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New Avionos Report Reveals 88 Percent of B2B Buyers Would Turn to a Competitor If Supplier's Digital Channel Can't Keep Up

The report highlights how clean, clear and cohesive customer eCommerce experiences win


News provided by

Walker Sands

Apr 10, 2019, 10:00 ET

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CHICAGO, April 10, 2019 /PRNewswire-PRWeb/ -- According to data released today from Avionos, which designs and implements digital commerce and marketing solutions that deliver measurable business outcomes, nearly three-fourths of B2B buyers would pay more for the same product offered from a supplier that has excellent eCommerce and customer portal capabilities. It's clear that today's B2B buyers are making more purchases online than ever before. They not only expect next-level eCommerce functionalities throughout their buyer journey, but also demand that these experiences be personalized and innovative to meet their evolving needs.

To better understand the modern B2B buyers preferences and the strategies B2B suppliers need to exceed buyer expectations, Avionos surveyed 150 U.S. B2B buyers with active roles in their companies' purchasing processes. The "Positioning Strategic eCommerce in a Digital-First World: The 2019 B2B Buyer Report" found that while B2B buyers' expectations are influenced by their consumer purchasing habits, they expect more in their business transactions, as the stakes are higher for their organizations. In fact, if a supplier's digital channel can't keep up with a customer's desires, 88 percent of B2B buyers say they would turn to a competitor.

"For years now the trendy topic of discussion has been the consumerization of B2B commerce," said Scott Webb, president of Avionos. "But that was just the introduction to what we see now, which is the emergence of the true B2B experience. It does require a consumer-like ease of use, but more significantly, the experience must respect and incorporate the unique complexities in a business-to-business relationship. B2B buyer engagement is earned through the experience that serves these interests - sophisticated buying requirements coupled with usability - and many buyers are willing to turn to competitors if suppliers can't deliver both. This is a critical moment in B2B commerce, and suppliers need to take note if they're going to stay in the game."

Key findings from the report include:

  • Innovation offers B2B suppliers a lifeline to improved eCommerce operations: B2B buyers crave new experiences, and nearly all (99 percent) expect suppliers to prioritize innovation across a range of eCommerce area, including technology, delivery and fulfillment, and customer service.
  • Suppliers face fierce competition for B2B buyers' online business: More B2B buyers now begin the purchasing process at either Amazon Business or Google (33 percent) rather than at a supplier's website or portal (32 percent).
  • B2B buyers have a clear preference for eCommerce, especially younger buyers: Ninety-one percent of B2B buyers ages 18-35 (Gen Z and millennials) bought more online for their companies in the past year, compared to 70 percent of B2B buyers ages 36 and over (Gen X, baby boomers and the Silent Generation).
  • Good content is crucial for a successful B2B buy: Eighty-four percent of B2B buyers report that poor product content has stopped them from completing a purchase with a supplier, specifically a lack of content and inaccurate content.

"Today's buyers aren't getting the experiences they demand through suppliers' traditional channels, so digitally-native marketplaces are taking over wallet share," said Dan Neiweem, co-founder and principal at Avionos. "This should serve as a wake-up call for businesses that need to evolve eCommerce offerings immediately and consistently to maintain any control they currently have over the buyer journey, attract new customers and, ultimately, grow revenue."

To learn more about the evolved B2B buyer journey and download the full report, please visit https://www.avionos.com/2019-b2b-buyer-report/.

About Avionos
Avionos is a digital commerce marketing solutions provider that delivers connected customer engagement and extends the brand promise beyond traditional expectations. Avionos brings together marketing, sales, and customer care to drive unparalleled business outcomes via connected and cloud technologies working with clients such as Kellogg's, Sysco, Nexeo Solutions, and U.S. Cellular. Learn more at http://www.avionos.com.

SOURCE Walker Sands

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