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B2B Technology Marketplaces Market Report 2024–2030

B2B Technology Marketplaces Market Report 2024-2030 - Product Icon
This publication analyses the opportunity of selling software and related hardware / services via enterprise marketplaces, including, a 216-page market report, list of 100 marketplaces and 50 marketplace platform providers.
Document type: PDF, XLSX, PPTX
Published: January 2024
Main author: Justina-Alexandra Sava
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About the report

The B2B Technology Marketplaces Market Report 2024–2030 is part of IoT Analytics’ ongoing coverage of IoT software and platforms. The information presented in this report is based on the results of multiple surveys, secondary research, and qualitative research, i.e., interviews with cloud experts, sellers, and end users between May and December 2023. The document includes definitions for the B2B technology marketplace, marketplace platform providers, adoption drivers, competitive landscapes, key trends and developments, and case studies.

The main purpose of this document is to help our readers understand the current landscape of B2B technology marketplaces by defining, sizing, and analyzing the market.

Definition and disambiguation of digital b2b technology marketplaces

What are digital B2B technology marketplaces?

Digital B2B Technology Marketplaces are online platforms that enable commercial transactions of technology products between businesses. These platforms are distinct from other types of B2B marketplaces due to their specific focus on technology products.

This analysis does not include B2C technology marketplaces. The functionalities and ecosystems of B2C marketplaces differ significantly from those of B2B marketplaces, as they are designed to cater to individual consumers rather than businesses.

Similarly, B2B non-technology marketplaces are not part of this discussion. The aim is to understand the unique dynamics, challenges, and opportunities within the technology sector.

IoT Analytics excludes single-seller B2B technology marketplaces from this report, as single-seller online platforms are considered eCommerce websites and not marketplaces.

Digital B2B Technology Marketplaces are a significant component of the modern tech sector. They provide a platform for businesses to engage in commercial transactions of technology products, contributing to the growth and innovation in the sector. Further research and analysis are required to fully understand their impact and potential.

Digital B2B technology marketplaces ecosystem

There are four main actors in a digital B2B technology marketplace ecosystem

  1. Marketplace platform provider
    Platform providers are companies that build and maintain a marketplace platform.
  2. Marketplace operator
    The marketplace operator owns and manages the platform.
  3. Marketplace seller
    The marketplace seller is a third-party seller that sells its products and/or services on a marketplace.
  4. Marketplace customer
    The marketplace customer is a buyer that purchases products and/or services from vendors on a marketplace.

B2B technology marketplace spending

Software has emerged as the fastest-growing category. This surge is largely attributed to the widespread adoption of cloud and Software as a Service (SaaS) solutions.

Hardware, while accounting for less than half of the spending in B2B technology marketplaces in 2022, has experienced moderate growth. This is due to factors such as high upfront costs and longer product life cycles.

Lastly, Services have seen a steady, albeit slower, growth. This trend is influenced by the rise of “as-a-service” models, including maintenance and support.

Table of Contents

B2B Technology Marketplace Market Report 2024–2030 (PDF)

  1. Executive Summary
  2. Introduction
    1. 2.1 Evolution of marketplaces
    2. 2.2 Definition and disambiguation
    3. 2.3 Types of digital B2B marketplace operators covered in this report
    4. 2.4 Digital B2B technology marketplace ecosystem
    5. 2.5 User interface features of digital B2B technology marketplaces
    6. 2.6 Digital B2B technology marketplace breakdown
  3. Technology Overview
    1. 3.1 Marketplace architecture elements: frontend and backend
    2. 3.2 Digital B2B technology marketplace architecture
    3. a. Handling customer request
    4. b. Integrating sellers
    5. c. Architecture blueprint
    6. 3.3 Architecture examples
  4. Business model considerations
    1. 4.1 Building a successful digital B2B technology marketplace business: key considerations
    2. 4.2 Focusing on customer centricity
    3. 4.3 Defining digital B2B technology marketplace offerings
    4. 4.4 Involving existing resellers
    5. 4.5 Developing suitable sales channel strategies
    6. 4.6 Understanding and influencing seller B2B technology marketplace strategies
  5. Marketplace adoption drivers
    1. 5.1 General marketplace adoption driver
    2. 5.2 Marketplace adoption drivers for marketplace operators
    3. 5.3 Marketplace adoption drivers for marketplace sellers
  6. Market size and outlook
    1. 6.1 Overview: Two ways to look at the market for B2B marketplaces
    2. 6.2 B2B marketplace spending 2020-2030
    3. 6.3 B2B technology marketplace spending 2020-2030
    4. 6.4 B2B technology marketplace software spending 2020-2030
    5. 6.5 B2B technology marketplace platform spending 2020-2030
    6. 6.6 Selected adoption viewpoints
  7. Competitive landscape: Marketplace platform providers
    1. 7.1 Provider X
    2. 7.2 Provider X
    3. 7.3 Provider X
    4. 7.4 Provider X
    5. 7.5 Provider X
    6. 7.6 Provider X
    7. 7.7 Provider X
    8. 7.8 Provider X
    9. 7.9 Other B2B marketplace and eCommerce platforms
    10. 7.10 Market share of B2B marketplace platform providers
  8. Insights on selected marketplace operators
    1. 8.1 Hyperscalers
    2. 8.2 Industrial automation vendors
  9. Insights on marketplace sellers
    1. 9.1 Key benefits of selling on enterprise marketplaces for technology sellers
    2. 9.2 Sellers’ main goals when listing on an enterprise marketplace based on company size
    3. 9.3 Sellers’ pros and cons when listing on enterprise marketplaces
  10. Insights on marketplace customer adoption
    1. 10.1 Usage of marketplace in B2B procurement
    2. 10.2 Procurement channels – Share of marketplace revenue
    3. 10.3 Budget limits for software licenses
    4. 10.4 When do companies procure on a marketplace?
    5. a. When the procurement process is simple
    6. b. When there is credible marketplace governance
    7. c. When they have the ability to do a free trial
  11. Case studies
  12. Deep-dive: IoT Marketplaces
    1. 12.1 The role of B2B marketplaces for IoT solutions
    2. 12.2 AWS and Azure increase their footprint with their marketplaces
    3. 12.3 IoT application marketplaces common within IoT platforms
    4. 12.4 An increasing number of edge marketplaces
    5. 12.5 Marketplaces play a key role in cloud-to-edge architectures
    6. 12.6 IoT-focused marketplaces
  13. Trends and challenges
  14. Methodology and market definitions
  15. About IoT Analytics


Justina-Alexandra Sava, Knud Lasse Lueth, Philipp Wegner

Questions answered

  • Which technologies are used for building B2B technology marketplaces?
  • Which are the leading B2B marketplaces and some of their case studies?
  • Which new business models do B2B technology marketplaces allow?
  • How much is spent on B2B technology marketplaces today, and what will it look like in 2030?
  • How do cloud marketplaces differentiate from each other?
  • How do industrial automation sellers position themselves and their marketplaces?
  • What benefits are companies seeing from opening their own B2B technology marketplace and from selling on a B2B technology marketplace?
  • What are the trends and challenges when it comes to B2B technology marketplaces?
  • How much market share do leading B2B marketplace platform providers have?

Companies mentioned

A selection of companies mentioned in the report.













Phoenix Contact




Schneider Electric








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