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1、1Global B2B Buyer Behavior ReportData-driven insights and actionable strategies to help your business sell more online.203 B2B buyers preferences are evolving05 Executive summary06 Where B2B buyers find and purchase products07 How B2B buyers discover products08 Channels B2B buyers use to makepurchas

2、es09 Which factors most impact purchasing decisions10 Key takeaways12 What B2B buyers want from ecommerce sites13 Why B2B buyers purchase online vs.otherchannels14 Top pain points B2B buyers experience when shoppingonline15 User experience features B2B buyers value most16 Key takeaways18 What B2B bu

3、yers expect during checkout19 B2B buyers most-used payment methods20 Top causes of abandoned carts21 Checkout features B2B buyers value most22 Key takeaways23 Advance your digital maturity to keep pace25 A better way to grow your B2B sales 26 Methodology27 Who we surveyed28 About the authors29 About

4、 BigCommerce Table of Contents3B2B buyers preferences are evolvingOver the last decade,buyer habits have changed drastically and business-to-business(B2B)buyer habits are no exception.Buyers purchasing from suppliers,manufacturers,distributors,and wholesalers are no longer relying solely on sales te

5、ams to guide their purchases.Instead,their journey is becoming a mix of physical and digital interactions that result in a final purchaseonline.How do you currently use online platforms to make B2B purchases for your business?(select allthatapply)And these arent one-time interactions.Data shows that

6、 buyers are purchasing online more andmorefrequently.How often do you typically make online purchases for yourbusiness?How B2B buyers use online platformsOnline purchasing frequencyAs the frequency of online purchases increases,buyers are expecting a seamless buying experience from their suppliers e

7、commerce websites.In order to determine those key buyer expectations,BigCommerce surveyed 1,006 B2B buyers across the United States(US),United Kingdom(UK),and Australia(AU).Throughout this report,we break down the buyer journey into three distinct categories product discovery,shopping experience,and

8、 checkout and highlight key data points from our research.We then provide key takeaways and actionable insights that can help your business succeed when selling online.The way B2B buyers shop is changing,and B2B merchants need to adapt.Buyers are turning to online channels to research,compare,and pu

9、rchase products.B2B merchants need to have a strong online presence and offer a seamless omnichannel shopping experience to keep buyers loyal and converting,or risk losing market share.Lance Owide,B2B General Manager BigCommerce4B2B buyers main pain points during the purchasing process are inaccurat

10、e pricing and shipping costs(40%),slow website load times(29%),and poor customer support(28%)31%of respondents indicated that technical issues kept them from completing an online purchaseRespondents indicated that the most important feature of the checkout process was not mobile support or auto-rene

11、w functionality,but displaying complete and accurate pricinginformationExecutive summary74%of respondents said they use online platforms to purchase products 65%of respondents said they use search engines as the main means of product discovery,while 42%cited online marketplaces(like Amazon Business)

12、The vast majority of respondents indicated that their purchasing decisions were influenced by customer ratings and reviews60%of respondents shared that they use B2B marketplaces to make purchases,with 51%of those usingAmazonBusiness56Where B2B buyers find and purchase productsIn order to further und

13、erstand buyer motivations and their discovery process,we first asked respondents how they find the products they buy,whether thats online or offline.We then asked what they value most when looking at a product or listing,and what would motivate them to finally complete apurchase.7How do you typicall

14、y find products to purchase for your business?(select all that apply)How B2B buyers discover productsB2B buyers prefer to search for products online,but still value traditional methods.While digital platforms like internet search results and online marketplaces prove to be the most frequently used w

15、ays that buyers find products online,interestingly,42%of global respondents discover products for their business from catalogs,signaling that catalogs are still a viable way of grabbing buyersattention.The outlier in this data set is notably online marketplaces,where the US is the most reliant on on

16、line marketplaces for product discovery,and Australia is the least.Channels B2B buyers use to makepurchasesIn the past year,which of the following purchase channels have you used to make B2B purchases for your business?(select all that apply)8Among the most used purchasing channels,supplier websites

17、 and apps as the most selected by a wide margin,which is promising for businesses that continue to invest in their ecommercecapabilities.B2B marketplaces and in-store/warehouse purchasing followed close behind.Interestingly,buyers in AU purchase significantly lessthrough B2B marketplaces(45%)than th

