The B2B sales landscape — for the buyer, manufacturer and distributor alike — is undergoing a rapid and unprecedented digital transformation.
This shift is happening faster than ever, and for B2B sellers, failing to meet the expectations of a younger, digitally native generation of purchasing managers and their cross-functional teams isn’t just a temporary setback — it’s a permanent risk to business.
A recent survey by ecommerce provider Sana Commerce reveals that 73% of businesses now prefer to make purchases online. This trend reflects a larger shift in buyer behavior. Today’s B2B buyers have grown up in a world of fast delivery and seamless online experiences. As the report highlights, 73% of buyers prefer online purchase, while only 27% prefer in-person transactions. To remain competitive, B2B sellers must embrace this digital-first mindset.
More than two-thirds of B2B buyers were born after 1980
The majority of B2B buyers — 71% — are now Millennials or Gen Z, with only 29% born before 1980. This means the bulk of today’s B2B buyers are between the ages of 18 and 45. The oldest of these buyers were 14 years old when Amazon launched in 1994, while the youngest were born the same year the iPhone was introduced in 2007. The largest group, at 38%, falls between 35 and 44 years old.
Digital transformation is critical for today’s B2B buyer
- 73% of global B2B buyers rank online commerce as their top purchasing channel, the only channel surpassing 50%.
- The primary reasons buyers choose online ordering are reliability (25%), efficiency (25%), and speed (23%).
- 86% of buyers purchase customized or configurable products, and 75% buy complex products with multiple components or variants.
- 84% are satisfied with how suppliers manage complex orders online.
- Despite this, 85% of buyers experience frustrations when ordering online.
- 75% of B2B buyers are willing to switch suppliers for a better online buying experience.
As the Sana Commerce report emphasizes, B2B sellers must understand their buyers’ motivations and provide a purchasing experience that meets their needs — offering the reliability, efficiency, and speed buyers’ demand. Those who fail to do so risk losing business to competitors who can deliver a better online experience.
More Charts & Data articles
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