In recent years, the B2B purchasing experience has undergone profound change. Traditional dynamics, characterized by face-to-face meetings and phone negotiations, are giving way to activities similar to those of B2C sales. B2B buyers expect a seamless purchasing experience that integrates multiple channels without interruptions between digital and physical interactions. Addressing this challenge requires not only a presence across multiple touchpoints but also an integrated approach without fragmentation of sales processes.
According to Gartner, over 80% of B2B sales will soon be handled digitally. That’s not just a trend—it’s a shift in power. Buyers now explore, compare, and often decide before ever talking to a sales rep. This self-driven, digital-first journey has created a new set of challenges for sales organizations:
- Delayed engagement: If your digital presence doesn’t capture attention early, you’re off the shortlist before you even know there was one.
- Rising complexity: Today’s buyer expects seamless omnichannel experiences and highly tailored solutions.
- Demand for speed: Customers want quotes in minutes—not days. Lag behind, and you lose the deal.
- Real-time personalization: Whether on a website, through a reseller, or in-store, experiences must be consistent and tailored.
But there’s a silver lining: the winners in this new landscape won’t just be the ones who adopt digital tools—but those who connect them into intelligent, responsive ecosystems. The goal? Creating experiences that match the buyer’s pace and expectations.
Evolution of B2B Buying Behavior
Digitalization and buyer autonomy have changed the rules of the game. Today, B2B buyers expect the same fluidity of purchase that they experience in B2C channels. With 70% of the purchasing journey happening autonomously, companies must be ready to respond to this need by offering multiple channels that communicate with each other. Customers interact through websites, apps, social media, e-commerce, and direct interactions with the sales team, but they expect to be able to move smoothly from one to another.
Managing different channels is one of the main obstacles for B2B companies. The lack of integration between CRMs, ERPs, and other business tools leads to a loss of essential data for coherent customer management. The result? Difficulty in customizing offers and providing a standardized experience. The use of misaligned tools across different company teams also creates gaps in customer experience and compromises the effectiveness of the sales process.
"These days, while companies often tout advanced technologies and sleek designs, many fall short on the fundamentals that actually matter. This gap—between what companies offer and what customers expect—is known as the experience disconnect. So, what truly makes for a great experience? It’s not rocket science: speed, convenience, consistency, friendliness, and a human touch--where technology support real connections. When companies get this right, the payoff is significant." - Malcolm Elliot, UK Business Development Advisor for Apparound
Studies show that customers are willing to pay a price premium of up to 16% for great experiences, particularly in high-touch sectors like luxury and lifestyle products. What’s more, exceptional experience breeds loyalty: customers are more likely to repurchase and explore additional offerings from brands that treat them well.
Yet the reverse is equally powerful and the statistics prove it: one bad experience is enough for 32% of customers to walk away—even from brands they previously loved. In Latin America, that figure jumps to 49%.
Benefits of Omnichannel in B2B
An omnichannel approach allows companies to overcome fragmentation by creating a continuous flow between different sales channels. An integrated ecosystem offers numerous benefits:
- Fluid Experience: Customers can start a purchase online, receive assistance via chat, and complete the order through a salesperson without interruptions.
- Increased Efficiency: System integration reduces errors and management times, lowering operational costs.
- Higher Conversion Rates: A consistent experience increases customer trust, reducing the time needed to finalize offers.
- Mobile-First: Tools accessible offline allow sales teams to respond in real-time to customer needs.
- AI and Data Analysis: Artificial intelligence helps predict customer needs and improve their purchasing experience.
Ominchannel Speed: The Real Battleground of Modern Commerce
Amazon set the tone for fulfillment speed—and now everyone else must catch up. Retailers and B2B sellers alike are being measured by increasingly tight delivery expectations, with same-day or next-day delivery becoming the norm.
But speed isn’t just about logistics anymore. It’s also about generating quotes in minutes, personalizing interactions instantly, and delivering support in real time. In this hyper-connected world, every second counts, and buyers don’t distinguish between B2B and B2C standards anymore.
Retail has experienced more change in the past five years than the previous fifty—and nowhere is that more evident than in the race to speed. Thanks to players like Amazon, customer expectations have shifted: free two- or three-day delivery is now the baseline, and same-day or one-day delivery is quickly becoming standard.
"Why does this matter for the B2B world? Because the consumer mindset now permeates every buying experience. Whether B2C or B2B, customers expect instant gratification—quotes, demos, pricing, contracts—delivered at the speed of thought. And that’s where many organizations falter. Legacy systems, disconnected tools, and siloed data slow everything down. Sales reps can’t respond in real-time. Operations can’t promise accurate delivery windows. Marketing misses the mark on personalization. It’s death by a thousand delays," explains Elliot.
Conclusion: Omnichannel as a Competitive Necessity
To stay relevant in this hyper-competitive, speed-obsessed environment, organizations must ask themselves:
- How far does the buyer get before they engage us?
- Are we ready to meet them there—not after?
- Is our technology stack an enabler, or a blocker?
Adopting an omnichannel approach is essential for remaining competitive in B2B. Companies that integrate different sales channels can improve operational efficiency, ensure a consistent customer experience, and increase conversions. In this context, Apparound presents itself as an ideal solution for companies that aim to digitalize and optimize their sales network. Thanks to its integrated platform, Apparound facilitates the management of different touchpoints, allowing companies to respond quickly to customer requests and improve sales effectiveness.
"This is the new sales equation: Digital-first + Human-centered = Competitive Advantage. Speed matters. Experience matters. And the stakes are high. If your organization isn’t prioritizing experience as a strategic pillar, it’s time to rethink the plan. Because in a world where buyers hold the reins, every second counts—and every interaction is an opportunity to win or lose a customer. Organizations that fail to meet these expectations will fall behind. But for those willing to embrace change, there’s opportunity. I want to emphasize that those who can digitize intelligently—not just implement tools, but connect them into a cohesive journey—will thrive," explains Elliot.
To remain competitive, companies must ask: How far does our buyer get before they engage us? And are we ready to meet them there?
