--- title: "Les acheteurs B2B changeront de fournisseur pour une meilleure…" description: "75 % des acheteurs B2B vous quitteraient pour une meilleure expérience en ligne — pas pour un meilleur prix, pour l'expérience." url: "https://humanafterall.ca/fr/insights/b2b-buyers-will-switch-suppliers/" language: "fr" markdown_index: "https://humanafterall.ca/api/md/index.md" --- ## TL;DR Eighty percent of B2B sales interactions now happen digitally and 73% of buyers prefer buying online, yet 85% still hit the same frustrations they reported in 2021: no stock visibility, no real-time pricing, long purchase processes. Millennials are 73% of B2B buyers and 44% of them are the final decision-maker. ![Les acheteurs B2B changeront de fournisseur pour une meilleure expérience numérique.](https://humanafterall.ca/images/insights/heroes/b2b-buyers-will-switch-suppliers.webp) L’infolettre Quoi faire lundi. Des articles comme celui-ci, deux fois par mois. 2 050+ praticiens la lisent. Deux courriels par mois. Désabonnement en un clic. Partager [](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fhumanafterall.ca%2Ffr%2Finsights%2Fb2b-buyers-will-switch-suppliers%2F)[](mailto:?subject=Les%20acheteurs%20B2B%20changeront%20de%20fournisseur%20pour%20une%20meilleure%20exp%C3%A9rience%20num%C3%A9rique.&body=https%3A%2F%2Fhumanafterall.ca%2Ffr%2Finsights%2Fb2b-buyers-will-switch-suppliers%2F) Cet article n’est pas encore traduit. La version anglaise est affichée ci-dessous. En bref Eighty percent of B2B sales interactions now happen digitally and 73% of buyers prefer buying online, yet 85% still hit the same frustrations they reported in 2021: no stock visibility, no real-time pricing, long purchase processes. Millennials are 73% of B2B buyers and 44% of them are the final decision-maker. **80% of B2B sales interactions now happen digitally.** Not “expected to”—happening right now. ![](https://humanafterall.ca/images/insights/substack/b2b-buyers-will-switch-suppliers/b2b-buyers-will-switch-suppliers-1.webp) And 73% of buyers straight-up prefer buying online over traditional methods. But here’s the stat that should keep you up at night: **75% of B2B buyers say they’d switch suppliers for a better online experience.** Not better pricing. Not better products. A better _experience_. ## The Buyers Have Changed. Have You? The person approving your purchase orders in 2025 isn’t the same person who did it in 2015. Millennials now make up **73% of all B2B buyers**. And 44% of them are the final decision-makers—the ones signing off on six and seven-figure deals. These buyers grew up with Amazon, Netflix, and Uber. They’ve never known a world where you had to call someone to check if something was in stock. They don’t understand why your B2B portal requires a phone call to get “real” pricing. And Gen Z is right behind them. Forrester found that together, Millennials and Gen Z account for **67% of buyers responsible for purchases over $1 million**. When I was at Sonepar, I watched this shift happen in real-time. The veteran procurement managers who’d been there 20 years would call their rep, have a conversation, place an order. The new hires would try our portal once, get frustrated, and find a competitor who made it easier. Same products. Same prices. Lost the deal on experience. ## The Pain Points Haven’t Changed (Which Is the Problem) Here’s what’s frustrating: buyers are complaining about the same things they complained about four years ago. According to Sana Commerce’s 2025 B2B Buyer Report, **85% of buyers still experience frustrations when ordering online.** The top issues? - Lack of transparency around stock and delivery dates - Inaccurate delivery times and stock levels - No real-time pricing visibility - Lengthy purchase processes Sound familiar? It should. These were the exact same complaints in 2021. The difference now is that buyers have options. Back then, switching suppliers meant rebuilding relationships, renegotiating contracts, dealing with the headache. Now? Your competitor is one Google search away, and your buyer can self-serve their way through a demo without ever talking to a human. **91% of US buyers say they’d switch for a better experience.** That’s not a threat. That’s a promise. ## Self-Service Is No Longer Optional Here’s a stat that should reshape how you think about your sales team: **75% of B2B buyers now prefer a sales experience without a sales rep** if it can be self-service. Not “tolerate.” Prefer. Buyers are completing **60-70% of their purchase research** before they ever talk to your sales team. They’ve read the reviews, compared the specs, checked your pricing (if you make it visible), and probably talked to peers on LinkedIn about their experience with you. By the time they reach out, they’re not looking for education. They’re looking for execution. This doesn’t mean your sales team is obsolete. It means their role has fundamentally changed. The value isn’t in explaining what you sell—it’s in navigating complexity, solving problems, and building relationships that justify staying with you when a competitor launches a better portal. L’infolettre · Deux fois par mois Recevez la prochaine avant LinkedIn. De vraies implémentations B2B. Des intégrations PIM, ERP et eCommerce qui fonctionnent. Quoi faire lundi, dans votre boîte de réception. 2 050+ praticiens. Désabonnement en un clic. ## Mobile Is Table Stakes Here’s something that surprised me when I first saw the data back in 2021: the majority of B2B purchases were already happening on mobile. In 2025? **Over 60% of B2B buyers use smartphones and tablets** to research products and interact with suppliers. They’re comparing pricing from the warehouse floor. Approving orders during commutes. Checking inventory while on-site with their own customers. If your eCommerce experience requires a desktop, you’re invisible for more than half of your buyers’ decision-making moments. ## Real-Time Data Is the Fix The Sana Commerce report nailed it: **“Real-time data is about more than accuracy; it’s the fix B2B ecommerce needs to rebuild trust.”