A framework to identify factors affecting the performance of third-party B2B e-marketplaces: A seller’s perspective

Abstract

This study conducted exploratory research to determine factors affecting the performance of third-party B2B e-marketplaces from a seller’s perspective. Building on the relevant literature, ten factors were proposed and mapped into the domain-specific model for e-marketplaces. The performance of e-marketplaces was measured in terms of customer loyalty and trading volume. The proposed model was tested on data from 200 selling companies in Thailand participating in various third-party B2B e-marketplaces. The exploratory factor analysis generated seven factors. Partial least squares structural equation modeling was employed to test the research model. There were three major findings. First, the reputation of e-marketplace and trust in market makers, as well as transaction cost reduction and website usability, had significant effects on customer loyalty. Second, website reliability had a positive impact on trading volume. Finally, the relative advantage and number of buyers had significant effects on both customer loyalty and trading volume. These findings reveal factors previously unreported in the literature on e-marketplaces, and they can be used by practitioners to improve performance.

This is a preview of subscription content, access via your institution.

Fig. 1
Fig. 2
Fig. 3
Fig. 4

References

  1. Agostini, L., & Nosella, A. (2016). The central role of a company’s technological reputation in enhancing customer performance in the B2B context of SMEs. Journal of Engineering and Technology Management. doi:10.1016/j.jengtecman.2016.08.001.

  2. Alt, R., & Klein, S. (2011). Twenty years of electronic markets research— Looking backwards towards the future. Electronic Markets, 21(1), 41–51.

    Article  Google Scholar 

  3. Alt, R., & Zimmermann, H.-D. (2014). Editorial 24/3: Electronic markets and general research. Electronic Markets, 24(3), 161–164. doi:10.1007/s12525-014-0163-9.

    Article  Google Scholar 

  4. Alt, R., & Zimmermann, H.-D. (2016). Electronic markets on electronic markets in education. Electronic Markets, 26(4), 311–314. doi:10.1007/s12525-016-0237-y.

    Article  Google Scholar 

  5. Bagozzi, R. P., & Phillips, L. W. (1982). Representing and testing organizational theories: A holistic construal. Administrative Science Quarterly, 27(3), 459–489.

    Article  Google Scholar 

  6. Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International Journal of Hospitality Management, 27(3), 391–402.

    Article  Google Scholar 

  7. Bakos, Y. (1998). The emerging role of electronic marketplaces on the internet. Communications of the ACM, 41(8), 35–42.

    Article  Google Scholar 

  8. Balaban, I., Mu, E., & Divjak, B. (2013). Development of an electronic portfolio system success model: An information systems approach. Computers & Education, 60(1), 396–411.

    Article  Google Scholar 

  9. Balocco, R., Perego, A., & Perotti, S. (2010). B2b eMarketplaces: A classification framework to analyse business models and critical success factors. Industrial Management & Data Systems, 110(8), 1117–1137.

    Article  Google Scholar 

  10. Beige, S., & Abdi, F. (2015). On the critical success factors for B2B e-marketplace. Decision Science Letters, 4(1), 77–86.

    Article  Google Scholar 

  11. Benslimane, Y., Plaisent, M., & Bernard, P. (2005). Investigating search costs and coordination costs in electronic markets: A transaction costs economics perspective. Electronic Markets, 15(3), 213–224.

    Article  Google Scholar 

  12. Brunn, P., Jensen, M., & Skovgaard, J. (2002). e-Marketplaces:: Crafting A Winning Strategy. European Management Journal, 20(3), 286–298.

    Article  Google Scholar 

  13. Bullen, C. V., & Rockart, J. F. (1981). A primer on critical success factors. CISR working paper 69, Center for Information Systems, Massachusetts Institute of Technology, Cambridge, MA.

  14. Bunduchi, R. (2008). Trust, power and transaction costs in B2B exchanges—A socio-economic approach. Industrial Marketing Management, 37(5), 610–622.

    Article  Google Scholar 

  15. Büyüközkan, G. (2004). A success index to evaluate e-marketplaces. Production Planning & Control, 15(7), 761–774.

    Article  Google Scholar 

  16. Caruana, A., & Ewing, M. T. (2010). How corporate reputation, quality, and value influence online loyalty. Journal of Business Research, 63(9), 1103–1110.

    Article  Google Scholar 

  17. Casaló, L., Flavián, C., & Guinalíu, M. (2008). The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process. Computers in Human Behavior, 24(2), 325–345.

    Article  Google Scholar 

  18. Chakraborty, G., Lala, V., & Warren, D. (2002). An empirical investigation of antecedents of B2B websites' effectiveness. Journal of Interactive Marketing, 16(4), 51–72.

