COMPANIES & PRODUCTS

Amazon Business
 Table of Contents

01 Overview Number of monthly website visits to business.amazon.it 2023 21

Number of monthly website visits to business.amazon.fr 2023 22
Total revenue of Amazon Business 2019-2025 03
Number of monthly website visits to business.amazon.es 2023 23
GMV of Amazon Business 2019-2025 04
Estimated B2B e-commerce marketplaces sales in the United States 2020-2022 05
04 Competitors
Amazon Business: B2B e-commerce sales share in the U.S. 2019-2025 06
Products sales value of Amazon Business in the U.S. 2019-2025 07 Value of leading B2B marketplace deals 2022 25
Leading B2B marketplace startups in the U.S. 2022, by capital raised 26

02 B2B usage Funding rounds of B2B e-commerce companies headquartered in Europe 2022-2023 27
Alibaba's annual e-commerce revenue FY 2013-FY 2023, by region 28
B2B organization adoption of select sale channels in the U.S. and Europe 2022 09
Main B2B marketplace startups based in Europe 2020 29
Most popular B2B marketplaces 2022 10
Annual revenue of IndiaMART FY 2016-2023 30
Share of B2B buyers purchasing on Amazon Business 2022, by country 11
Value of annual sales of the marketplace Zoro 2018-2022 31
Distribution of eProcurement integrations offered by Amazon Business 2023 12
Funding raised by Faire 2012-2022 32

03 Online traffic
Amazon Business app monthly downloads 2021-2023 14
Amazon Business app downloads 2022, by country 15
Total global visitor traffic to Amazon Business 2023 16
Social media traffic referrers to business.amazon.com 2023 17
Number of monthly website visits to business.amazon.de 2023 18
Social media traffic referrers to business.amazon.de 2023 19
Number of monthly website visits to business.amazon.uk 2023 20

1
CHAPTER 01

Overview
 Total revenue of Amazon Business from 2019 to 2025 (in billion U.S. dollars)
Total revenue of Amazon Business 2019-2025

50

44.3
45

40
35.8
Revenue in billion U.S. dollars

35

30 29.1

25 22.4

20
17.1

15 13.1

10 8.2

0
2019 2020 2021 2022* 2023 2024 2025

3 Description: Since its launch, Amazon Business has generated increasing sales numbers. The value of its total revenue amounted to 8.2 billion U.S. dollars in 2019. By 2025, the online marketplace might reach a total revenue of 44.3 billion U.S. dollars. Read more
Note(s): Worldwide; * Data from this year onward is forecast. Read more
Source(s): Bank of America; Digital Commerce 360
 Gross Merchandise Volume (GMV) of Amazon Business from 2019 to 2025 (in
billion U.S. dollars)
GMV of Amazon Business 2019-2025

90
83.1
80

70 67
GMV in billion U.S. dollars

60
53.2
50
41.5
40
31.5
30
23.3
20
14.6

10

0
2019 2020 2021 2022* 2023 2024 2025

4 Description: Since its launch, Amazon Business generated increasing sales numbers. The value of its gross merchandise volume (GMV) amounted to 15 billion U.S. dollars in 2019. By 2025, the online marketplace might reach a gross merchandise volume of 83.1
billion U.S. dollars. Read more
Note(s): Worldwide; 2021; * Forecast data. Read more
Source(s): Bank of America; Digital Commerce 360
 Estimated B2B e-commerce sales on marketplaces in the United States from 2020
to 2022 (in billion U.S. dollars)
Estimated B2B e-commerce marketplaces sales in the United States 2020-2022

120
112

100
Global sales in billion U.S. dollars

80

60 56

40

24.35
20

0
2020 2021 2022

5 Description: Over the last years, marketplaces have turned into profitable platforms for business-to-business (B2B) vendors. In the United States, B2B marketplaces went from 24.35 billion U.S. dollars in 2019 to 112 billion U.S. dollars in 2022. Read more
Note(s): Worldwide; 2020 to 2022
Source(s): Digital Commerce 360
 Amazon Business' share of B2B e-commerce site sales in the United States from
2019 to 2025
Amazon Business: B2B e-commerce sales share in the U.S. 2019-2025

