40% of the workforce is now made up of Millennials and Gen Z – and that number is getting greater every day. These are digital natives, folks who know “add to cart” to be standard and “fax” to be obsolete.

These individuals are now our B2B consumers. They expect to be able to interact with B2B brands with the same ease as their D2C favorites. The B2B brands that win over the business of these newer generations of buyers are the ones who cater to their needs and wants.

Findings and date are based on our B2B Buyer Research. This research for the 2024 B2B Buyer Report was conducted using 1,000 respondents across the globe. This survey pool has all had experience buying from B2B suppliers using a B2B web store.