In 2022, the most popular channel for business-to-business (B2B) spending on general products was a supplier’s website or mobile site, as 14 percent of said spending went through that channel. In second place, 12 percent of B2B spending was via a supplier’s app. However, not one channel really stood out from the rest, as only five percentage points separated the least and most popular.
Distribution of business-to-business (B2B) spending for general products in 2022, by channel
B2B buyers included purchase managers, procurement managers,
purchasing clerks, agents, purchaser and c-level executives with a purchasing budget of more than 24,000 U.S. dollars in companies with an annual revenue higher than 595,000 U.S. dollars.
Survey panel composed as follows:
UK (207), U.S. (201), Germany (204), South Africa (200), China (206), Brazil (201), Australia (202), UAE (200), Japan (202), Netherlands (217) and India (220).
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Wunderman Thompson Commerce. (February 20, 2023). Distribution of business-to-business (B2B) spending for general products in 2022, by channel [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1375842/distribution-b2b-spending-general-products-channel/
Wunderman Thompson Commerce. "Distribution of business-to-business (B2B) spending for general products in 2022, by channel." Chart. February 20, 2023. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1375842/distribution-b2b-spending-general-products-channel/
Wunderman Thompson Commerce. (2023). Distribution of business-to-business (B2B) spending for general products in 2022, by channel. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1375842/distribution-b2b-spending-general-products-channel/
Wunderman Thompson Commerce. "Distribution of Business-to-business (B2b) Spending for General Products in 2022, by Channel." Statista, Statista Inc., 20 Feb 2023, https://www.statista.com/statistics/1375842/distribution-b2b-spending-general-products-channel/
Wunderman Thompson Commerce, Distribution of business-to-business (B2B) spending for general products in 2022, by channel Statista, https://www.statista.com/statistics/1375842/distribution-b2b-spending-general-products-channel/ (last visited December 22, 2024)
Distribution of business-to-business (B2B) spending for general products in 2022, by channel [Graph], Wunderman Thompson Commerce, February 20, 2023. [Online]. Available: https://www.statista.com/statistics/1375842/distribution-b2b-spending-general-products-channel/