18、eir counterparts in the US(65%)and UK(62%).To dig deeper,we then asked merchants who had purchased on an online marketplace which marketplace they used the Ecommerce sites and marketplaces are major drivers for sales.most.Overwhelmingly,51%of those respondents selected Amazon Business,with Walmart(2

19、3%)and Alibaba(19%)seeing significantly fewer selections.Once broken down by region,there are significant differences in which marketplace buyers prefer.Buyers in AU utilize Amazon Business(38%)far less than the US(57%)and UK(58%).Instead,AU respondents utilized Alibaba(21%),while,unsurprisingly,Wal

20、mart Business was mainly selected by respondents in the US(39%).Customer ratings andreviews010203060504Industry publicationsPromotions and marketingPeer recommendationsTrade eventsCompetitor usageWhich factors most impact purchasing decisionsWhich of the following motivating factors least and most i

21、mpact how you make purchasing decisions for your business?9B2B buyers value the opinions of their peers.Ratings and reviews,along with peer recommendations,are a major driver when it comes to making the decision to purchase.Interestingly,promotions and marketing ranked highly,signaling the importanc

22、e of strong B2B marketing campaigns,while trade events may be further behind as events are still ramping up globally after coming to an almost complete halt,during the pandemic.10Key takeawaysLeverage both online and offline channels.Invest in your ecommerce technology.Even as online channels contin

23、ue to play more of a role in B2B buying,respondents still showed a preference for physical media,such as product catalogs.To take advantage of this,merchants can use this as an opportunity to merge online and offline marketing tactics by including links(via QR code,etc.)in their physical marketing m

24、aterials to their ecommerce stores.Additionally,while merchants should prioritize search engine optimization(SEO)and search engine marketing(SEM),social media channels prove to be a growing opportunity for merchants to meet their buyers at different points during their journeys.Keep in mind,too,that

25、 buyers still value a personal touch,as sales representatives remain critical to the sales process.Those who can effectively arm their sales teams with the advantages of online channels will have the most success in the comingyears.With 74%of B2B buyers using an ecommerce site to purchase products,i

26、t is clear that businesses should be investing in ecommerce technology that provides modern,user-centric experiences for their customers.But not only that.Businesses should also invest in technology that can improve internal operations within sales and marketing teams.Remaining on decades-old legacy

27、 or bespoke platforms can prove to be costly,so now may be the right time to start looking for alternatives.11BigCommerces app and partner ecosystem coupled with its modern,API-first architecture and business flexibility mean that were easier to implement than manyB2B ecommerce solutions,with a fast

28、er return on investment.We get it software needs to fit your business,not the otherway around.”Aaron Sheehan,Director of Competitive Strategy BigCommerceList your products on Amazon Business.Integrate more customer ratings and reviews.With 65%purchasing from marketplaces,but only 50%finding products

29、 there,it could suggest that buyers are finding products through search or direct websites and then heading to their favorite marketplaces to purchase.This tells us one very important thing:merchants across industries should be selling on Amazon Business.Depending on your region or industry,other pl

30、atforms like Walmart,Alibaba,or Rakuten may also prove to be worthwhile.Product pages have an array of best practices associated with them,from search engine optimization to product imagery.For B2B merchants,it may be beneficial to add customer ratings and reviews to that list.Buyers showed that rat

31、ings and reviews were a major driver when it came to purchasing decisions,so encouraging buyers to leave reviews after their purchase through email or some other means may prove worthwhile.Monitoring these reviews and communicating with customers no matter their experience with your product is a mus

32、t,so a third-party review software may be necessary to help high volumes.What B2B buyers want from ecommerce sitesAfter understanding how buyers found their products,we then asked why they purchased through online channels,and what experiences they valued most during the shopping experience.12B2B bu

33、yers are feeling the impacts of inflation.While some value propositions were rated lower on average,looking at the data by region tells a different story.US and AU respondents showed a much greater preference for the ability to purchase anytime,anywhere,while UK respondents were most interested in s

34、eeing total cost and liveinventory.Pricing continues to be a sensitive area for B2B buyers,as a majority of respondents indicate that being able to compare products and prices drives their purchasing decision online,when compared to other value propositions.Compare products and prices across competi

