Nuanced but important: A literature-based comparison between B2B and B2C platforms

Abstract

This paper compares the potential characteristics of B2B platforms as identified in the information systems literature with those in the general platform literature. Our analysis reveals that these characteristics are not exclusive to B2B platforms and suggests that the differences between B2B and B2C platforms may be more subtle. Moreover, it remains unclear whether these differences serve as success factors for B2B platforms or merely represent the current approaches of the platforms under examination. We identified five potential differences that warrant further investigation. Therefore, this literature-based comparison lays the groundwork for further research on supporting decision-making when building a B2B platform ecosystem or joining a B2B platform ecosystem. Especially important is the fact that building on insights from B2C could lead to wrong decisions and platform failure or unintended outcomes for participants. Thereby the study contributes to understanding of the unique aspects of digital B2B platforms and has implications for B2B platform managers and policymakers because the presence of these ecosystems can considerably influence competitive dynamics in markets.