3 Types of Reseller Platforms to Boost Your B2B Sales

You've got a fantastic B2B product, but let's face it – getting it into the right hands can be a struggle. 

You need a sales strategy that's effective, efficient, and dare we say, even a little bit fun?

Enter reseller platforms.

These digital tools easily connect you with business partners, buyers, distributors who are interested in reselling your product or service.

No more awkward cold calls or fruitless networking events.

Ready to take your B2B sales to the next level? 

This is a roadmap to help you get a better view of the digital landscape around B2B reseller platforms. 

We'll explore 3 types and how they can help supercharge your sales, simplify your operations, and build stronger partnerships. As a B2B reseller, understanding these reselling platforms is crucial for your success.

What is the Reseller Business Model?

At its core, a reseller buys products or services to sell them, not to use them. 

Essentially, a reseller sales products or services at a price higher than they purchased it. 

This strategy is crucial for widening distribution and accessing broader markets without producers having to sell directly. 

Resellers come in various flavors, let’s unpack the 3 most common ones: 

• Retailers: They sell products directly to end consumers, often in smaller quantities, and may offer a curated selection of products from various manufacturers. 

• Distributors: These resellers buy products in bulk from manufacturers and sell them to retailers or other businesses, often providing logistics and storage services

• Value-added resellers: They enhance the original product with additional features, services, or support, then resell the bundled solution to end customers. 

Each of these bring unique value based on their operations and service enhancements.

Key to the reseller model is the relationship with the manufacturer or service provider, typically framed by agreements that set pricing, sales targets, and other rights. 

Resellers gain from selling sought-after products, supported by marketing, product info, and sometimes even training from the original provider.

From tech to consumer goods, the reseller business model is adaptable across market sectors. In fact, by 2025, Gartner research says, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels. 

All it takes is the specialization, meeting specific customer needs and of course, the right reselling platform.

What is a B2B Reseller Platform?

Let’s get the basics out of the way first, think of B2B reseller platforms as the bustling marketplaces of the digital age, crucial for swapping goods and services between businesses. 

B2B reseller platforms are the gears that keep digital commerce running smoothly. 

At their core, these platforms are built to handle the essentials — buying, selling, and managing transactions digitally, fast and without much hassle.

And no, these aren't just websites; they're entire ecosystems designed to streamline everything from procurement to payments. Keep in mind, a well-designed reselling platform can revolutionize how you do business in the B2B space.

However, B2B reseller platforms differ significantly from their B2C counterparts.

B2B resellers face inherently more complex processes, with requirements varying greatly depending on the industry and type of goods being sold. This complexity necessitates flexible and tailored solutions that can adapt to the unique needs of each B2B transaction.

Horizontal or Vertical?

The differentiation between platforms often comes down to their orientation.

Horizontal platforms offer broad solutions designed to serve a wide array of industries, with general tools that apply to many business types. Think of Alibaba, for example. 

In contrast, vertical platforms are tailored to specific industries, providing specialized services and features that cater directly to the unique needs of those sectors.

The level of integration also sets these platforms apart. 

Some stick to arranging transactions, others go all-in, managing everything from payment processing to shipping and inventory management, and some are designed as partner portals where you can build a community for B2B resellers to access resources, exchange knowledge and get the training they need. 

This variety allows businesses to pick a platform that matches their needs, whether they're looking for a simple interface or a comprehensive business solution.

How to Tell Reseller Platforms Apart?

Understanding the differences between marketplaces and reseller platforms is key to finding the best option for your business. Each reselling platform we will discuss above has its unique features and benefits, catering to different business needs and strategies.

Deciding where your business fits on this spectrum can greatly influence your scalability and operational costs. 

To help you navigate through this diverse landscape, we chose 3 types of reselling platforms and came up with this simple framework to help you understand them better as you read through this article:

• ‘Who is the reseller?’: Aims to identify whether you or another entity is selling the products.
• ‘Who owns the platform?’: Is this platform fully yours? Determine the ownership of the platform to understand the control and responsibility dynamics.
• ‘What is the role of the reseller platform?’: Clarifies whether the platform acts merely as a facilitator or if it plays a more active role in transactions and customer interaction.