35、torsEasier to know what my total cost is going to beAbility to customize my orders,select specific products and quantitiesAbility to see live inventory availability and out of stock itemsSave my purchase history,making reordering and tracking in the future easyReceive customized suggestions based on

36、 search/purchasing historMake purchases at any time from anywhereWhy B2B buyers purchase online vs.other channels0103040506070213When thinking about purchasing products for your business,which of the following statements least and most drives your decision to shop via websites vs.other channels?14To

37、p pain points B2B buyers experience when shopping onlinePlease rank the following pain point options on a scale of 1 5,with 1 being the least frustrating and 5 being the most frustrating.Inaccurate pricing and shipping optionsComplicated checkoutData privacy concernsSlow website loadtimesPoor search

38、 and navigation functionalityLack of payment optionsDifficult to contact customer supportNo real-time inventory informationLimited flexibility of pricing/discounting010306040708090502Inaccurate pricing and shipping information are a major frustration forbuyers.To understand potential pain points exp

39、erienced by respondents,we asked them to rank a list of experiences from least to most frustrating.Inaccurate pricing and shipping costs were deemed most frustrating by respondents(40%).This highlights an opportunity for merchants to improve pricing accuracy and transparency across their sales chann

40、els.Notably,slow website loading times ranked as the second-highest pain point for B2B buyers(29%),with customer support challenges(28%)following closebehind.15User experience features B2B buyers value mostDetailed product informationCustom pricing and discountsAccount managementEfficient reordering

41、Bulk orderingAdvanced search and navigationCustomizable quotes01050206030704Which of the following user experience features least and most resonates with your needs?Buyers value different features depending on how often they make purchases.In aggregate,B2B buyers indicated that the most important fe

42、atures for their online purchasing experience were detailed product information and custom pricing and discounts.When broken down by business maturity level,businesses more than one year old showed less preference for advanced search and navigation while those less than one year old showed more mean

43、ingful preference for the feature.Looking at the results based on respondents frequency of purchase,however,shows that detailed product information has an increasing preference as frequency of purchases decreases,perhaps indicating that buyers who make fewer purchases want to have more information t

44、o make a decision when they are ready.As frequency of purchase increases,however,B2B buyers display more preference for bulk ordering than those who purchase lessoften.When respondents were broken down by levels of approvals needed to purchase,efficient recording and account management become highly

45、 preferred features,perhaps due to potential challenges faced when making new purchases.16Merchants need to get the basics of a website right before moving on to bigger and better functionality.While there are some specific features that B2B buyers expect from their purchasing experience,many of the

46、se basic functions come from their experiences in the DTC space:accurate product and shipping information,a quick-loading website,and quality customer support,just to name a few.Look for potential technology partners that may be able to help alleviate some of these stresses.Customer service,for exam

47、ple,could benefit from implementing a live chat function,allowing buyers to speak directly to a representative from the site.Merchants could also explore utilizing artificial intelligence(AI)tohelp reduce the burden on customer support.Also,respondents shared that suggestions based on purchasing his

48、tory were not a driving factor when it came to why they shop via websites over other channels.One could infer that this is because,by the time of purchase,buyers already know what they want,and instead are looking for the best price or most convenient way to shop.Offer robust product information to

49、help buyers make decisions.Focus on basic website functionality to alleviate frustrations.Key takeawaysWhether you are selling B2B or DTC,product information such as technical specifications,high-quality imagery,customer reviews,and real-time inventory is vital for ecommerce success.The data shows u

50、s that B2B buyers across regions value and reward robust and accurate product information,especially as purchasing frequencydecreases.In order to manage product information for larger catalogs,merchants may benefit from investing in a product inventory management(PIM)system to help manage large quan

51、tities of product data.Keep in mind this doesnt necessarily mean that they are not interested in personalization,just that its not as much of a value add like it is for DTC shoppers.However,as more B2B merchants invest in personalization,that could change over time.Right now,to align with B2B buyer

52、priorities,merchants should ensure they have the basics of a good website experience before tackling advanced features,such as personalization.17B2B buyers are typically returning to make a repeat purchase or variation of a previous purchase.Surfacing purchasing features that allow those buyers to e

53、asily reorder or modify past orders or shopping lists is going to become a necessity for suppliers to continue to provide a seamless purchasing experience for their buyers.”Alec Berkley,Director,Business Development BigCommerce18What B2B buyers expect during checkoutThe checkout process is arguably

