A recent study by Hokodo, the B2B Ecommerce Association, and Greenwood Consulting surveyed 300 buyers and underscored the growing dominance of ecommerce in the B2B sector. Three-quarters (73%) of respondents said webstores, online marketplaces, and mobile apps are now their preferred purchasing channels.
The findings also revealed that 97% of buyers view a fast, simple, and accurate online experience as essential. Yet, despite the strength of digital commerce, buyers are not ready to abandon human interaction entirely. In 2025, expectations have shifted toward integrated omnichannel experiences, with 84% of buyers saying it is important for sellers to operate across multiple online and offline channels, according to data and analysis contained in the recently published 2025 The State of B2B Omnichannel Best Practices Report from Digital Commerce 360.
In a reversal of pandemic-era trends, face-to-face sales are regaining traction. More than half (56%) of respondents said they still buy in physical stores, and 23% expressed a clear preference for in-person engagement.
The study also highlighted shifting payment behaviors. Many buyers are moving away from credit cards due to inefficiencies and fees—80% now prefer bank transfers, and 57% favor direct debit. Payment terms remain a decisive factor: 78% of buyers consider them essential when selecting suppliers, and two-thirds have abandoned purchases when no terms were offered.
“Our research found that 84% of B2B buyers want suppliers to be active across several different sales channels, while just 7% consider it unimportant,” the report noted. “The vast majority of buyers (94%) agree that an omnichannel sales model is as effective as—or more effective than—previous sales models.”
Taken together, the results highlight a clear message for B2B organizations: digital engagement alone is no longer enough. Buyers now expect seamless, frictionless experiences that span web, mobile, and physical environments—supported by flexible payment and service options. Companies that fail to deliver on these expectations risk losing market share to competitors with stronger omnichannel capabilities.
Bay Fastening Systems is one distributor responding to this shift. The New York-based master distributor—known for engineered fasteners such as rivets, bolts, threaded inserts, and tools—serves industries ranging from renewable energy to construction and manufacturing. Through its Bay Supply division, the company operates the Fastener Source & Supply Network, an online marketplace that connects more than 44,000 registered buyers with supplier inventories. The platform supports “Buy Now” transactions, automated quoting, and buyer request-for-quote syndication. Digital sales now account for 34% of Bay’s revenue, a share that continues to rise as the company deepens its omnichannel strategy.
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Sign up for a complimentary subscription to Digital Commerce 360 B2B News. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at mark@digitalcommerce360.com. Follow him on Twitter @markbrohan. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube.
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