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B2B marketplaces will be the next billion-dollar e-commerce startups
Merritt Hummer is a partner at Bain Capital Ventures, where she invests in the fintech, e-commerce and proptech sectors.
Startups involved in B2B e-commerce such as Faire and Mirakl have burst out of the gates in 2020. Almost overnight, these startups transformed into consequential platforms, earning billion-dollar valuations along the way. The B2B e-commerce industry has broad reach, encompassing everything from commerce infrastructure and payments technology to procurement and supply-chain solutions. But one area of the B2B e-commerce sector holds outsized promise: marketplaces.
These venues for buyers and sellers of business-related products are exploding in popularity, fueled by better infrastructure, payments and security on the back-end and companies’ increased need to conduct business online during the pandemic.
Even before the pandemic, B2B marketplaces were expected to generate $3.6 trillion in sales by 2024, up from an estimated $680 billion in 2018, according to payments research firm iBe TSD. They were already growing more quickly than most B2C marketplaces that predated them, and when COVID shutdowns hit, many companies scrambled to shift all purchasing online. A survey of business buyers conducted by Digital Commerce 360 found that 20% of purchasing managers spent more on marketplaces, and 22% spent significantly more, during the pandemic.
For many entrepreneurs running B2B marketplaces, the pandemic created new demand for their platforms. Yet to convince businesses to make a permanent shift to online purchasing, B2B marketplaces cannot simply remain stagnant, serving as simple transactional platforms. Those that innovate now to introduce adjacent services will emerge as winners in the next few years, with some inevitably becoming billion-dollar companies.
As a venture capital investor in B2B e-commerce companies, I’m carefully watching the industry and have seen several forward-thinking business models emerge for B2B marketplaces. The predominant revenue model of B2C marketplaces, the gross merchandise value (GMV) take rate, or percentage of each transaction, doesn’t always translate well in the B2B world. Instead, B2B marketplaces are discovering creative new ways to monetize their networks, ensuring their approach is tailored to the complex and nuanced world of B2B e-commerce. I’ll delve into each of these models below, providing examples of marketplaces that have successfully begun implementing them.
What makes B2B transactions unique? Before discussing how B2B marketplaces can deploy new business models, it’s important to think about how B2B transactions typically work.
Payment methods: There are four main ways to make a B2B payment: paper check, ACH transfer, electronic fund transfer (wires), and credit/debit cards. Nearly half of B2B payments are still made by paper check, but digital payment solutions are quickly gaining.
Financing: It is customary in B2B transactions to pay “with terms,” such as net 30 or net 60, effectively giving a line of credit to the business buyer that enables them to send payment after delivery of the good or service. Supply-chain financing and dynamic discounting are two mechanisms business buyers use to settle invoices with suppliers on preferred timelines.
Bulk discounts: Business buyers often expect and receive discounts in return for placing high-volume orders. While not a concept unique to B2B, negotiated or custom volume discounts can complicate the checkout process.
Contractual pricing: Businesses often enter into enterprise-level pricing agreements with their suppliers. In some B2B verticals, such as the veterinary supplies market, there is little consistency and transparency regarding the market price of any given item; instead, each buyer pays a bespoke price tied to contractual agreements. This dynamic typically benefits suppliers, which can price discriminate based on buyers’ ability and willingness to pay.
Delivery method and timing: Unlike consumers, businesses may place orders for goods but delay delivery for weeks or months. This is particularly common in the commodities market, where futures contracts specify a commodity to be delivered on a certain date in the future. B2B transactions typically include a negotiation on delivery method and timing.
Insurance: Business buyers frequently purchase insurance as part of their transactions, particularly in high-value verticals such as jewelry. Insurance is designed to protect against damage to the goods in transit or theft.
Compliance: In some verticals, particularly those related to healthcare and chemicals, there is a heavy compliance burden to ensure goods are properly sourced and transported. Is the seller legally registered to sell and transport sensitive goods such as medical equipment or pharmaceuticals?
With all of these considerations, it’s no wonder B2B e-commerce has been slower to digitize than B2C. From product discovery through the checkout process, a consumer buying a bag of licorice looks nothing like a retailer buying 100,000 bags of licorice from a distributor. The good news for B2B marketplace founders is that, based on the parameters above, there are many creative ways to extract value from transactions that go beyond the GMV take rate. Let’s explore some of the creative ways to monetize a B2B marketplace.
