B2B Buyers Want a More Personalized Shopping Experience

The B2B shopping experience is poised for a revolution. This is evident from the new B2B Future Shopper report from Wunderman Thompson Commerce and Technology, which finds that 67% of B2B buyers prefer to make their online purchases through an avatar in the metaverse.

While it may sound like a fantasy report, B2B buyers are desperate for experiences that expertly combine physical and digital interactions.

Do Not Wait for the Metaverse

A report based on a survey of more than 2,000 B2B buyers in 11 markets worldwide, including Asia Pacific (China, Australia, Japan, and India), adds that while Metaverse is the future, B2B sellers have a long way to go now.

Their research shows that 71% of buyers prefer to buy from companies that have both brick-and-mortar and online ordering platforms, reflecting B2C buyers’ demand for omnichannel experiences and highlighting the increasingly sophisticated desires of B2B customers.

“It is now as important to consider mobile phones, markets, and communication channels as face-to-face contact,” said WT.

• “71% of buyers want an easier way to shop on mobile devices, and 66% want experiences similar to  consumer brands.”
• “Like regular consumers, B2B buyers want a more immersive, omni-channel experience and the same kind of attention that is often offered to B2C buyers.”
• With the web and mobile sites of suppliers being the best places to find products and ingredients, look for new ones. products 
• 66% of business leaders  find the online B2B buying process frustrating, the report says. 
• More than half (51%) of sellers don’t understand the friction points of the current online buying process, and
• 45% of sellers say it’s more difficult than buying offline.
• And as customer loyalty declines, failure to adapt can have serious consequences. More than three in five (62%) say the current economic climate has made them more likely to switch providers, with the lack of face-to-face interaction between hybrid workplaces a factor for
• 47% of C-level executives and procurement officers…
• “More than half (51%) say sellers don’t understand the friction points of the current online shopping process, and 45% say it’s more complicated than shopping offline.”
• Two in five (40%) say they have switched all suppliers in the past year; many sellers are reluctant to see an increase in the coming year. And 62% of B2B buyers say they’ve made more B2B purchases online because they work from home.

 Key Insights 

• 71% of shoppers want to buy from both brick-and-mortar and online ordering platforms.
• Sixty-six percent of shoppers want a customer experience similar to  consumer brands.
• Two in five shoppers (40%) go so far as to say they have switched all suppliers in the past year.
• More than three in five (62%) say the current economic climate has made them more likely to switch suppliers.
• 62% of B2B buyers say they have made more B2B purchases online because they have worked from home.
• 68% expect to increase their use of digital channels to make purchases.
• 67% of B2B buyers prefer to purchase online with Avatar in meta.

“We know that channel presence and penetration are important factors that affect brand visibility,” said Aadit Bimbhet, Regional Sales Director, Wunderman Thompson APAC.

“With 67% of B2B buyers starting their buying journey online, brands need a strong B2B strategy that is digitally enabled, flexible to changing trends, and designed for the B2B buying journey.” In return, brands can leverage more points of sale, automate or simplify parts of the buying journey, and unlock productivity and revenue for B2B buyers.

Hugh Fletcher, global director of consulting and innovation at Wunderman Thompson Commerce and Technology, added: “As consumers, B2B buyers want a more immersive, omni-channel experience and the same attention often offered to B2C buyers.”

Whether it’s selling through metaverses, partnering with a marketplace, or optimising mobile sites, it’s important for businesses to listen to their customers’ pain points and deliver a personalised experience.

“But as important as developing the best digital experience is, companies cannot forget the importance of building real human relationships.” especially when society moves from home to work. Finding the perfect mix and balance of digital and personal communication is critical. With multiple channels to choose from,

B2B purchasing has changed a lot since 2020. B2B suppliers have a responsibility to deliver the right products at the right price to their buyers through the best omnichannel experiences.