WHAT DRIVES MARKET TRANSACTIONS IN B2B EXCHANGES?

This article focuses on digital marketplaces. Many digital marketplaces have failed in recent years because managers have not been able to exploit the potential of digital interconnections between businesses. The author conducted surveys on a sample of 45 European Union exchanged and his data reveals a strong positive relationship between the revenue of B2B exchange and the share of that revenue derived from transaction fees. Marketplaces that count mainly on revenue sources such as subscriptions, advertising, and non-exchange services face even more difficulties on the path to growth.