HeadQ Reveals Over One-Third of B2B Transactions Happen Outside Office Hours

HeadQ, a Helsinki-based B2B eCommerce platform, has released data showing that 36.7% of all B2B sales transactions are completed outside regular office hours.

The findings underscore a critical need for B2B companies to adapt to digital purchasing behaviours or risk losing substantial revenue, with over one-third of B2B buyers most active during non-traditional hours.

With more than €100 million in sales transactions processed through HeadQ’s digital eCommerce platform, the company’s data points to a shift in the B2B buyer’s journey towards a consumer-like experience. HeadQ’s platform, specifically designed to manage complex products and services online, enables B2B buyers to conduct transactions at any time, without relying on human sales support during typical business hours.

HeadQ’s findings also reveal that 70% of B2B decision-makers are willing to spend up to $500,000 on a single eCommerce transaction. As such, businesses that rely solely on human-led interactions and do not facilitate online purchasing are likely at risk of significant revenue loss.

Bridging Traditional and Digital Sales

HeadQ’s eCommerce platform addresses a fundamental gap between conventional B2B sales and the emerging demand for a streamlined, digital buying experience. Unlike traditional B2B transactions that often lack transparent pricing, easy access to complex product specifications, or digital quote and checkout capabilities, HeadQ enables a seamless buying process for complex products. Buyers can configure products, obtain quotes, and complete purchases directly on the platform, enhancing both efficiency and customer satisfaction.

The shift towards digital consumerisation in B2B is increasingly driven by changing buyer expectations. As consumer retail eCommerce has evolved into a standard across industries, B2B buyers now seek similar convenience and accessibility in their professional purchases. Gartner’s research further reinforces this trend, with data indicating that 83% of B2B buyers prefer to manage ordering and payment through digital commerce channels.

HeadQ’s CEO and co-founder Mikko Seppä explains how adopting self-service options can give B2B businesses a competitive advantage. He draws parallels with the automotive industry, where companies previously focused on in-person dealership experiences until Tesla disrupted the model with a customisable online sales channel. HeadQ’s technology, Seppä notes, brings this model to B2B eCommerce by allowing buyers to access products and services whenever they choose and with minimal friction.