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B2B buyers want to do their purchasing online, but when the user experience is poor, they might jump ship, according to data from a 2024 Sana Commerce report.

B2B buyers are making purchases online more than ever before, according to the 2024 B2B Buyer Report from Sana Commerce, and their experience determines their decision-making.

Two out of three B2B buyers prefer to place their orders online through suppliers’ websites, and 79% prefer to place repeat orders online. B2B ecommerce has even become the norm for complex and high-value orders. 58% of B2B buyers want to conduct these transactions online, Sana Commerce survey data of 1,000 buyers shows.

But even though B2B online buying has entered the mainstream, B2B sellers are facing a big threat: Too many buyers are having a bad experience with B2B web stores. And buyers are willing to jump ship because of it. The Sana Commerce survey revealed that 74% of B2B buyers said they would switch suppliers if another B2B web store offered a better experience. This issue is particularly pronounced for U.S. buyers, where the percentage spikes to 91%.

Key findings about the B2B buyer experience from Sana Commerce:

  • 84% of B2B buyers believe that an easy and accurate online web store experience is important.
  • 79% of B2B buyers prefer to place repeat orders online.
  • 58% of buyers prefer placing complex orders online.
  • Almost 9 in 10 (87%) B2B buyers believe that a bad buying experience impacts their relationship with the supplier.

“In the last two years, B2B buyers have advanced their adoption of e-commerce in B2B sales to the point that offline sales are now in a fringe minority,” according to the survey.

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