How to Successfully Scale B2B Marketplaces

Authors

• Manuel Wlcek
• Annabelle Gawer
• Oliver Gassmann
• Felix Wortmann

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.

Recommended Citation

Wlcek, Manuel; Gawer, Annabelle; Gassmann, Oliver; and Wortmann, Felix (2026) "How to Successfully Scale B2B Marketplaces," MIS Quarterly Executive: Vol. 25: Iss. 2, Article 5.
Available at: https://aisel.aisnet.org/misqe/vol25/iss2/5