54、the most important step in ecommerce.Even the slightest bit of friction can cause a buyer to abandon their cart.Respondents in this section were asked about how they paid for products,as well as the pain points they experience during the process,and how those pain points can impact their final purch

55、ase.19What payment methods have you used when shopping online for your business,including day-to-day and larger purchases?(select all that apply)B2B buyers most-used payment methodsCredit and debit cards remain the mostpopular.Unsurprisingly,credit and debit cards are the most-used payment methods a

56、cross regions,where more traditional B2B payment methods,like automated clearing house(ACH)and purchase order(PO)invoicing,follow closely behind.Interesting outliers in this data set include both electronic(21%)and physical checks(18%)used by buyers in the US.This may be because buyers in the US sho

57、w more propensity to purchase in-store or at a warehouse than their counterparts in the UK and AU.20Top causes of abandoned cartsWhich of the following is MOST likely to prevent you from completing a checkout?Technical complexities are causing businesses to lose revenue.Surpassing all other selectio

58、ns by a fairly wide margin,the number one reason B2B buyers abandoned their carts was because of technical issues faced at checkout(31%).This,along with a complicated checkout process(15%),signal the importance of a smooth,effortless checkout experience.When looking at the data from a regional persp

59、ective,respondents in the UK actually chose lack of secure checkout(30%)over any other option an interesting point that may benefit UK merchants to pay attention to.Merchants in this region may want to add an extra layer of security to their checkout process or additional trust signals to ensure buy

60、ers feel that their information is safe and secure.21Which of the following checkout experience features least and most resonates with your needs?Checkout features B2B buyers value mostTotal price display010203060504Auto-renew/subscribe and save optionsMultiple shipping optionsAuto-save cartMulti-cu

61、rrency pricingOptimized for mobileBuyers need accurate product and shipping information before making a purchase.Respondents overwhelmingly value total and accurate pricing information over other features.This reinforces aforementioned data that shows that B2B buyers are most concerned with pricing

62、and shipping costs.While not showing high preference overall,respondents with higher levels of approvals(10+approvals)showed some preference for an auto-save cart feature,signaling the importance of this function to buyers who most likely will be making slower purchase decisions,or will need to come

63、 back to their cart later during the approval process.Similarly,auto-renew or subscribe-and-save options showed increased preference from respondents with higher approval levels,as well.This may be because of the fact that these specific features can help reduce the amount of time the approval proce

64、ss takes,particularly if the same order or purchase has been approved before.22Buyers expect basic functionality from a vendors website especially when it comes to checkout.As ecommerce evolves,the lines between B2B and DTC are blurring.Buyers are bringing their expectations from the DTC space and e

65、xpecting the same from B2B merchants:fast load times,working links,multiple payment methods,and more.If youre not meeting your buyers most basic needs,chances are they can and will get a better experienceelsewhere.A complicated checkout process can also drive buyers to your competitors.By keeping ch

66、eckout limited to a single page,or allowing buyers to save their carts and return to them at a later time,merchants can remove unnecessary friction from the buying process and keep buyers happy at every stage of their journey.And,although checkout security was the main concern of UK respondents(30%)

67、,lack of a secure checkout process is still a concern for buyers in the US(20%)and AU(21%).Merchants must be able to protect their buyers sensitive information.Once buyers feel a sense of security,they will reward merchants withpurchases.Keep your checkout fast,simple,andsecure.Key takeawaysB2B buye

68、rs want a checkout thats fast and easy to navigate.They also need a checkout thats safe,secure,and allows them to pay in ways that make the most sense for them.Looking for an ecommerce platform like BigCommerce,with PCI-compliant,optimized one-page checkout,enables B2B businesses to address these wa

69、nts and needs easily and ensures an optimal experience for all of their customers.”Airon White Senior Manager,Product Marketing BigCommerce23Advance your digital maturity to keep paceAfter surveying buyers across the US,UK,and AU,our research shows three major trends B2B buyer expectations,each driv

70、en by a continued blurring of the lines between DTC and B2B ecommerce.Respondents have indicated that the most basic ecommerce functionality(accurate product and pricing information,auto-saving carts,etc.)is extremely important when it comes to their shopping experience.A majority of respondents ind

