Customer Experience update: B2B Customers Demand Top-Notch Digital Experience, Reveals Sana Commerce Report

In today's digital landscape, the user experience is everything for B2B customers. They prefer making their purchases online, but a poor user experience can quickly drive them away, according to the latest 2024 Sana Commerce report.

The 2024 B2B Buyer Report from Sana Commerce highlights a significant trend: B2B customers are increasingly moving online, and their experience plays a crucial role in their purchasing decisions.

The report shows that two-thirds of B2B customers now prefer placing orders through suppliers' websites, with 79% favoring these platforms for repeat purchases. 

Even for complex and high-value transactions, online purchasing is becoming the norm, with 58% of B2B customers opting for this method, based on a survey of 1,000 buyers by Sana Commerce.

However, despite the growing trend towards online buying, many B2B sellers are struggling to meet customers' expectations. 

The survey found that 74% of B2B customers would switch suppliers if they found a better online experience elsewhere. This issue is particularly pronounced in the U.S., where a staggering 91% of buyers are willing to jump ship for a superior experience.

• 84% of B2B buyers believe an easy and accurate online store experience is essential.
• 79% prefer to place repeat orders online.
• 58% favor conducting complex transactions online.
• 87% think a poor buying experience negatively affects their relationship with the supplier..

As B2B e-commerce is becoming the standard, sellers must prioritize enhancing their online platforms to meet the high expectations of today's customers and stay ahead in the competitive market.