A recent study by Google found that within the last 2 years the share of “digital natives” involved in a B2B buying transaction has doubled! It is now over 50%. Digital natives are between 18 and 35 years old, are used to do their private shopping online and expect the same in B2B commerce. We call this the „consumerization of B2B trade“. 94 % of these digital natives conduct internet research during the purchase process and 74% do this even before the first contact with a sales manager.
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