There are times when waiting is more costly than starting. For B2B commerce, that moment is now. Customers are buying differently, competitors are investing, and the channels that were 'nice to have' yesterday are today's revenue drivers. Five undeniable signs:
1) Your customers want to do it themselves – right now
B2B buyers are behaving like B2C: They research online, want to switch seamlessly between channels, and expect it to work. According to McKinsey, B2B buyers use an average of ten touchpoints per journey; if the experience falters, more than half will switch suppliers. 'E-commerce is indispensable' – where it is offered, it accounts for an average of 34% of revenue. (McKinsey & Company)
2) More buyers want 'rep-free' purchasing
Gartner found that by 2025: 61% of B2B buyers prefer a rep-free purchasing process. At the same time, 73% avoid suppliers with irrelevant communication – a clear directive to build effective digital self-service options and use sales teams for decisive moments. (Gartner)
3) Your competitors are moving forward – the market is growing
In Europe, B2B e-commerce is projected to grow from 1.3 trillion USD to 2.2 trillion USD by 2027 (led by DE, UK, FR). Those starting later will face greater competition – not just locally, but also from global players actively expanding in B2B. (Trade Administration)
Concurrently, analysts expect substantial growth in global B2B e-commerce revenue by 2028 – with annual increases of around 7–8%. (EMARKETER)
4) Omnichannel is standard – gaps cost deals
The famous 'rule of thirds' remains true: A third want in-person, a third remote, a third digital self-service. Failure to orchestrate this seamlessly results in losses. McKinsey notes that buyers switch suppliers significantly more often when channel transitions are poor; 65% of 'seekers' leave immediately if things go wrong. (McKinsey & Company)
5) Consistency is the currency of trust
Nothing erodes trust faster than conflicting information. Gartner reports: 69% of buyers encounter inconsistencies between website and sales statements. Delivering consistent prices, availability, delivery dates, and documentation across shop, ERP, and sales doesn't only secure the first order, but importantly the second one. (Gartner)
What does this mean for you?
Let's talk: In a brief conversation, we can determine how B2B commerce can specifically look in your company – with clear priorities, initial use cases, and the next meaningful steps.
