B2B E-Commerce Is the Bigger Market. Its VAT Neutrality Is Largely a Fiction

E-commerce is often presented as a consumer story. We talk about marketplaces, brands, influencers, apps and shopping carts. But by value, the bigger market is B2B: global B2B e-commerce reached over $28 trillion in 2024 and is projected to hit $36 trillion by 2026, roughly three to four times the size of B2C. The reason B2C dominates the conversation is …

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