Across the board, B2B buyers are a mobile and an increasingly digital group, according to data and analysis contained in the newly published 2024 B2B Omnichannel Buyer and Seller Report from Digital Commerce 360.

Just four years before the global COVID-19 outbreak, B2B buyers made about two-thirds of their organizational goods and services purchases offline. They would do so through traditional email, by phone or fax, or in the branch.

But time and economic trends have changed that buyer behavior. Today, B2B buyers do not limit themselves to only a handful of channels.

Instead, buyers use multiple channels to connect and purchase from sellers. And digitally driven buyers are increasingly researching and purchasing across electronic channels.

“The accelerated transformation of B2B sales into a fully omnichannel approach is now the predominant path,” says McKinsey partner Jennifer Stanley.

Today, B2B buyers don’t limit themselves to a single channel or sales rep.

They’re omnichannel shoppers who want to connect and purchase from various sellers.

Key takeaways from the 2024 B2B Omnichannel Buyer and Seller Report