2025年欧洲B2B买家需求洞察权威指南报告

HOKODO

Originalindustryresearch

TheDefinitive

GuidetoB2BBuyerDemandsin2025

Inassociationwith

GC

REENWD

CNSUTN

TheDefinitiveGuidetoB2BBuyer

Demandsin2025

Foreword2

Awordfromourpartner:B2BeCommerceAssociation3

Awordfromourpartner:GreenwoodConsulting4

Awordfromourpartner:SparkLayer5

Executivesummary6

Methodology7

5keytakeaways8

Everything,everywhere,allatonce:theshifttoomnichannel9

preferenceinB2B

Creditwhereit’sdue:buyerappetiteforpaymentterms15

remainshigh

Whatyourbuyersreallycareabout19

Trendsintoaction:howyoucanwinin202523

Changingchannels:B2Bbuyerdemandssummarised25

AboutHokodo26

Aboutourpartners27

1TheDefinitiveGuidetoB2BBuyerDemandsin2025

Foreword

AyearagoIwrotetheforewordforthefirsteditionofthisresearchpaper.Inthose300words,Iwaslaser-focusedontwothings:thedemandfore-commerceinbusiness-to-businesscommerce,andthedifficultiesmerchantsfacedindeliveringonthoseexpectations.

Thatsentimentisnolesstruein2025thanitwaswhenIwroteit.Asyouwilllearninthepagesofthisyear’s

report,e-commerceremainsthemostusedandhighestratedsaleschannelamongB2Bbuyers.Butthisyear,anewtrendisrearingitshead.

Yes,buyerswanttointeractwithyouonlineviae-commercewebstores,digitalmarketplaces,mobileappsandsocialmedia.Buttheyalsowanttovisityouin-store,talkwithyouonthephoneandmeetyouface-to-faceatindustryevents.

Inshort,theywantomnichannelsales:theopportunityandflexibilitytoconnectwithandpurchasefromyouviaanumberofonlineandofflineplatforms.Theywantacoherentandcohesiveexperienceacrossallthesetouchpoints,withaccesstotheirtailoredpricing,paymentterms,offersandmore.

Oh,andthat’sinadditiontothedemandforareliablesupplyofhighqualitygoodsthatcanbeeasilyresearched,deliveredquicklyandpaidforatalaterdate…

Meetingthesestringentexpectationsrequirestime,effortandinvestment,butaswithallthingsworthdoing,thepotentialrewardswarrantthechallengesyouwillface.Itismyhopethatthereportyouholdinyour

hands(orgazeatonascreen),willgiveyouthelegupneededtomeetB2Bbuyerdemands,getaheadofthecompetitionand,ultimately,haveasuccessful2025.

Let’sgetstarted,shallwe?

LouisCarbonnier

Co-founder&CEO,Hokodo

2TheDefinitiveGuidetoB2BBuyerDemandsin2025

Awordfromourpartner:

theB2BeCommerceAssociation

OurmissionattheB2BeCommerceAssociationistosupportmanufacturers,wholesalers,anddistributorsastheynavigatedigitaltransformation—throughprofessionalcourses,educationalcontent,andoriginalresearch.So,when

Hokodoinvitedmetocontributetothisreportforasecondyear,itwasaneasydecision.

Aclearthemerunsthroughthisresearch:B2Bbuyersexpectmore.Theshiftisn’tcoming—it’salreadyhere.

Theresearchmakesitundeniable:

•Buyersoverwhelminglyagreethatsuppliersmustofferafast,simple,andaccurateonlineexperience.

•Digitalplatforms—includinge-commercewebsites,B2Bportals,

marketplaces,andmobileapps—arenowthepreferredsaleschannelsfor75%ofbuyers.

B2Be-commerceisn’tjustanotherchannel—it’sthefoundationofmodernB2Bsales.Buttoomanybusinessesstillseeitasabolt-on,ratherthanthebackboneofaseamlessbuyingexperience.

Thechallengeformanufacturers,wholesalers,anddistributorsisn’twhethertoinvestine-commerce.It’showtoalignplatforms,processes,andpeopletomakeitworkproperly—withoutcreatingmorecomplexity.

