B2B buyers included purchase managers, procurement managers,
purchasing clerks, agents, purchaser and c-level executives with a purchasing budget of more than 24,000 U.S. dollars in companies with an annual revenue higher than 595,000 U.S. dollars.
Survey panel composed as follows:
UK (207), U.S. (201), Germany (204), South Africa (200), China (206), Brazil (201), Australia (202), UAE (200), Japan (202), Netherlands (217) and India (220).
Citation formats
B2B buyers purchasing general products in 2022, by channel
In 2022, the most popular channel for business-to-business (B2B) spending on general products was a supplier’s website or mobile site, as ** percent of said spending went through that channel. In second place, ** percent of B2B spending was via a supplier’s app. However, not one channel really stood out from the rest, as only **** percentage points separated the least and most popular.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
Wunderman Thompson Commerce. (February 20, 2023). Distribution of business-to-business (B2B) spending for general products in 2022, by channel [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 20, 2026, from /statistics/1375842/distribution-b2b-spending-general-products-channel/
Wunderman Thompson Commerce. "Distribution of business-to-business (B2B) spending for general products in 2022, by channel." Chart. February 20, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 20, 2026. /statistics/1375842/distribution-b2b-spending-general-products-channel/
Wunderman Thompson Commerce. (2023). Distribution of business-to-business (B2B) spending for general products in 2022, by channel. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 20, 2026. /statistics/1375842/distribution-b2b-spending-general-products-channel/
Wunderman Thompson Commerce. "Distribution of Business-to-business (B2b) Spending for General Products in 2022, by Channel." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 20 Feb 2023, /statistics/1375842/distribution-b2b-spending-general-products-channel/
Wunderman Thompson Commerce, Distribution of business-to-business (B2B) spending for general products in 2022, by channel ÌÇÐÄÆƽâ°æ, /statistics/1375842/distribution-b2b-spending-general-products-channel/ (last visited July 20, 2026)
Distribution of business-to-business (B2B) spending for general products in 2022, by channel [Graph], Wunderman Thompson Commerce, February 20, 2023. [Online]. Available: /statistics/1375842/distribution-b2b-spending-general-products-channel/
