26 January 2025
Understanding and addressing Digital B2B Buyer frustrations

In the evolving landscape of B2B commerce, digital platforms have become integral to purchasing processes. However, recent studies reveal a growing dissatisfaction among digital B2B buyers, particularly among younger generations. A Forrester survey indicates that 87% of Millennial and Gen Z buyers report dissatisfaction in at least one area of their digital purchasing experience, compared to 73% of older buyers.
Key Factors Contributing to Buyer Dissatisfaction:
- Complex Purchasing Processes: Enterprise buyers often face intricate purchasing procedures, leading to delays and frustration. Challenges include navigating internal processes, managing competing priorities, and resolving overlapping technologies and contracts.
- Internal Organizational Challenges: While budget and pricing are commonly cited reasons for stalled purchases, deeper internal issues such as insufficient data to support business cases and financial negotiations play a significant role.
- Involvement of Multiple Stakeholders: On average, 13 individuals participate in a B2B purchasing decision, with 89% of purchases requiring input from multiple departments. This extensive involvement can complicate and prolong the decision-making process.
Strategies to Enhance the Digital B2B Buying Experience:
Simplify the Purchasing Process: Streamline workflows to reduce complexity and expedite decision-making. Implementing user-friendly digital platforms can facilitate smoother transactions.
Address Internal Challenges: Provide comprehensive data and support to assist buyers in building robust business cases. Offering transparent pricing and flexible financial options can alleviate common concerns.
Foster Cross-Departmental Collaboration: Encourage alignment among various departments involved in purchasing decisions. Utilizing collaborative tools can enhance communication and consensus-building.
How Rewix Resolves B2B Buyer Challenges
Rewix is specifically designed to tackle the most pressing frustrations of digital B2B buyers. Its B2B eCommerce eXperience Platform (EXP) offers tools that simplify purchasing processes, enhance internal collaboration, and deliver seamless, personalized customer experiences.
Here’s how Rewix addresses these pain points:
- Streamlined Processes: Rewix automates complex workflows, from pricing to order management, ensuring fast and hassle-free transactions.
- Data-Driven Insights: With integrated analytics, Rewix provides actionable insights to support informed decision-making and optimize financial negotiations.
- Enhanced Collaboration: The platform fosters cross-departmental alignment through tools that ensure transparency and efficient communication.
- Personalized Experiences: Rewix tailors the customer journey with AI-driven personalization, offering buyers the intuitive, frictionless experience they expect.
Conclusion
By leveraging the advanced capabilities of Rewix, businesses can overcome the challenges cited in the Forrester study, providing an unparalleled digital purchasing experience for B2B buyers. Rewix doesn’t just address frustrations—it transforms them into opportunities, helping companies increase customer satisfaction and drive sales growth.
Discover how Rewix can resolve your B2B buyer challenges and enhance your sales performance. Request a demo today!
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