If your organic traffic is down lately, you’re not alone. With Google rolling out more AI-generated answers right on the results page, fewer users are clicking through to business websites. That means even the most optimized B2B websites are seeing a dip in inbound leads.
But your buyers haven’t disappeared; they’re just changing how they search.
Instead of relying solely on organic search, many B2B companies are starting to explore new ways to get in front of ready-to-buy customers. One of those ways? Online marketplaces. In this guide, we’ll cover what an online marketplace is, how B2B online marketplaces work, and whether they make sense for your business.
What is an Online Marketplace?
An online marketplace is a digital platform that connects buyers with multiple sellers. Think of Amazon or Etsy, where users can browse and compare different sellers offering the same or similar products.
But online marketplaces don’t stop at consumer goods. In fact, many of them cater specifically to B2B transactions, connecting businesses with other businesses.
The platform itself doesn’t own the inventory or services. Instead, it facilitates the process by bringing both sides together in one place. That makes it easier for buyers to compare options and for sellers to expand their reach.
What is a B2B Online Marketplace?
A B2B online marketplace is a platform that connects business buyers with business suppliers, vendors, or service providers. It’s like a matchmaking tool, but for companies.
Here’s a typical example:
- A business needs a service, let’s say, medical billing.
- Instead of searching manually, they go to a B2B marketplace.
- They submit a request for quotes or information.
- The platform matches them with relevant suppliers.
- Suppliers get the lead and follow up directly.
The transaction might not happen directly on the platform, but the connection does. It’s a digital matchmaker for B2B transactions.
Common examples include:
- Thumbtack – matches service professionals with local buyers
- Upwork – freelance services for businesses and agencies
- 360Connect – connects buyers with suppliers across 40+ B2B industries through quote requests
Some marketplaces focus on products; others focus on services. Some are self-serve; others are fully managed. But they all share one thing in common: making it easier for buyers and sellers to connect.
Why B2B Online Marketplaces Are Growing
Before we dive into the growth of B2B online marketplaces, let’s address one of the biggest shifts driving this change: artificial intelligence (AI).
Over the past year, Google has introduced AI-generated answers (via SGE, or Search Generative Experience) directly in search results. These snippets summarize answers at the top of the page, meaning fewer users are clicking on actual websites. For many B2B companies that rely on SEO, this shift has already resulted in noticeable drops in traffic and lead flow.
AI’s Impact on Organic Traffic:
- AI Overviews are cutting organic traffic by 18% to 64%, especially for sites with informational content.
- By March 2025, AI Overviews showed up in 13.14% of U.S. desktop searches, more than double the 6.49% share from just two months earlier.
- About 60% of users stop at the search results page, never clicking through to a site.
Buyers now get what they need without ever visiting a website. And while that’s convenient for the user, it’s frustrating for businesses trying to reach them. Even content that ranks on page one may see declining performance due to AI’s ability to “satisfy” the query on the results page itself.
As a result, B2B companies are rethinking their lead generation strategies. Instead of waiting for buyers to find them, they’re exploring platforms where buyers are already active and asking for help, like B2B online marketplaces.
These marketplaces create a more direct connection between buyers and sellers. Rather than focusing on ranking content that might never get clicked, suppliers can receive quote requests from high-intent buyers who are actively seeking solutions. It’s a proactive, reliable way to counterbalance traffic loss from AI disruption.
How Buying Behavior is Changing in 2025
B2B buying behavior in 2025 looks very different than what it did just last year. Because of AI’s simplicity, Buyers expect more convenience, faster results, and less effort. B2B marketplaces help meet those new expectations by offering:
- Centralized options and comparisons
- Pre-screened vendors
- Time-saving lead matching
Plus, with organic search results becoming less predictable due to AI, these platforms provide an alternative for maintaining visibility. They don’t replace your website, but they give you another channel to get in front of serious buyers.
Benefits of Joining a B2B Online Marketplace
Online marketplaces have evolved from being optional lead sources to essential sales tools for modern B2B companies. With search behavior shifting and digital visibility becoming more complex, these platforms are proving to be one of the most effective ways to reach high-intent buyers.
