A worldwide survey conducted among executives of B2B companies showed that sales orders were processed according to established omnichannel patterns. In December 2021, the interactions between suppliers and sales representatives involved more or less equal amounts traditional interactions, remote human interactions, and digital self-serve. Compared to August 2020, tools like video calls were less used in favor of face-to-face interactions. The use of e-commerce or equivalent platforms remained stable in the omnichannel mix, with 35 percent of buyers using them in December 2021, down by one percent compared to August 2020.
Share of sales representatives interacting with suppliers during order process in 2020 and 2021
Characteristic
Traditional interactions
Remote human interactions
Digital self-serve
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July 27 to August 11,2020; February 2 to 26, 2021; December 2021
Number of respondents
**
Age group
18 years and older
Special properties
B2B buyers
Supplementary notes
The survey was run in 12 countries: South Korea, China, Spain, Italy, Brazil, United States, Japan, United Kingdom, India, Chile, Germany, and France. The original question of the survey was: 'How do you currently interact with sales representatives from your company's suppliers during the folowing stages of interactions?'
**December 2021: 3,360; February 2021: 3,496; August 2020: 3,626.
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McKinsey & Company. (February 23, 2022). Share of sales representatives interacting with suppliers during order process in 2020 and 2021 [Graph]. In Statista. Retrieved August 25, 2024, from https://www.statista.com/statistics/1238333/omnichannel-interactions-in-b2b-ordering/
McKinsey & Company. "Share of sales representatives interacting with suppliers during order process in 2020 and 2021." Chart. February 23, 2022. Statista. Accessed August 25, 2024. https://www.statista.com/statistics/1238333/omnichannel-interactions-in-b2b-ordering/
McKinsey & Company. (2022). Share of sales representatives interacting with suppliers during order process in 2020 and 2021. Statista. Statista Inc.. Accessed: August 25, 2024. https://www.statista.com/statistics/1238333/omnichannel-interactions-in-b2b-ordering/
McKinsey & Company. "Share of Sales Representatives Interacting with Suppliers during Order Process in 2020 and 2021." Statista, Statista Inc., 23 Feb 2022, https://www.statista.com/statistics/1238333/omnichannel-interactions-in-b2b-ordering/
McKinsey & Company, Share of sales representatives interacting with suppliers during order process in 2020 and 2021 Statista, https://www.statista.com/statistics/1238333/omnichannel-interactions-in-b2b-ordering/ (last visited August 25, 2024)
Share of sales representatives interacting with suppliers during order process in 2020 and 2021 [Graph], McKinsey & Company, February 23, 2022. [Online]. Available: https://www.statista.com/statistics/1238333/omnichannel-interactions-in-b2b-ordering/