Thisresearchisapowerfulguideforbusinessesfacingthatchallengein2025.Taketheinsightsseriously,questionthestatusquo,andbuildsomethingthattrulyservesyourcustomers.

ChrisGee

UKChapterLead,B2BeCommerceAssociation

3TheDefinitiveGuidetoB2BBuyerDemandsin2025

Awordfromourpartner:GreenwoodConsulting

InTheDefinitiveGuidetoB2BBuyerDemandsin2025,Hokodohasdoubleddownoneverythingthatmadelastyear’sreportsovitalfortheindustry,whilealsotappingintonewtrendsandattitudesamongbusinessbuyers.

Asthefounderofane-commercefocusedconsultancyforB2Bmerchants,Iwasnotshockedtolearnthatdigitaltraderemainsnotonlythefastest

growingsaleschannelbutbyfarthemostpopularamongbuyersin2025.

Simultaneously,someofthefindingsofthereportrevealnewtruthsand

trendsthatsuggestB2Bisnottheonehorseraceitissometimesmadeouttobe,withbuyersnowexpectingadiverseyetcohesivemixofonlineandofflineinteractionswithsuppliers.

OriginalresearchlikethisisessentialforhelpingB2Bbrandsformulatetheir

strategiesfortheyearahead.AtGreenwoodConsulting,weareproudtoonceagaincollaboratewithHokodoonthisresearchandhopethatB2Bbrandswilltakethesefindingsonboardandutilisethemforsuccessin2025andbeyond!

JasonGreenwood

Founder&LeadConsultant,GreenwoodConsulting

GC

REENWD

CNSUTN

4TheDefinitiveGuidetoB2BBuyerDemandsin2025

Awordfromourpartner:SparkLayer

Hokodo’s2025reportonthestateofB2Bcommerceisfascinating-and,

moreimportantly,criticalforthesurvivalandsuccessofwholesalebrands.E-commercewebsitesandmarketplacesarethepreferredchoiceforalmost75%ofB2Bbuyers,showingthatmerchantsneedtoleverageadigital

experiencetokeepup,letalonedifferentiate.

Ahuge97%ofwholesalebuyersstatethataspeedy,simplifiedjourney

iscrucial.WithmillennialsnowmakingupthemajorityofB2Bbuyers,it’s

onlynaturalthatexpectationsareshiftingtoprioritisestreamlinedonline

experiences.Theirbuyinghabitsareincreasinglytech-led,meaningtheyplacemoreimportanceonfrictionless,intuitiveinterfacesthanpreviousgenerationsofbuyers.

Oneofmyfavouriteareasofthisreportistheinsightintokeydriversbehindre-platforming.ItalignscloselywithwhatweseeatSparkLayerandhighlightsthechallengesandfrustrationsthate-commerceplatformsneedtoaddress.

It’sbeenfantastictobepartofHokodo’stransformativeworkandwe’reexcitedtoseethechangesthisreportwillmaketoretailersandtheir

customersin2025andbeyond.

AlexWestonSalesDirector,SparkLayer

5TheDefinitiveGuidetoB2BBuyerDemandsin2025

ExecutiveSummary

Withwebstores,onlinemarketplacesandmobileappsnowthepreferredsaleschannelsofalmostthreequarters(73%)ofbuyers,thereisnodisputingthedominanceofe-commerceinB2B.97%agreeontheimportanceofafast,simpleandaccurateonlineexperience

However,thefindingsofour2025researchrevealthatbuyersarenotwhollysatisfiedwhentheyonlyhavetheoptiontointeractwithsuppliersondigitalchannels.In2025,thereisaclearexpectationamongbuyersfor

omnichannelexperiencesinB2B:84%saythatitisimportantforsellerstobeactiveonmultipleonlineandofflinechannels.

Insomethingofareversalofpandemic-inducedtrends,B2Bbuyershaverekindledtheirloveforface-to-facesales,withagrowingnumberchoosing(56%)andpreferring(23%)physicalstores.

