Here’s a chilling stat: 85% of B2B buyers have frustrations when ordering online.
Sana Commerce commissioned Sapio research to survey 750 global B2B buyers to understand the developing trends and pain points that currently plague the e-commerce space.
What we’ve discovered is an evolution of trends that began back in 2022. E-commerce has gone from being a rising channel to the primary one for most B2B buyers, who themselves have shifted generationally.
Millennials and Gen Z now constitute 71% of all B2B buyers, while 73% of B2B buyers prefer to buy online.
Picture this: You’re a B2B buyer, you’ve got looming deadlines, and your supplier’s online store has the wrong stock levels and inaccurate shipping estimates. It’s frustrating, right? According to our 2025 B2B Buyer Report, 81% of buyers feel this pain—and 75% of them are so fed up that they’re willing to look elsewhere.
That’s not just a minor hiccup; it’s a huge wake-up call. B2B buyers don’t have the time or patience to deal with clunky online processes. If your site is leaving them stuck with guesswork or misinformation, they’re going to find someone else who won’t. After all, their supply chain—and their own customers—are counting on them. This makes every abandoned cart or incorrect order a direct threat to both your revenue and your reputation.
And it’s not just about one missed sale. When buyers struggle or feel let down, it damages trust. These relationships often take years to build, so the cost of failing to meet modern expectations goes far beyond a single lost purchase. Buyers that move on take their future orders (and potentially their peers’ orders) with them.
The good news? The fix is right at your fingertips. Prioritizing real-time data—from accurate inventory levels to personalized pricing—ensures that every click counts. Delivering reliable information fosters trust, reduces friction, and keeps buyers in your orbit for the long haul. In a climate where convenience and accuracy are non-negotiable, your ability to present up-to-the-minute information can be the difference between winning the deal and losing out—perhaps for good.
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Buyers’ pain points in e-commerce: A 2025 perspective
Our 2025 buyer report unveiled a series of persistent challenges that are driving manufacturing buyers away from current suppliers.
Order accuracy issues
A concerning 33% of all online orders placed by B2B buyers in 2025 contained errors. Given the high volume of orders processed weekly, this unacceptable error rate has discouraged 68% of buyers from utilizing online ordering platforms. In an industry demanding precision and accuracy, such mistakes are simply intolerable.
Data reliability concerns
Data reliability remains a major pain point. A significant 31% of buyers reported inconsistencies in delivery times, while 29% and 28% cited inaccuracies in pricing and stock levels, respectively. These discrepancies erode trust between buyers and suppliers, prompting them to seek more reliable alternatives.
Subpar user experience
As buyer expectations for user experience and web store navigation continue to rise, many online platforms have fallen short. A notable 28% of buyers expressed dissatisfaction with the lack of detailed product information. Other common complaints included limited payment options, slow checkout processes, and overall poor website usability.
These interconnected issues, rooted in a lack of supplier transparency and customer-centricity, undermine trust and damage buyer-supplier relationships. By addressing these challenges, suppliers can improve customer satisfaction and foster long-lasting partnerships.
What B2B buyers are looking for in 2025
B2B buyers are no longer content with clunky product listings and ambiguous shipping dates. They’re setting the bar higher—much higher—and they want experiences that mirror the seamless, intuitive online shopping they already enjoy in their personal lives. Here’s what the data from our 2025 B2B Buyer Report shows they’re after:
Real-time, accurate information: Over 46% of buyers cite real-time inventory updates as a must-have feature. They want to know exactly how many items are in stock and when they can expect delivery—no guesswork allowed.
Better search and filtering: When faced with large product assortments, 42% want better search functionality and 41% seek improved filtering options. B2B buyers want quick, pinpoint access to the items they need without sifting through irrelevant products.
Detailed product specs and guided selling: A whopping 81% identified robust product specifications and guided selling as the most helpful features. Think interactive catalogs, how-to guides, or configuration wizards. Buyers want to feel confident they’re selecting the right product for their exact needs.
Previewing customized products in real time: Whether it’s configuring complex machinery or selecting custom materials, 77% of buyers say they need real-time previews of configured products. These interactive visuals reduce errors and make decision-making much easier.
Customer-specific pricing: Personalized terms and contract pricing are standard in B2B, so it’s no surprise that 64% of buyers say accurate, agreed-upon pricing is crucial when ordering online. It’s all about seeing the right price at the right time—no manual quotes or back-and-forth email chains.
Sustainability transparency: Buyers are doing their homework—92% research sustainability credentials before committing. And if they can’t find that info online, 46% will pick up the phone to confirm or, worse, 27% might turn to another supplier. Making sustainability data front and center is no longer optional; it’s expected.
Automation and live support combined: Yes, buyers appreciate the speed of AI-driven chatbots and 52% consider automated delivery tracking a “must.” But human support still matters—54% prefer live chat for resolving complex issues. Offering both automation and a friendly face to talk to is the winning combo.
In short, 2025 is all about reliable, transparent, and interactive online experiences in B2B. By focusing on real-time data, tailored product info, and a blend of digital convenience with human expertise, suppliers can ensure they’re meeting—and exceeding—the high expectations of modern B2B buyers.
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