B2B buying habits are evolving rapidly, with younger, digitally native buyers reshaping expectations for manufacturers and distributors. A new survey by ecommerce provider Sana Commerce reveals that 73% of businesses now prefer to make purchases online, reinforcing the need for B2B sellers to adopt a digital-first approach or risk falling behind.

Millennials and Gen Z now dominate B2B purchasing decisions, with 71% of buyers born after 1980. The oldest of these buyers were teenagers when Amazon launched in 1994, while the youngest were born the same year the iPhone was introduced in 2007. These generations have grown up in a world of fast delivery, seamless transactions, and digital convenience, making online ordering their top purchasing channel.

The survey found that reliability (25%), efficiency (25%), and speed (23%) are the primary reasons B2B buyers prefer online transactions. Despite this, 85% of buyers report frustrations with the online ordering process, and 75% are willing to switch suppliers for a better experience.

While 86% of buyers purchase customised or configurable products and 75% buy complex products with multiple components, 84% are satisfied with how suppliers manage complex orders online. However, businesses that fail to meet expectations for seamless transactions risk losing customers to competitors who offer a smoother purchasing experience.

The shift to digital is no longer optional for B2B sellers. As younger generations take over purchasing roles, companies that fail to prioritise digital transformation could face long-term consequences.

The full report can be found here.

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