In an age marked by digital transformation, the buyer's journey is continuously evolving, significantly influencing purchasing behaviors and strategies across industries. Recent studies highlight a pivotal shift, revealing that in 2024, an overwhelming 80% of companies expressed a strong preference for acquiring their technology needs through online marketplaces. This paradigm shift underscores not merely a change in purchasing preferences but a redefined journey that prioritizes efficiency, accessibility, and tailored solutions. Below, we explore how this transition benefits various stakeholders, including vendors, distributors, indirect sales agents, and B2B corporate consumers.
