The B2B Future Shopper Report 2021

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.

Evidently, omni-channel is the name of the game; buyers want the best options to deliver the best possible experience for their needs, which means a fluid blend of channels. They also want to see more B2C experiences blended into B2B. At the same time, many B2B buyers admit a comfort and liking for traditional channels.

These differences make B2B markets often complex places where one size, channel or approach no longer fits all, and the cost of ignoring this is high.

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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

49%

of B2B purchases are now made online

At a Glance

62%

of B2B buyers would like to have dedicated smartphone apps through which they can purchase

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

53%

of B2B businesses have switched suppliers for all purchases in the last 12 months. Last year, it was 18%.

At a Glance

52%

of firms experience frustration with online B2B buying

At a Glance

89%

of companies in the UK and US 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

93%

of companies are set to retain changes in their purchasing behavior learnt during the pandemic

At a Glance

46%

of global B2B buyers say that product customization ranked top as a purchase factor. Cost savings is far down the list.

At a Glance

18%

of B2B spend, on average, across US & UK is through Amazon Business, making it the top purchase channel

Our B2B Services

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.