B2B on marketplaces: it is not only B2C that sells on Allegro and Amazon

B2B on marketplaces: it is not only B2C that sells on Allegro and Amazon. What wholesale selling online looks like.

Author: Borys Terlecki · marketplace sales and implementations at Commercraft · updated: September 2026

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In short

The business buyer expects the same standards at work as in private life, which is why company purchasing is moving to marketplaces.

B2B differs in quantity tiers and individual price lists, VAT invoices and net prices, larger repeat orders, deferred payment and a longer relationship.

The channels can be combined: B2B modes on the large marketplaces, specialised B2B and vertical platforms, and your own B2B channel connected through an integrator.

Marketplaces are associated with individual customers, but one of the fastest-growing areas of e-commerce today is B2B selling, a company buying from a company. A wholesaler, a workshop, an office or a clinic increasingly order online just as conveniently as a consumer on a Saturday evening. For a seller this is a huge opportunity, but also a model with its own rules. We will show you what B2B on platforms involves and how to approach it.

B2B on marketplaces has grown up to match B2C

The business buyer is the same person who privately orders parcels with next-day delivery, and expects the same standards at work. Hence the shift of company purchasing to digital channels: fast search, clear product cards, self-service ordering without waiting for a sales rep’s quote. Marketplaces respond to this with dedicated B2B features and zones.

How B2B differs from consumer selling

It is not simply ‘the same thing, only more units’. The key differences are:

prices and discounts mean quantity tiers, individual price lists, net prices for businesses,
taxes and documents mean VAT invoices, net sales, handling of VAT numbers (including EU VAT for export),
volumes and the buying cycle mean larger orders, repeat purchases, sometimes wholesale orders,
payments mean deferred terms, payment by invoice, trade credit limits,
the relationship is longer, based on delivery reliability and service.

Where to sell B2B

There are several options, and it is often worth combining them:

B2B modes on the large marketplaces include, for example, business accounts and prices that let you serve a business customer in a familiar environment,
specialized B2B and vertical platforms are focused on a specific industry, with a professional customer,
your own B2B channel is connected to marketplaces through integration, with a single warehouse and price list.

The choice depends on the industry, the margin and where your business customers really are.

What a B2B seller needs

Selling to companies places higher operational demands. In practice you need:

correct handling of invoices, net prices and VAT numbers,

a flexible price list with quantity discounts,

solid product data (a B2B customer buys by specifications and compatibility),

stable availability and predictable logistics,

smooth handling of repeat orders.

B2B in the Poland-DACH corridor

German-speaking markets are one of the most attractive directions for Polish B2B, large, affluent and valuing reliability. A business customer in DACH cares about precise data, punctuality and correct documentation. This requires sorting out tax matters (EU VAT, cross-border settlements) and logistics, but in return it offers stable, repeatable orders of a higher value than in retail.

The most common mistakes

treating B2B like B2C, just with a bigger cart,
no net prices and no correct invoice handling,
poor product data for a customer who buys by specifications,
underestimating logistics requirements at larger volumes.

How Commercraft helps

We help you launch and grow B2B sales on marketplaces: we choose the channels, set up price lists and invoice handling, organize product data and connect the logistics, including for export to DACH. In this we combine enterprise experience with platform practice, so that B2B is repeatable and profitable. Want to open a B2B channel or organize an existing one? Write to us.

Calculate the potential channel ROI yourself

Enter your revenue, margin, commission and shipping cost. The calculator shows the margin after commission, the month the channel breaks even and how running it with your own team compares with a managed service. Figures in euros, no sign-up.

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About the author

Borys Terlecki – marketplace sales and implementations at Commercraft. He previously worked on the operator side of marketplace platforms (Mirakl, Munich) and today onboards brands on marketplaces in Poland and the DACH region and runs their accounts.