How Retailers Can Make B2B Buying Easier

B2B retail differs from consumer commerce by more than cart size. The expectations around payment, invoicing and account management are different in ways many retailers still underestimate. Behind every business purchase are layers of approvals, purchase controls, account-level pricing and payment terms that help companies manage cash flow, making the B2B purchasing process infinitely more complex than B2C.  

Recent research points to consistency as the way to bridge customer expectations as people expect B2B and B2C to have similar experiences. Business buyers ranked a consistent purchasing experience as the top factor they consider when choosing a supplier, with 83% saying it is extremely important.  

It’s important to note, for B2B buyers, even the right product, available at the right price, may not be enough if payment options or invoicing do not match how their business buys. The transaction can fail at the moment it should close. 

AI is Adding Speed to Retailer Evaluation 

The same research found 73% of B2B buyers now use AI in purchasing workflows, with common applications including routine task and invoice processing automation, fraud detection, risk mitigation and supplier selection and management.  

That doesn’t mean AI is replacing the full buying process, but it is changing buyer expectations. As buyers use AI to move faster through parts of purchasing, they expect retailers to keep pace with more connected, efficient experiences. 

For retailers, the risk is practical. Many retail purchasing experiences still depend on manual review, disconnected systems and delayed approvals. A slow onboarding process, limited payment choice or fragmented invoice experience can make the retailer feel harder to work with. 

Payment Options Need to Follow the Buyer Across Channels 

Retailers have built more ways for business customers to buy, but those channels only work if the payment experience follows the buyer from one touchpoint to the next. 

McKinsey found B2B customers use an average of 10 channels throughout the buying journey, from digital self-service and sales reps to marketplaces, customer service and procurement tools. The same research found more than half of respondents are likely to turn elsewhere if they don’t have a smooth experience across channels. For retailers, that means business buyers should not encounter one process online, another through a sales rep and a third when the invoice arrives. 

Payment options, account details, invoice formats and terms should stay consistent across ecommerce, sales-assisted ordering, marketplaces, procurement systems and store or branch locations where applicable. When they don’t, buyers feel the inconsistency. Retail teams feel it too through manual follow-up, disputes, delayed reconciliation and orders that take longer than they should. 

Invoice Terms Now Influence Retailer Selection 

Once the experience is connected across channels, the next question is whether payment options fit how the buyer’s business operates. Invoice terms often live behind the scenes, but buyers feel their impact before they place an order. Terms help manage cash flow, support larger purchases and align payment timing with internal processes.  

Research shows the likelihood of choosing a supplier offering invoice terms increased from 51% in 2023 to 68% today. That helps explain why payment options and invoicing are now part of supplier evaluation. Among B2B businesses, 93% research invoice options before purchasing, showing buyers are judging whether a retailer will be easy to do business with before an order is placed. 

The Next Order Depends on Execution 

Retailers have spent years improving product discovery, merchandising and fulfillment. The next layer of B2B loyalty will come from improving what happens around the transaction. 

Existing relationships may get a retailer considered. A purchasing experience built around flexibility, consistency and trust is what earns a customer for life.

Brandon Spear is the CEO of TreviPay, the global B2B payments and invoicing network.