A few years ago, personal contact was the backbone of B2B sales. Sales representatives nurtured relationships, deals were closed at trade shows, much was analog. Today, decision-makers acquire information digitally—long before they contact sales. They compare prices, check availability, read reviews. If your company is not present online during this phase, you remain invisible to potential customers.
Current McKinsey data shows: over 70 percent of B2B buyers make their decision before speaking with a sales representative. Already, a third of all B2B sales occur through digital channels. Digital sales are no longer just an addition; they are the foundation for sustainable growth.
The new B2B customer expects solutions—immediately and across all channels
B2B buyers now act like consumers: informed, demanding, and quick. They expect the same digital experience that they know from personal online shopping—transparent pricing, real-time inventory, intuitive processes. They want self-service when reordering and personal advice when things get complex.
A modern online store meets these expectations and integrates all areas of the company: marketing, sales, service, and logistics. E-commerce is not an additional channel, but the operating system for digital sales. Companies that understand this generate an average of 34 percent of their revenue from online sales—and grow twice as fast as competitors without digital infrastructure.
The most dangerous phrase in B2B is: "We've always done it this way."
Many mid-sized companies underestimate how quickly customer behavior and market structures change. "Our products require too much explanation" or "Our customers need personal care" are typical phrases—but they prevent progress. E-commerce does not replace advice. It amplifies it.
Building an online store today creates not a shop window, but a strategic system that generates revenue, provides data, and strengthens customer relationships. Digital sales channels create efficiency, transparency, and predictability. Companies that take action now secure market shares, while others will need to catch up.
E-commerce is not an IT decision, but a business one. It links technology with strategy and makes sales measurable, scalable, and future-proof.
Now is the right moment to digitalize your sales
If you want to learn how to professionalize your digital sales and scale your B2B online channel effectively, talk to us.
In a non-binding consultation, we analyze your current situation, identify growth levers, and develop a concrete roadmap for your e-commerce success.
