The B2B eMarketplace transformation

Digital technology is transforming all activities. In particular, it is gaining attention in the B2B context, where e-marketplaces are key actors that reconfigure business relationships in business network. The aim of this paper is to explore the digital platform’s transformation strategies and changes focusing on their offering system in the emergency situation generated by the Covid-19. This study is based on a constructive multiple case research design. Data reported was collected through semi-structured interviews and integrated with secondary data from may to november 2020. Thanks to the conceptual framework and the case studies the offering system of a B2B e-marketplace can be rethought. The new offering system promotes competitive advantages for actors belonging to the network of the eMarketplace, in particular SMEs. The digital transformation requires new skills, which distinguish the new e-marketplaces. These latter are able to facilitate a meeting between supply and demand, thus supporting the development and management of commercial relationships. The topic faced by our research is interesting from at least two points of view. First of all, the research on new B2B marketplaces and their on-going transformation is still in its infancy. Secondly, the issue is particular relevant from the managerial point of view in a double perspective: the perspective of the entrepreneurs and professionals involved in the ownership and management of the e-marketplace and the perspective of the Italian SMEs that can get access to a broader market and business opportunities using the e-marketplaces under examination to sell the products. In addition to this the new marketplaces, founded on a data driven approach, improve the results of their customers facilitating their CRM process.