As traditional business purchasing continues to shift from analog and manual processes to online platforms, B2B buyer dissatisfaction is on the rise, according to new research from Forrester.

3 insights on B2B buyer dissatisfaction 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.

B2B sellers may need to reevaluate their practices as many digital business buyers express dissatisfaction with their purchasing experience.

“Many organizations are focused on the sales process rather than the people process,” says Barbara Winters, vice president and principal analyst at Forrester.

A recent Forrester survey revealed that a substantial number of B2B buyers, including purchasing executives and teams, are not just dissatisfied but deeply frustrated with their digital buying experiences. While buyers often cite budget and pricing challenges as reasons for delayed purchases, deeper issues within organizations play a significant role.

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