B2B buyers aren’t just one-trick ponies when making digital purchases for his or her organization, in accordance with data and evaluation contained within the newly published 2024 B2B Omnichannel Buyer and Seller Report from Digital Commerce 360.
Ongoing research from Digital Commerce 360 supplemented by additional industry research shows that every one the multiple channels buyers use to buy goods and services from sellers now either begin and end entirely online or include at the least one digital touchpoint.
B2B Omnichannel Report highlights digital touchpoints
B2B buyers want a straightforward and helpful purchasing experience. And so they want one which’s consistent across all of the channels they wish to use.
B2B distributor Groupe Touchette shows how a successful omnichannel selling strategy boosts customer loyalty and market share while cutting costs.
Today, B2B buyers use a few dozen digitally focused sales channels to interact with sellers. That’s up from 7.5 channels five years ago and just five channels eight years ago, McKinsey says.
Before the COVID-19 pandemic, buyers did business through email, phone, trips to the shop, branch, or distribution center, and online at a seller’s ecommerce site or login portal.
Now, buyers may use multiples channels to transact business with a B2B seller. And more of those transactions begin and end online.
Today, 53% of firms that took part in a 2023 B2B buyers survey from Digital Commerce 360 and Forrester Research make a web-based purchase every day or multiple times over a business day.
Getting a greater online user experience from sellers that makes their jobs easier and more efficient to perform is a top-of-mind topic with buyers today. And to this point, buyers are content with the digital customer experience sellers are dishing up.
Going forward, if other manufacturers and distributors want to copy the identical digitally driven omni-selling sales success as Groupe Touchette, they are going to need to higher learn when, where, how, and why their customers do business with them across multiple channels.
This report provides data, evaluation and case studies that can help manufacturers and distributors just do that.
More on the 2024 B2B Omnichannel Buyer and Seller Report is out there now.
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