McKinsey Report Reveals Electronic Commerce Now Dominates B2B Sales

Electronic commerce has become the main sales channel in the B2B sector, making up 34% of total income and surpassing face-to-face sales for the second consecutive year, which now account for 17%. This is according to the Ninth Global Survey B2B Pulse from McKinsey & Company, which gathered responses from around 4,000 purchasing and sales decision-makers in 13 countries and eight major industries.

The study reveals a significant and structural change in the way businesses buy and sell in the B2B environment. What started as a response to the pandemic has become a permanent transformation, with buyers demanding an omnichannel experience that combines face-to-face, remote, and digital self-service interactions. In fact, more than 50% of B2B buyers say they would switch providers if they don’t receive a seamless and personalized purchase experience, leading 71% of suppliers to invest in electronic commerce.

Enrique González Campuzano, Senior Partner of McKinsey & Company and global leader in the Sales & Channel practice, notes that “electronic commerce is no longer just a complement, but the core of the sales process in B2B. Companies that fail to perfectly integrate their digital channels with face-to-face interactions risk being left behind in an increasingly competitive market.”

Omnichannel is not just an expectation, but a requirement for B2B buyers. According to the study, at any stage of the purchase process, a third of customers expect face-to-face interactions, another third prefers remote communications, and the remaining third opts for digital self-service options. This pattern holds constant across all geographies, industries, and business sizes, as well as for all types of purchases. The evolution of purchase habits also reflects this change, with decision-makers now using an average of 10.2 channels in their purchase process, twice as many as in 2016.

“Today, buyers want to choose the channel that best suits their needs at each stage of the process, whether it’s talking to a representative in person, making inquiries via video call, or managing the entire process autonomously online. The key is to offer flexibility without compromising the quality of service,” comments Enrique González Campuzano.

Another significant finding is the growth of remote and self-service transactions for high-value purchases. In 2024, 20% of B2B companies have managed purchases worth $1 million to over $10 million without face-to-face interaction, compared to 15% in 2022. This phenomenon spans industrial equipment to advanced technology, reflecting the growing confidence in digital channels for complex transactions.

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Víctor García de la Torre, Associate Partner of McKinsey & Company, adds that “we are seeing a paradigm shift: what was previously considered unthinkable, such as buying industrial machinery or medical equipment entirely online, is now the standard in many sectors. This demonstrates not only the maturity of electronic commerce platforms but also the urgency for companies to adapt to stay competitive.”

The study also highlights the role of generative artificial intelligence and hybrid work environments as growth drivers. 19% of companies are already using generative AI in their purchase and sales processes, while 23% are in the implementation phase. Organizations that combine this technology with personalized customer experiences are more likely to increase their revenue.

Companies that have adopted hybrid work models report higher growth rates in revenue and commercial effectiveness compared to those that maintain traditional schemes. According to the respondents, 34% of hybrid companies achieved growth greater than 10% during the last year, compared to 28% of non-hybrid companies.

“Companies that integrate advanced tools like generative artificial intelligence into their sales strategies and encourage job flexibility are better positioned to lead the market. Adapting to change is not just a competitive advantage, but an imperative need,” concludes Víctor García de la Torre.

In Spain, electronic commerce in the B2B sector is growing, with 75% of suppliers offering some type of digital channel, compared to 71% globally. Additionally, 36% of revenue in Spain comes from electronic commerce, exceeding the global average of 34%. This reflects a notable increase in the relevance of this channel in the country, where 59% of B2B buyers claim they would switch suppliers if they don’t experience a good digital experience, compared to 54% globally.

The operational model of these companies also demonstrates the benefits of a hybrid approach, with 32% of hybrid companies experiencing growth greater than 10% in the last year, compared to 26% of non-hybrid companies. Although the adoption of generative AI is not yet widespread in the B2B field in Spain, it is present in 34% of companies and has a highly positive impact among those who have adopted it, with more than 50% reporting a significant impact on defining new sales opportunities and determining the best next action to take.

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