B2B ecommerce seems to have settled into a familiar pattern with business buyers.
In-person sales is no longer the top revenue-generating channel among B2B organizations that offer ecommerce as an option, according to a new report from McKinsey & Co. Ecommerce is now on top, with more than one-third of revenue coming from this channel for those that offer it.
Ecommerce generates the most revenue among B2B sales channels
Meanwhile, in-person revenue has dropped five percentage points year over year. Customers’ comfort with remote and self-serve spending has jumped, notably for orders of more than $500,000, McKinsey says.
“The B2B landscape is undergoing significant transformation,” McKinsey says. “Fueled by rapid integration of digital technologies, sellers continue to invest, innovate, and experiment with how they present their offerings. Their B2B customers are shifting toward consumer-like purchasing behavior. They’re also demanding a much more sophisticated buying experience and are willing to walk away if they don’t get it.”
B2B buyers tend to fall into three categories, according to McKinsey’s 2024 B2B Pulse Survey, which surveyed 3,942 B2B decision makers across the United States and 12 other countries.
Three B2B buyer categories
- Adapters. 44% of respondents are highly relationship oriented. While willing to try new channels, they tend to stick with patterns they are familiar with and are slow to try new experiences, channels, and suppliers, even when the status quo is less than satisfactory.
- Innovators. 20% of respondents are at the forefront when it comes to newer technologies, including using generative artificial intelligence (AI) to research suppliers. They are highly likely to be on all digital channels.
- Seekers. 36% of respondents demand a seamless omnichannel experience. If they don’t get it, they are quick to seek out a new supplier. They are also prepared to spend big online.
“Even among the diverse preferences and levels of comfort across the three archetypes, all B2B decision makers show a willingness to adopt higher-quality interactions and more advanced digital solutions,” McKinsey says.
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