A survey released in 2023 among business-to-business (B2B) buyers revealed that the online shopping experience could be further optimized if suppliers took additional measures to satisfy their clients. More than half of B2B buyers wished for more up-to-date and accurate product information on e-commerce sites, while nearly 40 percent believed user-friendly online and mobile interfaces to be crucial in their customer experience. Product information is strictly related to pricing. Over one-third of companies purchasing online struggled with understanding product pricing, while an even higher percentage had the same issue with product quoting.
A good reason to invest
Retaining B2B buyers is essential, seeing the significant percentage of them who would pay more for better e-commerce capabilities from their suppliers. Unlike business-to-consumer (B2C) customers, companies often purchase the same type of product repeatedly, meaning that they appreciate quick and seamless reordering of previous orders. This is a sign that B2B suppliers should invest more in improving customer experience and enhance their e-commerce platforms.
Invest, but where?
B2B buyers place their orders on multiple online channels. Suppliers’ websites are still the most used channel, both for general products and raw materials. Mobile applications of suppliers follow closely in the ranking of channels gathering B2B spending, preceding even online marketplaces, and social media.
Main suppliers' actions likely to improve the online customer experience of business-to-business (B2B) buyers in 2022
* Buyers working in manufacturing, financial services, and consumer packaged goods (CPG) companies with over 250 million U.S. dollars in annual revenue.
Industry breakdown for 2022 release:
53 respondents from financial services
52 respondents from manufacturing
45 respondents from consumer packaged goods industry.
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Avionos. (May 23, 2023). Main suppliers' actions likely to improve the online customer experience of business-to-business (B2B) buyers in 2022 [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1304554/factors-improving-b2b-online-customer-experience/
Avionos. "Main suppliers' actions likely to improve the online customer experience of business-to-business (B2B) buyers in 2022." Chart. May 23, 2023. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1304554/factors-improving-b2b-online-customer-experience/
Avionos. (2023). Main suppliers' actions likely to improve the online customer experience of business-to-business (B2B) buyers in 2022. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1304554/factors-improving-b2b-online-customer-experience/
Avionos. "Main Suppliers' Actions Likely to Improve The Online Customer Experience of Business-to-business (B2b) Buyers in 2022." Statista, Statista Inc., 23 May 2023, https://www.statista.com/statistics/1304554/factors-improving-b2b-online-customer-experience/
Avionos, Main suppliers' actions likely to improve the online customer experience of business-to-business (B2B) buyers in 2022 Statista, https://www.statista.com/statistics/1304554/factors-improving-b2b-online-customer-experience/ (last visited December 22, 2024)
Main suppliers' actions likely to improve the online customer experience of business-to-business (B2B) buyers in 2022 [Graph], Avionos, May 23, 2023. [Online]. Available: https://www.statista.com/statistics/1304554/factors-improving-b2b-online-customer-experience/