09 May B2B buyers want (and use) multiple digital sales channels
B2B Buyers Are Going Digital: Why Multichannel Engagement Matters More Than Ever
Buyers Are Embracing More Digital Sales Channels
The average B2B buyer now uses about 12 digital channels to interact with sellers.
That’s a significant jump from 5 channels eight years ago and 7.5 channels five years ago.
Digital buying behavior is no longer limited to a single platform or method.
Key Insights:
Digital purchasing is now standard in B2B commerce.
Buyers rely on a mix of platforms including ecommerce websites, email, digital portals, mobile apps, and more.
Most transactions either start, end, or are fully completed online.
Impact of COVID-19 on B2B Sales Behavior
Pre-pandemic buying involved in-person visits, phone calls, and emails.
Post-pandemic, buyers use up to 11 digital-first channels to complete purchases.
The shift reflects a long-term change in buyer expectations and behavior.
Modern Channel Mix Includes:
Ecommerce sites and portals
Email and chat support
Video conferencing tools
Social media and online marketplaces
Mobile commerce apps
Daily Online B2B Purchasing Is the Norm
53% of companies make online B2B purchases daily or multiple times per day.
Convenience and efficiency drive this behavior.
Buyers expect seamless digital experiences that mirror B2C standards.
The User Experience Matters to Buyers
A strong digital user experience directly impacts purchase decisions.
36% of buyers gave recent digital buying experiences an A grade, while 49% graded them a B.
Only 15% rated their experiences as average or below.
What Buyers Want:
Accurate product information, pricing, and inventory availability
Tools that simplify ordering, tracking, and managing purchases
Fast, intuitive ecommerce interfaces that save time and reduce friction
B2B Sellers Must Optimize for a Digital-First Future
As digital engagement becomes the default, sellers must meet buyers where they are.
Investing in ecommerce UX, robust digital tools, and omnichannel strategies is essential.
Companies that prioritize these areas will build loyalty and drive higher conversion rates.