In recent years, the B2B foodservice market has undergone major transformation, driven by the digitalization of supply chains and the adoption of new, more efficient, and sustainable purchasing models. According to the latest analyses, the global value of transactions managed through B2B digital platforms reached approximately $45 billion last year and is expected to exceed $75 billion by 2033, with an estimated compound annual growth rate (CAGR) of around 6%.

This trend directly involves food producers and distributors, who are increasingly supplying restaurants, hotels, catering chains, and professional kitchens with fast, traceable, and customized solutions.

Digitalization and new supply models

The latest report by Business Research Insights shows that supply-chain digitalization has boosted procurement efficiency by 47%, with over 60% of companies now operating through B2B platforms. The integration of digital systems enables smoother order management, real-time traceability, and a significant reduction in logistics errors.

At the same time, new distribution models are emerging - from digital platforms that connect suppliers and professional buyers to automated supply services designed to streamline recurring foodservice purchases. These solutions enhance scalability and predictability in order management.

Rising demand for fresh, local, and sustainable products

One of the most relevant shifts concerns B2B buyers' purchasing behavior: demand for fresh, locally sourced, and niche products continues to grow, driven by increasing attention to health and sustainability.

Within the fresh food category - which international reports define as fruit, vegetables, fresh fish, and other unprocessed products - the B2B channel now accounts for 41% of total sales. It is followed by dairy products (26%) and meat and poultry (19%), each representing distinct segments in terms of supply chain and distribution.

The plant-based segment is also expanding rapidly within B2B: recent data show that 58% of foodservice companies have increased their purchases of plant-based alternatives in recent years, driven by the demand for more sustainable menus and greater variety. Meanwhile, over 60% of buyers prefer suppliers that apply sustainability criteria and traceability systems throughout the entire supply chain.

Technology adoption and smart automation

Emerging technologies are reshaping how producers and distributors manage their networks. For instance, the use of Artificial Intelligence-based tools for inventory control, demand forecasting, and order optimization has increased by 46%.

At the same time, blockchain traceability systems have risen by 33%, strengthening transparency and trust between suppliers and customers.

As discussed below, B2B platforms enhance efficiency and reliability by optimizing supply processes, particularly when integrated with advanced analytics and forecasting tools that further improve management performance.

Among their main advantages, real-time inventory monitoring and demand forecasting allow companies to cut waste and operating costs while responding faster to foodservice market needs.

How B2B digital platforms work in the food and foodservice industries

A B2B digital platform - within foodservice-oriented distribution - is a digital environment (B2B e-commerce, dedicated portal, marketplace, or system integration among operators) that enables transactions, coordination, visibility, and data exchange among players along the chain - producers, distributors, foodservice operators, and logistics providers.

The key components a B2B platform may include are:

• product catalog and dynamic price lists with customer-specific negotiated pricing

• ordering tools (reorders, recurring or scheduled orders)

• integration with management software, ERP systems, and warehouse operations

• real-time visibility of inventory, deliveries, and order tracking

• analytical and forecasting dashboards for data-driven decisions

• collaboration, negotiation, and new-supplier accreditation modules

• payment, commission, and invoicing management

• quality control, compliance checks, and periodic audits to ensure transparency and reliability

• API interfaces and interoperability with other systems (logistics, partners)

• marketplace / aggregation models (see below)

In practice, the platform becomes the digital infrastructure that connects different stakeholders, facilitating order exchange, data sharing (inventory, forecasts), and delivery coordination.

Main types of B2B digital platforms in foodservice

Several digital-platform models are available to food-industry operators, particularly for foodservice procurement. The main ones include:

• Proprietary B2B e-commerce
  An online portal managed directly by a producer or distributor for professional clients. It enables real-time ordering, personalized pricing, promotion management, and ERP integration.

• Vertical B2B marketplace for foodservice
  A platform connecting multiple suppliers and buyers within the food sector, operating as a marketplace. It offers buyers a wide product range and gives producers / distributors an additional visibility channel, though it requires strict supplier selection and management to guarantee quality and reliability.

• Hybrid marketplace or "virtual warehouse"
  A distributor aggregates stock from multiple suppliers into a virtual warehouse. This broadens the assortment without increasing physical inventory but requires tight logistical coordination and continuous stock updates.

• Direct B2B portals with advanced functions
  An evolution of proprietary e-commerce with automatic reordering, dynamic discounting, credit management, and demand forecasting. These systems integrate data and processes to optimize relationships with professional clients.

• Marketplace with mixed sales (host + direct seller)
  The company acts both as a direct seller and as the marketplace operator, allowing third-party suppliers to list complementary products. This expands the catalog and builds buyer loyalty through a single platform.

• Centralized e-procurement platforms
  Used by restaurant groups, hotels, or chains to digitally manage purchasing processes, contracts, and aggregated orders. They improve negotiation power and traceability while lowering administrative costs.

• Sales-enablement solutions for sales teams
  Mobile apps and software that allow sales agents to enter orders directly at client sites, synchronize them with warehouse systems, and view promotions or updated data in real time.

A well-designed platform should simplify day-to-day operations, strengthen customer relationships, and provide greater control and transparency across the entire supply process.

Beyond feasibility and cost assessment, companies must also consider compatibility with internal systems (ERP, warehouse, accounting), logistical capacity to ensure fast delivery, and the impact on commercial workflows. Equally important are product-data quality, staff training, and information security.

Operational challenges and critical issues

Despite the promising outlook, the sector still faces some challenges. About 54% of small restaurant businesses report logistical difficulties, while nearly half encounter issues integrating digital systems with their suppliers. Added to this are pressures from higher transport and raw-material costs, as well as the risk of supply-chain disruptions.

To overcome these barriers, food companies must invest not only in technology infrastructure but also in employee training and in strengthening logistics partnerships.

Strategic implications for producers and distributors

The expansion of B2B foodservice opens major opportunities for those able to adapt to new market models. For producers, this means strengthening their position in the professional channel with a focused offer - high-quality, sustainable, and value-added - while ensuring reliable, fully digital delivery processes. For distributors, the priority lies in developing efficient, data-driven digital platforms for order and supply management, equipped with traceability tools that build trust among buyers.

In recent years, the pursuit of operational efficiency and flexibility has accelerated the sector's digital transformation and encouraged a deeper focus on resilience and reliability across B2B supply chains.

Relationships between suppliers, distributors, and operators are evolving toward collaborative models where technology supports data sharing, waste reduction, and a more transparent, customized service offering.

For food companies, the key challenge is to rethink their business model in digital and relational terms. In a growing market, success will depend on combining managerial innovation, efficiency, and quality while building long-term partnerships with professionals in the restaurant and hospitality industries.