B2B buyers follow a multi-dimensional path on their journey to researching and purchasing goods and services for their organizations, and for sellers, the key to sales success is offering customers a digitally driven omnichannel road map to follow.
Before the COVID-19 pandemic, buyers did business through channels including email, phone, trips to the store, branch, or distribution center, and online at a seller’s ecommerce site or login portal.
Now, buyers may use more than 10 channels to transact business with a B2B seller. And more of these transactions begin and end online.
B2B sellers prioritize omnichannel experience
Today, 53% of companies that took part in a 2023 B2B buyers survey from Digital Commerce 360 and Forrester Research make an online purchase daily or multiple times over a business day.
Getting a better online user experience from sellers that makes their jobs easier and more efficient to perform is a top-of-mind topic with buyers today. And so far, buyers are content with the digital customer experience sellers are dishing up.
The 2023 survey of 150 buyers by Digital Commerce 360 and Forrester finds that 36% of buyers graded their experience as an A. That response came when the survey 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? By comparison, 49% of buyers 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. It can also mean having the ecommerce and order management tools to make placing the order fast, easy, and convenient, the B2B buyer data shows.
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