Modern B2B buyers expect seamless experiences across web, mobile, marketplaces, and partner portals. In fact, 84% of B2B buyers say it is important for suppliers to operate across multiple online and offline channels.*
To meet these expectations, organizations must move beyond siloed commerce channels toward a connected autonomous CX model that integrates commerce, order sourcing, fulfilment, and customer support across the full customer journey.
The Advanced Success Plan for SAP Customer Experience supports this shift by accelerating omnichannel capability build-out through outcome-based governance. It helps organizations move from fragmented execution to coordinated operations—enabling consistent cross-channel experiences, aligning commerce with sales and service execution, and improving conversion and repeat purchase through end-to-end alignment.
Reality of B2B buying
B2B buying is rarely linear anymore. Buyers often switch between digital channels, sales teams, and service touchpoints before deciding. Research from McKinsey’s B2B Pulse highlights that buyers typically engage across multiple interaction channels before making a decision.**
This reflects how digital commerce has become a core part of the buying process, with 58% of global B2B retailers selling on at least three e-commerce platforms.†
At the same time, expectations have shifted. Consistency across channels is assumed, digital self-service is often the starting point, and speed and transparency are base
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Source: SAP News (Published: Wed, 29 Jul 2026 11:15:00 +0000). Read the full article on the original site.
