Share of U.S. B2B sales via e-commerce 2020-2023

In 2023, an estimated 14 percent of B2B sales were expected to be generated digitally. In 2020, the figure was 12.2 percent. Whether the purchase transaction is finalized online or not, online channels have gained relevance in the B2B customer journey. In the United States, two in three buyers use search engines for product discovery, and half of them browse online marketplaces.

From product discovery to a revenue source

Digital channels are going to be a key source of revenue for B2B companies based in the United States. By 2025, 56 percent of their revenue is expected to be generated online. Four years prior, the figure stood at 34 percent. As far as online channels are concerned, the use of third-party platforms is still limited in the B2B segment. In 2022, 81 percent of B2B organizations still invested in their website to sell their products and services. 

UX has yet to improve 

Poor user experience is one of the factors that pulls back B2B e-commerce growth – not just in the United States. In a survey investigating customer satisfaction worldwide, 23.5 percent of B2B buyers stated they had a very negative experience and another 14.9 percent of them had a somewhat negative experience when completing a purchase on a B2B e-commerce site.