If you’re thinking of creating a B2B marketplace, you’re in good company.  Gartner estimates that 80% of B2B sales will occur digitally in 2025. As digital channels continue become more and more popular for B2B, marketplaces play an important role in the growing landscape.In fact, B2B marketplaces are the fastest-growing digital sales channel in distribution, with 100% year-over-year growth. This article walks through the basics of B2B marketplaces, how they work, and how to launch one. 

Building on the previous three years reports into the burgeoning and blossoming European marketplace sector, the ChannelX Europe’s Marketplaces 2024 report takes a performance led approach to analysing the market across Europe. Outlining the overall performance of the sector across Europe, the report assesses how marketplace trading as a whole has changed since 2023, focussing on both the sectors using marketplaces and the regions where marketplace use has changed.

Year after year, Amazon continues to revolutionize the way we shop and sell online. With its ever-growing global reach and customer base, Amazon is an essential platform for any brand. Amazon’s net sales reached an impressive $450 billion in 2024 through Q3, marking a significant milestone for the company. In fact, Q3 sales hit the second-highest total in Amazon’s history, underscoring its continued dominance in global ecommerce and remaining a key player for any seller looking to scale in the competitive ecommerce space.

While many of us remember the days when doorbells signaled more than just another delivery and hashtags were called pound signs, a growing part of the population will never know life before globalized ecommerce and social media. Gen Z grew up with the rise of Amazon and TikTok, two companies that completely altered consumer behavior, which makes their recently announced partnership an exceptionally unique opportunity for businesses to target this demographic.

For years, marketers have been asking the same question: How do our non-Amazon ads really influence Amazon sales? The truth is, most brands are flying blind. Amazon’s walled garden makes it impossible to track the complete customer journey, leaving you with incomplete data and missed opportunities. But what if you could finally see how your TikTok, Meta, and YouTube campaigns contribute to your Amazon revenue?

With insights from 4,500 shoppers in The USA, The UK, the Netherlands, Germany, and France, this report uncovers unique insights on marketplace adoption, usage, and preferences. Marketplaces are more than a sales channel— they’re where shopping begins. In our Marketplace Shopping Behavior Report 2025, we reveal how online marketplaces are now the #1 starting point for online consumers’ shopping journeys. 

Amazon says the power of AI is leading to significant shifts in its business. The tech giant uses AI in everything from customer assistance and summarizing customer reviews to fit recommendations and rewriting product titles on the fly. Doug Herrington, CEO of Amazon Worldwide Stores, said AI is among the biggest technological revolutions.

“AI is becoming transformative for our business, and we really haven’t had a technology revolution as large as this since the start of the internet,” Herrington said during his keynote session at NRF on Sunday. “We had some big ones roll through. I think the shift to mobile was very large, the rise of the social platforms was quite large, but nothing as large or as extensible as this.”

Amazon is allowing major retailers to use Amazon Advertising to run sponsored ads on their own websites. Amazon, the third-largest digital advertising platform behind Alphabet and Meta, is extending its ad technology to other retailers – a move that could significantly reshape the retail media landscape.

Amazon’s new Retail Ad Service allows U.S. retailers to implement Amazon’s sophisticated ad targeting and measurement tools on their own websites, marking another instance of Amazon commercializing its internal technology, similar to AWS and Buy with Prime.