B2B buyers spend about 29% more with suppliers that deliver a consistently positive purchasing experience. Suppliers estimate they have lost 13% of bids to a negative one. Deloitte Digital surveyed 530 U.S. buyers and 530 U.S. suppliers; Digital Commerce 360 reports the findings.
What the article says
Deloitte Digital ran blind surveys of 530 U.S. B2B buyers and 530 U.S. B2B suppliers. Buyers reported spending about 29% more with suppliers that provide consistently positive purchasing experiences; suppliers estimate they have lost 13% of sales bids to negative ones. 72% of suppliers said they have mostly or highly automated their sales processes. Only 47% of buyers agreed, and buyers were three times more likely than suppliers to say suppliers are difficult to do business with. High-maturity suppliers reported average revenue growth of 6.1%, compared with 2.9% for low-maturity firms.
Why it matters at the top of the house
For a manufacturer or distributor, the gap between 72% and 47% is the marketing brief. The buyer grades the quote, the order, the portal and the reorder; the supplier grades itself higher. The question for a president is who owns that experience from end to end, and whether anyone measures it the way the buyer does. Thirteen percent of bids lost to a poor buying experience is a number for the board deck, next to the win rate.
Source: Digital Commerce 360, “Deloitte Digital: Digitally mature B2B suppliers post faster sales growth,” by Digital Commerce 360 (no byline shown), February 19, 2026. Research: Deloitte Digital, blind surveys of 530 U.S. B2B buyers and 530 U.S. B2B suppliers. The Marketing Table shares the link and a note on why it matters; the article and its copyright belong to the publisher.
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