Consumer journeys are becoming increasingly hybrid across B2B and B2C

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 23, 2021, 2:02 AM UTC

B2B buyers and procurement experts believe that online sales would constitute 59% of total sales by 2023, as per a Gartner report.

For both B2B and B2C, the customer journey has become complicated since the pandemic. Most consumers expect to stick to their current buying behaviour and expect no change for the foreseeable future.

78% of consumers purchase online using mobile phones and expect to continue with the shopping method for the next three to six months. However, 22% of consumers expect to increase in-store shopping.

Currently, 25% of B2B buyers use websites to make a purchase, while 24% rely on other online channels. Customer journey orchestration, allows for a seamless combination of online and offline touchpoints and experiences, according to the report.

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