B2B Buyers’ Preferences Are Evolving

Over the past decade, buyer Behavior has significantly transformed, and this shift is equally evident in the business-to-business (B2B) sector. Buyers purchasing from suppliers, manufacturers, distributors, and wholesalers are no longer relying solely on sales teams for guidance. Instead, their purchasing journey now involves a blend of physical and digital interactions, culminating in online transactions.

“The way B2B buyers shop is changing, and B2B merchants need to adapt. Buyers are turning to online channels to research, compare, and
purchase products. B2B merchants need to have a strong online presence and offer a seamless omnichannel shopping experience to keep buyers loyal and converting, or risk losing market share.”
Lance Owide, B2B General Manager
BigCommerce

As online purchasing becomes more prevalent, B2B buyers expect a seamless buying experience from their suppliers’ ecommerce websites. To understand these key buyer expectations, BigCommerce surveyed 1,006 B2B buyers across the United States, United Kingdom, and Australia.

This report breaks down the buyer journey into three distinct categories: product discovery, shopping experience, and checkout. It highlights key data points from our research and provides actionable insights to help your business succeed in the online marketplace.

Executive summary

• 74% of respondents reported using online platforms to purchase products.
• 65% of respondents use search engines as their primary method for product discovery, while 42% cited online marketplaces like Amazon Business.
• The majority of respondents indicated that customer ratings and reviews significantly influence their purchasing decisions.
• 60% of respondents use B2B marketplaces for purchases, with 51% of these using Amazon Business.
• The main pain points for B2B buyers during the purchasing process are inaccurate pricing and shipping costs (40%), slow website load times (29%), and poor customer support (28%).
• 31% of respondents stated that technical issues prevented them from completing an online purchase.
• Respondents highlighted that the most crucial feature of the checkout process is displaying complete and accurate pricing information, rather than mobile support or auto-renew functionality.

Where B2B buyers find and purchase products

To better understand buyer motivations and their discovery process, we first asked respondents how they find the products they buy, both online and offline. We then explored what they value most in a product listing and what motivates them to complete a purchase.

How B2B buyers discover products

B2B buyers prefer to search for products online but still value traditional methods.

Online Discovery Dominates but Traditional Methods Persist: While digital platforms such as search engines and online marketplaces are the most frequently used methods for product discovery, 42% of global respondents still rely on catalogs. This indicates that traditional methods remain relevant and effective in capturing buyers’ attention.

Regional Differences in Online Marketplace Usage: Interestingly, the data shows regional variations in the reliance on online marketplaces. Buyers in the US are the most dependent on online marketplaces for product discovery, whereas those in Australia are the least.

Discover more insights and in-depth analysis by continuing to read the full report. Download the Full Report and gain valuable information to enhance your understanding of current and future B2B buying trends.

Related report: BigCommerce Recognized for its B2B Solution | Bigcommerce

The Table of Contents of “The Global B2B Buyer Behavior Report“:

• B2B buyers’ preferences are evolving
• Executive summary
• Where B2B buyers find and purchase products
  • How B2B buyers discover products
  • Channels B2B buyers use to make purchases
  • Which factors most impact purchasing decisions
  • Key takeaways
• What B2B buyers want from ecommerce sites
  • Why B2B buyers purchase online vs. other channels
  • Top pain points B2B buyers experience when shopping online
  • User experience features B2B buyers value most
  • Key takeaways
• What B2B buyers expect during checkout
  • B2B buyers’ most-used payment methods
  • Top causes of abandoned carts
  • Checkout features B2B buyers value most
  • Key takeaways
• Advance your digital maturity to keep pace
• A better way to grow your B2B sales
• Methodology
  • Who we surveyed
  • About the authors
  • About BigCommerce

Number of Pages:

• 29 pages

Pricing: 

• Free

Methodology

BigCommerce enlisted Price Intelligently by Paddle to conduct a consumer survey in May 2023. In total, there were 1,006 respondents total across the US (508), UK (261), and AU (237).

Qualifications to participate were that respondents were at least age 18 or above, employed, had the authority to make purchases on behalf of their business, and that they made purchases at least more than twice a year.

All data referenced in this report is sourced from the BigCommerce and Price Intelligently by Paddle survey unless otherwise cited. Unless indicated otherwise, this report highlights aggregated data.