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Tokyo-based virtual reality game developer Thirdverse gets $8.5 million Series A
Thirdverse, the virtual reality game developer behind “Swords of Gargantua,” has raised $8.5 million in Series A funding. The round was led by JAFCO, with participation from Presence Capital, Sisu Ventures and Incubate Fund, and will be used for hiring, co-founder Masaru Ohnogi told TechCrunch.
Based in Tokyo, Thirdverse was started four years ago as Yomuneco, but relaunched as Thirdverse in June to align with its corporate mission of creating a “Third Place inside the Metaverse,” where “each person has choices in his or her own hands and can live whatever life he or she wants to.” The company is currently focused on multiplayer virtual reality games, but its ultimate goal is to combine virtual reality with blockchain technology to create “VR worlds” where people can create online communities.
The concept has taken on a new relevancy, as COVID-19-related stay-at-home orders prompted organizations to bring online gatherings, including conferences, concerts and even their offices.
Users have also spent more time playing online games during the pandemic, with titles that have a social element, like “Animal Crossing: New Horizons,” proving especially popular.
“Our sales and active users started increasing in late March as people started spending more time at home,” said Ohnogi. “And this increased engagement has remained consistent, even as some communities have lifted stay-at-home orders.”
Most of Thirdverse’s current users are located in America, and Ohnogi said many of them use Oculus Quest headsets. During Facebook’s href=”https://techcrunch.com/2020/09/16/facebook-is-officially-killing-off-the-oculus-rift-line/”> virtual reality conference last month (which itself was held virtually), the tech giant announced it would release its new Oculus Quest 2 in Japan this month. Ohnogi said this is a big opportunity for Thirdverse because many Japanese people will see the new headsets in retail stores. “As one of the earliest leading VR companies in Japan, we’ve already seen a huge number of traction. We are really excited about it.”
Thirdverse is currently preparing to release other virtual reality games, including “Frostpoint VR: Proving Grounds,” a multi-player shooter game that will be available later this year for Oculus Rift, HTC Vive VR and Valve Index headsets.
In a statement, Sisu Ventures and Presence Capital founding partner Paul Bragiel said, “In the rapidly growing VR gaming landscape, Thirdverse stands out as having strong leadership, deep relationships and a big vision to become the category leader in this market.”
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This startup reworked its privacy-friendly sensors to help battle COVID-19
One little-known home and retail automation startup might seem like an unlikely candidate to help combat the ongoing pandemic. But its founder says its technology can do just that, even if it wasn’t the company’s original plan.
Butlr, a spin-out of the MIT Media Lab, uses a mix of wireless, battery-powered hardware and artificial intelligence to track people’s movements indoors without violating their privacy. The startup uses ceiling-mounted sensors to detect individuals’ body heat to track where a person walks and where they might go next. The use cases are near-endless. The sensors can turn on mood-lighting or air conditioning when it detects movement, help businesses understand how shoppers navigate their stores, determine the wait-time in the queues at the checkout and even sound the alarm if it detects a person after-hours.
By using passive infrared sensors to detect only body heat, the sensors don’t know who you are — only where you are and where you’re heading. The tracking stops as soon as you leave the sensor’s range, like when you leave a store.
The technology is in high demand. Butlr says some 200,000 retail stores use its technology, not least because it’s far cheaper than the more privacy-invading — and expensive — alternatives, like surveillance cameras and facial recognition.
But when the pandemic hit, most of those stores closed — as effectively did entire cities and nations — to counter the ongoing threat from of COVID-19. But those stores would have to open again, and so Butlr got back to work.
Butlr’s privacy-friendly body heat sensors don’t know who you are — only where you are. Now the company is retooling its technology to help combat coronavirus. (Image: Butlr)
Butlr’s co-founder Honghao Deng told TechCrunch that it began retooling its technology to help support stores opening again.
The company quickly rolled out new software features — like maximum occupancy and queue management — to help stores with sensors already installed cope with the new but ever-changing laws and guidance that businesses had to comply with.
Deng said that the sensors can make sure no more than the allowed number of people can be in a store at once, and make sure that staff are protected from customers by helping to enforce social distancing rules. Customers can also see live queue data to help them pick a less-crowded time to shop, said Deng.
