A straightforward B2B purchasing decision is a rarity these days. According to Forrester’s Buyers’ Journey Survey, 86% of purchases stall before completion. The complexity of B2B sales, with their multiple stakeholders, lengthy approval processes, and intricate pricing structures, makes it challenging to convert potential deals into actual transactions.

For B2B companies, stalled purchases represent more than lost revenue—they indicate a disconnect between buyer expectations and the purchasing experience. Businesses need to take initiative and minimize friction in the buying journey in order to keep up with the digital transformation of commerce.

Understanding Where Purchases Stall

The complexity of B2B transactions often slows deals. Buyers expect self-service capabilities but still need human engagement at key moments. When companies struggle to seamlessly connect their online and offline experiences, customers get annoyed.

Common reasons for stalled purchases include:

• Limited access to real-time pricing and inventory
• Complex approval processes for quotes and custom orders
• Disjointed interactions between eCommerce and sales teams
• A lack of intuitive search and product discovery tools
• Inefficient checkout and payment workflows

Addressing these pain points requires an optimized eCommerce strategy supporting digital self-service and personalized sales interactions.

Reducing Friction in the B2B Buying Journey

1. Enabling Self-Service Without Isolating Buyers

Sure, B2B buyers are getting more into doing things themselves online, but they still want everything to link up smoothly. Research from McKinsey highlights that while 41% of buyers prefer to research independently, 46% still want direct interaction with a sales representative.

A well-structured digital commerce platform allows buyers to configure orders, access personalized pricing, and request quotes online while also making it easy for sales teams to step in when needed. Features like custom catalogs, contract-based pricing, and quick reorder functionality help move buyers forward without forcing unnecessary interactions.

2. Streamlining Pricing and Quote Approvals

Complex pricing structures and manual approval workflows often stall the buying process. Delays from sales reps in creating quotes or changing prices manually can make buyers lose interest and go elsewhere.

Implementing dynamic pricing models, self-service quote requests, and personalized content gives buyers immediate visibility into pricing and allows sales teams to focus on high-value negotiations instead of routine administrative tasks. Automating the quote-to-order process with these tools significantly reduces delays and increases order velocity, leading to faster approvals and increased business.

3. Improving Product Discovery and Search

B2B purchasing decisions often involve large product catalogs, making it essential for buyers to find what they need quickly. Traditional search can be a real pain for customers. They often get bombarded with irrelevant results instead of what they need, leading to frustration and unnecessary calls to customer service.

Modern advanced search and filtering options improve discoverability by understanding buyer intent, applying industry-specific terminology, and personalizing results based on past interactions. When paired with detailed product information, side-by-side comparisons, and relevant recommendations, these improvements help buyers confidently move forward.

4. Bridging the Gap Between Sales and Digital Channels

Many B2B companies struggle with siloed sales and eCommerce systems.The frustration and delays caused by the disconnect between online and sales rep interactions lead to buyers repeating information, which can cause them to abandon their online buying journey and engage with a sales representative.

Integrating eCommerce with CRM and sales tools ensures buyer data flows seamlessly across all touchpoints. Sales representatives should have access to real-time insights into browsing behavior, abandoned carts, and past purchases, allowing them to engage strategically when a buyer needs support. Digital sales rooms and live chat options enhance communication, creating a hybrid experience that meets modern buyer expectations.

5. Creating a Frictionless Checkout and Payment Process

B2B transactions often involve complex payment terms, multiple stakeholders, and approval requirements. A rigid checkout process can introduce last-minute roadblocks, causing buyers to abandon their purchase even after making a decision.

A flexible checkout experience should support multiple features to ensure that transactions proceed smoothly and without needless delays. These include multi-user approvals, purchase order payments, invoicing, and credit terms. The process can be further streamlined by implementing automated workflows for compliance and approvals, which help eliminate bottlenecks that can slow down conversion.

Broadleaf's solution, in a nutshell.

A modern eCommerce platform is essential for eliminating friction and keeping deals on track. Broadleaf Commerce is designed to support the complexity of B2B transactions, ensuring buyers move efficiently through their purchasing journey.

• Self-service capabilities allow buyers to view real-time pricing, generate quotes, and approve purchases without sales rep intervention.
• Integrated search and personalized merchandising help buyers find relevant products faster.
• Seamless sales and digital integration ensures that CRM and eCommerce platforms stay connected, giving sales teams real-time insights into customer behavior.
• A flexible checkout experience supports multi-user approvals, invoicing, and automated order processing, reducing delays at the final purchasing stage.

With these capabilities, businesses can remove common stall points, simplify complex transactions, and create a more efficient B2B purchasing experience.

Building a More Efficient B2B Buying Journey

B2B companies must rethink how they guide buyers through the purchasing journey to prepare for the future. Gartner research highlights customer-centricity, connectivity, agility, and intelligence as the key forces shaping B2B commerce by 2030. Companies that fail to remove friction from the buying process risk falling behind as expectations change.

To provide a seamless buying experience, buyers need real-time pricing, the ability to configure complex orders, and easy transitions between self-service and sales support. A flexible commerce platform that integrates with sales teams and streamlines approvals and transactions can achieve these.

Broadleaf's modular and API-first architecture helps B2B organizations remove obstacles at all stages of the buying process. By tackling these problems immediately, businesses can enhance conversion rates and create a scalable commerce strategy that adapts to market demands.