This aims to make roles and responsibilities clearer, aiding in your strategic decision-making process as you select the ideal platform for your business operations.

With that being said, let’s discuss the 3 most popular types of reseller platforms. Each of these reselling platform types offers distinct advantages, so it's crucial to understand which one aligns best with your business model. 

3 Popular Types of Reseller Platforms

Third-Party B2B Reseller Platforms

Who is the reseller?: You are the reseller, utilizing the platform to reach a broad audience.

Who owns the platform?: In this model, you’re not the platform owner, the company behind the platform is.

What is the role of the reseller platform?: Third-party platform serve as a facilitator, handling logistics and providing data insights to support your sales efforts. Some can help you with sourcing, others can help you with reselling.

Jumpstarting your B2B reseller business in this day and age has never been easier, thanks to third-party reseller platforms. 

With well-known hubs like Alibaba or Amazon Business, you gain instant access to a much later commercial environment primed for buying and reselling.

These platforms are perfect for B2B resellers eager to focus on making sales and growing their customer base without the burden of managing backend logistics. When choosing a third-party reselling platform, consider factors like user base, fees, and integration capabilities.

We can further divide third-party B2B reseller platforms in sourcing and selling, depending on their function. 

Let’s explore this further. 

The sourcing:

Alibaba is a prime example of a sourcing platform, where resellers can purchase products directly from manufacturers or factories in wholesale quantities. This type of platform allows resellers to explore a vast array of products, connect with suppliers, and even opt for white-labeling opportunities to sell products under their own brand name.

Platforms like San Francisco–based Faire, are also similar, where an online wholesale marketplace is set as a platform connecting brands (suppliers) to retailers at a wholesale level.

The selling:

Amazon Business exemplifies a selling platform, providing resellers with a ready-made B2B marketplace to list and sell the products they've sourced from manufacturers. These platforms offer resellers exposure to a broad customer base and often handle backend logistics, allowing them to focus on marketing and sales.

These platforms are a boon for all types of resellers, from entrepreneurs just getting started to more well-established enterprises. 

But what if you want to create your own online B2B marketplace platform? Then the next type of reseller platform might be the right solution for you.

Branded B2B Reseller Platforms

Who is the reseller?: You are the reseller, with the freedom to define how your platform operates and interacts with business customers.

Who owns the platform?: You own the platform, enabling full control over its development and the direction of your business.

What is the role of the reseller platform?: The platform serves as your enterprise hub, facilitating trade while allowing you to build and customize its features as your business evolves, ensuring it always meets your strategic needs.

Taking charge of your own B2B reseller platform means steering your business exactly where you want it to go, offering you unparalleled autonomy and the ability to craft a distinctive presence in the market. A branded reselling platform becomes an extension of your business identity, setting you apart from competitors.

Companies like Spryker, for example, provide technology that businesses rely on to build their own e-commerce platforms. 

They enable businesses to create highly customized shopping experiences in B2B, Enterprise Marketplaces, Unified Commerce, and B2C that can handle complex business requirements, like managing different pricing structures for different customers or integrating with other business systems. 

When you choose to build your platform, you decide the business model that aligns best with your vision.

This approach is ideal for resellers who desire not just to participate in the market, but to shape it. 

But having that kind of freedom comes with advantages and disadvantages. 

Let’s talk about them.

The advantages:

Owning your platform allows you to cultivate a specialized community around the products or services you’re reselling, enhancing your brand identity and creating deeper ties with your customers. 

You have complete control over your data and user interactions, ensuring greater security and compliance with industry standards, such as GDPR. 

This also enables you to leverage data to make strategic decisions and improve B2B relationships. Additionally, this type of platform gives you the flexibility to scale and evolve your business operations as you grow, adapting seamlessly to your changing needs.