All these things before a pandemic might have sounded, frankly, a little dull. Fast-forward to the middle of a pandemic and you’re probably thankful for all the help — and the technology — you can get.
Butlr tested its new features in China at the height of the pandemic’s rise in February, and later rolled out to its global customers, including in the United States. Deng said Butlr’s technology is already helping customers at furniture store Steelcase, supermarket chain 99 Ranch Market and the Louvre Museum in Abu Dhabi to help them reopen while minimizing the risk to others.
It’s a pivot that’s paid off. Last month Butlr raised $1.2 million in seed funding, just as the pandemic was reaching its peak in the United States.
Nobody knew a pandemic was coming, not least Deng. And as the pandemic spread, businesses have suffered. If it wasn’t for quick thinking, Butlr might’ve been another startup that succumbed to the pandemic.
Instead, the startup is probably going to help save lives — and without compromising anyone’s privacy.
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Former Stitch Fix COO Julie Bornstein just took the wraps off her app-only e-commerce startup, The Yes
After teasing the launch of their new startup last year, e-commerce veteran Julie Bornstein and her technical co-founder, Amit Aggarwal, are today launching The Yes, a women’s shopping platform that they’ve been quietly building for 18 months and they say will create tailor-made experiences for each user, courtesy of its sophisticated algorithms.
Bornstein’s experience and vision alone attracted $30 million in funding to the venture last year from Forerunner Ventures, New Enterprise Associates and True Ventures, among others. To learn more about how it breaks through in a world rife with e-commerce companies, we talked with Bornstein, who previously spent four years as COO of the styling service Stitch Fix and before that spent years as a C-level executive at Sephora. We wondered specifically how The Yes differs from Stitch Fix, given that both companies use data science to discover clothing for shoppers based on their size, budget and style.
Aside from the fact that The Yes is taking an app-only approach (unlike Stitch Fix), and doesn’t have a subscription model, Bornstein says that The Yes is very much focused on people “who want to shop” versus those who want their shopping done for them. Yet that’s just the start of what makes The Yes different than its other predecessors, said Bornstein in a conversation that follows below, edited lightly for length.
TC: You’re building what you call a store around each user, who downloads the app, answers questions that provide a lot of “signal” about that person’s style and brand preferences and size and budget, and that’s adaptive, meaning the algorithm is always re-ranking products as it learns better what a person likes. What demographic are you targeting?
JB: It’s women of a very broad age range, from 25 to 75, who care about fashion, whether they’re an in-the-know-on-everything fashionista or they just want to look great. And you can shop high/low, which is how most women shop these days. So it depends what you’re looking for.
TC: It sounds like you’re selling women’s apparel exclusively to start. Are you also selling handbags? Jewelry? Accessories?
JB: We’re focused on fashion and footwear, and we have accessories and handbags. A lot of our brands have great handbags. Then we will be expanding more to jewelry and other accessory categories over time.
TC: What brands can shoppers find on the platform?
JB: We have 145 brands at launch, ranging from Gucci, Prada and Erdem to contemporary brands like Vince and Theory to direct-to-consumer brands like Everlane and La Ligne to everyday brands like Levis. When a brand integrates with The Yes, the platform sells each brand’s full digital catalog.
TC: Why go app only?
Most of the e-commerce sites that have mobile presence really feel like a website converted to a small screen. We [thought if we] challenged ourselves to leverage the technology of the native app environment, [we] could build a much slicker experience for the user. We also know that mobile is growing. It’s about 50% of total purchases now in fashion and growing faster, so while we know that web will be important to add, we really felt like mobile and iOS were the places to start.
TC: Stitch Fix uses machine learning to analyze customer tastes, but it ultimately relies on human stylists to choose items. What new advances have been made in AI that can allow The Yes to actually pick products using artificial intelligence? Isn’t fashion, like music, a “noisy” problem, with consumers often not knowing what they want?
JB: It’s such a nuanced area and really hard to do in the form of recommendations, but there are a number of reasons that enable us to do it. One is we had to build the most extensive taxonomy that exists in fashion. We did think a lot about the music genome project that Pandora did and all the work that Spotify has done. Music is definitely one of our inspirations. And if you look at what they did, they had some human expertise in the beginning, creating these categories, and then the machine learned on top of it, and we have done the same in fashion. So we had fashion expertise build our initial taxonomy.