Elsewherethisyear,buyersarewakinguptotheinefficienciesandinconveniencesofcardpaymentsinB2B,

demandinginsteadtopayviabanktransfer(80%)orDirectDebit(57%).Paymenttermsremaintopofmindforbuyersin2025,with78%inagreementthattheyareanimportantconsiderationduringsupplierselection.Twothirdsofbuyerswillabandonapurchaseifnopaymenttermsareavailable.

ReadontodigdeeperintotheevolvingexpectationsofB2Bbuyersin2025

6TheDefinitiveGuidetoB2BBuyerDemandsin2025

Methodology

InNovemberandDecember2024,Hokodosurveyed300buyersfrombusinessesinavarietyofindustries

acrosstheUKandtheEU.Thequalitativeandquantitativedatagatheredwasanalysedforthisresearchreport.

Participantswerescreenedwithqualifyingquestionstoconfirmtheirinvolvementinpurchasingprocessesfortheirbusiness.Professionalssurveyedincludepurchasemanagers,procurementmanagers,resourcemanagersandbuyers,plusleadershipfiguresincludingdirectors,businessownersandC-suiteexecutives.

Participantsanswered26questionsabouttheirprocurementhabitsandinteractionswithB2Bcommercesuppliers.Questionsweregroupedintofourcategories:

Online,in-storeandtelesales

1

2Paymentterms

Issueswithorders

3

2025

expectations

4

7

TheDefinitiveGuidetoB2BBuyerDemandsin2025

5keytakeaways

84%

1

ofB2Bbuyerswantsupplierstoofferseveraldifferentsaleschannels,suchasane-commercesite,telesalesrepsandaphysicalstore

Agrowingnumberofbuyerswanttopaybybanktransfer(80%)andDirectDebit(57%)fortheirB2Bpurchases

3

78%

agreethatpaymenttermsareanimportantconsiderationwhen

choosingasupplier

2

97%

agreethatafast,simpleandaccurateonlineexperienceisimportant

4

B2Bbuyerswillswitchsuppliers

ifoffered:

82%

54%

5

43%

Betterprices

Broaderproductinventory

Enhanced

paymentterms

8TheDefinitiveGuidetoB2BBuyerDemandsin2025

Everything,everywhere,allatonce:the

shifttoomnichannelpreferenceinB2B

Whenwepublishedthefirsteditionofthisresearchin2024,wefocusedonhowe-commercehadbecome“thenewnormal”forB2B,rapidlyovertakingtraditionalchannelslikeface-to-faceandtelesalesinthewakeofthe

COVID-19pandemic.Toasignificantextentthatremainstrue,butthisyearanewtrendhasemerged:in2025,B2Bbuyerswantanomnichannelpurchasingexperience.

Ourresearchhasfoundthat84%ofB2Bbuyerswantsupplierstobeactiveacrossseveraldifferentsales

channels,whilejust7%consideritunimportant.IndustryresearchbyMcKinseyandDigitalCommerce360hasfoundthatbuyersnowuseanaverageof11differentchannelstoengagewithsellersduringthebuyingjourney,upfrom5channelsin2016and7.5in2020.1Thevastmajorityofbuyers(94%)agreethatanomnichannelsalesmodelisaseffectiveas–ormoreeffectivethan–previoussalesmodels.2

Choosingchannels

Thesize,complexityandvalueofanorder,aswellastherelationshipwiththeseller,arekeyconsiderationsforbuyerswhendecidingwhichsaleschanneltouse.

Howdoyouprefertoplacelowervalueand/orrepeatorders?

Online87%

In-store10%

Telesales3%

Howdoyouprefertoplacehighervalueand/orcomplexorders?