3.0%

2.5% 2.4%
2.3%
2.2%
2%
2.0%
Share of B2B sales

1.7%

1.5% 1.4%

1.1%
1.0%

0.5%

0.0%
2019 2020 2021* 2022 2023 2024 2025

6 Description: In 2020, Amazon Business' sales accounted for 1.4 percent of B2B product sales on e-commerce sites in the United States. In the upcoming years, U.S. enterprises will use the Amazon platform even more. By 2025, Amazon Business' market share is
forecast to grow to 2.4 percent. Read more
Note(s): United States; July 2021; * Data from this year on is forecast. The figures represent the gross value of products sold on browser or app version of Amazon Business; the values exclude travel and event tickets, Amazon Web Services sales, [...] Read more
Source(s): eMarketer
 Value of products sold on Amazon Business in the United States from 2019 to
2025 (in billion U.S. dollars)
Products sales value of Amazon Business in the U.S. 2019-2025

70

59.03
60

51.39
50
Sales in billion U.S. dollars

43.05

40
35.68

30 27.59

19.23
20
13.27

10

0
2019 2020 2021* 2022 2023 2024 2025

7 Description: Amazon's B2B marketplace, Amazon Business, generated sales for about 19 billion U.S. dollars in the United States in 2020. The value of products purchased on the platform is forecast to reach 59 billion U.S. dollars by 2025. With this increase, Amazon
Business is set to double its market share in the U.S. B2B e-commerce segment. Read more
Note(s): United States; July 2021; * Data from this year on is forecast. The figures represent the gross value of products sold on browser or app version of Amazon Business; the values exclude travel and event tickets, Amazon Web Services sales, [...] Read more
Source(s): eMarketer
CHAPTER 02

B2B usage
 Most popular sale channels among business-to-business (B2B) companies in the
United States and Europe in 2022
B2B organization adoption of select sale channels in the U.S. and Europe 2022

Share of respondents who have pivoted to or fully established capabilities

B2B e-commerce 100%

International expansion 63%

Internal procurement portal 43%

B2B2B (complex scenarios) 43%

D2C e-commerce 37%

Marketplace operation 33%

Value added services 33%

B2C e-commerce 33%

Product rentals/bpookings 17%

Franchising portal 13%

9 Description: A 2022 study revealed that all companies selling product or services in the business-to-business (B2B) sector planned to invest in e-commerce, while over 63 percent of them envisaged international expansion. Sales via internal procurement portal
were a suitable option to invest in for 43 percent of B2B sellers. Read more
Note(s): Europe, United States; 2022; B2B sellers
Source(s): Oro; WBR Insights
 Most popular business-to-business (B2B) marketplaces among worldwide B2B
buyers in 2022
Most popular B2B marketplaces 2022

Share of B2B buyers

0% 5% 10% 15% 20% 25% 30% 35% 40%
Amazon Business 36%

Ebay 29%

Alibaba 27%

Global sources 16%

Indiamart 14%

Tradeling 14%

Eworldwtrade 13%

Made-in-china.com 13%

Exporthub 13%

Tradewheel.com 13%

Udaan 13%

Monotaro 10%

Askul 10%

Tradeindia 10%

Tanomail 10%

10 Description: Amazon Business is the most popular business-to-business (B2B) generalist marketplace, a worldwide survey from 2022 revealed. 36 percent of B2B buyers stated to have used it, while eBay followed with usage rate of nearly 30 percent. 27 percent of
respondents used Chinese marketplace Alibaba. Read more
Note(s): Worldwide; November 25, 2022 to December 5, 2022; 2,261 B2B buyers; 20 years and older
Source(s): Censuswide; Wunderman Thompson Commerce
 Share of B2B buyers purchasing on Amazon Business in 2022, by country
Share of B2B buyers purchasing on Amazon Business 2022, by country