    Article  Google Scholar 

  19. Chakraborty, G., Srivastava, P., & Warren, D. L. (2005). Understanding corporate B2B web sites' effectiveness from north American and European perspective. Industrial Marketing Management, 34(5), 420–429.

    Article  Google Scholar 

  20. Chang, H. H., & Wong, K. H. (2010). Adoption of e-procurement and participation of e-marketplace on firm performance: Trust as a moderator. Information Management, 47(5), 262–270.

    Article  Google Scholar 

  21. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.

    Article  Google Scholar 

  22. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–358). Mahwah: Lawrence Erlbaum Associates.

    Google Scholar 

  23. Chiou, W. C., Lin, C. C., & Perng, C. (2010). A strategic framework for website evaluation based on a review of the literature from 1995–2006. Information Management, 47(5), 282–290.

    Article  Google Scholar 

  24. Chong, W. K., & Shafaghi, M. (2009). Performances of B2B e-marketplace for SMEs: The research methods and survey results. Communications of IBIMA, 9(22), 185–192.

    Google Scholar 

  25. Chong, W. K., Shafaghi, M., & Tan, B. L. (2011). Development of a business-to-business critical success factors (B2B CSFs) framework for Chinese SMEs. Marketing Intelligence and Planning, 29(5), 517–533.

    Article  Google Scholar 

  26. Choudhury, V., & Karahanna, E. (2008). The relative advantage of electronic channels: A multidimensional view. MIS Quarterly, 32(1), 179–200.

    Article  Google Scholar 

  27. Cohen, J. (1988). Statistical power analysis for the behavioral Sciences. New York: Academic Press.

    Google Scholar 

  28. Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: A study of consumer perceptions. Electronic Commerce Research and Applications, 2(3), 203–215.

    Article  Google Scholar 

  29. Cyr, D. (2008). Modeling web site design across cultures: Relationships to trust, satisfaction, and e-loyalty. Journal of Management Information Systems, 24(4), 47–72.

    Article  Google Scholar 

  30. Deng, H., & Molla, A. (2008). Multicriteria analysis for evaluating and selecting e-markets in business-to-business e-business. Proceedings of the 2008 International MultiConference of engineers and Computer scientists, Hong Kong.

  31. Dyer, J. H., & Chu, W. (2003). The role of trustworthiness in reducing transaction costs and improving performance: Empirical evidence from the United States, Japan, and Korea. Organization Science, 14(1), 57–68.

    Article  Google Scholar 

  32. Elling, S., Lentz, L., de Jong, M., & van den Bergh, H. (2012). Measuring the quality of governmental websites in a controlled versus an online setting with the ‘website evaluation questionnaire’. Government Information Quarterly, 29(3), 383–393.

    Article  Google Scholar 

  33. Fairchild, A. M., Ribbers, P. M., & Nooteboom, A. O. (2004). A success factor model for electronic markets: Defining outcomes based on stakeholder context and business process. Business Process Management Journal, 10(1), 63–79.

    Article  Google Scholar 

  34. Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information Management, 43(1), 1–14.

    Article  Google Scholar 

  35. Garcia-Smith, D., & Effken, J. A. (2013). Development and initial evaluation of the clinical information systems success model (CISSM). International Journal of Medical Informatics, 82(6), 539–552.

    Article  Google Scholar 

  36. Gefen, D. (2002). Customer loyalty in e-commerce. Journal of the Association for Information Systems, 3, 27–51.

    Article  Google Scholar 

  37. Gide, E., & Wu, M. X. (2006). A study of e-commerce business satisfaction model to measure e-commerce success in service SMEs. Proceedings of IEEE International Conference on Service Operations and Logistics, and Informatics (pp. 223-228). Shanghai.

  38. Hadaya, P. (2008). Determinants and performance outcome of SMEs' use of vertical B-to-B e-marketplaces to sell products. Electronic Markets, 18(3), 260–274.

    Article  Google Scholar 

  39. Hair, J. F., Anderson, R. E., Tatham, R. L., & Tatham, R. L. (1998). Multivariate Data Analysis. Upper Saddle River: Prentice Hall.

    Google Scholar 

  40. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Upper Saddle River: Prentice Hall.

    Google Scholar 

  41. Hair Jr., J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling. Thousand Oaks: Sage.

    Google Scholar 

  42. Hair Jr., J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks: Sage.

    Google Scholar 

  43. Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: An empirical study. International Journal of Service Industry Management, 7(4), 27–42.