Online59%

In-store34%

Telesales7%

1

B2Bbuyerswant(anduse)multipledigitalsaleschannels,

DigitalCommerce360

2

B2Bsales:Omnichanneleverywhere,everytime,

McKinsey

9TheDefinitiveGuidetoB2BBuyerDemandsin2025

Whetherplacingarelativelylowvaluerepeatorderormakingacomplexandexpensivepurchase,digital

channelsreignsupremeformanybuyers.ThisalignswithMcKinsey’sfindingthat73%ofB2Bbuyersarewillingtospendover$50,000perorderinaself-serveenvironment.3

However,thereisaconsiderabledifferenceinthenumberofrespondentswhofeelmorecomfortableplacingcomplexorhighvalueordersviachannelswheretheycanspeakwithasalesreporevenseetheproductstheyarebuyinginperson.Conversely,forlowervalueordersorstraightforwardrepeatpurchases,thevastmajorityofbuyers(87%)preferthespeed,easeandefficiencyofself-serveonlinechannels.

Theimportanceofharmonisingtheomnichannelexperince

Foranomnichannelstrategytobesuccessful,it’sessentialforsellerstoofferanexperiencethatisharmonisedandcohesiveacrossalltouchpoints.

Whichpersonalisedinformationismostimportantforyoutoreceiveacrossallsaleschannels?

84%Agreedprices 74%Shippinganddeliveryinfo

63%Agreedpaymentterms&creditlimit 27%Orderhistory

24%Agreedpromotions

Specifically,buyerswantaccesstotheiragreedprices(84%)andpaymentterms(63%)regardlessofwhethertheychoosetovisitmerchantsin-store,onlineoroverthephone.Aroundthreequartersofbuyerswantto

avoidthehassleofinputtingshippinganddeliveryinformationeverytimetheyuseanewsaleschannel.

3

2024B2BPulseSurvey,

McKinsey

10TheDefinitiveGuidetoB2BBuyerDemandsin2025

Callmemaybe:buyerstradedigitsforin-storevisits

DespitetheimportanceofanomnichannelB2Bpurchasingexperienceformanybuyers,notallchannelsarecreatedequal.

Whatchannelsdoyouuseforbusinesspurchases?

COD

74%

E-commercesites

56%

Face-to-facesales

16%

Mobileapps

9%

Telesales

66%

B2B

marketplaces

In2025,B2Btelesalesareonasignificantdownwardtrajectory,usedbyjust9%ofallB2Bbuyers.That’sadropofalmosthalffrom17%ayearago.So,wherearetheyshoppinginstead?

Whilethepopularityofe-commercechannelshasremainedsteadyyear-on-year,buyersareincreasingly

choosingtovisittheirsuppliersin-store.Insomethingofareversalofthetrendsusheredinbythepandemic,morethanhalf(56%)ofbuyersnowchooseface-to-facesalesforsomeoralloftheirbusinesspurchases–upfrom44%in2024.

Thisyear,weaskedbuyerstoindicatenotjustthechannelstheyuse,buttheiroverallpreferredchannel.Theirresponsesonlyservetofurtherhighlightthedeclineoftelesales,thedominanceofe-commerceandthe

surgingpopularityofin-storeprocurement.

Whatisyourpreferredchannelforbusinesspurchases?

C

27%

B2B

marketplaces

23%

Face-to-facesales

44%

E-commercesites

2%

Mobileapps

3%

Telesales

AccordingtoareportbyMasterB2B,69%ofB2Bbuyersprefertouseonlineplatformsoverinteractingwith

telesalesrepresentativeswhengatheringinformationduringthediscoveryprocess.4Thedatawehavegatheredsuggeststhatthistrendhasacceleratedintheinterveningyears,withtelesalesquicklyfallingoutoffashionandfavournotjustinthediscoveryphasebutrightthroughtothecompletionofatransaction.

