For distributors, the way customers want to buy has changed forever. Your buyers no longer want to rely on phone calls, back-and-forth emails or waiting for a sales rep to provide answers. They expect to find information, compare options and complete transactions on their own, quickly and on their schedule.
More than 70% of business-to-business (B2B) customers now prefer to engage remotely, and an incredible 97% say they’re willing to make self-serve purchases over $50,000. That means your customers are ready to make big-ticket purchases without a single conversation with a rep, if you give them the right digital tools to do so.
Digital self-service is no longer just a convenience. It’s a competitive advantage. Research indicates 87% of B2B buyers say they would pay a premium to work with a supplier that offers an excellent e-commerce portal, and 90% would switch to a competitor if a supplier’s digital experience doesn’t meet their needs.
The stakes are high: if your company isn’t delivering the seamless digital experience buyers expect, someone else will.
Buyer behavior is changing, and fast
B2B buyers are doing more research and decision-making online than ever before. By the time they reach out to a sales rep, they’ve often already compared products, read reviews, and narrowed down their options. Your digital experience is now your first impression.
Even in industries like heavy-duty trucking, where purchases are complex and high-value, buyers expect the same frictionless experience they get from consumer brands. They want real-time inventory, transparent pricing and 24/7 access to account details and support. When these expectations aren’t met, they don’t just get frustrated; they move on to competitors who make it easier to do business.
Why digital self-service matters more for distributors
Distributors deal with unique challenges: massive product catalogs, intricate configurations and specialized service needs. These complexities can make traditional sales processes slow and inefficient.
Digital self-service solves this by giving customers the ability to:
- Search and order parts quickly and accurately
- Configure products to their exact specifications
- View real-time pricing and availability
- Manage their accounts and track orders without waiting for help
[RELATED: Seven time-saving reasons to enable digital self-service]
The value doesn’t end at the point of sale. Aftersales support is becoming a key differentiator for distributors. Customers expect to reorder parts, access manuals, view maintenance histories and initiate returns, all within a single, easy-to-use portal.
For internal teams, self-service reduces repetitive tasks like quoting, order tracking, and answering basic inquiries. This frees up your staff to focus on building relationships, handling complex orders and driving growth. It also minimizes costly errors and speeds up fulfillment.
The risk of doing nothing
Failing to invest in digital self-service carries serious risks. Buyers will naturally gravitate toward competitors who provide the seamless, self-directed experience they expect. Sales cycles will slow as customers wait for answers to simple questions. Your cost of sales will rise as reps spend valuable time on tasks that could easily be handled digitally.
Even more importantly, you’ll miss out on data that can guide your strategy. Every search, click, and order in a self-service portal gives you insight into buyer behavior and future demand. Without that visibility, you’ll be left making guesses while competitors act on real data.
How to get started
Building a strong digital self-service experience doesn’t have to happen all at once. Many companies start by digitizing their product catalogs and offering basic ordering for repeat or high-volume purchases. From there, they can add more advanced features like configure/price/quote solutions for more complex products. A good solutions provider can support you with a phased approach that best fits your needs.
Integration is critical. Your self-service platform should connect seamlessly with ERP or DMS, inventory management, and support systems to ensure accurate, real-time information. Providing clear benefits, like faster fulfillment or exclusive online discounts, can also help drive adoption among your customers.
Looking ahead to 2026
In the year ahead, the gap between customer expectations and what many distributors currently offer will continue to widen. Digital self-service won’t just be a differentiator — it will be a baseline requirement to stay competitive.
As customers demand more speed, transparency, and flexibility, companies that act now will position themselves for growth. Those who delay will find it increasingly difficult to catch up as competitors build stronger relationships through seamless digital experiences.
Conclusion
B2B buyers have made their preferences clear — they want control, transparency and flexibility. More than 70% prefer to do business remotely, and many are ready to make self-serve purchases of $50,000 or more. If your digital experience doesn’t meet their expectations, they won’t wait around; they’ll turn to someone who can.
By investing in digital self-service now, distributors can reduce costs, improve efficiency, and create lasting customer loyalty.
The future of B2B commerce is already here. The only question is whether your company is ready to lead, or at risk of being left behind.
