The rapid growth of digital technologies has significantly transformed business transactions across industries. Business-to-Business (B2B) e-commerce platforms have emerged as an effective medium for connecting buyers and suppliers through digital channels. Among these platforms, IndiaMART has established itself as one of the leading online marketplaces in India. This study investigates the factors influencing customer preference towards online B2B platforms with special reference to IndiaMART. The research focuses on variables such as pricing, product quality, supplier trustworthiness, reviews and ratings, platform usability, customer support, and company reputation. Primary data were collected from 115 respondents using a structured questionnaire. Statistical tools including percentage analysis, correlation analysis, regression analysis, ANOVA, and Chi-square tests were utilized for data interpretation. The findings reveal that platform usability, trust, product quality, and competitive pricing significantly influence customer preference and satisfaction. The study concludes that customer-centric improvements and enhanced platform features can strengthen customer loyalty and encourage long-term platform usage.