BigCommerce has released a new report highlighting a significant shift in B2B buyer behaviour, with only 18 per cent not purchasing digitally.
In fact, in the case of buyers for electrical, HVAC, or industrial supply products 62.3 per cent do so online, a 702 per cent increase since 2018, and digital channels now generate 30 per cent of leading distributors’ revenue. As a result, B2B buyers now expect fast, self-service options through websites, mobile apps, and even text. When those expectations aren’t met, many are turning to digital-first competitors like Amazon, turning these platforms into credible competitors to traditional distribution.
What’s driving this digital transformation isn’t just technology, its convenience. According to the report, 65.8 per cent of respondents say buying online is easier, while 60 per cent state that time savings are the main benefit. Digital channels allow them to avoid unnecessary travel and place orders on their own schedules. As a result, features like ease of use, mobile access, and intuitive search are now considered essential – not optional.
“Digital ordering is no longer a nice-to-have—it’s a baseline expectation for modern B2B buyers. Today’s distributors need to deliver far more than just an online catalogue; they must offer a high-performance, personalised purchasing experience,” said Lance Owide, general manager of B2B at BigCommerce. “That means real-time inventory, tailored pricing, accurate product data, and complete delivery transparency. And with over half of procurement professionals starting their journey on Google, being discoverable with structured, LLM ready, SEO optimised, content, isn’t just an optimisation tactic, it’s essential for growth.”
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