Take for example our customer Deutsche Telekom, they used LoftOS to create a successful B2B reseller platform and startup program called TechBoost, where they connect its business customers to startup solutions.

They're a critical middle man helping startups get access to a larger network of customers, while simultaneously providing corporates access to innovative solutions from over 750 verified B2B startups to become more digitally agile. 

They take advantage of LoftOS' highly customizable business matchmaking system to pair corporate challenges with suitable startup solutions.

The Disadvantages

Building your own branded B2B reseller platform comes with its own set of challenges. Unlike third-party platforms that come with built-in trust and credibility, you'll need to work harder to establish trust with your target audience. 

Also, you may not have access to the same network effects that third-party platforms enjoy, making it more challenging to attract and retain users. 

Owning your platform also means you're responsible for ongoing maintenance, updates, and ensuring the platform remains secure and functional. 

However, using a no-code platform like LoftOS can help mitigate some of these challenges, allowing you to build and scale your platform as you grow without requiring extensive technical expertise or relying heavily on IT departments.

Reseller Partner Management Platforms

Who is the reseller?: In this model, partners are the resellers of your product. You use the platform to manage and optimize your partnerships efficiently.

Who owns the platform?: The platform is typically owned and operated by companies specializing in partner management solutions. These companies offer their platforms as Software as a Service (SaaS).

What is the role of the reseller platform?: The platform acts as a command center, enhancing your ability to manage partnerships through automation, centralized data insights, and advanced communication tools, all designed to foster successful collaboration

This reseller platform type is for businesses keen on cultivating and managing numerous partnerships, partner management platforms provide a structured and efficient way to oversee marketing, distribution, and product collaborations. 

A robust reselling platform in this category can significantly streamline your partner relationships and boost overall efficiency.

Partnership management platforms like Impartner, and Kiflo specialize in simplifying the intricacies of partner relationships, ensuring smooth collaboration and effective communication with B2B reseller partners. 

These tools are a must for companies that depend on a robust partner ecosystem to broaden their market presence and influence.

One of the most compelling features of these platforms is the unified dashboard, which centralizes all partner interactions. 

This not only makes management easier, but also offers crucial data insights, helping you make well-informed decisions about your partnerships. 

This reduces manual efforts and frees up your time for more strategic activities.

On top of that, maintaining strong partnerships requires effective communication, and these platforms excel by providing advanced tools that ensure clear and consistent communication between all parties, aligning everyone with the business goals.

Benefits of Using a Reseller Software

Reseller platforms offer a world of advantages for businesses looking to expand their reach and boost sales. A well-chosen reselling platform can be the catalyst for exponential growth in your B2B operations.

These platforms streamline operations, connect you with a vast network of potential customers, and provide valuable insights to help you make informed decisions. 

Whether you opt for a third-party platform, create your own branded hub, or utilize partner management tools, embracing the digital realm can definitely revolutionize your B2B sales strategy.

Choosing a B2B Reselling Platform

Choosing the right reselling platform doesn't have to be overwhelming. 

Consider your business goals, target audience, and desired level of control when making your decision. 

While LoftOS may not be the perfect fit for every type of reseller platform, it excels in helping you build your own branded reseller ecosystem and even a community-based partner management platform.  

As a no-code platform, LoftOS empowers you to fast-track your digitalization efforts without the need for extensive technical expertise. 

You can be your own developer, creating and customizing your platform to suit your unique business needs without waiting on slow IT departments dealing with a backlog of tasks.

Jumping aboard the no-code trend can even help you slash software development costs by up to 80%, making it an affordable and accessible option for businesses of all sizes.

With LoftOS, you can create a thriving community around your products or services, streamline your operations, and unlock new growth opportunities. Our user-friendly interface and powerful features make it easy to build and scale your platform as your business evolves.

You can get started with our Reseller platform software template. Why not give it a try for free and see how it can transform your B2B sales?