Here’s a breakdown of why more businesses are turning to B2B marketplaces:
1. High-Intent Leads
B2B marketplaces typically attract buyers who are in the consideration or decision phase. They’re not just browsing for ideas; they’re actively looking for vendors and ready to engage.
This means that leads coming from these platforms are more likely to convert because they already know what they need. They’ve taken the time to request quotes or fill out a form, which signals stronger buying intent than a casual website visitor.
So, if you’re tired of generating “bad leads”, a B2B online marketplace helps you focus on prospects who are nearing a decision, making your sales process smoother and more productive.
2. Less Reliance on SEO
SEO is a long game. It can take months to see results, and with the rise of AI snippets on Google, even top-ranked pages may see fewer clicks. Online marketplaces offer an alternative. You don’t have to compete for page one rankings; instead, you plug into a platform that already has traffic.
This makes your lead generation more predictable, especially if your internal marketing resources are limited or your industry is highly competitive.
With a B2B online marketplace, your visibility doesn’t hinge on algorithm changes; you’re getting leads based on buyer demand, not search engine quirks.
3. Streamlined Lead Generation
When you’re part of a B2B marketplace, you don’t have to chase down prospects. The platform brings them to you. Most marketplaces qualify buyers before sending them your way, which cuts down on wasted time.
Instead of cold calling or spending hours on LinkedIn, you can focus on converting leads that are already interested. It simplifies your sales process and makes better use of your team’s time.
For your business, that means more time selling and less time hunting. Letting your team stay focused on revenue-driving activities.
Related: Are Lead Generation Companies Worth It?
4. Scalable Outreach
One of the biggest advantages of a B2B online marketplace is that you can scale your lead volume without scaling your team. If your operations are ready to grow, an online marketplace gives you access to a wider pool of buyers across regions and industries.
This kind of growth can be hard to achieve with traditional marketing alone, especially if your brand isn’t nationally known or your budget is tight.
Marketplaces give you the flexibility to grow on your terms, helping you reach more qualified buyers without the need to invest heavily in outbound efforts or staff.
5. Faster Quotes, Faster Deals
Buyers using a B2B marketplace often want answers quickly. That means you’re skipping over the usual prospecting and nurturing stages and jumping straight into quoting or sales conversations.
This reduces your average sales cycle and gives your team more chances to close deals in less time.
In fast-moving industries where timing matters, being able to respond first can be what seals the deal, and marketplaces help you do exactly that.
Is a B2B Marketplace Right for You?
If you’re struggling to bring in consistent leads from your website or want to diversify your marketing strategy, a B2B online marketplace may be a smart next step.
Ask yourself:
- Do you have the capacity to take on more business?
- Are you in a competitive industry where standing out is tough?
- Do your buyers value speed and convenience?
- Are traditional marketing methods becoming less effective?
Even if you’re doing well with organic traffic or paid ads, a B2B marketplace can act as a supplement to keep your pipeline full. For newer companies, it can be a faster way to get early traction. For established ones, it’s a way to scale without adding extra pressure to the sales team.
Related: Why Using a Digital Marketplace to Sell is the “Next Normal”
Final Thoughts
Google’s AI changes have shifted the way buyers search, but the need for quality leads hasn’t gone away. If you’re looking for a more direct way to connect with decision-makers, B2B online marketplaces can help fill the gap.
They’re not just a workaround for lower search traffic; they’re a long-term solution for visibility, consistency, and scalable lead generation.
FAQ: Common Questions About B2B Marketplaces, Organic Search & AI
360Connect: A Trusted B2B Online Marketplace
At 360Connect, we specialize in connecting B2B suppliers with real, pre-qualified buyers across more than 40 industries. We operate as a true online marketplace: buyers come to our platform looking for solutions, and we match them with suppliers who fit their needs.
Our process is built for:
- Speed (real-time lead delivery)
- Matching (location, product, and category targeting)
- Quality (buyers requesting quotes, not browsing)
We’re not here to send random contact lists, we’re here to help you grow your business through real connections.
Ready to Grow Your Business?
Join our supplier network and start getting matched with real, high-intent buyers today!
Still doing your research? These resources can help you decide if 360Connect is right for you: