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How to meet B2B buyers’ demand for (better) e-commerce
For this 2019 report, we commissioned Sapio Research to survey 560 B2B buyers who purchase from manufacturers, wholesalers and distributors.
In the report, we review the role of and demand for e-commerce in the B2B buying process. We look into B2B buyers’ behavior and their current and future needs. We then advise you on how best to meet these needs — and explain how your business can also benefit.
Use these B2B buyer statistics and insights to better understand your B2B buyer persona, stay ahead of trends and gain a competitive edge during the buying decision process.
Our research found that, although 75% of product purchases are already made online, buyers are still not buying as much online as they’d like. While 30% of B2B buyers would prefer to purchase at least 90% of products online, only 19% are currently doing so. Therefore, companies must do more to meet this growing demand for B2B e-commerce.
But is meeting this demand as simple as offering buyers the ability to buy online? Or is there another reason why they are not buying more online? And how will B2B buying behavior change in the future?
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Understand your B2B buyers’ behavior and priorities to better meet their needs during the buying process:
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Understand B2B buyer behavior during the purchase process to gain a competitive edge:
Get advice on how to be selected as a vendor during the B2B buying process in our 2019 report.
For this report, we surveyed professional buyers from the North America (U.S. and Canada), UKI (U.K. and Ireland), DACH (Germany, Switzerland and Austria) and Benelux (Belgium, Netherlands and Luxemburg) regions; and from sectors including automotive parts, building materials, electronics, medical supplies and food & beverage.
Some of the key differences that emerged between the different B2B buyer personas include:
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B2B buyers are also consumers accustomed to sleek B2C online buying experiences. Therefore, an optimized customer experience, in line with modern B2C shopping experiences, is essential during the B2B online buying process.
What aspects of their online consumer experience (B2C) are buyers looking for in their B2B customer experience? Our respondents indicated that ease and speed are key. See page 11 of the report for statistics on B2B buyers’ online customer experience priorities broken down by industry and region.
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