Survey Report
B2B Buyer Perspectives on the Future of Online Purchasing
We asked senior B2B procurement leaders exactly what’s working, what’s frustrating, and what they wish suppliers understood better. Their answers reveal a significant gap between the digital capabilities buyers already rely on and the experiences suppliers deliver.
Whether you’re digitally mature or just planning your move online, this report helps you pinpoint exactly where to focus to make your buyers happier and your business stronger.
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Highlights from the Report
of B2B buyers make at least half
their purchases online
of buyers dissatisfied
with digital experience
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What You’ll Find Inside
We surveyed senior B2B buyers (from companies ranging between $500 million to over $5 billion) to uncover exactly what they expect from their suppliers’ digital channels. Here’s what the data says about where your customers are getting stuck, and how you can get ahead.
Two-thirds of buyers already complete more than half their purchases digitally, and 83% expect this digital share to grow further. Yet nearly half remain dissatisfied with the quality of their suppliers’ digital experiences. Simply having a digital presence isn’t enough anymore.
Suppliers who actively improve usability, speed, and convenience are the ones buyers will stick with and recommend.
Most suppliers offer dashboards that track orders and manage invoices, but fewer help buyers analyze purchasing trends (only 53%) or suggest personalized products (52%).
While basic visibility is now common, genuinely useful insights remain scarce. Suppliers able to bridge this gap can position themselves as essential partners, not just vendors.
While B2B buyers rely on basics like real-time inventory (74%) and flexible payments (69%), the real advantage comes from what suppliers overlook.
Advanced tools like personalized recommendations and AI-powered ordering are used eagerly when available, allowing suppliers who offer them to leapfrog competitors stuck providing the bare minimum.
While 85% of buyers expect to significantly increase their mobile purchasing in the next year, just 4% are very satisfied with today’s mobile buying experiences. Over half of frustrated buyers cite poorly designed interfaces as a major letdown.
Suppliers who offer smooth, intuitive mobile experiences will clearly stand out in a landscape filled with clunky, awkward apps.