Why more B2B companies are moving their sales online

Written by Max Riis Christensen, revised July 2025

Anyone who has spent time on LinkedIn in the past few years will have come across the 95/5 rule. The idea is simple: only a small part of your B2B audience is ready to make a purchase today. The rest are not – but they are still looking, comparing, and making up their minds. That is why your online presence matters more than ever.

I get impatient myself when I am being sold something. I do not have time for cold calls, and if I call myself, I already know what I need – I do not have time for the pitch. I am not the type of customer sales reps love. But I am not the only one. Most buyers prefer to do their own research. And when they are ready to buy, they want to do it quickly, without friction.

B2B customers expect the same experience as B2C

Look at how B2C sales have developed – not just in volume, but in how we expect to find, understand and buy things online. The same thinking is now applied to B2B purchases. Whether it is hardware, spare parts, packaging or customised solutions, many businesses now prefer to order online when possible – because it is easier, faster and more transparent.

And the cost of going international is no longer what it used to be. You have probably already thought about selling in other countries – or maybe you already do, and know the challenges of managing a lonely sales rep abroad. With the right setup, you can support and take care of customers without having someone full-time in every market.

This shift to digital sales comes with clear benefits:

• Reduced cost of sales compared to traditional sales meetings

• Support for international markets without full-time local staff

• Increased customer loyalty through complementary product offers

• A smoother buying experience for ready-to-purchase customers
  
  

Lower costs, more control – and more loyalty

Selling B2B online often reduces the cost of sales significantly. Compared to traditional in-person meetings, online acquisition tends to be more efficient – and more scalable. It also makes it easier to offer lower-priced products or add-ons related to your main offer, increasing both order value and long-term loyalty.

Sometimes we just want to get it done. That goes for your customers too. If they already know what they want, they do not need to talk to anyone. Meeting them online means you stay available 24/7 – in their preferred channel, without adding unnecessary costs.

Your customers are already used to shopping online – just make sure they can

We have worked with several different B2B companies – but that is actually not the most important experience. The customers you will meet in your new online sales department are exactly like you and me. We are normal people with lots of B2C online shopping experience. We do not need to learn a new way of buying – we just need B2B products in the environment we already know.

Our focus at MakesYouLocal is on the business side. It is strategy and execution. We help develop the roll-out plan and can assist you in optimising your website.

Talk to us about your company to find out what the right approach is for your business.