【HOKODO】2024年欧洲B2B电子商务买家需求洞察权威指南24页_9mb

Summary of The Definitive Guide to B2B E-commerce Buyer Demands in 2024

Core Content

This report provides a comprehensive analysis of the current and evolving demands of B2B buyers in 2024, focusing on the checkout and payment experience. It highlights the growing reliance on e-commerce for procurement, the challenges faced during online checkouts, and the critical role of flexible payment terms and settlement methods in driving buyer loyalty and conversion rates.

Main Points

• E-commerce is now the norm for B2B buyers:

  • 93% of B2B buyers use online channels for procurement.
  • 71% of buyers now make more than half of their business purchases online.
  • Repeat purchases are increasingly made through digital platforms, with 53% of buyers making more online purchases in 2023 than in 2022.
  • 38% of B2B buyers make daily purchases online, indicating a high level of digital engagement.

• Checkout challenges are widespread:

  • 98% of B2B buyers face issues with online checkouts, with the top concerns being:
    • Lack of transparency around shipping costs and fees (44%).
    • Lack of customer support (43%).
    • Slow and complex checkout processes (39%).
  • Even in offline channels, 55% of buyers report poor user experience during checkouts.

• Payment terms are a deal-breaker:

  • 83% of B2B buyers would abandon a purchase if payment terms are not available.
  • 79% of buyers consider payment terms crucial for their business success in 2024.
  • 27% of buyers abandon purchases due to unsuitable payment terms, and 18% do so when no payment terms are offered on their first purchase.

• Buyers demand payment flexibility:

  • There is a strong demand for various payment terms, including 30-day, 60-day, 90-day terms, and instalment plans.
  • 30-day terms remain the most preferred, with nearly half of buyers selecting this option.
  • 22% of buyers expect credit decisions within an hour, and 19% want instant decisions.

• Settlement methods matter:

  • Standard methods like bank transfer (76%), credit card (69%), and debit card (56%) are still popular.
  • There is growing interest in newer methods such as mobile payments, iDeal (Netherlands), and SOFORT (Germany).
  • 49% of buyers expect Direct Debit as an option at checkout.

Key Insights

• B2B buyers are digital natives:

  • Millennials and Gen Z now dominate the workforce, with 75% of B2B buying teams aged 25-44.
  • These buyers have high expectations for seamless, fast, and transparent online experiences, similar to B2C.

• Payment terms are a key differentiator:

  • Payment terms are not just a convenience but a necessity for B2B buyers.
  • Offering flexible payment options, including trade accounts, is essential for customer retention and satisfaction.

• The gap between buyer expectations and seller capabilities is widening:

  • Many B2B sellers are still in the early stages of developing e-commerce strategies.
  • A lack of qualified e-commerce teams and technical expertise is a major barrier to growth.

• Digital transformation is critical:

  • The B2B e-commerce market is growing rapidly, with a CAGR of 18.3% expected by 2028.
  • Sellers must optimize their buyer journeys for online platforms and address key friction points to meet these demands.

Actionable Takeaways

• Invest in payment term strategies:

  • Offer flexible payment options, including trade accounts, to meet buyer expectations.
  • Ensure payment terms are available at the point of need, even on first purchases.

• Improve checkout UX and transparency:

  • Simplify the checkout process to reduce friction and increase conversion rates.
  • Provide clear information on shipping costs and fees to avoid surprises.

• Enhance customer support:

  • Offer timely and accessible customer support during the checkout process.
  • Consider integrating chatbots or live support to assist buyers in real-time.

• Adopt innovative settlement methods:

  • Explore and integrate newer payment methods such as mobile payments and regional options.
  • This can help meet the evolving demands of B2B buyers and improve their online experience.

• Align with buyer preferences:

  • Regularly review and adapt to the payment and procurement preferences of your target audience.
  • Use data to inform decisions and improve the overall buyer experience.

Conclusion

The report underscores that B2B trade is not moving online—it is already there. Sellers must recognize that e-commerce is now a standard expectation, and the key to success lies in providing seamless, flexible, and transparent payment and checkout experiences. By addressing these pain points, B2B e-commerce businesses can retain loyal customers, increase conversion rates, and thrive in the digital-first marketplace of 2024.