01. White Paper
Industrial Buyers Are Leaving the Digital Channel
Your buyers are going digital – until they don’t. Digital commerce has transformed industrial purchasing, but when decisions become complex or high-stakes, buyers still need confidence, expertise, and reassurance. If your digital channel cannot provide that, customers may leave it at the very moment they are ready to buy.
02. CONTENT
Sana Commerce’s latest research, based on a commissioned study by Forrester Consulting, reveals a significant confidence gap in the digital buyer journey.
70% of organisations report that buyers bypass digital channels at moments of highest buying intent and risk, while 46% switch away from digital to check inventory elsewhere. Meanwhile, 58% of customer service challenges still involve manual order intervention.
The question is no longer whether industrial buyers want digital commerce – it’s whether they trust it enough to complete the journey. This white paper explores why buyers leave digital channels, where confidence breaks down, and what manufacturers can do to create a more dependable digital buying experience. Discover how connecting digital commerce with the systems, information, expertise, and processes buyers already rely on can help turn digital convenience into genuine purchasing confidence.
Find out where your digital buyer journey is losing confidence – and what you can do about it.
03. ABOUT
Sana Commerce is built on a simple conviction: B2B commerce should strengthen relationships, not stand in the way of them.
In manufacturing, the distance between what you know and what your buyer sees has often been too wide. We are closing that gap by creating a new future of connected commerce. For more information, visit the website.
Founded in 2012, Copperberg is a leading European editorial and original content creaion company dedicated to the manufacturing industry.
Through independent research, executive conferences, virtual academies, reports, and digital content, we bring together senior leaders to exchange practical insights, benchmark strategies, and shape the future of industrial business. For more information, visit the website.
The goal isn’t to eliminate the complexity of industrial buying. It’s to make sure that complexity doesn’t become the buyer’s problem.
04. DOWNLOAD