Online Marketplaces: Threat or Opportunity for the Channel?

What does the channel really think of this increasingly popular way to buy technology?

Christine Horton, Contributing Editor

February 3, 2022

7 Slides

The growth of B2B online marketplaces is evident. Driven by changing purchasing habits and expectations, the channel may consider them both a threat and an opportunity.

McKinsey notes that “COVID-19 has changed B2B sales forever”. Its 2020 research shows that more than 75% of B2B buyers say that they prefer buying online. Importantly for partners, they prefer remote interactions with sales representatives over traditional in-person interactions.

The use of online marketplaces is also not restricted to smaller-ticket items. Seventy percent of B2B decision makers say they are open to making new, fully self-serve or remote purchases of more than $50,000. Twenty-seven percent would spend more than $500,000.

So what does that mean for the channel? Here both vendors and distributors share their thoughts on online marketplaces. See our slideshow above to find out if they think they pose a threat or opportunity for their businesses.

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Christine Horton or connect with her on LinkedIn.


About the Author(s)

Christine Horton

Contributing Editor, Channel Futures

Christine Horton writes about all kinds of technology from a business perspective. Specializing in the IT sales channel, she is a former editor and now regular contributor to leading channel and business publications. She has a particular focus on EMEA for Channel Futures.

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