Nobody is getting younger — except the B2B buyer. Discover the ways younger generations are changing how they’re selecting suppliers with the latest trends in our infographic.
There’s no denying that satisfying B2B buyers today and tomorrow is a 24/7/365 job that consists of omnichannel experiences and personalized interactions reminiscent of B2C commerce, while still maintaining all customizations, entitlements and relationships that have been hallmarks of traditional B2B commerce. For manufacturers, distributors and wholesalers to succeed in an increasingly digital-first context, the first step is knowing that these capabilities are now table stakes — and so is customer centricity.
This is especially true as younger generations take over decision-making positions in B2B organizations. According to Forrester, over two-thirds of buyers involved in large and complex transactions valued over $1 million USD in 2024 are millennials and Generation Z buyers. The digital prowess of younger buyers means they require a wealth of data and transparency during online research and purchasing, without having to interact with a sales rep.
Not only are millennials and Gen Z professionals embracing online purchasing with gusto but they’re also upending the way the B2B sector does business. For instance, younger professionals are increasingly influencing their colleagues to adopt digital tools — even the ones traditionally reluctant to do so.
A great example is how the B2B purchasing process now relies on online ratings and reviews. This isn’t only a sign of how B2C influences B2B experiences, but also reflects how millennials and Gen Z increasingly rely on external sources to validate information and make decisions.
Overall, B2B buyers, no matter their age, are looking for ways to make their purchases faster and more efficient. Switching from one supplier to another is easier than ever — and buyers know it. With 54% of buyers reporting that they’re likely to switch suppliers due to poor-quality customer experiences, it’s clear that only by delivering top-notch experiences across the full purchasing journey can B2B businesses succeed in an increasingly competitive market.
In this infographic, explore how the young generations of B2B buyers are changing the way the B2B sector does business.
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Manuela Marques Tchoe is a Content Writer at commercetools. She was a Content and Product Marketing Director at conversational commerce provider tyntec. She has written content in partnership with Facebook, Rakuten Viber and other social media platforms.