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The future of B2B buying in 2025-2026

Economy & Markets

The B2B Buyer Has Changed. Most Businesses Haven’t (2025–2026 Reality Check)

94% of B2B buyers research online before contacting a vendor.

That number hasn’t just increased—it has hardened into behavior.

By the time a buyer reaches out today:

  • They’ve compared alternatives

  • Read reviews (including the bad ones)

  • Watched product walkthroughs

  • Benchmarked pricing

  • Formed a shortlist

Sales is no longer discovery. It’s confirmation.


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