Share of B2B buyers

0% 10% 20% 30% 40% 50% 60% 70% 80%

India 68%

South Africa 47%

UAE 46%

Netherlands 38%

Brazil 38%

China 37%

United States 29%

United Kingdom 25%

Germany 25%

Australia 22%

Japan 18%

11 Description: Amazon Business is a popular business-to-business (B2B) marketplace outside the United States, a survey from 2022 revealed. Nearly 70 percent of B2B buyers used it in India, while South Africa followed with 47 percent. United Arab Emirates ranked
third, with 46 percent of B2B buyers shopping on Amazon Business. Read more
Note(s): Worldwide; November 25, 2022 to December 5, 2022; 2,261 B2B buyers; 20 years and older
Source(s): Censuswide; Wunderman Thompson Commerce
 Distribution of eProcurement integrations featured by Amazon Business as of
February 2023, by industry
Distribution of eProcurement integrations offered by Amazon Business 2023

Healthcare 12%

Government/non-profit 3.6%

Education 14.5%

General procurement
67.5%

Hospitality 2.4%

12 Description: Companies using procurement software for business purchases might not shop on marketplaces. Amazon Business seized this market opportunity and invested in digital procurement integrations, so that business-to-business (B2B) buyers could
order products from Amazon Business and eventually finalize their transaction on the marketplace. As of February 2023, nearly 70 percent of available Amazon Business integrations included general procurement tools. Read more
Note(s): Worldwide; as of February 2023
Source(s): Applico; LinkedIn
CHAPTER 03

Online traffic
 Monthly Amazon Business app downloads worldwide from May 2021 to February
2023 (in 1,000s)
Amazon Business app monthly downloads 2021-2023

350

300
Number of downloads in thousands

250

200

150

100

50

0
May Jun Jul '21 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul '22 Aug Sep Oct Nov Dec Jan Feb
'21 '21 '21 '21 '21 '21 '21 '22 '22 '22 '22 '22 '22 '22 '22 '22 '22 '22 '23 '23

14 Description: Since 2021, downloads of the Amazon Business app have boosted worldwide. In October 2022, the popular B2B marketplace application was downloaded about 300,000 times, reaching a nearly two-year peak. Four months later, mobile downloads hit
236 thousands. Read more
Note(s): Worldwide; May 2021 to February 2023; sum of downloads on Android, iOS devices, and app stores*
Source(s): AppMagic
 Countries with the largest number of Amazon Business app downloads in 2022 (in
1,000s)
Amazon Business app downloads 2022, by country

Number of downloads in thousands

0 200 400 600 800 1,000 1,200 1,400

United States 1,166

India* 664.7

Italy 213.6

Germany 206.9

United Kingdom 187.6

Spain 155.9

France 151.1

Japan 150.7

Canada 91.7

Austria 36.1

15 Description: With nearly 1.2 million downloads on all kinds of mobile devices, most Amazon Business downloads came from users in the United States in 2022. India was Amazon Business's second-largest market, with almost 665,000 downloads. Given the high
demand for this app in India, Amazon has developed a separate app called 'Amazon Business - India'. All other markets are served by the standard international app, 'Amazon Business'. Read more
Note(s): Worldwide; January 1 to December 10, 2022; all devices and app stores; * For India, Amazon has developed a separate app named 'Amazon Business - India'. For all the other countries, downloads of the standard app 'Amazon Business' [...] Read more
Source(s): AppMagic
 Worldwide visits to Amazon Business from July 2023 to December 2023 (in 1,000s)
Total global visitor traffic to Amazon Business 2023

1,200

998
1,000
863.8 876.9
852.6
Number of visits in thousands

804.1
800
682

600

400

200

0
Jul '23 Aug '23 Sep '23 Oct '23 Nov '23 Dec '23

16 Description: In August 2023, the B2B marketplace Amazon Business registered an online reach of nearly one million visits, the highest value in the six-month period ending December 2023. The reported traffic is mostly generated in the United States, while other
regional platforms are available in the UK, Germany, France, Italy, and Spain. Read more
Note(s): Worldwide; July 2023 to December 2023; combined desktop & mobile web; excluding apps
Source(s): SimilarWeb
 Leading social media traffic referrers to Amazon Business as of December 2023
Social media traffic referrers to business.amazon.com 2023

