The purchasing behavior of B2B buyers is evolving, with 70% preferring online purchases akin to B2C experiences. This change is led by Millennials and Gen Z professionals, who value transparency, speed, and personalization. As these digital natives become decision-makers, they demand seamless interactions without navigating complex sales processes. Businesses need to adapt to this new landscape or risk losing ground to competitors that cater to these evolving expectations. Adapting to B2B buying behaviors presents fresh opportunities for growth and establishing competitive advantages.
More than two-thirds of today's B2B buyers are Millennials or Gen Z professionals, who have fundamentally different expectations about how purchasing should work.
70% of B2B buyers already prefer purchasing online, reshaping how businesses approach everything from initial research to final purchase decisions.
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