emerging
Digital B2B Sales Growth
Digital sales channels will process over half of large B2B purchases in 2025, driven by the preferences of younger buyers.
Timeframe
near-term
Categories
Impact areas
Detailed Analysis
The shift towards online buying is accelerating in the B2B space. While traditionally, large purchases were handled through account reps, the growing influence of Millennial and Gen Z buyers is driving a preference for self-serve digital channels. "In 2024, 52% of global B2B buyers who made large purchases ($1 million or greater) directly with a vendor said these were processed directly through the vendor's account rep." However, Forrester predicts that in 2025, "more than half of these large transactions will be processed through self-serve channels such as the vendor's website or marketplace ― or through the product itself." This shift requires sales teams to adapt their roles and focus on guiding buyers through the digital purchasing process.
Context Signals
Increased comfort with online buying across all buyer demographics
Growing dominance of Millennial and Gen Z buyers
Need for sales teams to reposition themselves as guides and navigators
Edge
B2B organizations that invest in robust e-commerce platforms and personalized digital experiences will gain a competitive edge.
Sales roles will evolve to focus on relationship building, consultation, and complex problem-solving.
