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 raw materials 2022, by channel
Business-to-business (B2B) enterprises still rely on traditional business relationships or well-known suppliers when it comes to raw materials purchases. A worldwide survey from 2022 showed that ** percent of B2B buyers opted for the supplier’s website, while ** percent used the supplier’s mobile app. Sales representative, either in person or contact via phone or email, followed closely in the ranking. The channel ranking for general purchases showed similar results, with lower relevance of in-person relationships with sales representatives.
Investing in marketplaces
Marketplaces are going to be more popular in the future than they are now, with up to ** percent of B2B buyers using them in five years' time. Sellers anticipate this development in purchase intentions, and they are already investing accordingly. In 2022, ** percent of UK B2B companies planned investments in third-party marketplaces and ** percent of Scandinavian companies intended to do the same.
The primacy of Amazon Business
Amazon Business topped the ranking of most popular B2B generalist marketplaces, with over one-third of B2B buyers using it worldwide. The B2B platform of e-commerce behemoth Amazon was widely used in the U.S., as nearly in *** B2B buyers reported having shopped on Amazon Business in India. South Africa followed in the ranking with ** percent of answers.
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Wunderman Thompson Commerce. (February 20, 2023). Distribution of business-to-business (B2B) spending for raw materials in 2022, by channel [Graph]. In ÀÖ²¥´«Ã½app×îа汾. Retrieved August 12, 2026, from /statistics/1375883/distribution-b2b-spending-raw-materials-channel/
Wunderman Thompson Commerce. "Distribution of business-to-business (B2B) spending for raw materials in 2022, by channel." Chart. February 20, 2023. ÀÖ²¥´«Ã½app×îа汾. Accessed August 12, 2026. /statistics/1375883/distribution-b2b-spending-raw-materials-channel/
Wunderman Thompson Commerce. (2023). Distribution of business-to-business (B2B) spending for raw materials in 2022, by channel. ÀÖ²¥´«Ã½app×îа汾. ÀÖ²¥´«Ã½app×îа汾 Inc.. Accessed: August 12, 2026. /statistics/1375883/distribution-b2b-spending-raw-materials-channel/
Wunderman Thompson Commerce. "Distribution of Business-to-business (B2b) Spending for Raw Materials in 2022, by Channel." ÀÖ²¥´«Ã½app×îа汾, ÀÖ²¥´«Ã½app×îа汾 Inc., 20 Feb 2023, /statistics/1375883/distribution-b2b-spending-raw-materials-channel/
Wunderman Thompson Commerce, Distribution of business-to-business (B2B) spending for raw materials in 2022, by channel ÀÖ²¥´«Ã½app×îа汾, /statistics/1375883/distribution-b2b-spending-raw-materials-channel/ (last visited August 12, 2026)
Distribution of business-to-business (B2B) spending for raw materials in 2022, by channel [Graph], Wunderman Thompson Commerce, February 20, 2023. [Online]. Available: /statistics/1375883/distribution-b2b-spending-raw-materials-channel/