Share of traffic
0% 5% 10% 15% 20% 25% 30% 35%

youtube.com 33.03%

linkedin.com 24.91%

facebook.com 9.87%

web.whatsapp.com 4.81%

reddit.com 1.7%

17 Description: In December 2023, the global platform of Amazon Business registered more than 30 percent of its social media referral traffic from YouTube. The B2B marketplace registered the second-largest source of referral traffic from LinkedIn, accounting for
roughly 25 percent. Read more
Note(s): December 2023; combined desktop and mobile web; excluding apps
Source(s): SimilarWeb
 Website traffic of the German Amazon Business platform from July 2023 to
December 2023 (in 1,000 visits)
Number of monthly website visits to business.amazon.de 2023

450
412.3
400 379.9
366.5
350.7
350 338
Number of visits in thousand visits

300
267.9
250

200

150

100

50

0
Jul '23 Aug '23 Sep '23 Oct '23 Nov '23 Dec '23

18 Description: In December 2023, the German platform of the B2B marketplace Amazon Business registered an online reach of 267,900 visits, down from the previous month. Visited mostly by German and Austrian users, the platform reported the lowest traffic in
the indicated period in September 2023, with about 338,000 desktop and mobile visits combined. Read more
Note(s): Worldwide, Germany; July 2023 to December 2023; combined desktop & mobile web; excluding apps
Source(s): SimilarWeb
 Leading social media traffic referrers to the German Amazon Business platform as
of April 2023
Social media traffic referrers to business.amazon.de 2023

Share of traffic
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

quora.com 47.08%

facebook.com 34.11%

linkedin.com 12.56%

tiktok.com 6.25%

19 Description: In April 2023, the German platform of Amazon Business obtained social media referral traffic from just three sources overall. The business.amazon.de website reportedly received a 47 percent of referral traffic from Quora and 34 percent of traffic from
Facebook. Read more
Note(s): Germany; April 2023; combined desktop and mobile web; excluding apps
Source(s): SimilarWeb
 Website traffic of the UK Amazon Business platform from July 2023 to December
2023 (in 1,000 visits)
Number of monthly website visits to business.amazon.uk 2023

500

450 433

400 377.5
Number of visits in thousand visits

348 339.8
350

300 273

250 238.7

200

150

100

50

0
Jul '23 Aug '23 Sep '23 Oct '23 Nov '23 Dec '23

20 Description: In December 2023, the UK platform of the B2B marketplace Amazon Business registered an online reach of roughly 339,800 visits. Visited mostly by users from the United Kingdom, the platform reported the lowest traffic in the indicated period in
September 2023, with about 273,000 desktop and mobile visits combined. Read more
Note(s): Worldwide, United Kingdom; July 2023 to December 2023; combined desktop & mobile web; excluding apps
Source(s): SimilarWeb
 Website traffic of the Italian Amazon Business platform from July 2023 to
December 2023 (in 1,000 visits)
Number of monthly website visits to business.amazon.it 2023

300
282.2
267.6
249.2
250
225.7
Number of visits in thousand visits

200.4
200
173.7

150

100

50

0
Jul '23 Aug '23 Sep '23 Oct '23 Nov '23 Dec '23

21 Description: In December 2023, the Amazon Business page for Italy registered approximately 173.7 thousand visits, down from the previous month. Overall, the website business.amazon.it received a total of 1.4 million visits between July and December 2023.
Read more
Note(s): Worldwide, Italy; July 2023 to December 2023; combined desktop & mobile web; excluding apps
Source(s): SimilarWeb
 Website traffic of the French Amazon Business platform from July 2023 to
December 2023 (in 1,000 visits)
Number of monthly website visits to business.amazon.fr 2023

