3.5 minutes

"A majority of B2B buyers are having generally negative experiences with ecommerce websites,” according to a report from Logik.io analyzing more than 500 B2B ecommerce websites.

B2B buyers want a better digital user experience from sellers.

But a new study and analysis of 527 B2B ecommerce sites from Logik.io suggests many B2B sellers are not delivering what B2B buyers want. Logik.io is a digital technology provider founded in 2021 for configurating, discovering and recommending products online.

B2B buyers share their digital experiences

Consider these metrics from Logik.io:

  • More than one-third of buyers said their experience was worse than they expected.
  • Only 3.1% of B2B websites offered a guided buying experience for product discovery.
  • 6 in 10 B2B ecommerce websites delivered a negative experience.
  • 8 in 10 B2B websites did not enable buyers to complete transactions online.
  • More than 80% of B2B websites provided no product configuration options for buyers.

“While many ecommerce websites have room for improvement, opportunities abound for the companies that push to elevate their strategies, tech stacks, and customer experiences,” according to the report.


The report shows that only just over one-third (35.7%) buyers find their user experience on a B2B seller website to be somewhat or very positive.

“We found that a majority of B2B buyers are having generally negative experiences with ecommerce websites,” according to the report. “The average score across all 527 website assessments we conducted was 39.9 out of a possible 100.”

In general, B2B buyers don’t encounter too much difficulty finding products on ecommerce websites, the report says.

“Across all 527 assessments, we found that a majority of buyers can find the products they are looking for fairly quickly,” according to the report. “Buyers found the products they were looking for in less than 90 seconds on nearly three-quarters (73.9%) of the websites we assessed.”


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