B2B Pulse survey shows that buyers are inclined to buy online.


Recently McKinsey and Company published a new B2B Pulse survey. They collected data from decision-makers from dozens of industries in the USA, and according to this data, it looks like B2B selling is more inclined to omnichannel sales. Also, the tendency to purchase online is growing. 

The survey contains a lot of information that might be useful for those following the market. Four key findings perfectly show how B2B sales have changed recently.

First of all, more and more decision-makers tend to make large orders (over 500 thousand US dollars in a single transaction) online. This number grew from around 27% at the beginning of 2021 to 35 by the end of the year. And for smaller orders (over 50 thousand US dollars), the number of companies ready to purchase online reached around 77%.

In addition, 94% of respondents state that current omnichannel sales (purchasing face-to-face, remotely, and online) are at least as effective as before the pandemic.

Another finding published in the report states that B2B customers are currently using more than ten channels to interact with suppliers. Five years ago, the number of channels was only 5.

One more important thing in sales is loyalty. Around 80% of the decision-makers say that they will try to find a new supplier if the current one doesn’t offer certain guarantees, like some level of performance, refunds, etc.