I’ve compiled a list of insightful B2B buyer journey statistics; a brief overview is provided below.
B2B Buyer Journey Statistics: The Key Facts
- 67% of B2B buyers begin their purchasing journey online.
- 90% of B2B buyers use online channels as their primary source for finding new suppliers.
- Over 70% of B2B buyers spend over half their research time online.
- When considering a purchase, B2B buyers spend only 17% of that time with potential suppliers.
- B2B buyers spend up to 90% of their decision journey educating themselves.
- On average, B2B companies buy 75% of their products online.
- At least 80% of B2B buyers now want a B2C-like purchasing experience.
- 77% of B2B customers surveyed described their purchasing experience as complex or difficult.
- 87% of B2B buyers want the ability to self-serve part or all of their purchasing journey.
- 71% of B2B researchers begin their research with a generic search.
Sources: (Kurve, Steel Croissant, Gartner, BizVibe, Digital Commerce 360, Lumoa, Trust Radius, Think with Google.)
More Resources: 38 B2B Marketing Statistics
#1. 67% of B2B Buyers Commence Purchasing Journey Online: Study
Source: Kurve
Significance of the Data: Very High
Mentioned By: Gartner, Linkedin, Think with Google, Reprise, Fronetics, Aimultiple, Kurve, Forrester, and more.
| Data suggest | Justification |
| Adopt a digital-first strategy | B2B buyers primarily initiate their purchase online, implying the necessity for robust digital platforms. |
| Invest in SEO and content marketing | Higher visibility on the internet directly correlates with the start of most B2B purchase journeys. |
| Ensure a seamless online user experience | The online initiation of B2B purchases mandates a user-friendly interface to optimize buyer interactions. |
#2. 90% of B2B Buyers Favor Online Channels for New Supplier Discovery
Source: Kurve
Significance of the Data: Very High
Mentioned By: Prweb, Wunderman Thompson, Retailing Africa, Mckinsey & Company, Gartner, Linkedin, Sana Commerce, and more.
| Data suggest | Justification |
| Prioritize online presence for supplier discovery | Given online channels are primary for new supplier identification, an impactful online presence is essential. |
| Leverage digital platforms for supplier promotion | As buyers majorly use online methods, strategic promotion on these platforms can attract more potential clients. |
| Enhance online communication and engagement | Strong online interaction can help attract and retain buyers identifying new suppliers. |
#3. B2B Buyers Spend Over 70% of Research Time Online: Report
Source: Steel Croissant
Significance of the Data: Very High
Mentioned By: Steelcroissant, Gartner, LinkedIn, Optimizely, Passle, Forrester, Qualified, and more.
| Data suggest | Justification |
| Augment online resources for product research | Buyers spending major research time online indicates the need for comprehensive, accessible digital resources. |
| Improve the speed and efficiency of online services | Efficiency is crucial due to the significant time buyers spend researching online. |
| Foster engagement via interactive online platforms | Interactive platforms can keep buyers engaged during their extensive online research phase. |
#4. B2B Buyers Interact With Suppliers for Only 17% of Purchase Consideration
Source: Gartner
Significance of the Data: High
Mentioned By: Linkedin, Gartner, Aimultiple, Linkedin, Cognism, Business Wire, D Custom, Lockncharge, and more.
| Data suggest | Justification |
| Maximize effectiveness of supplier interactions | Limited interaction time necessitates high-impact, value-driven communication. |
| Enhance digital resources to support independent research | The data emphasizes buyers’ preference for independent research over direct supplier interaction. |
| Implement prompt and efficient response mechanisms | Given limited interaction time, swift and effective responses can ensure buyer satisfaction. |
#5. B2B Buyers Allocate 90% of Decision Journey to Self-Education
Source: BizVibe
Significance of the Data: High
Mentioned By: Bizvibe, Linkedin, Gartner, Forrester, Fronetics, TrustRadius, Heidi Cohen, and more.
| Data suggest | Justification |
| Develop thorough, easily accessible educational content | The extensive self-education period necessitates robust educational resources. |
| Foster an educational role within the buyer journey | A focus on education, not just selling, aligns with buyer behavior and can boost trust. |
| Provide expert guidance to support independent learning | Facilitating learning with expert insights can help buyers make informed decisions. |
#6. B2B Companies Make 75% of Purchases Online: Emerging Trend
Source: Digital Commerce 360
Significance of the Data: Very High
Mentioned By: Optimizely, Quanos, LinkedIn, Sana Commerce, Rock Content, Digital Commerce 360, McKinsey & Company, Kurve, and more.
| Data suggest | Justification |
| Strengthen online sales channels | A large proportion of B2B product purchases being made online necessitates strong e-commerce capabilities. |
| Prioritize the security and reliability of online transactions | The high frequency of online purchases highlights the need for secure, reliable transactions. |
| Invest in user-friendly digital shopping experiences | Ensuring a seamless online purchasing experience can facilitate this primary purchasing method. |
#7. 80% of B2B Buyers Seek B2C-Like Experience in Purchasing
Source: Lumoa
Significance of the Data: Very High
Mentioned By: Usetada, Convince And Convert, Gitnux, Lumoa, Mondu, Linkedin, Qualified, Gartner, and more.
| Data suggest | Justification |
| Incorporate B2C strategies in the B2B journey | With B2B buyers desiring a B2C-like experience, adopting such strategies can meet expectations. |
| Improve personalization in the B2B purchasing process | The B2C-like preference implies a desire for more tailored, personal buying experiences. |
| Enhance customer service and support | Quality customer service is a key aspect of B2C experiences and should be emphasized in B2B settings. |
#8. B2B Purchase Experience Rated Complex by 77% of Surveyed Customers
Source: Gartner
Significance of the Data: High
Mentioned By: Gartner, LinkedIn, Forbes, Saleslion, Ceoworld, Spiceworks, Magento, Steel Croissant, and more.
| Data suggest | Justification |
| Simplify the B2B purchasing process | Given the high rating of complexity, a streamlined purchasing process is crucial. |
| Implement effective customer support | Addressing customer challenges efficiently can improve overall purchase experiences. |
| Enhance user-interface design | An intuitive, user-friendly design can alleviate the perceived complexity of the buying process. |
#9. 87% of B2B Buyers Demand Self-Service Options in Buying Journey
Source: TrustRadius
Significance of the Data: Very High
Mentioned By: Trustradius, Venturebeat, Sellingpower, Salesforce, Gartner, Linkedin, Foleon, and more.
| Data suggest | Justification |
| Implement effective self-service capabilities | Given the high demand, self-service options can significantly enhance the buying experience. |
| Enhance digital resources for autonomous research and purchase | Self-serving buyers require comprehensive, accessible digital resources for decision-making. |
| Prioritize intuitive, user-friendly digital interfaces | For successful self-service, easy-to-navigate interfaces are vital. |
#10. Generic Search: Starting Point for 71% of B2B Researchers
Source: Think with Google
Significance of the Data: High
Mentioned By: Think With Google, Linkedin, Pinterest, Fronetics, Incisive, and more.
| Data suggest | Justification |
| Invest in SEO strategies | High prevalence of generic searches indicates the importance of ranking for relevant keywords. |
| Produce content addressing broad topics | To capture the attention of generic searchers, relevant, broad-spectrum content is crucial. |
| Ensure online visibility and brand awareness | Given the reliance on generic searches, a strong online presence can help attract potential buyers. |
