Entourage: B2B and B2C Expectations in an Evolving Commerce Landscape

Entourage

B2B and B2C Expectations in an Evolving Commerce Landscape

challenge

A global business development & B2B marketing agency wanted to uncover the evolving expectations of modern buyers in both B2B and B2C markets. For the B2B segment, the aim was to explore the growing need for self-service digital tools, greater pricing transparency, and seamless purchase journeys that reflect the convenience of consumer experiences. In the B2C space, the research aimed to understand how economic pressures and changing digital habits are driving consumers to become more deliberate and value-focused in their online purchases. Ultimately, both studies sought to identify where friction exists in the buying journey and how digital tools and platforms can remove it to improve engagement, loyalty, and conversion.

OUR APPROACH

A large-scale quantitative survey approach was used for both studies, capturing a wide range of perspectives from different regions and buyer segments. The B2B study surveyed 900 procurement decision-makers across the UKI, DACH, BNL, and Nordic regions, focusing on buying behaviours, digital readiness, and vendor pain points. The B2C study surveyed over 6,000 online shoppers from the USA, UK, Canada, and Australia, exploring how factors like income level, age, and regional differences influence consumer confidence, product discovery, and purchase decisions. The data was segmented to highlight distinct patterns by region, income bracket (B2C), company revenue (B2B), and generational group, providing a rich and detailed view of the current commerce landscape.

THE INSIGHT

In the B2B space, procurement leaders are pushing for more transparent pricing, easier access to account data, and faster, more autonomous purchase options. However, many businesses still face clunky reordering processes and limited integration with procurement systems. In the B2C world, shoppers, especially younger and higher-income groups, are embracing discovery through social platforms and influencers, yet trust, reviews, and value for money remain critical. Rising living costs have made consumers more selective, while slow websites, surprise fees, and poor user experiences are major deal-breakers. Together, these findings show a commerce environment where digital maturity is expected but inconsistencies in execution still frustrate buyers.

THE IMPACT

The findings from the study was used by Entourage and its clients to shape more effective digital strategies and commerce solutions. For platform partners, Contentful and WooCommerce set focus on building better self-service tools, optimizing the checkout journey, and enhancing pricing transparency. For brands and retailers, the results offered a roadmap for improving customer experience: from tailoring marketing approaches by region or income group, to ensuring consistency across discovery, purchase, and post-purchase touchpoints. Ultimately, the research supports the case for continued investment in digital transformation, AI-driven personalization, and seamless omnichannel experiences, helping businesses meet rising customer expectations and future-proof their operations in a fast-changing market.