> **来源：[研报客](https://pc.yanbaoke.cn)** The Definitive Guide to B2B E-commerce Buyer Demands in 2024 presents a comprehensive analysis of current trends and challenges in B2B online procurement. The report highlights that digital-savvy Millennials and Gen Z are becoming the dominant workforce, pushing B2B buyers to demand seamless, omnichannel e-commerce experiences akin to B2C standards. Key findings include: 93% of B2B buyers now use online channels, with 79% considering payment terms critical for business success. Without these terms, 83% of buyers would abandon purchases, underscoring their necessity as a core component of e-commerce strategies. Despite growing online adoption, 98% of buyers face checkout challenges, primarily due to poor user experiences (39%), lack of transparency in fees (44%), and insufficient customer support (43%). These issues persist across both digital and traditional channels, indicating that B2B merchants have not yet fully adapted to modern buyer expectations. The survey, conducted with 500 UK and EU buyers in 2024, reveals that 55% of buyers encounter difficulties in online checkouts, while only 2% report no issues. This suggests a gap between buyer expectations and current e-commerce capabilities, with many sellers still relying on outdated, manual processes. Payment terms remain a pivotal factor in buyer loyalty. The report emphasizes that 83% of buyers prioritize access to flexible payment options, such as trade accounts, which allow multiple purchases to be consolidated into a single invoice. While 30-day terms remain the most popular, 19% desire instant decisions, and 22% expect approvals within an hour. These preferences highlight the need for B2B sellers to adopt automated, streamlined credit solutions to meet evolving demands. Settlement methods also play a crucial role. Standard options like bank transfer (76%) and credit card (69%) are widely used, but newer methods—such as Direct Debit (49%) and regional alternatives like iDeal (Netherlands) or SOFORT (Germany)—are gaining traction. Buyers favor convenience and flexibility, urging sellers to integrate diverse, user-friendly payment options at the checkout. The report stresses that B2B e-commerce is no longer optional but a necessity for growth. Sellers must address checkout friction, improve settlement method diversity, and prioritize payment term availability. Failure to do so risks losing customers to competitors with better digital offerings. Hokodo’s solutions, which provide instant credit decisions and end-to-end trade credit management, are positioned as key tools to bridge this gap. Actionable insights include revisiting e-commerce checkout processes, testing for pain points, and enhancing customer support. The study also notes that 81% of buyers would open trade accounts with main suppliers, emphasizing the importance of tailored payment terms. As the B2B e-commerce market is projected to grow at 18.3% CAGR to exceed $18.97 trillion by 2028, businesses must embrace digital strategies to avoid obsolescence. The collaboration with industry partners like Greenwood Consulting and OroCommerce underscores the urgency of adapting to digital buyer expectations. The report concludes that while B2B e-commerce is still in its early stages compared to B2C, the shift toward online procurement is irreversible. Sellers must invest in refining their payment and checkout journeys to retain customers and drive growth. Core takeaways: 1. B2B procurement is increasingly digital, with 93% of buyers preferring online channels. 2. Checkout friction—particularly slow, complex processes and unclear fees—remains a major barrier. 3. Payment terms are non-negotiable; 83% of buyers abandon purchases without them. 4. Demand for diverse settlement methods (e.g., instant payments, regional options) is rising. 5. B2B e-commerce requires tailored strategies to align with buyer expectations and avoid losing market share. By prioritizing payment flexibility, streamlining user experiences, and leveraging automated credit solutions, businesses can meet the demands of 2024’s digital-first buyers. The report advises merchants to integrate these changes proactively, ensuring their online strategies keep pace with evolving market needs.