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Exploring the habits and preferences at every stage of the B2B purchasing journey, this new survey presents a detailed and big picture view, covering channel choices, technology, purchasing pain-points and desired solutions.

For businesses and suppliers seeking to shape their strategy and sell more via B2B channels, it’s an invaluable guide to both prevailing and future challenges and opportunities.

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The pandemic has caused B2B spend online to soar!

It’s also raised expectations around the B2B experience, influenced heavily by more attractive B2C experiences.

At a Glance
47%

of B2B purchases are now made online

At a Glance
98%

of companies expect to retain at least some of the changes in their purchasing behaviour triggered by the pandemic

The opportunity is vast but challenges prevail – and a staggeringly high supplier switch rate speaks volumes

At the same time, those B2B organisations that advance their digital experiences, tech and tooling stand to move ahead fast and remain in front.

At a Glance
62%

of B2B businesses have switched suppliers for all purchases in the last 12 months

At a Glance
51%

of firms experience frustration with online B2B buying

At a Glance
90%

of companies in the Netherlands find buying online more complicated than offline

In today's challenging climate, the old rules no longer apply

And a one size fits all solution is unlikely to work!

At a Glance
82%

of Dutch buyers want a better mobile experience from B2B suppliers.

At a Glance
43%

of the Dutch buyers said the ability to customize products was the most important factor when buying products online

At a Glance
47%

of the Dutch buyers get inspiration from Amazon Business, and 33% from the Amazon B2C site.

Wunderman Thompson Commerce is a global eCommerce consultancy that offers strategic clarity, tech know-how and creative inspiration to help B2B organizations deliver winning commerce capabilities across digital channels: marketplaces, online retail, D2C, and social commerce.

Speak to one of our experts to find out more information about how we can help you win online.

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