71、icated that fast,frictionless experiences were preferred,which comes as nosurprise.This was especially true for buyers with multiple levels of approval,which is common in the B2B space.Technical issues and questionable checkout security can both cause buyers to abandon their carts,which underscores

72、the importance of basic ecommerce features and functionality.Buyers expect and reward basic online functionality.01 24B2B buyers want to see prices and product information displayed clearly and transparently on ecommerce websites.This was indicated by both their value proposition preference and thei

73、r user experience feature preference of total price display.No matter what economic factors are in play,its important to remember that price will be at the front of your shoppers minds.This is a valuable takeaway for merchants who may unintentionally hide shipping costs or taxes until the final stag

74、es of checkout.So be clear and transparent about the price of your products,and integrate a shipping tool that can allow your customers to see the full price of your goods before they decide to make a purchase.Buyers ecommerce experiences from their personal DTC purchases are spilling over into the

75、buying they are performing at work.While certain B2B-specific functions are necessary to meet these expectations PO invoicing,ACH,bulk ordering,etc.B2B merchants need to provide DTC-like functionality where possible.This includes single-page checkout,mobile optimization,an uncomplicated checkout pro

76、cess,and especially security.As B2B buyer expectations evolve,it is important for merchants to meet and even exceed them in order to succeed.It is also important for merchants to use an ecommerce platform that provides a solid foundation for basic functionality and the framework for future growth.Bu

77、yers want more transparency when it comes to products and pricing.Buyers expect a frictionless checkout experience.03022526BigCommerce enlisted Price Intelligently by Paddle to conduct a consumer survey in May,2023.In total,there were 1,006 respondents total across the US(508),UK(261),and AU(237).Qu

78、alifications to participate were that respondents were at least age 18 or above,employed,had the authority to make purchases on behalf of their business,and that they made purchases at least more than twice a year.MethodologyAll data referenced in this report is sourced from the BigCommerce and Pric

79、e Intelligently by Paddle survey unless otherwise cited.Unless indicated otherwise,this report highlights aggregated data.2627Who we surveyedBusiness ageRole or titleIndustryLevels of approvalNumber of employees02%09%28%09%60%22%46%10%46%09%03%03%03%01%09%13%9%20%13%26%13%15%55%12%05%12%10%03%03%01%

80、11%6%Less than one yearAdministratorPhysical retail/wholesaleNone,I am the final decision makerOne to 499 employeesSix to 10 yearsManager/team leadOnline retail/ecommerceThree to five other approversExecutive/C-SuiteEducationHealthcareProfessional services/consultingGovernment10+other approvers1,000

81、 4,999 employeesMore than 10,000 employeesOne to five yearsAssociateIndustrial/manufacturingOne to two other approvers500 999 employeesMore than 10 yearsVP/DirectorTechnology/softwareSix to nine other approversFounderFinancial services/insuranceFood and beverageTransportationOther5,000 10,000 employ

82、ees28Shelley Kilpatrick is an accomplished content marketer who creates compelling,original content designed to educate and empower enterprise ecommerce businesses.She is currently Manager of Content Marketing at BigCommerce where she leads a world-class team of content writers and strategists.Prior

83、 to joining BigCommerce,she worked on marketing teams spanning various industries from eLearning to Millennial and GenZresearch.About the authorsReed Hartman is a Content Marketing Manager at BigCommerce.He has over ten years of experience in the writing and publishing industries,and uses that exper

84、ience to craft original,thought-provoking content for a variety of audiences and verticals.Prior to BigCommerce,he wrote content and copy for a number of industries in the agency space,including beer and wine,education,medical,and technology.Shelley KilpatrickReed Hartman29BigCommerce(Nasdaq:BIGC)is

85、 a leading software-as-a-service(SaaS)ecommerce platform that empowers merchants of all sizes to build,innovate and grow their businesses online.BigCommerce provides merchants sophisticated enterprise-grade functionality,customization,and performance with simplicity and ease-of-use.Tens of thousands

86、 of B2B and B2C companies across 150 countries and numerous industries use BigCommerce to create beautiful,engaging online stores,including Ben&Jerrys,Molton Brown,S.C.Johnson,Skullcandy,Solo Stove,Ted Baker,andVodafone.Headquartered in Austin,BigCommerce has offices in London,Kyiv,San Francisco,andSydney.About BigCommerce