4

THE2023STATEOFB2BECOMMERCEREPORT,

MasterB2B

11TheDefinitiveGuidetoB2BBuyerDemandsin2025

Why?Becauseatleast71%ofallB2BdecisionmakersareMillennialorGenZ,5withsignificantlydifferentexpectations,preferencesandopinionswhenitcomestospeakingonthephone:

•75%ofMillennialsandGenZavoidphonecallsbecausetheyare“tootime-consuming”6

•90%ofGenZersareanxiousaboutspeakingonthephone7and34%sayitmakesthemfeelawkward8

•26%ofGenZsaytheyactivelyignorephonecallsand32%rarelymakethem9

Toptip

SellersneedtoinnovateandadaptinordertomeetMillennialandGenZbuyersonthechannelstheyfeelconfidentusing.In2025,B2Bsalesteamsmustbeempoweredtocommunicatewithclientsviatext,WhatsAppandotherinstantmessagingservicesthatprovidetheconvenienceandflexibility

that72%ofunder40sdesire.10

Theundisputeddominanceofe-commerce

In2024,92%ofB2Bbuyerstoldusthattheyuseonlinechannelswhenmakingbusinesspurchases.Themessagetomerchantswasclear:getonlineorgetstuffed.

Thistimearound,wewantedtogarneradeeperunderstandingoftheonlinelandscapeinB2B.Todosowetookaslightlydifferentapproach,distinguishingbetweenthekeysubchannelsofdigitaltrade:e-commercewebsites,

marketplacesandmobileapps.

Forclarity,thisishowwedefineeachofthesubcategories:

•Ane-commercewebsiteistheonlinestorefrontofasinglemanufacturerorsupplier,sellingproductsorservicesdirectlytobuyers

•AB2Bmarketplace,likeAmazonForBusiness,isaplatformwherebuyerscanconnectwithandbuyfrommanydifferentsellers

•Anappallowsuserstobrowseandpurchasefromoneormanysuppliersonaplatformthatisoptimisedfortheirmobiledevice

5

TheStateOfBusinessBuying2023,

Forrester

6

WHYMILLENNIALSHATETALKINGONTHEPHONE,

BankMyCell

7

ResearchfromCommBankrevealswhyGenZaren’tansweringyourcall,

CommBank

8

CallDeclined,

SkyMobile

9

CallDeclined,

SkyMobile

10

MostBritonswouldprefertoreceiveatextoveraphonecall,

YouGov

12TheDefinitiveGuidetoB2BBuyerDemandsin2025

Unsurprisingly,theheadlineremainsthesame.DigitalchannelsreignsupremeinB2B,withe-commerce

websitesandonlinemarketplacesthepreferredchoiceforalmostthreequarters(73%)ofbuyers.66%saythatmorethanhalfthepurchasestheymadeinthelastyearwerecompletedonline,mirroringMcKinsey’s2024

findingthatB2Bcompanieswithanonlinepresencerankede-commerceastheirmosteffectivechannelforthefourthconsecutiveyear.11

sayitisimportantfor

merchantstohaveanonlinepresencein2025

Itdoesn’tlooklikethingsaregoingtobeslowingdownanytimesoon.55%of

buyerssaidtheywillmakethesame

91%

numberofpurchasesonlinethisyearastheydidin2024,while39%plantomakemore.Afast,simpleandaccurateonlineexperienceisconsideredimportant

almostunanimouslybyB2Bbuyers.

97%

sayafast,simpleandaccurateonline

experienceisimportant

TheunstoppableriseofB2Bmarketplaces

There’sanew(ish)kidontheblock.Despite

theirrelativeinfancycomparedto

channelslikeface-to-faceandtelephone

sales,marketplaceshavequicklybecome

oneofthemostusedandpreferredoptionsforB2Bbuyers.In2023,WBRInsightsandOroCommercefoundthatjust12%ofB2B

buyersprefermarketplacestotraditionalpurchasingarrangements.12Responsestooursurveyrevealthatmorethanaquarterofbuyersnowfavourmarketplacesoveranyothersaleschannel,highlightingjusthowfartheseplatformshavecomein

onlytwoyears.

COD

B2Bmarketplaces

66%

usethem

27%

preferthem

E-commercesites

27%

usethem

44%

preferthem

11

2024B2BPulseSurvey,

McKinsey

12

B2BBuyerPreferencesintheeCommerceMarketplaceEconomy,

WBRInsights

13TheDefinitiveGuidetoB2BBuyerDemandsin2025

AccordingtotheWBRInsightsreport,buyeradoptionofB2Bmarketplacesisdrivenbyanumberofkeybenefits.