** Your buyers don’t want to call to confirm inventory. They don’t want to email for “real” pricing. They don’t want to wonder if their order shipped. They want to log in, see their negotiated prices, check real-time stock, place the order, and track it to delivery. Like they do for everything else in their lives. The companies that figure this out—that connect their ERP to their eCommerce platform in a way that surfaces accurate, real-time information—will win. Everyone else will wonder why their “loyal” customers started buying from Amazon Business. ## What This Means For Distributors If you’re running a mid-market distributor, you’re in the uncomfortable middle. Enterprise players can throw millions at custom builds. Small startups can spin up Shopify in a weekend. But you’ve got real complexity: customer-specific pricing tiers, approval workflows, credit limits, ERP integrations that took years to stabilize. Here’s what I’ve learned working with companies in this range: **The platform matters less than the data flow.** I’ve seen beautiful eCommerce sites fail because they showed list prices instead of contract prices. I’ve seen ugly portals succeed because they pulled accurate inventory from the ERP in real-time. **Your buyers will forgive a lot if the basics work.** They don’t need AI-powered recommendations and chatbots. They need to see their price, confirm it’s in stock, and place the order without calling anyone. Nail that first. **Mobile isn’t a separate project.** If your next platform decision doesn’t default to mobile-responsive, you’re building for 2015. ## Three Things to Do This Quarter If you’re reading this and recognizing your own situation, here’s where to start: **1\. Mystery shop yourself.** Create a test account. Try to find a product, check your price, see if it’s in stock, and complete an order. Time it. Then do the same thing on Amazon Business or a competitor’s site. The gap is your opportunity cost. **2\. Ask your top 10 accounts one question.** “What’s the most frustrating part of ordering from us?” Don’t defend. Don’t explain. Just listen. The patterns will tell you where to focus. **3\. Audit your price visibility.** How many of your logged-in customers see their actual negotiated prices? If the answer isn’t “all of them,” you’re creating friction that pushes buyers to competitors who make it easy. The shift to digital B2B isn’t a prediction anymore. It’s done. 73% of your buyers are Millennials who expect Amazon-level convenience. 75% would switch to a supplier with a better experience. 85% are frustrated with the online buying process today. The question isn’t whether your buyers want a better digital experience. They do. The question is whether they’ll get it from you or from someone else. ## Les questions qu'on me pose FAQ What frustrates B2B buyers most? Lack of transparency on stock and delivery dates, inaccurate lead times, no real-time pricing visibility and lengthy purchase processes — the same list as four years ago. Who is the buyer now? Millennials make up 73% of B2B buyers and 44% are final decision-makers. With Gen Z they account for 67% of buyers responsible for purchases over $1 million. Why is switching easier than it used to be? The competitor is one search away and a buyer can self-serve through a demo without talking to anyone. Switching no longer starts with rebuilding a relationship. RA Rudy Abitbol Passé des campagnes L'Oréal et Club Med à la direction du commerce B2B chez Sonepar et chez un distributeur médical de 30 M$. Conseille aujourd'hui des distributeurs et fabricants de 5 M$ à 1 G$ sur les données produit, Shopify B2B et la recherche par IA. Montréal. [LinkedIn](https://www.linkedin.com/in/rudyabitbol/) [Infolettre](#newsletter) [Aussi publié dans l'infolettre](https://b2becommerce.substack.com/p/b2b-buyers-will-switch-suppliers) ## Plus sur _Stratégie et croissance._ [Les 21 articles →](https://humanafterall.ca/fr/insights/?topic=strategy-growth) [ Stratégie et croissance ### Subventions de transformation numérique au Canada Financement fédéral pour manufacturiers et distributeurs : CRDI, riposte aux tarifs, IA et BDC LIFT — subventions ou prêts, et à quelle agence régionale s’adresser. 2 août 2026 · 10 min de lecture ](https://humanafterall.ca/fr/subventions-transformation-numerique-canada/)[ Stratégie et croissance ### Subventions de transformation numérique en Ontario Financement ontarien pour manufacturiers et distributeurs : Ontario Together Trade Fund, volet AMIC et crédit d’impôt manufacturier ontarien. 2 août 2026 · 9 min de lecture ](https://humanafterall.ca/fr/subventions-transformation-numerique-ontario/)[ Stratégie et croissance ### Subventions de transformation numérique au Québec Les programmes québécois qui financent réellement le commerce B2B : ESSOR volets 1B et 1C, PSCE volet 2 et l’IRRT — montants, admissibilité et calendrier, vérifiés à la source. 2 août 2026 · 8 min de lecture ](https://humanafterall.ca/fr/subventions-transformation-numerique-quebec/) Stratégie et croissance ## Envie de le construire avec votre équipe ? D’où vient réellement le prochain point de croissance, et ce qu’il coûte. [Voir le service →](https://humanafterall.ca/fr/strategy-consulting/) Portée, échéancier et ce que votre équipe possède à la fin. ## FAQ ### What frustrates B2B buyers most? Lack of transparency on stock and delivery dates, inaccurate lead times, no real-time pricing visibility and lengthy purchase processes — the same list as four years ago. ### Who is the buyer now? Millennials make up 73% of B2B buyers and 44% are final decision-makers. With Gen Z they account for 67% of buyers responsible for purchases over $1 million. ### Why is switching easier than it used to be? The competitor is one search away and a buyer can self-serve through a demo without talking to anyone. Switching no longer starts with rebuilding a relationship.