One of the defining challenges for any B2B platforms is maintaining liquidity — the delicate balance between supply and demand. Growth stalls quickly if one side of the marketplace consistently outpaces the other, making it critical for founders to first diagnose whether their platform is supply- or demand-constrained.
The answer lies in metrics. Indicators such as buyer-to-supplier ratios, fill rates, supplier utilisation, repeat purchase rates, and GMV per supplier reveal where friction exists and where focus is required. These signals should directly inform strategy, not just reporting.
For supply-constrained marketplaces, a market-node strategy can be highly effective: concentrating supply and demand in specific geographic regions, verticals, or service categories until liquidity is achieved, before expanding further. For demand-constrained platforms, a site-satellite strategy — building focused, niche demand funnels around a core platform — can unlock targeted growth through better SEO, clearer positioning, and higher conversion.
There is no one-size-fits-all playbook. The most successful marketplaces translate liquidity metrics into deliberate growth strategies, supported by data, experimentation, and increasingly AI-driven forecasting. Mastering this balance is not just about growth — it’s what turns a marketplace into durable infrastructure.
🔗 Full story: https://medium.com/verb-ventures/balancing-supply-and-demand-in-b2b-marketplaces-strategies-to-drive-growth-a7bacfb3e346