platforms. They allow buyers to benefit from a complete shopping experience, covering both general and specific needs.
C. General advantages of the B2B marketplace
With their increased reach among potential buyers, B2B marketplaces can reduce prospecting efforts and foster opportunities for establishing long-lasting business partnerships on an international scale .
In addition, these platforms often offer sales management tools, such as targeted marketing services or integrated ordering and payment systems.
In addition, a B2B marketplace provides you with greater visibility and better referencing on the Internet, which significantly increases traffic to your product pages and therefore online sales.
II. The advantages of a specialized B2B marketplace under the microscope
A. Target qualified buyers
By focusing on specific sectors, niche marketplaces bring together buyers and sellers with similar interests and needs. By joining this type of platform, you immediately establish connections with an audience of qualified buyers . These are potential customers who already have a certain level of interest in the product category you offer. In essence, they are much more receptive to your type of offering . You can therefore count on an already engaged audience , made up of buyers who are specifically looking for the products you sell.
According to a recent study by eMarketer, more than 75% of B2B sellers have seen a significant increase in sales by choosing a specialized marketplace . This eloquent figure underlines the importance of specialization when targeting buyers.
B. Categorization of relevant products
A specialized marketplace gives your products optimal visibility. Thanks to well-defined product universes and subcategories that are highly tailored to your offer , you can highlight the unique characteristics of your products. This precise hierarchy of products ensures that they are seen by the right people. This can contribute to increased sales .
C. Sector experience to improve your reputation
Specialized B2B marketplaces stand out for their deep knowledge of specific sectors. They bring real credibility . This can impact their reputation and the perception of their expertise , helping to build trust in their products among buyers.
By benefiting from sector-specific knowledge, you can also adapt your sales strategy according to evolving market trends and needs.
D. Impact on conversion rate
Thanks to their ability to target qualified buyers, specialist marketplaces can often achieve higher conversion rates . A high conversion rate means that a large number of visitors to the platform or product page end up making a purchase. B2B marketplaces , thanks to their specialisation, often attract buyers with a high purchase intent . These buyers don't just come to browse, but to make specific purchases. This increases their chances of closing a sale.
E. Save time and money
Focusing your sales efforts on a specialized marketplace is a smart way to save time and money. The ability to specifically target an audience that is already interested increases the effectiveness of your sales and marketing efforts . You will be able to present your products to professionals who are already interested in what you offer, avoiding the dispersion of your resources . Thanks to simple, predefined segmentation, your interactions with buyers will be more fruitful, your negotiations smoother, and your sales more successful. You will spend less time on less qualified leads. The result will be greater efficiency in your sales operations. In other words, you will spend less time and money finding leads and more time serving those who are ready to buy .
F. A powerful tool that will help you differentiate yourself from the competition
In a horizontal marketplace, your products can be drowned out by thousands of others. In a vertical marketplace, on the other hand, you have a much better chance of standing out. With this type of sales channel, you can customize your digital presence because the platform is tailored to your core business, both in its design and structure .
III. Use the specialized marketplace as a lever for traffic and sales
A. Show your products
An accurate and detailed product listing can help you win over the right buyers. This will increase the visibility of your products. Optimize your product pages: detailed descriptions, quality images, special offers tailored to buyers' needs - all of this helps to attract the attention of potential customers and to keep them coming back for future transactions.
B. Presentation of the unique value proposition
By highlighting what sets your products apart from the rest, whether in terms of design, functionality, quality or durability, you will stand out from the competition.
Highlight the unique features of your products and the benefits they offer to customers. Clearly show how your offering meets specific buyer expectations and why it is the best choice on the market. A clear and compelling value proposition will encourage potential customers to choose your products over those of your competitors.
C. Optimal use of specialized marketplace selection services
Consider taking advantage of the segmentation services offered by the marketplace to effectively reach your target audience. Although the list is not exhaustive, here are three interesting aspects in terms of marketing tools:
Targeted e-mail campaigns
You can use segmented emails to send personalized offers to customers who have already shown interest in similar products. Thanks to the marketplace’s contact database, you often have access to buyers who have been active very recently and who are segmented by product interest, country and language.
Sponsored articles Sponsored articles
published by the marketplace, often via a sector-specific electronic magazine (E-Magazine), allow you to promote your products in a privileged manner in search results, thus increasing your visibility.
Advertising Banners
Promotional banners provide you with an attractive visual presence on the platform . In fact, according to recent statistics from Comscore, well-designed banners can increase a brand’s visibility by up to 50% , underlining their significant impact in a competitive e-commerce ecosystem.
By taking advantage of these services, you can reach the right people at the right time, maximizing your chances of conversion. Don't forget to monitor the performance of these campaigns so you can adjust your strategy over time and optimize its effectiveness.
Seneca said: “He who is everywhere is nowhere.”
By choosing to sell on a specialist B2B marketplace, you are making a strategic choice that can radically transform your business, ensuring that you are accurately targeting your target audience . Access to a "tailored" audience, the ability to personalise your digital presence and the benefits of experience in your sector will help you maximise your online sales .
If you want to try your luck in this commercial adventure, VirtualExpo Group offers you six specialised marketplaces: AeroExpo for aeronautics, AgriExpo for agriculture and livestock, ArchiExpo for architecture and design, DirectIndustry for industry, MedicalExpo for medical equipment and NauticExpo for nautical and boating. 10 million buyers a month await you.