Let’s talk about unprecedented numbers.
In 2021, sales on B2B ecommerce sites grew by 10% to $1.39 trillion and — combined with e-procurement sales — B2B ecommerce sales increased by 11.8% to $2.19 trillion.
👆 Transformation like that would’ve been unimaginable just a few years ago. But our gut (and a healthy amount of research) tells us this change is likely to be a lasting one. In fact, according to Gartner, a full 80% of all B2B interactions between suppliers and buyers will take place online by 2025.
And yet, for many B2B buyers, something isn’t quite right. In a recent study, we surveyed 500 B2B buyers and found that frustration with online selling is only growing. Buyers are fed up with navigating websites and filling out static forms (both up 20% and 27% respectively).
Which begs the question: What are we missing?
The missing ingredient is customer relationships, which remain critical to the B2B buying experience. B2B companies still want custom pricing and product catalogs, attentive service, and the option to connect in real-time when necessary. They want to be directed to content that’s right for where they are in the buyer’s journey. And they want every interaction to be relevant and personalized.