Abstract
B2B marketplaces are experiencing a powerful resurgence, promising to simplify global sourcing amid increasing geopolitical tensions, trade tariffs and growing supply chain disruptions. However, managers strive to replicate B2C success stories but misjudge unique B2B scaling challenges. Drawing on two pioneering B2B marketplaces, we highlight how B2C platform thinking leads managers into latent scaling traps. Our cases underscore the importance of setting a viable focus, deliberate product building, as well as physical selling and right-touch service to establish and scale B2B marketplaces in traditional industries.