The verdict is in: B2B purchasing is now firmly dictated by buyers who demand a digitally driven, omnichannel experience.

A recent study conducted by Hokodo, the B2B Ecommerce Association, and Greenwood Consulting surveyed 300 buyers and highlighted the growing dominance of ecommerce in the B2B sector. The findings reveal that webstores, online marketplaces, and mobile apps are now the preferred sales channels for three-quarters (73%) of buyers.

B2B buyers and the omnichannel experience

Moreover, 97% of respondents emphasized the importance of a fast, simple, and accurate online experience. However, the research also uncovered that buyers are not entirely satisfied with solely digital interactions. In 2025, there is a clear expectation for omnichannel experiences, with 84% of B2B buyers stating that it is important for sellers to operate across multiple online and offline channels.

In a surprising reversal of pandemic-induced trends, face-to-face sales are making a comeback. A growing number of buyers (56%) are choosing physical stores, with 23% expressing a clear preference for this traditional sales channel.

The study also revealed a shift in payment preferences. Buyers are increasingly moving away from card payments due to perceived inefficiencies and inconveniences. Instead, 80% prefer bank transfers, and 57% opt for direct debit.

Payment terms continue to be a critical factor in the supplier selection process. The research found that 78% of buyers consider payment terms an essential consideration, and two-thirds of buyers will abandon a purchase if no payment terms are available.

“Our research has found that 84% of B2B buyers want suppliers to be active across several different sales channels, while just 7% consider it unimportant,” the report states. “The vast majority of buyers (94%) agree that an omnichannel sales model is as effective as — or more effective than — previous sales models.”

As B2B commerce evolves, sellers must adapt to these shifting preferences by offering seamless, omnichannel experiences and flexible payment options to meet buyer demands and remain competitive, according to Hokodo, the B2B Ecommerce Association, and Greenwood Consulting.

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