If you frequently shop online, you likely have a few favorite sites you always turn to. Platforms like Amazon, Yodobashi, Yahoo!, and Rakuten are incredibly user-friendly for members, so most people tend to visit those sites first, search for what they need, and make their purchase.
But what about B2B?
When searching for a reliable partner for a large project, sourcing materials for manufacturing, or hiring a specialist like a lawyer, accountant, or social insurance consultant, how do companies typically go about it?
While there are specialized portals and matching sites for various industries where you can compare options and request quotes, many people start with Google. It’s common to enter keywords into the search bar and compare companies based on their websites rather than immediately turning to a niche portal or matching site—unless they already regularly use one.
This suggests that, unlike personal shopping, the use of dedicated matching sites to find new B2B suppliers is relatively limited. These sites were likely more relevant when search engines like Google weren’t as sophisticated, and company websites lacked detailed information. But in today’s world, where search engines are powerful and company websites offer extensive resources, the role of business matching sites is evolving.
To remain relevant, these platforms need unique features that attract and retain users. They must offer a level of usability and convenience that makes businesses prefer them over search engines—similar to how top shopping sites like Amazon and Yahoo! dominate personal shopping.
