Europe presents a distinct B2B ecommerce landscape compared to the U.S., with unique business conditions, cross-border challenges, and a diverse array of national markets. However, one key similarity between the two regions is the rapid rise of B2B marketplaces.
European buyers and sellers, much like their U.S. counterparts, are increasingly leveraging industry-specific and commercial marketplaces to diversify their sales channels.
“B2B marketplaces are gaining traction, and for good reason,” says Colin Gardiner, general partner at Yonder Ventures. “Many legacy industries rely on brokers and direct sales, with outdated product and billing systems. There is also often no streamlined way for suppliers to distribute their products or services, or for buyers to find them. This is where B2B marketplaces can step in to disrupt and modernize traditional industries.”
Yonder is a $10 million fund investing in pre-seed/seed stage marketplaces across Europe and beyond.
European B2B marketplaces
B2B marketplaces in Europe are thriving across various industries and regions. Consider these key metrics:
Marketplace strategy adoption
75% of European B2B companies are actively developing a marketplace strategy, either by building their own platform or partnering with third-party marketplaces (Mirakl Research).
Transaction growth
By the end of 2024, 70% of enterprise marketplaces will be involved in B2B transactions (Gartner and Mirakl).
Marketplace expansion
Europe is now home to over 300 B2B marketplaces spanning various industries. That’s up from just 20 in 2010 (Digital Commerce 360, Point Nine).
60/40 rule
60% of European marketplaces are service based, while 40% focus on goods.
Funding success
Over 10 European B2B marketplaces have raised more than $54.67 million (€50 million). Four of them exceeded $109.35 million (€100 million). Notable examples include Circle, ManoMano, Meero and TravelPerk.
Mergers & acquisitions
Consolidation is taking place in key sectors. TBAuctions, a major European marketplace for used industrial goods, recently acquired Surplex. That expands its operations into Spain, Poland, Portugal, Romania, and more. This acquisition strengthens its presence in Germany, France, and Italy, particularly in the metal and woodworking sectors. Combined, TBAuctions and Surplex will attract 200 million annual site visits, serve sellers from 20 European countries, and sell 1.6 million assets, generating over $1.75 billion (€1.6 billion) in sales.
Investor interest
European B2B marketplaces have drawn over $2.1 billion in investment in recent years, reflecting strong confidence in the sector’s growth potential.
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