The industrial B2B sector is undergoing a major transformation as buyers increasingly move away from traditional purchasing channels and embrace digital commerce. According to a new report by Channel Marketing Group and BigCommerce, 65% of industrial B2B buyers have already made at least one online purchase in 2025, up significantly from 45% in 2018.
This shift marks a clear evolution in buyers’ behavior in sectors like HVAC, electrical, and industrial supplies. The survey of 345 industrial contractors and procurement professionals reveals that digital channels now account for nearly 30% of total purchases. Convenience, efficiency, and improved user experience are driving this change.
The Rise of Online Purchasing in Industrial B2B
Among the key statistics from the report:
- 62.3% of buyers regularly purchase industrial supplies online
- 65.8% say online buying is easy
- 60% say it saves time
- 58% of purchases now occur outside traditional distributor relationships
The message is clear: industrial buyers now prefer digital channels, provided those platforms meet their expectations.
Why Buyers Are Choosing Digital
Modern B2B buyers expect more than just a digital catalog. They seek:
- Personalized pricing
- Real-time inventory visibility
- Mobile-friendly, 24/7 access
- Fast, seamless checkout experiences
When an ecommerce platform lacks these features, buyers quickly revert to phone calls, text messages, or in-person visits, disrupting the digital buying journey.
This underscores that digital transformation in B2B is not just about having a website. It’s about offering a comprehensive ecommerce experience that aligns with how today’s buyers want to work.
Multichannel Ordering Is the New Norm
Industrial buyers aren’t limited to desktops. The report shows how ordering methods have evolved:
- 62.3% of purchases happen via company websites
- 39% are made using mobile apps
- 24.4% are placed by text
This shift highlights the need for device-agnostic platforms and omnichannel capabilities that allow users to place orders from any location, at any time.
Advanced Tools Are a Must for Large Projects
For national distributors and large contractors managing complex, project-based requirements, basic ecommerce is no longer enough. Buyers increasingly rely on:
- E-procurement systems
- Punchout catalogs
- ERP-integrated workflows
These tools help streamline processes, improve order accuracy, and ensure procurement aligns with internal operations.
Final Thoughts
The digital shift among industrial B2B buyers is accelerating, with ecommerce becoming the preferred purchasing method. Distributors and suppliers who want to stay competitive must invest in smarter, more flexible ecommerce tools that meet modern expectations.
From mobile apps to ERP integration, the future of industrial supply purchasing is fast, frictionless, and digital-first.
