The notion that corporate buyers prefer face-to-face transactions with B2B companies is no longer. As many as two-thirds of corporate buyers use e-commerce throughout their purchasing journey, a McKinsey survey has found. And most corporate customers indicated e-commerce is the most effective sales channel.
![A sale with a click, not a handshake](/~/media/mckinsey/featured%20insights/charting%20the%20path%20to%20the%20next%20normal/2022/feb/modified%20charts/pub-b2b-cod-v1-ex2-shrunk-timed.gif)
To read the article, see “Busting the five biggest B2B e-commerce myths,” January 26, 2022.