This calls for more communication to tailor the purchase to the customer's requirements,7 making a one-size-fits-all approach less useful. B2B platforms thus focus much more on providing straightforward, useful information and more finely-honed customer service. The enterprises involved in these transactions tend to be larger in size, such as online retailers selling medical equipment to hospitals. In the former, the platform acts as a facilitator for multiple retail companies, each managing its own inventory, while the platform itself owns none.