Marketplace or omnichannel? How to win in B2B ecommerce

How to balance marketplaces and omnichannel commerce to win in B2B

This blog post was written by Maier Bianchi, Owner and Founder of Bemeir.

The evolution of B2B buying: Why businesses must adapt

B2B sales have changed drastically over the past decade. Buyers are no longer dependent on traditional sales channels or lengthy negotiations—they expect speed, flexibility, and transparency. They research independently, compare options across multiple platforms, and make informed decisions based on convenience and value.

This shift has led to two major trends: the rise of marketplaces and the growing need for omnichannel commerce. Businesses that fail to adapt risk falling behind, while those that embrace these changes can build long-term relationships instead of just completing transactions.

However, while marketplaces offer wider reach, they also present challenges like pricing control, brand visibility, and customer ownership. The key to success is finding a balance between marketplace expansion and a strong omnichannel strategy.

The marketplace advantage (and limitations)

Marketplaces like Amazon Business, Alibaba, Zalando and industry-specific platforms have become essential in B2B sales. They provide businesses with:

Instant access to a global customer base. Expand your reach without heavy marketing investments.
Faster purchasing cycles. Buyers trust established platforms, leading to quicker decisions.
Streamlined operations. Automated order processing and fulfillment increase speed of order and delivery.

However, there are downsides to relying solely on marketplaces:

Loss of pricing control. Marketplaces dictate terms, making it difficult to maintain margins.
Weaken brand identity. Buyers associate the purchase with the marketplace, not the supplier.
Limited customer insights. Direct relationships and data ownership are replaced by marketplace-driven interactions.

This is why marketplaces should complement a broader omnichannel approach, rather than replace direct sales and owned digital channels.

Why omnichannel commerce is a must-have for B2B

A strong omnichannel strategy connects all customer touchpoints, ensuring a seamless experience whether a buyer starts on a marketplace, visits a company website, or interacts with a sales rep.

With omnichannel commerce, businesses can:

Provide a consistent experience. Unify branding, pricing, and promotions across all channels.
Leverage data for personalization. Analyze buyer behavior to tailor product recommendations and offers.
Give buyers control over their journey. Offer self-service options while still providing human support when needed.
Improve operational efficiency. Synchronize inventory, orders, and pricing across platforms.

Companies that combine marketplace visibility with direct engagement can drive repeat business, improve customer retention, and enhance brand loyalty.

Bridging the gap: How businesses can succeed in both worlds

For businesses navigating marketplace expansion and omnichannel commerce, the key is having the right tools and strategies in place. Shopware has been focused on delivering the right solutions to support merchants with a connected omnichannel experience and broader marketplace reach, with the key goals for both merchants and customers in mind. Here’s how companies can maximize both:

Selling on marketplaces without losing control

Maintain pricing consistency across marketplaces and direct sales channels.
Use automated integrations to keep product listings, inventory, and fulfillment synchronized.
Retain visibility over transactions while leveraging marketplaces for customer acquisition.

Building a seamless omnichannel experience

Centralized data management to ensure a smooth transition between online, offline, and direct sales.
Customers receive the same level of service and pricing whether they shop online, through a sales rep, or on a marketplace.
Enable buyers to shift between self-service purchasing and personalized support as needed.

Using AI and data for smarter B2B sales

AI-driven pricing strategies help maintain competitive margins across platforms.
Personalized recommendations boost sales by offering relevant product suggestions.
Automated customer segmentation ensures targeted marketing and sales efforts.

The future of B2B sales: Multichannel, flexible, and customer-focused

The future of B2B commerce isn’t about choosing between marketplaces and direct sales—it’s about integrating both effectively. Businesses that embrace omnichannel commerce while strategically leveraging marketplaces will be best positioned for long-term success.

By ensuring a seamless, data-driven customer experience across all sales channels, businesses can build trust, strengthen relationships, and drive sustainable growth.

Unlock new sales opportunities to scale your business with Shopware Multichannel Connect, powered by ChannelEngine. Integrate with 950+ marketplaces like Amazon and Zalando, streamline product management with a centralized dashboard, and automate updates for inventory and orders.