The Digital Distance Report is an independent research study conducted by Forrester Consulting, commissioned by Sana Commerce. It examines why B2B buyers are losing confidence in digital channels — and what the data says sellers need to do to become their buyers' go-to choice. Download the report to see the full findings.

It's designed for B2B sales, e-commerce, and operations leaders in manufacturing, distribution, and related industries who want to understand why their web store may not be performing as expected — and what the data says about fixing it.

Digital distance is the gap between what B2B buyers expect from an online channel and what most web stores actually deliver. It shows up in three ways — operationally, commercially, and emotionally — and each one quietly costs sellers revenue. The report breaks down exactly how.

The report reveals how B2B buyers behave when digital experiences fall short, what the most common gaps are across 335 surveyed organizations, and which steps are most effective at closing them. It's built for leaders who want research-backed answers, not generic advice.

The report identifies three types of digital distance: operational (systems out of sync, no real-time pricing or inventory), commercial (friction that stops buyers from completing purchases), and emotional (data that looks right but doesn't feel trustworthy enough to act on). When any of these gaps exist, buyers hesitate, double-check, or switch to a competitor or unauthorized seller — directly costing manufacturers and distributors revenue.