By Matt Sonnhalter, Vision Architect
It’s probably not surprising that 4 of the Top 5 channels are online/digital according to a recent report from Wunderman Thompson Intelligence, but I bet you the #2 channel is: In-store/at a vendor’s warehouse.
However, while US B2B buyers are searching on Amazon Business and the site commands an estimated 15% of their buying budgets, it’s not necessarily where buyers are starting their purchasing journey.
The largest share of US respondents say they most often start their journey in-store or at a vendor’s warehouse (26%), while fewer start on Amazon Business (16%).
The pandemic played a role in people purchasing online more but spending online is likely to decrease post-pandemic.
Here are some additional nuggets from the report:
- Nearly all US respondents have switched suppliers for all (55%) or some (41%) business purchases during the pandemic
- Almost half (49%) of all B2B purchases are made online
- 62% of buyers would like to have dedicated smartphone apps through which they can make B2B purchases
- 89% of B2B buyers in the UK and US find buying online more complicated than offline
- Promotions and marketing are the #1 influencing factor in B2B purchasing
With a high percentage of B2B buying happening online, it’s important to have your suppliers get their online portals right. Online portals can change a customer’s shopping experience and leave them with a positive attitude.