72%

Discoveringnew

productsorservices

55%

Fasterpurchasinganddelivery

COD

52%

Greater

vendorchoice

Didyouknow...?

16%ofB2Bbuyersuse

mobileprocurementapps,

butonly2%favour

themoverotherchannels.

Thissuggestsaserious

disconnectbetween

themobileexperience

thatbuyersexpect

andtherealityofthe

technologicalsolutions

thatmerchantsprovide.

Toptip

AccordingtoMirakl,threequartersof

yourcompetitorsarealreadydeveloping

marketplacestrategies,eitherbyidentifyingpotentialplatformsorbuildingtheirown.13In2025,devisingandimplementinga

marketplacestrategywillbeakeysuccessdeterminerformanyB2Bmerchants.Checkout

Hokodo’sB2Bmarketplaceshub

for

thelatestguidanceandbestpracticesfordevelopingyourmarketplacestrategy.

13

GetStartedwithB2BEcommerceMarketplaces,

Mirakl

14TheDefinitiveGuidetoB2BBuyerDemandsin2025

Creditwhereit’sdue:buyerappetitefor

paymenttermsremainshigh

78%Important

11%Unimportant

11%Neitherimportantnorunimportant

Howimportantarepaymentterms

whenconsidering

suppliersorvendorsforB2Bpurchases?

Wouldyouabandonapurchaseifyou

werenotofferedsuitablepaymenttermsatthe

pointofneed?

66%Yes

34%No

55%Upto1day

25%Upto1week

10%Iexpectaninstantdecision10%Upto1hour

Howlongwouldyoubewillingtowaitforasellertoreturnacreditdecision?

In2025,paymenttermsremainnon-negotiableforthevastmajorityofB2Bbuyers.Regardlessoftheirindustry,thedetailsoftheirorderorthesaleschannelonwhichtheychoosetoplaceit,buyersexpecttheopportunitytoaccessinstantlinesofcreditandflexibletradeaccounts.

Afterall,whywouldn’tthey?TradecredithasbeenthestandardpaymentmethodinB2Bforhundredsofyears.Meanwhilethehighspeedandslickexperiencesofconsumercommercehaveinflatedbuyerexpectations,

creatingademandforpaymenttermsthatareavailableinstantlyatthepointofneed.

15TheDefinitiveGuidetoB2BBuyerDemandsin2025

Can’tbeataclassic:30-daytermsreignsupreme

In2025,someB2Bbuyersexpectadiversesetofdeferredpaymentplansincludingextendedtermsand

instalmentschemes.Butformany,youcan’tbeataclassic.Mirroringlastyear’sdata,36%ofB2Bbuyerssaythat30daysistheidealtimeframeforpaymentterms,whileafurther21%wanttheopportunitytodefer

paymentfor60days.

Whataretheidealpaymenttermsforyourbusiness?

D

Itsimplywouldnotbepossibleforasmall

businesslikeminetopayforgoodsbeforehavinghadachancetosellthem.Theflexibilitythat

paymenttermsgivetoeasecashflowpressuresthereforeformacriticalrolewhenselectingwhichsupplierstouse.Itwouldbenoexaggerationto

saythatsomedecisionstopurchasegoodsareultimatelydecidedonthecredittermsoffered

MarkWalter,Owner,TheGreenhouse

16TheDefinitiveGuidetoB2BBuyerDemandsin2025

36%30days

21%60days

19%Upfrontpayment

13%90days

11%3ormoreinstalments

Demandfortradeaccountsremainshigh

Ifoffered,wouldyouopenatradeaccountwithyourmainsupplier(s)?

19%-No

81%-Yes

In2024,thevastmajorityofbuyers(81%)thatwespoketowereenticedbytheideaofatradeaccountthat

wouldempowerthemtomakeseveralpurchasesthroughaspecifiedperiodandthenreceiveoneconsolidatedinvoicetobepaidonanagreeddate.Thisyear,demandremainsconsistentlyhigh.

