Even if customers are enthusiastic about making their B2B purchases online, they still have doubts about just how well these web stores work. The reason for that is incredibly simple, but difficult for the customer to overcome: B2B web stores have burned them in the past.
91% of B2B buyers have at least one reason that prevents them from placing orders online.
Even if buying online is their preference, B2B buyer’s past experiences make them hesitant to put all their eggs in the e-commerce “basket.”
When you look at many of the responses from buyers, you can see a clear trend that they have run up against hurdles when it comes to the web store’s ability to handle and process complexity, which is at the heart of B2B transactions. This manifests itself in multiple ways, but to the buyer it often looks like missing or inaccurate information displayed on the web store leading to increasing order errors.