How is your buyer’s online experience?

The wake-up call: B2B buying has changed permanently

It seems natural enough for Gen Z to bring a digital-first mindset to all buying. According to Forrester 90% of B2B buyers research between two and seven websites before making a purchase, and two-thirds of them start their journey online. The vast majority (90%) rely on digital channels as their primary method for identifying new suppliers. Other analysts say before they even engage with a salesperson, most buyers will have interacted with at least three to seven pieces of content, and 11% consume more than seven. The shift is undeniable: today’s B2B customers are digital-first and moving more and more major purchasing online.

Purchasing behaviour has fundamentally changed since the pandemic. According to research from Sana, B2B buyers are now spending 45% more online than they did pre-pandemic, and the percentage of products bought online has increased from 51% to 67%. These changes are not limited to simple or low-cost purchases – high-value, complex and customised products are also increasingly bought through digital channels.

As Harvard Business Review recently put it, “Between the pandemic and technology shifts, the world of B2B buying has permanently changed. In the past, businesses got very good at helping sellers sell. Now, it’s time to focus on helping B2B buyers buy.”

What B2B buyers expect online

While B2B buyers do want a seamless, personalised experience (much like their B2C counterparts), they need more than a smooth checkout. They need clear, comprehensive details on delivery, taxes, currencies and logistics to keep their supply chain and finance teams are happy. Having a quick and easy way to verify at any time exactly what they are buying, how and when is crucial. When they have questions before, during or post-purchase they expect fast, knowledgeable responses from real experts who can provide solutions, not just scripted answers.

Payment may be different in the B2B space. B2C sites use instant payment channels, so you need those, but B2B buyers are likely to also expect options like bank transfers and traditional 30-day terms – making buying from you as familiar and frictionless as possible.

To me this means customers need the same support as ever, but now you need to anticipate the core buying journey starting, progressing and ending online, even for large and complex sales, and you need to make that easy. Your sales and customer support teams are still vital, but perhaps more in support of a primarily online sales journey.   

There’s a lot to think about, but I urge you to start by looking at your own marketing and buying journey with fresh eyes and through the lens of a digital-first buyer.

Are you helping buyers buy?

If your digital experience isn’t optimised for today’s research-heavy, digital-first buyer, you’re losing business to competitors who have made it easy to buy from them.

It’s time to rethink your B2B digital strategy—because your buyers already have.