Concepts, Characteristics and models of b2b ec Direction of trade vertical marketplaces Markets that deal with one industry or industry segment(e.g, steel, chemicals) horizontal marketplaces Markets that concentrate on a service. materials or a product that is used in all types of industries(e. g office supplies, PCs) Electronic Commerc Prentice Hall 2006Electronic Commerce Prentice Hall © 2006 12 Concepts, Characteristics, and Models of B2B EC – Direction of Trade vertical marketplaces Markets that deal with one industry or industry segment (e.g., steel, chemicals) horizontal marketplaces Markets that concentrate on a service, materials, or a product that is used in all types of industries (e.g., office supplies, PCs)