Sana: Real-Time Data Key to Persuading Frustrated B2B Buyers

In B2B procurement, efficiency is everything.

Yet, a new report from Sana Commerce, based on research conducted by SAPIO Research in September 2024, reveals a growing problem: while 73% of buyers prefer to purchase online, 81% encounter major barriers that hinder their experience.

These frustrations are more than just inconveniences—they're driving 75% of buyers to consider switching suppliers, but real-time data offers a solution. 

When it comes to procurement, accuracy is non-negotiable. Yet, 85% of B2B buyers report frustrating experiences when purchasing online.

The biggest issues falls to inaccurate stock levels, pricing discrepancies and unreliable delivery timelines.

• 40% say unclear stock availability and delivery dates are their top frustrations
• 29% report that incorrect delivery times prevent them from ordering
• 28% struggle with inaccurate stock levels
• Only 19% believe their online buying experience meets expectations

This lack of transparency is eroding trust. Procurement professionals need reliable, real-time data to make informed decisions, yet many suppliers fail to provide it.

In an industry where decisions impact supply chains and operational efficiency, unreliable information isn't just frustrating, it’s costly.

“B2B buyers don’t have time for guesswork. When the information they rely on—like inventory or delivery timelines—is wrong, it’s more than an inconvenience; it erodes trust,” comments Sebastiaan Verhaar, CEO of Sana Commerce.

Procurement expectations have changed

The profile of B2B buyers is shifting. Millennials and Gen Z now make up 71% of all procurement professionals and their expectations are shaped by seamless B2C ecommerce experiences.

The report highlights what they now consider essential:

• 73% of all B2B buyers prefer to purchase online
• 52% want automated delivery tracking as a standard feature
• 64% expect agreed-upon pricing to be accurately reflected in real-time

For procurement teams, real-time data isn’t a luxury—it’s a necessity. Suppliers that fail to integrate real-time inventory updates, accurate pricing and seamless ordering risk losing business.

B2B buying is no longer about simple transactions; it's about delivering a streamlined, digital-first experience that mirrors the ease of B2C platforms.

Real-time data as a competitive advantage 

With 75% of B2B buyers ready to switch suppliers for a better online experience, businesses that embrace real-time data integration will come out ahead.

Procurement professionals need suppliers that provide accurate, up-to-the-minute information to avoid costly errors and delays.

The report highlights why real-time data is essential:

• 46% say real-time inventory updates are crucial for a seamless buying process
• 33% report order errors due to inaccurate web store data
• 36% struggle to find products online, leading to delayed purchases
• 77% prioritise real-time previews of customised products to ensure accurate orders

Sellers who prioritise real-time data can reduce order errors, improve transparency and build lasting relationships with procurement teams.

In a market where trust is everything, suppliers who fail to deliver seamless digital experiences will quickly lose out to competitors who do.

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