500

450 438.2

400
Number of visits in thousand visits

346.3
350
306.2
300
266.7
241.7
250
204.6
200

150

100

50

0
Jul '23 Aug '23 Sep '23 Oct '23 Nov '23 Dec '23

22 Description: In December 2023, the French site for Amazon Business registered roughly 306.2 thousand visits, down from the previous month. Between July 2023 and December 2023, online traffic to the site totaled 1.8 million visits. Read more
Note(s): Worldwide, France; July 2023 to December 2023; combined desktop & mobile web; excluding apps
Source(s): SimilarWeb
 Worldwide visits to the Spanish Amazon Business platform from July 2023 to
December 2023 (in 1,000s)
Number of monthly website visits to business.amazon.es 2023

250

207
200
177.8
Number of visits in thousands

147.8 149.1
150

121.3
103.7
100

50

0
Jul '23 Aug '23 Sep '23 Oct '23 Nov '23 Dec '23

23 Description: In October 2023, the Amazon Business platform for Spain had around 207 thousand visits, the highest traffic registered in the six-month period ending December 2023. The second highest total was registered in November of the same year at 177.8
thousand visits. Read more
Note(s): Worldwide, Spain; July 2023 to December 2023; combined desktop & mobile web; excluding apps
Source(s): SimilarWeb
CHAPTER 04

Competitors
 Funding raised by leading business-to-business (B2B) marketplaces as of May 2022
(in million U.S. dollars)
Value of leading B2B marketplace deals 2022

Value in million U.S. dollars

0 500 1,000 1,500 2,000 2,500

Flexport 2,200

IndigoAg 1,200

Faire 1,100

Convoy 1,100

ACV Auctions 765

Rigup 752.5

Deliverr 490.9

Xometry 472.2

25 Description: As of May 2022, Flexport was the business-to-business (B2B) marketplace with the highest funding raised worldwide, at 2.2 billion U.S. dollars. AgriTech marketplace IndigoAg had the second-largest deal, with a total financing amount of 1.2 billion
dollars. Read more
Note(s): Worldwide; twelve months ended in May 2022
Source(s): Bowery Capital; Digital Commerce 360
 Leading B2B marketplace startups in the United States as of 2022, by capital raised
(in million U.S. dollars)
Leading B2B marketplace startups in the U.S. 2022, by capital raised

Capital raised in million U.S. dollars

0 200 400 600 800 1,000 1,200 1,400 1,600 1,800

Indigo AG 1,710

Faire 1,510

Farmers Business Network 929.33

GrubMarket 440.89

LeafLink 378.99

Choco 282.44

Material Bank 323.8

Fictiv 195.6

Odeko 171.82

Renorun 164.11

26 Description: The startup Indigo Agriculture operates in the microbiology and agrotechnology sector. As of 2022, the B2B marketplace raised more than 1.7 billion U.S. dollars worth of investments, the highest value among B2B marketplace startups in the United
States. Faire ranked second with over 1.5 billion dollars. Read more
Note(s): United States; as of 2022; non-public companies
Source(s): Applico
 Funding rounds of B2B e-commerce companies headquartered in Europe between
November 2022 and March 2023 (in 1,000 euros)
Funding rounds of B2B e-commerce companies headquartered in Europe 2022-2023

70,000
60,000
60,000

50,000
Funding round in thousands euros

40,000 35,000 33,000

30,000
18,500
20,000

10,000
900 300 170
0
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27 Description: Between November 2022 and March 2023, French e-commerce companies dominated funding activity in the (business-to-business) European B2B sector. Latest funding round of the fintech startup October amounted to 35 million euros. Brigad,
online platform for employment in the hospitality sector, followed with 33 million euros. Agritech marketplace Agriconomie outranked other players, as its latest funding round was worth 60 million euros. Read more
Note(s): Europe; *Converted from British pounds Read more
Source(s): Adevinta ASA; Dealroom.co
 Annual e-commerce revenue of Alibaba from financial year 2013 to 2023, by region
(in million yuan)
Alibaba's annual e-commerce revenue FY 2013-FY 2023, by region

