Shopping in online stores is more common than ever, but B2B eCommerce is not fully taking advantage of this trend. At least, that’s what the 2022 Sana Buyer Report indicates (a study conducted in 7 countries worldwide, including Spain), where results show that 94% of B2B buyers report having problems with the online shopping experience.

These problems come in many forms (delivery errors, difficulty tracking orders, poor product information, limited payment options, cumbersome purchasing processes…) but they clearly show that there is immense potential for professional online purchasing. Even more so when B2B buyers are spending more than 65% online compared to pre-pandemic levels.

During the pandemic, eCommerce saw its largest growth compared to any other purchasing method. The conditions imposed by lockdowns and remote work accelerated this change; however, eCommerce was already clearly growing before this situation. Phone and email ordering did not grow as much in recent years, even though these systems could still be used despite the restrictions caused by the health emergency.

The shift that made eCommerce the primary purchasing method was driven by “everyday” purchases. Previously, most B2B eCommerce transactions were for high-value products. Now, companies are using eCommerce platforms for daily essential purchases, including technical products and even basic, low-value materials. The overall order volume across product types has increased by 46%. In other words, this trend is becoming global.

Companies must take advantage of this situation—not just to improve results, but simply to avoid falling behind in the medium term. Now is the time to prioritize eCommerce, something that organizations that incorporated it into their strategy before the pandemic have greatly benefited from.

There is significant room for improvement. For sectors where eCommerce is just beginning, of course; but also in more mature sectors where a significant portion of the competition is already selling online. Mainly because the Sana study shows that half of online stores do not fully meet B2B buyers’ expectations. But also because errors in orders have increased (from 28% in 2019 to 37% in 2021), when logic would suggest the opposite should happen.

The pandemic accelerated the shift to B2B eCommerce, but it was not a sudden transition: the change was already underway and simply sped up. While the socio-health situation is important, the underlying drivers are other factors. First, the influence of digital transformation for companies that want to remain competitive in a global market. Second, the change in users’ habits in their private lives, gradually transferring to the professional sphere (and accelerating as younger profiles enter the workforce). Third, the need for efficiency, a crucial value, especially in highly competitive sectors.

The results are clear. Two-thirds of companies now spend more online than before. That spending per buyer is 45% higher than before. B2B eCommerce orders have increased by 58% since the pandemic. And half of B2B buyers already use online purchasing platforms for their frequent orders.

Therefore, there are real opportunities to improve business results by investing in eCommerce—not just through new sales, but through better sales: without administrative errors, saving costs, saving time, reaching new markets, etc. And now, with major initiatives like Kit Digital coming up, it’s time to act. It’s time for B2B eCommerce.