The B2B buying experience is set for a revolution, according to Wunderman Thompson Commerce & Technology’s new B2B Future Shopper report, with 67% of B2B buyers wanting to conduct their online buying via an avatar in the metaverse. Whilst this might seem fanciful, B2B buyers are desperate for experiences that expertly fuse together physical and digital interaction.
And while the metaverse is the future, there is plenty that B2B sellers need to do right now. 71% of buyers want to shop with businesses that boast both physical and online ordering platforms, mirroring the demand for omnichannel experiences from B2C shoppers and underscoring the increasingly complex desires of B2B customers. It’s now just as important to consider mobile, marketplaces and social channels as it is face-to-face meetings. 71% of buyers wish they could shop more easily through their mobile devices, with 66% wanting similar experiences to those offered by consumer brands.
Hugh Fletcher, Global Head of Consultancy and Innovation at Wunderman Thompson Commerce & Technology, said: “Just like regular consumers, B2B buyers want a more immersive, omnichannel experience and the same attention that is often afforded to B2C shoppers. Whether it’s selling through the metaverse, partnering with a marketplace or optimising through mobile sites, it’s essential that businesses listen to their clients’ pain points and deliver a tailored experience.