Successful B2B companies are increasingly facilitating a greater share of their sales efforts through third parties and owned marketplaces. McKinsey’s most recent global B2B Pulse survey provides evidence for this, finding that the adoption of company-owned marketplaces increased 8% last year, while 40% of the biggest share winners are selling their products online through a third-party marketplace, compared with 27% of share losers.
Earlier this month, Societe Generale signed a commercial partnership with pan-European payment institution Lemonway to deliver payment services to large corporates in western Europe, launching B2B marketplaces.
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