Manufacturing Buyers Frustrated with Frequent B2B Web Store Errors

A recent survey by Sapio Research and Sana Commerce found that 77% of manufacturing buyers are hesitant to make online B2B purchases because there are too many order errors. Additionally, 71% are ready to switch suppliers if they find a better online shopping experience.

Manufacturing buyers are increasingly turning to online channels for procurement, shopping online three or more times per week. However, persistent order errors deter many buyers, causing reluctance among 77% of respondents.

“It's become undeniably clear that the manufacturing sector's e-commerce platforms are not meeting the critical needs of their buyers,” said Sebastiaan Verhaar, CEO of Sana Commerce. “As manufacturing continues to push forward with digital transformation, accuracy and precision in e-commerce solutions are not just nice-to-have features but indispensable assets.”

Common Barriers to Seamless Digital Procurement

The survey highlighted several common obstacles that manufacturers face in digital procurement:

Lack of Accurate Information: 34% of respondents reported issues with inaccurate pricing and stock levels.
Inadequate Product Information: 30% cited insufficient product details as a significant challenge.
Limited Payment Options: 29% expressed the need for more extensive payment choices, such as pay-by-link, multi-card payments, accounts receivable, or other payment platforms.
User-Unfriendly Web Stores: 25% of respondents found current web stores to be user-unfriendly, hindering increased online ordering.

Order Errors and Supply Chain Snags

The survey also revealed significant dissatisfaction among manufacturers regarding their current suppliers' web store experiences. Only 33% were content with the speed, accessibility, and efficiency provided by these platforms. Major frustrations included inaccuracies in stock, pricing, and delivery details (44%), challenges in locating desired products (41%), and limited payment choices (40%).

A staggering 97% of respondents cited order errors as a barrier to online ordering, with 77% encountering such issues regularly. Alarmingly, nearly one-third faced order errors in over half of their online transactions, emphasizing the critical need for more reliable and accurate online systems.

Impact on Supplier Relationships

The quality of digital interactions between manufacturers and suppliers is crucial. The survey showed that 99% of manufacturers agreed that a poor online buying experience significantly impacts their supplier relationships, with 38% deeming the impact highly consequential. The potential for suppliers to lose business is clear, as 71% of manufacturers are ready to switch suppliers for better online experiences, with 26% extremely inclined to do so. Furthermore, 60% of respondents would switch to a different supplier after multiple subpar online buying encounters.

Desired Features in Online Transactions

Manufacturers identified the most coveted features in online transactions as follows:

Comprehensive Order Status, History, and Invoices: 41%
Full Product Range Catalog: 37%
Effortless Product or Order Information Searches: 36%

“More than any other, the manufacturing industry requires efficiency and resilience to thrive amidst constant challenges,” Verhaar added. “We are committed to delivering solutions that empower manufacturers to exceed their buyers' expectations, ensuring every digital interaction is seamless, accurate, and efficient.”