Tradeaccountsareaneffectivewayofsimplifyingtradecreditforbothbuyersandsellers.Traditionallypopularinsectorssuchasfoodandbeverages,constructionandautomotive,thereisnowsignificantexpectationfortradeaccountsacrossallindustrysectors.

Intheeyesofmanybuyers,thebenefitsofatradeaccountarefarsuperiortothoseofageneric“buynow,paylater”option.Theabilitytomanageinvoicesinabuyerportal(60%)andtogroupinvoicesfrommultiplesitesorcompanies(41%)aretwoofthemostappealingaspectsoftradeaccounts.

Recentyearshaveseentradeshiftingonlineandfraudstersbecomingmoresophisticated,allsettoabackdropofsocial,politicalandeconomicturmoil.Asaresult,merchantshavestruggledtofindawaytooffertheinstant,flexiblepaymenttermsandtradeaccountsthatbuyersdemand.

There’sagoodreasonwhy49%ofbuyersgetpaymenttermsfromlessthanhalfoftheirsuppliers:

1.It’srisky.Theanonymityandscaleofcommercein2025meansthatitcanbedifficulttoknowwhichbuyerscanbetrustedtosticktotheirpaymentterms.

2.It’scomplex.Fromcreditscoringandfrauddetection,throughtofinancing,payment

processing,insuranceandcollections,tradecreditismadeupofseveralcomplexcomponents.

3.Itcreatescashflowpressure.Offeringcreditoffyourownbalancesheetcanhaveasignificantnegativeimpactonyourcashflow.

Inrecentyears,digitaltradecreditsolutionshaveemergedasasafer,simplerandmoresustainable

wayformerchantstoofferpaymentterms.WithproviderslikeHokodoprovidingthefinancingand

handlingeverystepofthetradecreditmanagementprocess,buyersgetthecredittheydeservewhilesellersgetpaidupfrontandthefreedomtofocusontheirgrowthgoals.Everyonewins.

17TheDefinitiveGuidetoB2BBuyerDemandsin2025

Thesurvivalofmybusinessdependsontheavailabilityofpaymentterms,butasasmall,independentstore,itcanbechallengingtoaccesscreditatthe

checkout,bothinonlineandofflinepurchasingsituations.

JoeBerger,Owner,ChinleyCheese

ThedownfallofcardpaymentsinB2B

WhichsettlementmethodsdoyouwantB2Bsellerstooffer?

Banktransfer

80%

63%Creditcard 57%DirectDebit

45%Debitcard 32%Mobilepayment

11%Regionalpayments

In2025,thepopularityofcardsasasettlementmethodinB2Bisbeginningtodwindle.Restrictedbylowlimits,significantfeesandhigherfraudrisk,buyersarebeginningtofeeltheinconvenienceandinflexibilityofcards

whenmakingbusinesspurchases.Comparedwithlastyear,thepopularityofcreditanddebitcardsdroppedby9%and16%respectively.

Instead,buyersareincreasinglyturningtosettlementmethodslikebanktransferandDirectDebit,bothofwhicharebettersuitedtothehighvalueorders,complexityandcommittee-styledecisionmakingprocessesofB2B.

18TheDefinitiveGuidetoB2BBuyerDemandsin2025

Whatyourbuyersreallycareabout

TheB2Bbuyerswespoketothisyearreiteratedtheirlong-standingdemandsforareliablesupplyof

highqualitygoodsthatcanbeeasilyresearched,orderedfrequentlyanddeliveredquickly.Buckingtherelationship-firsttraditionsofB2B,buyersrevealedthat,fortherightprice,theirloyaltycanbebought.

Qualityandspeed:howbuyersselectasupplier

Whatarethemostimportantfeaturestoconsiderwhenchoosingasupplierorvendor?

91%

Qualityofproductorservice

62%

Deliveryspeed

Paymentmethods

Paymentterms

35%

Recommendations

35%

Deliverycost

23%

22%

andreviews

Qualityofproductorservice(91%)anddeliveryspeed

(62%)remainthetwomostimportantfactorsforbuyerswhenselec