The verdict is in: B2B purchasing is now firmly dictated by buyers who demand a digitally driven, omnichannel experience.
Kristina Harrington, CEO, GenAlpha Technologies
A recent study conducted by Hokodo, the B2B Ecommerce Association, and Greenwood Consulting surveyed 300 buyers and highlighted the growing dominance of ecommerce in the B2B sector. The findings reveal that webstores, online marketplaces, and mobile apps are now the preferred sales channels for three-quarters (73%) of buyers.
But 97% of respondents emphasized the importance of a fast, simple, and accurate online experience. However, the research also uncovered that buyers are not entirely satisfied with solely digital interactions. In 2025, there is a clear expectation for omnichannel experiences, with 84% of B2B buyers stating that it is important for sellers to operate across multiple online and offline channels.
In a surprising reversal of pandemic-induced trends, face-to-face sales are making a comeback. A growing number of buyers (56%) are choosing physical stores, with 23% expressing a clear preference for this traditional sales channel.
But talking about succeeding at delivering a digitally driven B2B omnichannel purchasing experience for buyers, it’s easier said than done for many manufacturing and distribution companies. In this Q&A, Kristina Harrington, CEO of GenAlpha Technologies, offers some answers and observations. GenAlpha Technologies GenAlpha provides ecommerce technology and services for manufacturers.
How to deliver an omnichannel experience for B2B buyers
Digital Commerce 360: What are the most significant trends you’re seeing in how B2B companies are integrating digital tools into their omnichannel strategies?
Harrington: We’re seeing more B2B companies finally embracing customer expectations shaped by their B2C experiences. They’re layering digital tools, like ecommerce platforms, real-time inventory visibility, and self-service portals, on top of traditional channels to make it easier for customers to interact on their own terms. What’s powerful is that these tools don’t replace the human side of the business. They enhance it. Sales reps and service teams can work more strategically because customers are handling the basics themselves.
DC360: How is the role of ecommerce evolving in traditionally offline or field-based industries?
Harrington: Ecommerce is becoming the central hub for interaction, especially in the aftermarket. Where customers and technical teams once relied on paper manuals or PDF catalogs and phone calls, they now search by part number or serial number and order anytime online. This shift frees sales teams to handle more complex needs while customers take care of routine purchases independently. We’ve seen examples where 80% of parts orders shift to digital channels within a year of implementing ecommerce — without reducing customer engagement, just changing how it happens.
DC360: What technologies are proving essential for delivering a seamless B2B omnichannel experience today?
Harrington: ERP integration is foundational. Real-time access to customer-specific pricing, inventory, and order status is a must-have. AI is also playing a growing role. We’ve implemented AI-powered search across technical documents, allowing users to get precise answers from large, complex information sets. This helps customers solve their problems faster and reduces the support burden on internal teams. Technologies that simplify access to accurate information, whether it’s for ordering or support, are proving essential for success in a B2B omnichannel environment.
Unifying multiple channels
DC360: How are leading companies using customer data to unify digital and physical channels. Where are others falling short?
Harrington: Leading companies use customer data to personalize every interaction; online, over the phone, and in person. For example, they can surface relevant parts based on the equipment a customer owns or offer initiative-taking service recommendations based on usage patterns. Where companies fall short is when systems don’t talk to each other, so the customer must start from nothing each time. True omnichannel experiences require connected data and internal collaboration.
DC360: What’s the biggest barrier B2B organizations face when modernizing legacy systems to support omnichannel delivery?
Harrington: The biggest barrier is fear of cost, disruption, and complexity. Many B2B businesses are built on legacy systems that weren’t designed for the different technologies available today. But digital transformation doesn’t have to be all-or-nothing. A phased approach, starting with ecommerce or a parts portal, can deliver quick wins and prove ROI before tackling larger system changes. The key is taking the first step and building momentum.
Getting a return on investment
DC360: Are there emerging benchmarks for ROI or customer engagement that indicate digital-first omnichannel models are paying off?
Harrington: Absolutely. We see customers shift anywhere from 25% to 80% of their orders from manual to online within the first 18 months of launching digital tools. Even more telling, site visits typically double within the first six months as users begin adopting these platforms.
But it’s not just about making purchases.
Customers are using the site to get answers to their questions, access budgetary pricing, check product availability, track orders, and find technical documentation and instructions. This prominent level of self-service reduces the volume of emails and phone calls while significantly improving customer experience. It’s a strong signal that digital-first models are not just efficient; they are becoming essential.
Becoming digital-first
DC360: How are B2B organizations adapting their sales and service models to align with digital-first buying behavior?
Harrington: Sales teams are becoming more consultative, spending less time taking orders and more time helping customers solve problems or plans. Service teams are shifting as well, offering multichannel support, and ensuring they have access to the same data the customer sees online. This creates continuity and builds trust. We’ve found that when teams embrace these tools, they gain more time to build deeper customer relationships.
DC360: Which industries or companies are setting the pace in omnichannel transformation — and what can others learn from them?
Harrington: Industries like specialty vehicles and mowing and turf equipment are moving quickly, especially in the aftermarket, where equipment downtime is costly. What they do well is focus on the customer problems they’re solving, removing friction, and easing the process of doing business with them. Others can learn that you don’t have to wait for the perfect plan. Start with a clear pain point, implement a digital solution, and keep listening to your customers. Progress builds from there.
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