Xin Ou
Research expert covering Greater China
B2B e-commerce in Europe - statistics & facts
In Europe, the number of businesses selling their products and services to other companies online is growing. The B2B (business-to-business) transactions are only a subset of purchases that companies carry out for their products and services supply. Apart from e-commerce, orders and purchases of companies can involve different digital platforms such as EDI (electronic data interchange) or other software-based digital procurement channels. Whereas these tools are tailored to the needs of the buyers and streamline corporate processes, B2B e-commerce is pure digital commerce addressing organizations instead of private customers (i.e. B2C e-commerce).
Since 2013, the number of enterprises making B2B e-commerce sales through websites has slightly increased in the European Union. More than one-third of B2B professionals use digital self-service platforms to find and interact with potential suppliers for their companies. In some cases, e-commerce did not represent an additional source of income but rather cannibalized sales from traditional channels. Two-thirds of German B2B professionals expect this channel cannibalization to account for 30 to 50 percent of companies’ revenues.
European market growing despite difficulties
Compared to other world regions, Europe represents a small B2B e-commerce market, accounting for nearly six percent of the global gross merchandise volume (GMV). As a matter of fact, nearly 80 percent of the global GMV is generated by manufacturers and sellers based in the APAC area. Inflation and stagflation have been threatening e-commerce’s growth in Europe forcing B2B buyers to either strengthen their relationships with suppliers or look for other ones, as well as rethink their purchase processes. Despite the economic disruptions, the estimates related to physical commodities show a significant increase in B2B e-commerce revenue for all EU countries. For instance, in the UK, the B2B online revenue is estimated at 137 billion U.S. dollars in 2023 and is forecast to reach nearly 151 billion U.S. dollars by 2026.Since 2013, the number of enterprises making B2B e-commerce sales through websites has slightly increased in the European Union. More than one-third of B2B professionals use digital self-service platforms to find and interact with potential suppliers for their companies. In some cases, e-commerce did not represent an additional source of income but rather cannibalized sales from traditional channels. Two-thirds of German B2B professionals expect this channel cannibalization to account for 30 to 50 percent of companies’ revenues.
B2B players in the EU
The ease of purchase experience offered by marketplaces appeals to B2B buyers and is opening new doors in the B2B service sector. In Europe, e-distributors and service providers dominate the ranking of marketplaces raising the highest capital. As of 2023, French player ManoMano stands out with a funding value of over 730 million U.S. dollars, surpassing Ankorstore and Choco. In Europe, emerging B2B companies compete with giants Alibaba and Amazon Business. These two generalist marketplaces allow sellers to access almost any cross-border market while providing support through marketing and streamlined payment and invoicing services.
