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by Striped Giraffe Team
19. August 2024
Time to read: 3 Minutes
Short News

B2B buyers use more digitally enabled channels than ever

As B2B buyers increasingly favor digital channels, the future of B2B commerce is evolving into a hybrid model that seamlessly blends personal interactions with self-service and automation.

The number of channels used by B2B buyers to engage with suppliers has increased significantly over the past few years, with a notable rise in digitally-enabled interactions, according to a recent survey by McKinsey & Co. and Digital Commerce 360 (DC360).

  • In 2016, business customers utilized just four channels, namely, email, in-person meetings, phone calls, and e-commerce sites.
  • By 2019, this number grew to seven, adding mobile apps, e-procurement, and trade shows.
  • In 2024, B2B buyers are using eleven channels, incorporating video conferences, live chat, B2B marketplaces, and Google searches.

Figure 1: B2B buyers are now using more digitally-enabled channels

B2B buyers use more digitally enabled channel than ever

Source: McKinsey & Co. and Digital Commerce 360 survey of B2B buyers, 2024

“Omnichannel has become the norm in B2B commerce and suppliers must adapt,” says Jacek Polkowski, Marketing Manager at Striped Giraffe. “If customers want to use specific channels, suppliers must provide these options. Otherwise, customers will turn to competitors to get what they want.”

It is remarkable that more and more B2B buyers prefer digital channels as they eliminate lengthy in-person meetings with salespeople and enable them to complete tasks quickly on their own schedule.

  • DC360 found that 75% of B2B buyers prefer a purchasing experience without direct interaction with a sales representative.

This trend is expected to deepen. DC360 estimates that by 2025, 80% of B2B sales interactions will occur via digital channels.

So, is this the end of traditional B2B sales methods?

“Not at all,” comments Polkowski. “Studies indicate that B2B buyers still value the option for personal contact when needed, such as for obtaining technical details of products or negotiating prices.”

Thus, the future of B2B commerce lies in a hybrid model, blending personal interactions, remote contacts via phone or chat, and self-service on e-commerce portals and marketplaces. This approach aims to serve the customer in the most convenient way possible.

“It’s crucial for sellers to ensure smooth and seamless transitions between all channels, so customers don’t have to repeatedly provide the same information or renew their requests,” Polkowski notes.

Importantly, this new sales model doesn’t threaten the role of sales representatives. Enabling customers to self-serve online relieves sales teams, allowing them to focus on acquiring new clients, solving complex cases, or handling big ticket orders.

What’s more, developing digital tools for customers often goes hand-in-hand with creating similar solutions to support B2B sales teams, further streamlining their work.

“Automation plays a key role here,” says Polkowski. “McKinsey estimates that over 30% of sales tasks and processes can be partially automated, optimizing non-value adding activities that currently account for about two-thirds of sales teams’ time. This includes everything from sales planning and lead management to quotation, order management, and post-sales activities.”

Want to know more?

Read our blog post “B2B e-commerce supports sales reps instead of replacing them”.

For more thought-provoking insights from the B2B commerce world, follow us on social media.

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