Why B2B Marketplaces Are Red-Hot

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Why B2B Marketplaces Are Red-Hot
Semil Shah

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The obvious trend in startups (which has been going on for a year or two) is the idea of the “prosumer as the new consumer.” After Facebook and Snap, the next crop of startups that have taken off look a bit different — work productivity tools like Slack and Zoom, in particular, that have consumer product sensibilities but the ability to scale to enterprise-scale deployments.
In addition to this trend, in 2019 I’ve noticed another one — a growing interest among VCs in B2B marketplaces.
Let me state upfront that the idea of B2B marketplaces is not new.
Yet in 2019, there seemed to be a renewed interest in these models from a venture perspective, and I will briefly detail below *why* I believe those conditions have come together recently.
These are examples of high-growth B2B marketplaces that earned competitive financing rounds — of course, there are others, these are not the only ones!
As a result, I believe more founders are looking at variations on b2b models, and now more of those happen to be marketplaces.
(Many of these founders generationally have been conditioned to the see the benefits of online/mobile marketplaces in their own lives, so it would make sense to want to apply this model to other problem areas or opportunities they discover.)
2/ Global markets and the Slack & Zoom effect: As I recently wrote about re: Superhuman, global mobile phone penetration has opened up markets 10x to 100x bigger than what previous generations could imagine.
Additionally, this new crop of builders are bringing a sophisticated level of product design expertise (some from consumer-facing companies and products) to these newer marketplace models.
That sophistication is critical because every piece of the stack — from the database, payment rails, and all the way to the actual user experience — has to be crafted with precision in order to lure and convince users to adopt these new workflows

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