Almost 20 years ago when I was at university, I needed some serious computer kit for the 3D product design work I was doing. While I was busy in my first year of university working part-time and saving the money I would need for all this gear, I was also researching exactly what I would need. I asked friends, I looked up trusted websites and did my own comparisons and investigations.
At the start of my second year I went into one of the campus computer stores (this is pre-online sales...) and gave the salesperson a list of items I wanted and walked out 15 minutes later with thousands of dollars worth of equipment.
I'm guessing it was one of the easiest commissions they earned that year.
Why am I telling this story? Because it's a perfect example of the buyer journey that I, as a Millennial, take when buying things for myself. And it's the approach I take when doing that same process in my work. This shift in buying behaviour is a result of the impact the internet and online shopping has had in a personal context, and that is now transferring to a professional context.
Meet your new decision makers: Gen Y and Z
Forrester's 2024 B2B Buying Study shows that Millennials and Generation Z are rapidly gaining influence in B2B purchasing decisions1. My buying experience above is a perfect example of how digital natives bring distinctly different expectations to the buying process:
- They involve 10 or more external influences in their purchasing decisions
- They rely heavily on social media, online communities, and professional networks
- They expect the convenience and immediacy of B2C experiences in B2B transactions
Perhaps most significantly, Forrester predicts that more than half of large B2B purchases (valued at $1 million or more) will shift to self-serve digital channels by 20251. This includes vendor websites and online marketplaces—areas where traditional sales teams have had minimal presence.
The digital-first revolution is here for B2B
According to recent findings from Gartner, by 2025, a staggering 80% of B2B sales interactions between suppliers and buyers will occur in digital channels2. This is no gradual shift—it's a fundamental change of how B2B commerce operates that is hitting quick.
And this change is largely attributable to the buyer shift towards more Millennials and Gen Z.
Self-service is no longer optional
So what does this mean? The data is clear: 33% of B2B buyers now prefer a seller-free, self-service experience1. This preference spans transactions of all sizes, challenging the long-held belief that high-value deals require high-touch sales approaches.
For businesses clinging to traditional sales models, this shift presents significant challenges. For those willing to adapt, it offers substantial opportunities for growth and market differentiation.
From gatekeepers to guides: the evolving sales function
As digital self-service becomes the norm, sales teams must evolve from transaction managers to trusted advisors. Their value now lies in:
- Sense-making: Helping buyers navigate information overload and uncertainty
- Confidence-building: Reducing purchase anxiety that can derail high-quality deals
- Journey facilitation: Guiding prospects through increasingly complex buying committees and processes
AI and hyperautomation: the technology enablers
Meeting these new expectations requires more than just a digital storefront. Leading B2B companies are implementing:
- AI-driven personalisation: Creating tailored experiences for each buyer
- Predictive analytics: Identifying opportunities before competitors
- Process automation: Streamlining operations to match the speed digital buyers expect
Forbes notes that AI will revolutionise B2B marketing by enabling hyper-personalised content and seamless customer assistance—capabilities that today's younger buyers increasingly see as expected rather than differentiators3.
Building your digital-first strategy
How can your organisation prepare for this digital-first future? Start by focusing on these critical areas:
- Digital Infrastructure Assessment
Evaluate your current digital capabilities against the expectations of younger buyers. Can customers complete their entire buying journey online if they choose to? - Content Strategy Realignment
Develop content that addresses the specific needs of digital-first buyers, focusing on self-education and confidence-building resources. - Sales Team Transformation
Equip your team with the skills needed for virtual customer engagement, emphasising consultative approaches over traditional selling techniques. - Cross-Channel Integration
Ensure seamless transitions between digital self-service and human assistance, allowing customers to engage on their terms.
The cost of inaction
Organisations which are slow to adapt to this change will soon face the consequences. As more and more younger buyers gain purchasing authority, companies without robust digital self-service options will find themselves excluded from consideration—often without even knowing opportunities existed.
Research shows digital slowpokes face concrete costs: 10-15% annual market share loss, 27% higher customer churn rates, and operational costs up to 7x higher than digital leaders. Perhaps most surprising is the 52% higher turnover among sales talent under 40, creating a vicious cycle of digital stagnation.
Read our full analysis: The True Cost of Digital Hesitation in B2B Commerce
The path forward
The message from market leaders is unambiguous: B2B eCommerce in 2025 will be digital-first, buyer-centric, and increasingly self-service oriented. Successfully navigating this landscape requires more than incremental changes to existing processes—it demands a fundamental rethinking of how B2B commerce operates.
Are you ready to meet the expectations of tomorrow's buyers?
At Valve we're excited to help B2B companies make their business future-ready! Book a call with us and find out how Valve can help you get Millennial and Gen-Z-ready.
- Gartner, "The Future of Sales" 2024.
- Forrester, "Forrester’s B2B Marketing & Sales Predictions 2025." 2024.
- Forbes, "17 Emerging B2B Marketing Trends To Watch For In 2025", 2024.
- Boston Consulting Group, "Digital Maturity: Leaders Sustain Their Advantage," 2024.
