Many B2B companies are still struggling to get customers to embrace online purchasing. Even as digital transformation reshapes the industry, some buyers remain attached to traditional ordering methods. But with 73% of B2B buyers now preferring to buy online, the shift isn’t coming—it’s here. The question is no longer whether B2B buyers will transition online, but how businesses can ensure their online platforms meet evolving expectations.
The latest B2B Buyer Report 2025 provides crucial insights into what today’s buyers want from their online purchasing experience. By aligning your e-commerce strategy with their expectations, you can encourage adoption, drive sales, and boost customer loyalty.
What drives B2B customers online? What do they want?
B2B buyers overwhelmingly choose online ordering for three key reasons:
Reliability (25%) – Orders placed online are more accurate and less prone to errors than offline orders.
Efficiency (25%) – Online platforms streamline purchasing, reducing time spent on manual processes.
Speed (23%) – Buyers expect faster order fulfillment and real-time inventory visibility.
However, frustrations still exist. 85% of B2B buyers report challenges with online ordering, and 75% say they would switch suppliers for a better e-commerce experience. These figures highlight the importance of creating an online purchasing journey that is seamless, informative, and user-friendly.
So, how do you make it easier for customers to transition online? Here are seven strategic actions you can implement today.
7 tips: How to get your B2B customers online
Now that you know why your customers want an online store, it will be easier to convince them to join you there. Here are some tips for helping them along.
Get B2B customers online with these 7 tips
1. Send an introduction card
Yes, via snail mail. This is a great way to reach all of your customers, whether they’re already technologically inclined or are soon to become e-commerce converts. Sending a card announcing your web store via post gives your customers a physical reminder, and it shows that you’re putting time and effort into offering them improved services.
You could also send an email if you have your customers’ email addresses. Keep it short and sweet and highlight a single call-to-action inviting them to explore your new web store. You could even personalize it with a link for them to check out their most purchased products in your web store.
2. Educate your customers with how-to videos
A lack of understanding can be a barrier to adoption. 21% of B2B buyers struggle with using web stores due to lack of training. Address this by creating simple, instructional videos that demonstrate how to navigate your platform, place orders, check inventory, and track shipments. Share these videos via email, social media, and your customer portal.
3. Stimulate online shopping with special web store discounts
Offer special incentives for customers to place their first online order, such as:
Free shipping on online orders over a certain amount
Limited-time discounts for first-time online purchases
A gamified scavenger hunt or rewards program for repeat online orders
Incentivizing online transactions not only drives adoption but also helps change buying behaviors long-term.
4. Help your customers log in
One of the biggest barriers to online adoption is accessibility. Customers may struggle with logging in, navigating product catalogs, or finding accurate pricing.
Redirect all phone calls with questions about invoices and orders to the online self-service portal. If customers don’t want to place their orders online because they feel it’s too complex, guide them through the portal to demonstrate just how easy it is to use. Show them how to access personal prices, order history, past orders, stock status, etc.
Always refer to questions about invoices, inventory, and orders to the self-service portal. Even if your customers aren’t ready to place their orders online yet, you can still refer them to the portal to enjoy the convenience of instant insight to their pricing, order history, current orders, inventory, and more.
Follow up on customer and lead requests for login details ASAP to encourage the use of your online portal.
5. Change your customers’ behavior
Use behavioral nudges to encourage online purchases:
Offer volume-based free shipping to drive larger single transactions.
Introduce real-time inventory updates, as 46% of buyers say this would improve their online shopping experience.
Implement better search and filtering functions, since 42% of buyers cite difficulty finding products as a major frustration.
6. Educate your sales reps
Make sure that all of your sales reps know how your web store works. Have them place their orders online instead of directly in the ERP, for example, so they have a better understanding of your customer experience.
If your sales reps are visiting customers, have them place orders for their customers online with their mobile device.
When your sales reps lead by example, your customers will follow. As order placement becomes quicker and easier for your sales reps, you’ll also find that their focus will shift from placing small orders to cross-selling and upselling.
The third benefit of this approach is that you can use the feedback provided by sales and inside sales to optimize the user experience in your web store.
7. Increase sales with personalized marketing
64% of B2B buyers say that personalized pricing is the most critical aspect of online purchasing. Meet this expectation by:
Showing customer-specific pricing at checkout
Providing tailored product recommendations based on order history
Sending monthly emails with discounts on frequently purchased products
B2B buyers don’t just want an online store—they want an online store that understands them.
Conclusion: Harnessing real time data is the key to getting B2B customers online
B2B customers now expect their online experiences to match the reliability, efficiency, and personalization of consumer e-commerce. With 75% willing to switch suppliers for a better digital experience, the stakes are high.
The key to success? Harness real-time data. From personalized pricing to accurate stock visibility, integrating real-time data ensures your web store meets the expectations of today’s buyers. Read the latest B2B Buyer Report to understand today’s B2B buyer and learn how you can address key online challenges.
Looking for more insights on your B2B customers?
Understand the current state of e-commerce from a buyer perspective with the new B2B Buyer Report.