    Article  Google Scholar 

  44. Harrington, S. J., & Ruppel, C. P. (1999). Telecommuting: A test of trust, competing values, and relative advantage. IEEE Transactions on Professional Communication, 42(4), 223–239.

    Article  Google Scholar 

  45. Hartono, E., Holsapple, C. W., Kim, K. Y., Na, K. S., & Simpson, J. T. (2014). Measuring perceived security in B2C electronic commerce website usage: A respecification and validation. Decision Support Systems, 62, 11–21.

    Article  Google Scholar 

  46. Hong, I. B., & Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, 31(5), 469–479.

    Article  Google Scholar 

  47. Janita, M. S., & Miranda, F. J. (2013a). Exploring service quality dimensions in b2b e-marketplaces. Journal of Electronic Commerce Research, 14(4), 363–386.

    Google Scholar 

  48. Janita, M. S., & Miranda, F. J. (2013b). The antecedents of client loyalty in business-to-business (B2B) electronic marketplaces. Industrial Marketing Management, 42(5), 814–823.

    Article  Google Scholar 

  49. Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an internet store: a crosscultural validation. Journal of Computer‐Mediated Communication, 5(2). doi:10.1111/j.1083-6101.1999.tb00337.x

  50. Johnson, M. (2013). Critical success factors for B2B e-markets: A strategic fit perspective. Marketing Intelligence & Planning, 31(4), 337–366.

    Article  Google Scholar 

  51. Joo, Y. B., & Kim, Y. G. (2004). Determinants of corporate adoption of e-marketplace: An innovation theory perspective. Journal of Purchasing and Supply Management, 10(2), 89–101.

    Article  Google Scholar 

  52. Keh, H. T., & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial Marketing Management, 38(7), 732–742.

    Article  Google Scholar 

  53. Kim, M. S., & Ahn, J. H. (2005). A model for buyer's trust in the e-marketplace. Proceedings of the Seventh International Conference on Electronic Commerce (pp. 195-200). ACM.

  54. Kim, M. S., & Ahn, J. H. (2007). Management of trust in the e-marketplace: The role of the buyer's experience in building trust. Journal of Information Technology, 22(2), 119–132.

    Article  Google Scholar 

  55. Kim, H., & Niehm, L. S. (2009). The impact of website quality on information quality, value, and loyalty intentions in apparel retailing. Journal of Interactive Marketing, 23(3), 221–233.

    Article  Google Scholar 

  56. Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564.

    Article  Google Scholar 

  57. Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information Management, 41(3), 377–397.

    Article  Google Scholar 

  58. Kumar, V., Batista, L., & Maull, R. (2011). The impact of operations performance on customer loyalty. Service Science, 3(2), 158–171.

    Article  Google Scholar 

  59. Kym, H., Lee, H. H., Kim, H. J., & Lee, C. (2001). B2B performance evaluation model. Proceedings of the Pacific Asia Conference on Information Systems. Paper 42. http://aisel.aisnet.org/pacis2001/42

  60. Lancastre, A., & Lages, L. F. (2006). The relationship between buyer and a B2B e-marketplace: Cooperation determinants in an electronic market context.Industrial. Marketing Management, 35(6), 774–789.

    Article  Google Scholar 

  61. Laudon, K. C. & Traver, C. G. (2015). E-commerce: Business. technology. society (11th global ed.). Pearson education.

  62. Le, T. T., Rao, S. S., & Truong, D. (2004). Industry-sponsored marketplaces: A platform for supply chain integration or a vehicle for market aggregation? Electronic Markets, 14(4), 295–307.

    Article  Google Scholar 

  63. Lee, S., & Kim, K. J. (2007). Factors affecting the implementation success of internet-based information systems. Computers in Human Behavior, 23(4), 1853–1880.

    Article  Google Scholar 

  64. Lee, Y., & Kozar, K. A. (2012). Understanding of website usability: Specifying and measuring constructs and their relationships. Decision Support Systems, 52(2), 450–463.

    Article  Google Scholar 

  65. Lee, J., & Morrison, A. M. (2010). A comparative study of web site performance. Journal of Hospitality and Tourism Technology, 1(1), 50–67.

    Article  Google Scholar 

  66. Liang, T. P., & Huang, J. S. (1998). An empirical study on consumer acceptance of products in electronic markets: A transaction cost model. Decision Support Systems, 24(1), 29–43.

    Article  Google Scholar 

  67. Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2007). WebQual: An instrument for consumer evaluation of web sites. International Journal of Electronic Commerce, 11(3), 51–87.

