July 27 to August 11,2020; February 2 to 26, 2021; December 2021
Number of respondents
**
Age group
18 years and older
Special properties
B2B buyers
Supplementary notes
The survey was run in 12 countries: South Korea, China, Spain, Italy, Brazil, United States, Japan, United Kingdom, India, Chile, Germany, and France. The original question of the survey was: 'How do you currently interact with sales representatives from your company's suppliers during the folowing stages of interactions?'
**December 2021: 3,360; February 2021: 3,496; August 2020: 3,626.
Citation formats
Omnichannel interactions in B2B ordering 2020-2021
A worldwide survey conducted among executives of B2B companies showed that sales orders were processed according to established omnichannel patterns. In ***, the interactions between suppliers and sales representatives involved more or less equal amounts traditional interactions, remote human interactions, and digital self-serve. Compared to *, tools like video calls were less used in favor of face-to-face interactions. The use of e-commerce or equivalent platforms remained stable in the omnichannel mix, with ** percent of buyers using them in ***, down by *** percent compared to *.
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McKinsey & Company. (February 23, 2022). Share of sales representatives interacting with suppliers during order process in 2020 and 2021 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 21, 2026, from /statistics/1238333/omnichannel-interactions-in-b2b-ordering/
McKinsey & Company. "Share of sales representatives interacting with suppliers during order process in 2020 and 2021." Chart. February 23, 2022. ÌÇÐÄÆƽâ°æ. Accessed July 21, 2026. /statistics/1238333/omnichannel-interactions-in-b2b-ordering/
McKinsey & Company. (2022). Share of sales representatives interacting with suppliers during order process in 2020 and 2021. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 21, 2026. /statistics/1238333/omnichannel-interactions-in-b2b-ordering/
McKinsey & Company. "Share of Sales Representatives Interacting with Suppliers during Order Process in 2020 and 2021." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 23 Feb 2022, /statistics/1238333/omnichannel-interactions-in-b2b-ordering/
McKinsey & Company, Share of sales representatives interacting with suppliers during order process in 2020 and 2021 ÌÇÐÄÆƽâ°æ, /statistics/1238333/omnichannel-interactions-in-b2b-ordering/ (last visited July 21, 2026)
Share of sales representatives interacting with suppliers during order process in 2020 and 2021 [Graph], McKinsey & Company, February 23, 2022. [Online]. Available: /statistics/1238333/omnichannel-interactions-in-b2b-ordering/
