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A significant 87% of Millennial and Generation Z buyers (born in 1981 or later) report dissatisfaction in at least one area, compared to 73% of older buyers (Generation X and Baby Boomers, born before 1981).

Digital B2B buyers are a demanding audience with elevated expectations and little tolerance for underwhelming digital sellers.

As traditional business purchasing continues to shift from analog and manual processes to online platforms, buyer dissatisfaction is on the rise, according to new research from Forrester.

3 insights on B2B buyers from Forrester

Dissatisfaction is highest among younger buyers. A significant 87% of Millennial and Gen Z buyers (born in 1981 or later) report dissatisfaction in at least one area, compared to 73% of older buyers (Gen X and Baby Boomers, born before 1981).

Purchasing stalls often stem from internal challenges. While budget and pricing are often cited as reasons for delayed purchases, deeper analysis reveals underlying internal issues. For enterprise buyers (1,000+ employees) or organizations making large purchases ($1 million+), challenges include:

  • Navigating complex purchasing processes
  • Managing competing priorities
  • Resolving overlapping technologies and contracts
  • Financial negotiations
  • Gathering sufficient data to support a business case

Buying decisions involve multiple stakeholders. On average, 13 people within an organization participate in a purchasing decision, and 89% of purchases require input from two or more departments.

Forrester’s report highlights a critical need for change.

“The B2B buying process is broken, leading to frustration and inefficiencies for both buyers and providers,” it said. “Providers must prioritize understanding buyer needs and addressing their dissatisfaction. By creating seamless, channel-integrated experiences, providers can transform the buyer journey and foster stronger relationships.”

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