    Article  Google Scholar 

  68. Loukis, E., Spinellis, D., & Katsigiannis, A. (2011). Barriers to the adoption of B2B e-marketplaces by large enterprises: Lessons learnt from the Hellenic aerospace industry. Information Systems Management, 28(2), 130–146.

    Article  Google Scholar 

  69. Luhmann, N. (1979). Trust and power. Chichester: Wiley.

    Google Scholar 

  70. Madu, C. N., & Madu, A. A. (2002). Dimensions of e-quality. International Journal of Quality & reliability management, 19(3), 246–258.

    Article  Google Scholar 

  71. Matook, S. (2013). Measuring the performance of electronic marketplaces: An external goal approach study. Decision Support Systems, 54(2), 1065–1075.

    Article  Google Scholar 

  72. Matook, S., & Vessey, I. (2008). Types of business-to-business e-marketplaces: The role of a theory-based, domain-specific model. Journal of Electronic Commerce Research, 9(4), 260–279.

    Google Scholar 

  73. O'Reilly, P., & Finnegan, P. (2005). Performance in electronic marketplaces: Theory in practice. Electronic Markets, 15(1), 23–37.

    Article  Google Scholar 

  74. O’Reilly, P., & Finnegan, P. (2009). Evaluating the performance of electronic marketplaces: An exploration of the ownership impact. The Electronic Journal of Information Systems Evaluation, 12(2), 153–164.

    Google Scholar 

  75. Pan, Y., Sheng, S., & Xie, F. T. (2012). Antecedents of customer loyalty: An empirical synthesis and reexamination. Journal of Retailing and Consumer Services, 19(1), 150–158.

    Article  Google Scholar 

  76. Papadomichelaki, X., & Mentzas, G. (2012). E-GovQual: A multiple-item scale for assessing e-government service quality. Government Information Quarterly, 29(1), 98–109.

    Article  Google Scholar 

  77. Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233.

    Article  Google Scholar 

  78. Park, C. H., & Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management, 31(1), 16–29.

    Article  Google Scholar 

  79. Pavlou, P. A. (2002). Institution-based trust in interorganizational exchange relationships: The role of online B2B marketplaces on trust formation. The Journal of Strategic Information Systems, 11(3), 215–243.

    Article  Google Scholar 

  80. Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37–59.

    Article  Google Scholar 

  81. Ramanathan, R. (2011). An empirical analysis on the influence of risk on relationships between handling of product returns and customer loyalty in E-commerce. International Journal of Production Economics, 130(2), 255–261.

    Article  Google Scholar 

  82. Ramanathan, R., Ramanathan, U., & Hsiao, H. L. (2012). The impact of e-commerce on Taiwanese SMEs: Marketing and operations effects. International Journal of Production Economics, 140(2), 934–943.

    Article  Google Scholar 

  83. Rao, S. S., Truong, D., Senecal, S., & Le, T. T. (2007). How buyers’ expected benefits, perceived risks, and e-business read Chang iness influence their e-marketplace usage. Industrial Marketing Management, 36(8), 1035–1045.

    Article  Google Scholar 

  84. Rauyruen, P., & Miller, K. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60(1), 21–31.

    Article  Google Scholar 

  85. Ribbink, D., Van Riel, A. C., Liljander, V., & Streukens, S. (2004). Comfort your online customer: Quality, trust and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), 446–456.

    Article  Google Scholar 

  86. Ringle, C. M., Wende, S., & Becker, J.-M. (2015). SmartPLS 3 [Computer software]. Retrived from http://www.smartpls.com.

  87. Riquelme, I. P., & Román, S. (2014). Is the influence of privacy and security on online trust the same for all type of consumers? Electronic Markets, 24(2), 135–149.

    Article  Google Scholar 

  88. Rosenzweig, E. D., Laseter, T. M., & Roth, A. V. (2011). Through the service operations strategy looking glass: Influence of industrial sector, ownership, and service offerings on B2B e-marketplace failures. Journal of Operations Management, 29(1), 33–48.

    Article  Google Scholar 

  89. Saprikis, V., & Vlachopoulou, M. (2012). Investigating factors influencing use of B2B E-marketplaces in Greek firms: The B2B e-MarkFLU framework. International Journal of Business Information and Technology, 1(1), 43–66.

    Google Scholar 

  90. “Scale-related Pet-Peeves,” (n.d.). http://scaleresearch.siu.edu/petpeeve5.html. Accessed 20 December 2016.

  91. Schmid, B.F., & Lindemann, M.A. (1998). Elements of a reference model for electronic markets. Proceedings of the 31st Hawaii International Conference on System Sciences (HICSS-31), (pp. 193–201). Hawaii: IEEE Computer society press.

