A new survey reveals a critical gap in B2B e-commerce: despite a preference for online shopping, a majority of buyers are hindered by outdated systems and erroneous data. Real-time data emerges as a key differentiator in winning customer trust and enhancing supplier relationships.
The Challenge of Outdated Systems
The 2025 B2B Buyer Report from Sana Commerce underscores a significant disconnect in B2B e-commerce practices. While a robust 73% of buyers show a preference for online transactions, an overwhelming 81% encounter substantial obstacles that impede their purchasing process. The primary culprits—outdated systems and inaccurate data—frustrate 75% of buyers enough to drive them towards considering other suppliers who can offer more reliable and seamless experiences.
The Power of Real-Time Data
According to Sana Commerce CEO Sebastiaan Verhaar, the answer lies in the integration of real-time data. “B2B buyers don’t have time for guesswork. Accurate inventory levels and precise delivery timelines are more than conveniences—they are the bedrock of trust in B2B relationships,” Verhaar explains. This shift toward real-time data doesn’t just improve accuracy; it’s pivotal in rebuilding trust and fostering durable connections in a competitive market where every detail and every minute counts.
Enhanced Business Impact
The stakes are high in B2B e-commerce, with 85% of buyers reporting significant frustrations leading to abandoned carts. These frustrations include lack of transparency around stock and delivery dates, inaccurate delivery times that prevent effective planning and purchasing, and incorrect stock levels that can disrupt operations and result in lost sales. Despite these challenges, only 19% of buyers feel that their online purchasing experience aligns with their expectations.
For business leaders in the B2B sector, the integration of real-time data into e-commerce systems is not merely an operational upgrade—it is a strategic imperative. In today’s fast-paced market environment, the ability to provide up-to-the-minute, accurate information can transform a frustrated buyer into a committed partner. Leveraging real-time data effectively can lead to improved decision-making, enhanced operational efficiency, and increased customer loyalty. As digital commerce continues to evolve, the companies that can integrate real-time insights into their buyer interactions are the ones that will lead and define the future of B2B transactions.