Then we leveraged both machine learning and computer vision to train models to understand how to absorb all pieces of data related to a product, as well as the image itself and how to read images. And it gave us a really strong understanding of 500 dimensions for every single item. [Meanwhile] to understand what the consumer cares about, we spent a lot of time testing and learning which questions [to ask] when it comes to brand and price and things like color and style and size and fit…
TC: Because of your background, comparisons are probably going to be made between The Yes and Stitch Fix. What was the impetus for this new business? Was it a matter of eliminating that personal touch?
JB: I had such a great experience at Stitch Fix, and I’m still a shareholder and a big fan of the company and the team. And I think what they’re doing, what they continue to do, is terrific in really pushing the boundary on this concept of shopping-as-a-service.
What I am working on, and our team is really focused on, is the actual consumer shopping experience for consumers who want to shop. There’s a strong percent of the population who really loves to shop and wants agency in their own selection, and that is really the consumer we’re going after.
TC: You’re launching with roughly 150 brands. What is your relationship with them? Are you taking a cut of a transaction? Are you ever taking possession of their products? Do you have a warehouse or warehouses?
There were two things coming into this business that I wanted to avoid based on my personal experience, which was one, owning inventory, and two, reshooting every item for its own new photographs on the site. Pinterest and Instagram and all these other visual sites have shown us that the brands spend a lot of money shooting images to look a certain way to help communicate what their brand is all about. So leveraging those assets has been terrific.
[Regarding inventory], there’s no reason to ship the product from the brand to another warehouse and then to the consumer. We’re cutting out that stuff and shipping it direct from the brand. From a consumer standpoint, you order on our app, and everything is one-click, and you are charged by [us]. But then the order is placed through the brand and is shipped from the brand to you. Then we will communicate to you when it’s shipped, when it’s arriving, and if you have any customer service issues, we take care of it.
And we take a flat commission [on sales].
TC: Returns are free. But isn’t that a huge cost center, and might it deter people from returning items if you charged something for returns?
JB: My feeling is that free shipping and free returns is a baseline requirement to offer a great service. And it’s our job to help match [shoppers] to product that you’re not going to return. We have an enormous goal to have the lowest return rate in the industry. It will obviously take us some time to get there. But we believe that by making sure that we understand what works for you and what doesn’t, we can get [there].
TC: You raised $30 million last year. Are you in the market for a Series B? What will you have to show investors toward that end?
JB: The logic behind the dollar amount that we raised was: how much do we need to build what we want to build, and then bring it to market and get traction? And so that is our goal that starts tomorrow. . .
TC: How has this current reality altered your plans? Launching during a pandemic isn’t what you were imagining, obviously.
JB: No, it is not. [Laughs.] I don’t know that any of us could have possibly. We did delay our launch; we were originally launching in March, and once COVID hit, we needed to make sure we could see straight and understand the impact. I think as time has passed, we have felt more and more compelled to get out there to help our brands, all of whom are feeling the impact of the retail stores closing, or orders being canceled by their retail partners. They’re all businesses and many of them small businesses, so we want to help them.
It’s also an interesting time because we all need a little bit of levity and escape. And the app really is a fun escape.
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Known for its electric scooters, Gogoro moves toward its future as a mobility platform
Since the launch of its first electric scooter in 2015, Gogoro co-founder and CEO Horace Luke has frequently been asked when the startup is going to expand beyond Taiwan. In its home country, Gogoro’s two-wheel vehicles, with their distinctive swappable battery system, are now the top-selling electric scooters.
But Luke says the company has always seen itself as a platform company, with the ultimate goal of providing a turnkey solution for energy-efficient vehicles. Now with the launch of GoShare*, its new vehicle-sharing platform, and partnerships with manufacturers such as Yamaha, Gogoro is ready to go global.
Founded by Luke, HTC’s former chief innovation officer, and chief technology officer Matt Taylor in 2011, Gogoro develops most of its technology in-house, including scooter motors, telematics units, backend servers and software. GoShare’s pilot program will launch next month in Taoyuan City, where Gogoro’s research and development center is located, with the goal of expanding with partners into cities around the world over the next year, starting in Europe, Australia and Southeast Asia.
“Gogoro has always been out with a thesis that we will be a platform enabler,” Luke told Extra Crunch during an interview in the company’s Taipei City headquarters. “Now you’ve seen the transformation of the company. Doing something this big, like what Gogoro is doing, takes time.”
