Business Model (BM) Transformations in Business-to-Business (B2B) Digital Multimodal Logistics Platform Ecosystem: Insights from Prospective Marketplace Sellers and Buyers

Abstract

Digitalization and sustainability imperatives are transforming the logistics industry; however, the evolution of business models (BMs) in emerging business-to-business (B2B) digital multimodal marketplaces has not been thoroughly explored. This study investigates how one of the first B2B digital multimodal marketplace ecosystems – designed to calculate emissions and promote more sustainable logistics services – might affect the BMs of sellers and buyers. We used a qualitative research design based on the Business Model Canvas (BMC). To gather data, we analyzed the current (AS-IS) and future (TO-BE) BMs. Additionally, we created detailed questionnaires structured around the BMC framework, which were completed by representatives from seller and buyer actor groups. A hybrid deductive-inductive coding approach allowed us to integrate the established BMC framework with emergent themes. Our analysis reveals significant potential transformations in the key activities, followed by potential changes in key resources, channels and revenue streams. Most BM changes centre on adding emission calculation as a new value-proposition element, which in turn triggers adjustments in the other BMC blocks. These insights deepen the theoretical understanding of how digital logistics marketplace ecosystem might drive BM transformation, while also highlighting the anticipated challenges, risks, and necessary adjustments managers in the logistics industry should address when integrating a digital marketplace ecosystem. This study is one of the first to analyze likely changes in the BMs of companies adopting a B2B digital logistics platform ecosystem. Additionally, it is the first to explore a multimodal and environmentally conscious platform ecosystem.