B2B digital buyers are doing a lot of purchasing online these days — about $1.6 trillion annually based on a Digital Commerce 360 projection. But even if they are spending more to acquire goods and services through digital sales channels, B2B buyers are picky — and not always happy with the sellers they deal with, says new research from consultant firm Avionos.
A new survey of digital buyers from 150 companies finds that 97% of online buyers experience some sort of pain point during the ecommerce purchasing process. And 94% of B2B buyers agree their company prefers to work with suppliers that continuously evolve their digital capabilities.
“B2B buyers harbor high expectations for buying experiences and supplier relationships,” Avionos says. “Unfortunately, those expectations are not always being met.”
In 2022, 89% of B2B buyers say they have made an online purchase since March 2020, according to the survey. Among those buyers, half (49%) plan to make over 50% of purchases for their company this year online, and another quarter (27%) plan to make between 26% and 50% of their purchases online this year, Avionos says. When purchasing online, B2B buyers continue to embrace digital solutions and turn to tried and true options like Google and suppliers’ own interfaces. That’s how B2B buyers begin the process of making purchases for their company, too.
“These trends indicate that findability and consistent experiences across channels remain key factors in keeping buyers happy and earning long-term loyalty,” Avionos says.
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