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What does the channel really think of this increasingly popular way to buy technology?
February 3, 2022
The growth of B2B online marketplaces is evident. Driven by changing purchasing habits and expectations, the channel may consider them both a threat and an opportunity.
McKinsey notes that “COVID-19 has changed B2B sales forever”. Its 2020 research shows that more than 75% of B2B buyers say that they prefer buying online. Importantly for partners, they prefer remote interactions with sales representatives over traditional in-person interactions.
The use of online marketplaces is also not restricted to smaller-ticket items. Seventy percent of B2B decision makers say they are open to making new, fully self-serve or remote purchases of more than $50,000. Twenty-seven percent would spend more than $500,000.
So what does that mean for the channel? Here both vendors and distributors share their thoughts on online marketplaces. See our slideshow above to find out if they think they pose a threat or opportunity for their businesses.
Contributing Editor, Channel Futures
Christine Horton writes about all kinds of technology from a business perspective. Specializing in the IT sales channel, she is a former editor and now regular contributor to leading channel and business publications. She has a particular focus on EMEA for Channel Futures.
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