China commerce International commerce

700,000

592,705 582,731
600,000

501,683
500,000
Revenue in million yuan

400,000
332,750

300,000
247,615

200,000 176,559

114,109
100,000 84,321
62,937 61,078 69,204
45,132 33,917 48,851
29,167 20,841 27,725
4,160 4,851 6,486 7,629 13,337
0
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

28 Description: In the fiscal year ending March 31, 2023, the Chinese e-commerce corporation Alibaba Group recorded a revenue of around 582.73 billion yuan in Chinese online sales. This translates to approximately 84.9 billion U.S. dollars. Read more
Note(s): Worldwide, China; FY 2013 to FY 2023; fiscal year ending March 31
Source(s): Alibaba
 Main B2B marketplace startups for products and services based in Europe as of
2020, by total received funding (in million euros)
Main B2B marketplace startups based in Europe 2020

400

350 339
310
300
269
Funding in million euros

250
205
200

150
122

100
70 64.6
53.1 51.2 50.3
50

0
Funding ManoMano Meero.fr Raisin TravelPerk Scoutbee Sennder OnTruck Duffel Zenjob
Circle

29 Description: In Europe, startups for B2B marketplaces, selling either services or commodities, gathered significant amount of fundings. Since its founding in 2010, the UK-based fintech Funding Circle obtained 339 million euros, while the French goods' marketplace
ManoMano (created in 2013) followed with 310 million euros. Read more
Note(s): Europe; 2020
Source(s): Hokodo; Point Nine
 Annual revenue of IndiaMART from financial year 2016 to 2023 (in billion Indian
rupees)
Annual revenue of IndiaMART FY 2016-2023

12

9.85
10
Annual revenue in billion Indian rupees

8 7.53
6.7
6.39
6
4.97

4.04
4
3.09
2.38
2

0
FY 2016 FY 2017 FY 2018 FY 2019 FY 2020 FY 2021 FY 2022 FY 2023

30 Description: In financial year 2023, the B2B e-commerce platform IndiaMART generated revenues of 9.8 billion Indian rupees from its selling operations. The annual revenue from operations haven't ceased to increase from 2016, when it amounted to less than 2.4
billion Indian rupees. Read more
Note(s): Worldwide; FY 2016 to FY 2023; annual revenue from operations
Source(s): IndiaMART
 Value of annual sales of the marketplace Zoro from 2018 to 2022 (in million U.S.
dollars)
Value of annual sales of the marketplace Zoro 2018-2022

1,200

1,045
1,000
Annual sales in million U.S. dollars

850

800
717
625
600
500

400

200

0
2018 2019 2020 2021* 2022*

31 Description: Zoro.com is a marketplace for maintenance, repair, and operations (MRO) equipment distributing mostly to businesses in North America. The e-commerce belongs to the Grainger group and generated annual sales for over one billion U.S. dollars in
2022, up from the previous years. Read more
Note(s): North America
Source(s): Grainger
 Funding raised by wholesale marketplace Faire from 2012 to 2022 (in million U.S.
dollars)
Funding raised by Faire 2012-2022

700

596.2
600
Funding in million U.S. dollars

500

416
400

300
260

200 170
150
100
100

0.55 3.4 12
0
Mar 2017 Nov 2017 Feb 2018 Dec 2018* Oct 2019 Oct 2020 Jun 2021 Nov 2021 May 2022

32 Description: Since its launch in 2017, the furniture and lifestyle marketplace Faire has raised 1.8 billion U.S. dollars. Headquartered in San Francisco, the startup serves as online wholesale platform for more than 85,000 retail brands worldwide. Read more
Note(s): United States; 2012 to 2022
Source(s): CrunchBase
 Sources

Adevinta ASA
Alibaba
Applico
AppMagic
Bank of America
Bowery Capital
Censuswide
CrunchBase
Dealroom.co
Digital Commerce 360
eMarketer
Grainger
Hokodo
IndiaMART
LinkedIn
Oro
Point Nine
SimilarWeb
WBR Insights
Wunderman Thompson Commerce

33