Do you know what B2B buyers really want?

Discover the trends driving buyer behaviour and get ahead of the competition for 2025 with The Definitive Guide to B2B Buyer Demands.

Quote from industry expert Jason Greenwood

We surveyed 300 buyers across Europe and the UK to learn about their demands and expectations. What sales channels do they like? How do they choose a supplier? What are their preferred payment terms? 

Download the report to learn all this and a whole lot more.
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Everything, everywhere, all at once: the shift to omnichannel preference in B2B

E-commerce is often the first port of call for B2B buyers – but a new trend is emerging. In 2025, buyers want sellers to be active and available on multiple online and offline channels.

84% of B2B buyers want suppliers to offer several different sales channels

This can include e-commerce websites, B2B marketplaces, telesales reps and physical stores.

56% of B2B buyers shop in-store and 23% prefer it to any other channel

In a reversal of pandemic-influenced trends, B2B buyers have rekindled their love for face-to-face sales.

More than a quarter of buyers favour marketplaces

27% of buyers are drawn by the convenience, choice and value-added services of digital marketplaces.

Payment terms are a must-have for B2B buyers

No matter which channel they choose, payment terms are a key consideration for 78% of buyers.

84% of B2B buyers want suppliers to offer several different sales channels

This can include e-commerce websites, B2B marketplaces, telesales reps and physical stores.

56% of B2B buyers shop in-store and 23% prefer it to any other channel

In a reversal of pandemic-influenced trends, B2B buyers have rekindled their love for face-to-face sales.

More than a quarter of buyers favour marketplaces

27% of buyers are drawn by the convenience, choice and value-added services of digital marketplaces.

Payment terms are a must-have for B2B buyers

No matter which channel they choose, payment terms are a key consideration for 78% of buyers.

Want to hear from the experts?

Join Hokodo and friends for a deep dive into the key findings of the report.
You’re invited for an exclusive exploration of the report and to learn how you can meet the expectations of B2B buyers in 2025. 

Speakers from Hokodo, the B2B eCommerce Association, Greenwood Consulting and Rooser will be coming together at 15:00 GMT / 16:00 CET on 25th February 2025.

Can we count you in?

Meet the speakers

Louis Carbonnier, Co-founder of Hokodo

Sania Kudaibergen

CCO
‍Hokodo

Sania leads the commercial and operational functions at Hokodo, helping merchants get the most value out of Hokodo’s solutions. She has 12 years of experience leading growth businesses across European markets.

Chris Gee, UK Chapter Lead, B2B EA

Chris Gee

UK Chapter Lead
B2B E-commerce Association

Chris is the UK Chapter Lead at B2B eCommerce Association, the leading professional network and resource for companies and merchants who want to succeed in B2B eCommerce and digital transformation.

Aaron Sheehan, Director of Product marketing, oroCommerce

Alex Weston

Sales Director
Sparklayer

Alex Weston leads the commercial strategy for SparkLayer, a leading B2B e-commerce solution supporting over 2,000 global brands in growing their wholesale with powerful features such as customer-specific pricing, CSV ordering and AI-powered sales agents.

Jason Greenwood

Jason Greenwood

Founder & Lead Consultant
Greenwood Consulting

Jason has more than 23 years working in eCommerce, and currently helps mid/large wholesale brands sort out their people, process, tech, ops and data challenges so they can execute on the huge opportunity that is eCommerce.

But don’t just take our word for it

Ready to dive in?

Grab a cup of coffee. Get comfortable. It’s time to learn.