  92. Seol, S., Lee, H., Yu, J., & Zo, H. (2016). Continuance usage of corporate SNS pages: A communicative ecology perspective. Information Management, 53(6), 740–751.

    Article  Google Scholar 

  93. Standing, S., Standing, C., & Love, P. E. (2010). A review of research on e-marketplaces 1997–2008. Decision Support Systems, 49(1), 41–51.

    Article  Google Scholar 

  94. Stockdale, R., & Standing, C. (2003). Market makers' recognition of key success factors in electronic marketplaces. Australasian Journal of Information Systems, 10(2), 23–37.

    Article  Google Scholar 

  95. Stockdale, R., & Standing, C. (2004). Benefits and barriers of electronic marketplace participation: An SME perspective. Journal of Enterprise Information Management, 17(4), 301–311.

    Article  Google Scholar 

  96. Streukens, S., & Leroi-Werelds, S. (2016). Bootstrapping and PLS-SEM: A step-by-step guide to get more out of your bootstrap results. European Management Journal, 34(6), 618–632.

    Article  Google Scholar 

  97. Tarafdar, M., & Zhang, J. (2008). Determinants of reach and loyalty—A study of website performance and implications for website design. Journal of Computer Information Systems, 48(2), 16–24.

    Google Scholar 

  98. Thong, J. Y. (1999). An integrated model of information systems adoption in small businesses. Journal of Management Information Systems, 15(4), 187–214.

    Article  Google Scholar 

  99. Van Sonderen, E., Sanderman, R., & Coyne, J. C. (2013). Ineffectiveness of reverse wording of questionnaire items: Let’s learn from cows in the rain. PloS One, 8(7), e68967 http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0068967. Accessed 25 December 2016.

    Article  Google Scholar 

  100. Wade, M. R., & Nevo, S. (2005). Development and validation of a perceptual instrument to measure e-commerce performance. International Journal of Electronic Commerce, 10(2), 123–146.

    Article  Google Scholar 

  101. Wagner, N., Hassanein, K., & Head, M. (2014). The impact of age on website usability. Computers in Human Behavior, 37, 270–282.

    Article  Google Scholar 

  102. Wang, S., & Cavusoglu, H. (2015). Small and medium sized manufacturer performance on third party B2B electronic marketplaces: The role of enabling and IT capabilities. Decision Support Systems, 79, 184–194.

    Article  Google Scholar 

  103. Wang, S., Mao, J. Y., & Archer, N. (2012). On the performance of B2B e-markets: An analysis of organizational capabilities and market opportunities. Electronic Commerce Research and Applications, 11(1), 59–74.

    Article  Google Scholar 

  104. Weijters, B., Baumgartner, H., & Schillewaet, N. (2013). Reversed item bias: An integrative model. Psychological Methods, 18(3), 320–334.

    Article  Google Scholar 

  105. Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: Dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183–198.

    Article  Google Scholar 

  106. Zalatar, W. F. (2012). Evaluating the quality of C2C online buy and sell websites using dimensions of E-quality. Procedia-Social and Behavioral Sciences, 40, 71–76.

    Article  Google Scholar 

  107. Zeithaml, V. A. (2002). Service excellence in electronic channels. Managing Service Quality: An International Journal, 12(3), 135–139.

    Article  Google Scholar 

  108. Zhai, C. (2010). Research on post-adoption behavior of B2B E-marketplace in China. Proceeding of the 2010 International Conference on Management and Service Science (pp. 1-5). Wuhan, China: IEEE.

Download references

Author information

Affiliations

Authors

Corresponding author

Correspondence to Wiyada Thitimajshima.

Additional information

Responsible Editor: Hans-Dieter Zimmermann

Appendices

Appendix 1

Table 4 Measures and sources

Appendix 2

Table 5 Respondent profile

Appendix 3

Table 6 Indicator reliability

Appendix 4

Table 7 Factor intercorrelations

Appendix 5

Table 8 Cross loadings (an item’s loading on its respective factor is higher than that on all its cross-loadings with other factors)

Rights and permissions

Reprints and Permissions

About this article

Verify currency and authenticity via CrossMark

Cite this article

Thitimajshima, W., Esichaikul, V. & Krairit, D. A framework to identify factors affecting the performance of third-party B2B e-marketplaces: A seller’s perspective. Electron Markets 28, 129–147 (2018). https://doi.org/10.1007/s12525-017-0256-3

Download citation

Keywords

  • B2B e-marketplaces
  • Performance
  • Electronic marketplace
  • Business-to-business
  • B2B e-commerce