Since the release of Gogoro’s first Smartscooter in 2015, the company says it has become the best-selling brand of electric two-wheel vehicles in Taiwan, holding a 17 percent share of the country’s vehicle market, including gas vehicles.
Last year, the company began licensing its technology to manufacturers Yamaha, Aeon and PGO to produce scooters that run on Gogoro’s batteries and charging infrastructure. It also has a partnership with Coup, the European electric-scooter sharing startup that plans to increase its fleet to more than 5,000 scooters on the streets of Paris, Berlin, Madrid and Tübingen this year, and is seeking similar deals with other vehicle-sharing services, as well as local governments that want to reduce traffic and pollution (the GoShare pilot program is being launched in collaboration with Taoyuan City’s government).
GoShare’s platform is meant to be a “very robust and cost-effective, very worry-free solution for municipalities and entrepreneurs,” Luke says. Parts of the system can be licensed separately or packaged as a turnkey solution that can be deployed in as little as two weeks.
The company describes GoShare as a “mobility solution.” When asked if this means the platform can be used for other electric vehicles, including cars, Luke says “just think of us as batteries and a motor.”
“It’s just like computers and processing ram,” he adds. “It can be any form factor. It just happens to be that the two-wheel form factor is the one we’re working on and focusing on at the moment.”
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Pod Foods gets VC backing to reinvent grocery distribution
Larissa Russell and Fiona Lee founded a cookie startup called Green Pea Cookie in 2014. The cookies were 100% natural, vegan and “handcrafted with love.”
The company failed, but not because the cookies weren’t selling. The business couldn’t keep up with the antiquated wholesale food distribution system’s steep costs. Two incumbent players, United Natural Foods Inc. and KeHE Distributors, essentially controlled its only pathway to grocery stores across the country. So the founders shut down Green Pea and focused their efforts on building the tool Green Pea had needed to survive: Pod Foods, a distribution and logistics platform for emerging food brands.
“We were like so many other young entrepreneurs,” Russell, Pod Foods’ chief executive officer, tells TechCrunch. “I had studied government and economics and did the cookie company because I wanted to create something better for the world but we realized there was a much bigger issue at hand and it wasn’t enough to solve for the end product, we needed to solve for the way the product reached consumers.”
Pod Foods co-founders Fiona Lee (left) and Larissa Russell
“The distribution system hasn’t evolved since World War II,” Lee adds. “For so many years, there’s been little evolution in this space, even since the advent of technology and the internet.”
Today, Pod Foods is announcing a $3 million seed round led by Moment Ventures, with participation from M12 and Unshackled Ventures to fuel the growth of its software and data-enabled platform. The capital follows a $250,000 pre-seed investment from Unshackled, a venture capital firm that invests in immigrant founders and, if necessary, helps them navigate the complex visa process.
Lee immigrated to the U.S. from Singapore five years ago to double down on Green Pea Cookie. Her business partner, Russell, had been handling operations in the U.S. while she helped build the business from her home country. With Pod Foods up and running, the founders now have the opportunity to bring Green Pea back from the dead. Instead, they tell me their focus and efforts are entirely on scaling their B2B software upstart. Green Pea is gone for good.
Pod Foods is an end-to-end platform that connects retailers with manufacturers, facilitating the overly complex wholesale-food distribution market. The startup works with a third-party network that handles both fulfillment and logistics to create a tool beneficial to emerging brands, big retailers and consumers. The company charges retailers on a subscription basis and takes a cut of each transaction. The end goal is to simplify an age-old process, allow startup brands the opportunity to sell products inside big retailers and make great products accessible to customers at a lower price.
The San Francisco-based startup has launched in the Bay Area and Chicago. Currently, it’s working with 350 food brands and 100 retailers. With a fresh funding deal, Pod Foods plans to scale 10x in the next 12 months.
“We want to change the way food is distributed,” Russell said. “We want to turn [the system] on its head so the consumer can get what they would like to buy in retail stores at an affordable price.”
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Google Uses Hangouts As A Virtual Genius Bar To Sell Google Devices
In 2013, Google expanded its Hangouts video conferencing service into a commerce platform called Helpouts, where people buy and sell services like cooking or technical advice via live video. Now Google is transplanting a free version of that into its own business to help with sales of its products. It is now running a live video chat service for would-be buyers of Google smartphones,… Read More
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