7+ B2B Buyer Journey Statistics & Trends [2023 Update]

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 suggestJustification
Adopt a digital-first strategyB2B buyers primarily initiate their purchase online, implying the necessity for robust digital platforms.
Invest in SEO and content marketingHigher visibility on the internet directly correlates with the start of most B2B purchase journeys.
Ensure a seamless online user experienceThe 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

90% of B2B buyers turn to online channels as their primary method for identifying new suppliers

Source: Kurve

Significance of the Data: Very High

Mentioned By: Prweb, Wunderman Thompson, Retailing Africa, Mckinsey & Company, Gartner, Linkedin, Sana Commerce, and more.

Data suggestJustification
Prioritize online presence for supplier discoveryGiven online channels are primary for new supplier identification, an impactful online presence is essential.
Leverage digital platforms for supplier promotionAs buyers majorly use online methods, strategic promotion on these platforms can attract more potential clients.
Enhance online communication and engagementStrong 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 suggestJustification
Augment online resources for product researchBuyers spending major research time online indicates the need for comprehensive, accessible digital resources.
Improve the speed and efficiency of online servicesEfficiency is crucial due to the significant time buyers spend researching online.
Foster engagement via interactive online platformsInteractive 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 suggestJustification
Maximize effectiveness of supplier interactionsLimited interaction time necessitates high-impact, value-driven communication.
Enhance digital resources to support independent researchThe data emphasizes buyers’ preference for independent research over direct supplier interaction.
Implement prompt and efficient response mechanismsGiven 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 suggestJustification
Develop thorough, easily accessible educational contentThe extensive self-education period necessitates robust educational resources.
Foster an educational role within the buyer journeyA focus on education, not just selling, aligns with buyer behavior and can boost trust.
Provide expert guidance to support independent learningFacilitating 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 suggestJustification
Strengthen online sales channelsA large proportion of B2B product purchases being made online necessitates strong e-commerce capabilities.
Prioritize the security and reliability of online transactionsThe high frequency of online purchases highlights the need for secure, reliable transactions.
Invest in user-friendly digital shopping experiencesEnsuring 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 suggestJustification
Incorporate B2C strategies in the B2B journeyWith B2B buyers desiring a B2C-like experience, adopting such strategies can meet expectations.
Improve personalization in the B2B purchasing processThe B2C-like preference implies a desire for more tailored, personal buying experiences.
Enhance customer service and supportQuality 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 suggestJustification
Simplify the B2B purchasing processGiven the high rating of complexity, a streamlined purchasing process is crucial.
Implement effective customer supportAddressing customer challenges efficiently can improve overall purchase experiences.
Enhance user-interface designAn 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 suggestJustification
Implement effective self-service capabilitiesGiven the high demand, self-service options can significantly enhance the buying experience.
Enhance digital resources for autonomous research and purchaseSelf-serving buyers require comprehensive, accessible digital resources for decision-making.
Prioritize intuitive, user-friendly digital interfacesFor 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 suggestJustification
Invest in SEO strategiesHigh prevalence of generic searches indicates the importance of ranking for relevant keywords.
Produce content addressing broad topicsTo capture the attention of generic searchers, relevant, broad-spectrum content is crucial.
Ensure online visibility and brand awarenessGiven the reliance on generic searches, a strong online presence can help attract potential buyers.