B2B buyers aren’t just one-trick ponies when making digital purchases for their organization, according to data and analysis contained in 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 all the multiple channels buyers use to purchase goods and services from sellers now either begin and end entirely online or include at least one digital touchpoint.

B2B Omnichannel Report highlights digital touchpoints

B2B buyers want an easy and helpful purchasing experience. And they want one that’s consistent across all the channels they want 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 about a dozen digitally focused sales channels to engage 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 store, 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 these transactions begin and end online.

Today, 53% of companies that took part in a 2023 B2B buyers survey from Digital Commerce 360 and Forrester Research make an online purchase daily or multiple times over a business day.

Getting a better 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 so far, buyers are content with the digital customer experience sellers are dishing up.

Going forward, if other manufacturers and distributors want to replicate the same digitally driven omni-selling sales success as Groupe Touchette, they will need to better learn when, where, how, and why their customers do business with them across multiple channels.

This report provides data, analysis and case studies that will help manufacturers and distributors do just that.

More on the 2024 B2B Omnichannel Buyer and Seller Report is available now.

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