B2B Payments

Study: B2B Consumers Want Custom Pricing

Nearly half of B2B consumers say that the top issue for them is the ability to set custom prices. According to a recent survey by Oracle, 45 percent of surveyed e-commerce consumers in the B2B industry cited that as a top goal.

Additionally, having advanced website search and navigation was a top priority – 45 percent of those surveyed.

The number one challenge according to the B2B e-commerce consumers was pricing complexity. A website being too complex and back-end complexity were the top two and three challenges, respectively.

“Judging from this study B2B consumers are looking for an easy-to-use website experience from their business vendors that works on multiple fronts: the back-end, search and navigation of the website, and better pricing tools that allow for custom order options,” explained a Ko Marketing contribution piece that discussed the survey results.

Oracle surveyed 50 e-commerce consumers for the report, and 71 percent were located in North America.

Just last month, PYMNTS.com discussed how a shift is happening in B2B commerce and that it is seeing an omni-channel transformation. For example, B2B e-commerce has now more than doubled B2C, with $559 billion in 2013 sales.

“What’s Hot” is aggregated content. PYMNTS.com claims no responsibility for the accuracy of the content published by the original source.


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Our data and analytics team has developed a number of creative methodologies and frameworks that measure and benchmark the innovation that’s reshaping the payments and commerce ecosystem. Check out the February 2019 PYMNTS Digital Fraud Tracker Report

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