B2B buyers in the industrial supplies market are accelerating their use of digital commerce, with 65% making at least one online purchase so far in 2025.
That compares to just 45% in 2018, according to a new report from Channel Marketing Group and ecommerce platform provider BigCommerce. The survey of 345 industrial supplies buyers and contractors offers a detailed snapshot of how purchasing habits are changing.
Among the key findings:
- 62.3% of buyers purchase electrical, HVAC, or industrial supplies online, which now represents about 30% of their total purchases.
- 65.8% of respondents say buying online is easy, and 60% say it saves them time.
- 58% of purchases now occur outside traditional distributor relationships.
“Digital is the preferred channel for most buyers,” the report notes. “But when ecommerce tools fall short, they fall back on phone calls, texts, or in-person visits.”
Industrial B2B buyers employ more ecommerce
Buyers today expect a seamless experience that includes personalized pricing, real-time inventory visibility, and easy ordering. If a distributor’s website doesn’t deliver, buyers quickly move on to other options. The report underscores that ecommerce isn’t about having a website; it’s about offering convenience across all stages of the buying process.
Ordering methods are evolving, too. Buyers place orders from a range of locations: 62.3% on websites,39% from apps and 24.4% by text. This reinforces the need for 24/7 access and device-agnostic platforms.
“Ecommerce spans a range of ordering methods,” the report says. “The goal is to convert a phone call or in-person visit into a streamlined electronic interaction that lets customers place orders when it’s most convenient for them, while also integrating directly into the distributor’s ERP system.”
Buyers also expect flexibility, especially among national distributors serving large contractors with complex, project-based needs. In these cases, advanced digital tools such as e-procurement systems, punchout catalogs, and ERP-integrated workflows are becoming essential.
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