B2B buyers are spending more online this year, but not by much, a new survey from Digital Commerce 360 and Forrester Research says.

B2B buyers are more pleased than not when it comes to grading the quality of their online purchasing experience. But the results of a new survey from Digital Commerce 360 and Forrester Research also show that while business buyers are spending more this year over last year, it’s not by a big amount.

Getting a better online user experience from sellers that makes their jobs easier and more efficient to perform is a big top-of-mind topic with buyers today. And so far, buyers are content with the digital customer experience sellers are dishing up. The survey of 150 buyers finds that 36% of buyers graded their experience as an A when asked: Thinking about your last few purchases you made online for business, how would you grade the overall experiences when researching and buying from these B2B sites?

That compares with 49% that graded their experience a B, 14% a C and 1% a D. For many buyers, a better user experience means the seller’s ecommerce site has the products, pricing, and related product selections they need to make an informed purchasing decision and then the ecommerce and order management tools to make placing the order fast, easy, and convenient.

Digital-first customers are becoming the norm for more B2B selling organizations these days. But perhaps as a sign of the economic times, even digital-first customers aren’t being overly capricious in their spending. The Digital Commerce 360 and Forrester Research reveals 79% of buyers are spending only somewhat more (50%) or keeping spending the same (29%).


Only 19% of buyers expect to significantly increase spending, according to the survey.

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