The majority of B2B customers purchase directly from manufacturers’ websites because they believe the manufacturer will have the most accurate information on their products.
The impact that B2B purchasing has had over the past few years (especially, during the COVID pandemic) is undeniable. In 2022, the global business-to-business e-commerce market was valued at $7,907.07 billion USD and is projected to grow by 20.2% annually between 2023 and 2030 (SOURCE: Grand View Research). eCommerce is driving B2B and buyers are spending more online than through traditional means.
In a recent survey from Digital Commerce 360 and Forrester Research, over half of the 150 B2B buyers participating stated that they make a digital purchase of a good or service on a daily basis. Over a third of respondents (32%) said they make business purchases more than once a day while 23% stated that their purchases are weekly. 17% of those surveyed said that purchases are only made every 30 days.
There are also other B2B buyer preferences, including going directly to a consumer website, to Amazon Business, using a search engine, or visiting a distributor’s e-commerce site. However, most B2B buyers look to purchase from the manufacturers directly as they feel the manufacturers themselves will have the most accurate and up-to-date information on their products.
Brand Manufacturer and Industry Distributor Websites Lead B2B Purchases
B2B Buyers Prefer Consumer Sites Over Amazon Business
Additionally, Digital Commerce 360 and Forrester Research’s survey results show that B2B buyers place their initial and ongoing purchases in the same places. Over half (57%) of the B2B survey respondents listed the manufacturer’s website as their preferred method of purchase, but the next most popular option was consumer sites, or the manufacturer’s regular retail website for everyday consumers. This is due to the same reason why B2B buyers opt to deal directly through the manufacturer’s website; the accuracy of the product information on the regular retail site should be equal to that of the manufacturer’s direct website. After all, it’s only logical to presume that the manufacturer of a specific product would have the most precise and detailed information on said product.
Other B2B Buyer Preferences
- Consumer site (45%)
- Amazon Business (43%)
- Search engine (40%)
- Distributor ecommerce site (33%)
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