B2B buyers increasingly expect the same convenience and ease they experience as consumers. That may sound self-evident, but for suppliers operating in complex, competitive environments, it’s a reality that demands attention: even your most longstanding customers wouldn’t hesitate to walk away with surprising speed.

When we surveyed global B2B buyers about what makes them happy, the results were striking. A strong majority, 83%, ranked the ability to purchase online as a top priority. This was closely followed by the desire for frictionless transactions (81%); a consistent omnichannel experience (81%); and flexible payment options (81%).

In short, if you're not meeting these expectations, even years of partnership may no longer guarantee loyalty. Today’s B2B customer relationships are more fragile, and more contingent on the customer experience, than ever before.

Loyalty has to be earned

To better understand B2B purchasing behaviour, TreviPay conducted a study of CFOs and senior leaders in finance, procurement, and general management. The research surveyed 300 organisations across the US and UK with annual revenues over $100 million. The goal was to identify what drives supplier loyalty and where pain points persist in procurement and payment processes.

One key takeaway? Buyers favour suppliers that reliably meet operational needs and offer a seamless purchasing and payment experience. Trust in a supplier’s ability to deliver consistently was identified as essential. While loyalty still plays a role in long-term relationships, it’s no longer guaranteed; it must be continually earned through a strong reputation, dependable service, and a frictionless onboarding and transaction process.

Buyers commonly consider switching suppliers due to procurement inefficiencies, inadequate support, and prolonged onboarding processes. In an environment where B2B customer loyalty is increasingly fragile, this feedback can’t be ignored. To retain buyer preference and reduce churn, suppliers must actively remove friction from the customer journey by streamlining onboarding, simplifying payment processes, and delivering consistent, responsive support.

The payment experience, in particular, is a critical factor. With businesses relying on a wide range of payment methods, there is growing pressure on suppliers to innovate in this space. Buyers increasingly expect features such as flexible payment terms, comprehensive invoicing capabilities, and advanced purchasing controls. This is especially true in the US market, where expectations for seamless online purchasing and multiple delivery options continue to rise.

The research also found that UK buyers tend to exhibit stronger supplier loyalty than their American counterparts. However, across both markets, a clear pattern emerged: the strength of the buyer-supplier relationship is closely tied to loyalty. Businesses that report strong supplier relationships are significantly less likely to consider switching. In fact, 48% of respondents in such relationships said they were not at all likely or only slightly likely to change suppliers.

First impressions matter. Factors like a supplier’s reputation and the ease of onboarding play a foundational role in building loyalty. But let’s be clear, a strong start isn’t enough. Maintaining consistency throughout the entire purchasing journey is essential for sustaining loyalty over the long term.

Seamless omnichannel purchasing is a prerequisite

The study concluded that suppliers must prioritise delivering a seamless, reliable, and innovative purchasing and payment experience to stay competitive. Key areas for improvement include pricing innovation, digital payment capabilities, and advanced purchase controls. B2B buyers are seeking suppliers who not only fulfill their essential needs but also adopt a forward-thinking approach to the entire purchasing journey.

This insight is echoed by VML, the global marketing and advertising leader, whose recent research highlights similar challenges. The firm’s findings underscore a growing demand in the B2B space for a seamless omnichannel purchasing experience that bridges both digital and physical channels.

However, widespread frustration remains: 46% of global B2B buyers express dissatisfaction with online purchasing, 45% say buying online is more complex than offline, and over half (51%) feel that B2B sellers don’t fully understand the friction points in the digital buying process.

Given these sentiments, it’s no surprise supplier turnover is high. For example, 40% of global B2B buyers reported changing all their suppliers within the past 12 months. Additionally, 66% emphasised that the quality of service they receive matters more than the brand or company they’re purchasing from.

Jordan Cox, Principal Consultant at VML reiterated these concerns during a panel session at a recent TreviPay fintech salon in London, which explored the key trends shaping the future of B2B payments. A central theme of the discussion was the shifting landscape of B2B buyer loyalty, driven largely by a new, digitally native generation entering purchasing roles. According to these and other payment experts, today’s buyers, shaped by consumer experiences with platforms like Amazon, are naturally more selective and inherently less loyal.

Combined with inflationary pressures, this generational shift is accelerating cost-cutting priorities and prompting more frequent supplier changes, making it crucial for B2B sellers to quickly adapt with seamless, digital-first experiences. At the event, Jordan emphasised how economic pressures and evolving buyer expectations have made customer loyalty in B2B environments increasingly fragile, highlighting the growing volatility in what has historically been a stable business relationship.

Build loyalty through seamless, simplified experiences

Jordan also highlighted that digitally native generations entering procurement roles now expect seamless, simplified experiences akin to those offered by leading consumer platforms. This shift means customer loyalty goes beyond price—it's rooted in trust.

And the most effective way to earn that trust is by giving customers confidence that their supplier can be depended on and will step in to help solve problems—even when the solutions aren’t immediately clear.

The discussion underscored how businesses are increasingly investing in flexible, personalised solutions tailored to specific customer needs, moving away from one-size-fits-all approaches. As Jordan explained: “What we're seeing is that you can overcome some of those challenges and drive that loyalty through seamless, simplified experiences and a payment solution which supports that.”

This kind of flexibility, especially in payments, was highlighted as a key driver of what the panel called ‘experience loyalty’, where customers stay loyal because the overall experience is tailored to their unique needs. The panelists agreed that B2B sellers can rebuild buyer loyalty by delivering seamless, simplified experiences, with payment processes playing a central role. By making it easier for customers to buy when and how they want, sellers can overcome loyalty challenges and build stronger, long-term relationships.

The verdict is clear: assuming even the most established B2B relationships are secure is risky in today’s environment. Fragile loyalty is a reality every supplier must face. To succeed, focus relentlessly on delivering the best possible B2C-style experience—and never stop asking yourself how you can make your customers’ lives easier.

Martha Salinas is CCO at global B2B payments network TreviPay