Why are B2B Buyers Demanding Real-Time Data from Suppliers?

Procurement professionals rely on efficiency, yet online B2B purchasing often falls short.

A new report from Sana Commerce, based on research by SAPIO Research in September 2024, reveals that while 73% of buyers prefer digital procurement, 81% encounter major frustrations.

These obstacles aren’t minor annoyances—they’re deal-breakers. Faced with inaccurate stock levels, pricing discrepancies and unreliable delivery timelines, 75% of buyers are considering switching suppliers. The solution could lie in real-time data.

Accuracy is non-negotiable in B2B procurement, yet 85% of buyers report negative online purchasing experiences. The biggest frustrations stem from a lack of real-time data, making it difficult to trust suppliers.

Key pain points include:

• 40% cite unclear stock availability and delivery dates as their top concern
• 29% report incorrect delivery times preventing them from ordering
• 28% struggle with inaccurate stock levels
• Only 19% feel their online buying experience meets expectations

When procurement professionals place an order, they expect the right stock, at the right price, delivered on time. Inaccurate or outdated information makes this impossible, creating costly inefficiencies.

Sebastiaan Verhaar, CEO of Sana Commerce, explains the impact: “B2B buyers don’t have time for guesswork. When the information they rely on—like inventory or delivery timelines—is wrong, it’s more than an inconvenience; it erodes trust.”

Without transparency, businesses risk more than frustrated buyers—they risk losing them altogether.

Changing expectations in B2B procurement

The profile of procurement professionals is evolving. Millennials and Gen Z now make up 71% of all B2B buyers and they bring expectations shaped by consumer ecommerce. These buyers demand seamless, digital-first experiences that mirror B2C platforms.

According to the report, today’s B2B buyers expect:

• 73% prefer to purchase online
• 52% want automated delivery tracking as standard
• 64% expect pricing to be updated in real-time

Gone are the days when procurement was purely transactional. Buyers now demand more than just a product; they expect streamlined processes, transparency and automation. Suppliers that fail to meet these expectations risk losing out to competitors that do.

For procurement teams, real-time data isn’t a convenience—it’s a necessity. Without it, they can’t make informed decisions, and suppliers who can’t provide it will struggle to compete.

Real-time data as a competitive advantage

With 75% of buyers ready to switch suppliers for a better online experience, businesses must act fast. Real-time data integration is no longer optional—it’s a competitive advantage.

The report highlights why accurate, real-time information is crucial:

• 46% say real-time inventory updates are essential for a smooth purchasing process
• 33% report order errors due to outdated web store data
• 36% struggle to find products online, causing costly delays
• 77% prioritise real-time previews of customised products to ensure accuracy

By investing in real-time data, suppliers can reduce errors, improve transparency and build stronger relationships with buyers.

In a market where trust is everything, businesses that fail to provide seamless, data-driven experiences will quickly fall behind.

Explore the latest edition of Supply Chain Digital and be part of the conversation at our global conference series, Procurement & Supply Chain LIVE.

Discover all our upcoming events and secure your tickets today. 

Supply Chain Digital is a BizClik brand.