Amazon Business #1 US Channel Where B2B Product Buyers Search for Items

by | Jun 20, 2023

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.

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