B2B buyers to expand supplier diversity

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 21, 2021, 8:04 AM GMT+0

Amazon Business' B2B E-commerce in Evolution Report revealed that 91% of B2B buyers prefer e-procurement to traditional and offline buying.

With COVID-19 disrupting supply chains, B2B buyers are prioritising supplier diversity in 2021, as per the report. The trend of B2B buyers pivoting to online channels to get supplies could continue with 96% of respondent’s organisations expected to purchase online more this year.

83% of the time, online product comparison features are ranked the highest in terms of being valuable by buyers. For sellers, the features rank the highest 67% of the time. Other features valued by buyers and sellers are product videos and phone and/or video calls with a sales rep.

Moreover, 62% of sellers prioritised delivering a positive customer experience, while 40% of buyers want to increase efficiency. 83% of buyers plan to increase budgets reserved for Black and minority-owned businesses in 2021.

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