Digital transformation in distribution is often described as a story of progress and adoption. Yet, recent research reveals a quieter truth: many B2B buyers are still frustrated with the digital experiences B2B suppliers provide, even as more procurement shifts online.

A new B2B Online Insights and OroCommerce survey of senior B2B procurement leaders (most from companies with $500 million to over $5 billion in revenue) shows just how far digital has come, and how much work remains. According to the results, 67% of buyers now make at least half their purchases online. That number is expected to climb, with 83% of respondents predicting even more digital transactions in the coming year. 

Beyond Products: The Rise of Value-Added Services (June 17)

But widespread adoption hasn’t guaranteed satisfaction. Despite the rapid shift to digital, 45% of buyers say they’re still dissatisfied with their distributors’ online experience. As one respondent shared, “Our experience with their website has not been good. It is not easy to navigate and consumes a lot of time, even for regular customers.” 

Where Are the Gaps? 

The survey uncovered several pain points that stand out: 

• Navigation and Ordering: Sites that are visually modern often still require too many steps to place even simple, repeat orders. Only 33% of buyers said they can reorder with a single click, and the rest start from scratch each time. In an industry where recurring orders are common, this lack of efficiency is felt daily.
• Payment Flexibility: While 69% of buyers want to use multiple payment options when available, many are still forced to use a single method. This friction at checkout can be enough to slow or even halt a transaction, especially when buyers need to fit orders into established procurement processes.
• Dashboard Shortcomings: Distributors have invested in dashboards and portals, but most still fall short. Fewer than half support multiple user accounts or provide customizable analytics, limiting the value for teams who manage complex purchases and require clear oversight. 
• Personalization Is Still Rare: Despite all the data at distributors’ disposal, only 52% of buyers report receiving personalized product recommendations. This means a lot of buyers are left searching for relevant products on their own, rather than being guided to what fits their needs or previous purchase patterns. For distributors, this is a missed opportunity to support buyers, increase order size and make digital channels feel truly responsive. 

Quotes from the Field 

Beyond the statistics, buyers gave direct feedback that reveals where digital still isn’t working for them: 

• “There should be a dashboard where I can manage all my orders, quotes, and invoices in one place, instead of jumping between emails and PDFs.” 
• “Better search function with filters to make it easier to find the exact product specifications I need.” 
• “Introduce a way to schedule future purchases or automate recurring orders.” 
• “There should be an option to give multiple team members access to manage orders under one business account.” 
• “The quoting and ordering process needs to be streamlined. Right now, it takes too long to get a quote or finalize a purchase.”

Read together, these comments show how fragmented many portals still feel from the buyer’s side. Instead of a single, organized command center, buyers often face a patchwork of disconnected features, slow manual steps, and limited self-service.  

What This Means for Distributors 

The takeaway isn’t that distributors need more features. It’s that buyers want basics that work, every time. Speed, transparency, flexibility, and a genuinely usable platform are more important than a flashy interface. 

Distributors who listen to this feedback and act on it can turn digital into a source of loyalty and repeat business, not just a new channel for transactions.  

As digital maturity grows, the gap between “online” and “effective” will become the new competitive battleground. 

For those who want to dig deeper into buyer frustrations, feature wish lists, and opportunities for improvement, the full research report offers a blueprint for closing the gap.