Seventy percent of the buyer's journey now happens independently before any sales engagement. Most B2B journeys start with a search, with over half of the purchase process complete before a salesperson is contacted. This article maps how research and content consumption shape decisions from initial awareness to final purchase.
Key Takeaways
- 68% of B2B buyers start their journey by researching online before contacting sales
- 90% of consumers research products online before purchasing
- 70% of the buyer's journey is done independently before sales engagement
- 63% of buyers in consideration stage consume 3-5 content types weekly
- 50% of B2B buyers view 13 pieces of content during consideration
- 71% prefer educational content over promotional
- 79% of buyers need 3+ interactions to move to decision
- 77% of B2B buyers are 'nearly done' before sales outreach
- 80% select from shortlist of 3 vendors
- 70% of post-purchase buyers provide feedback if asked
- 83% of loyal customers spend 67% more
- 89% of customers stay loyal due to great service post-buy
- 92% of buyers complete purchases online if possible
- 85% prefer self-service checkout
- 70% abandon carts due to extra costs
Most B2B and consumers research independently online, shortlist quickly, then choose based on content, reviews, and trust before sales contact.
Related reading
01 · Category
Awareness Stage30 stats
01
68% of B2B buyers start their journey by researching online before contacting sales
02
90% of consumers research products online before purchasing
03
70% of the buyer's journey is done independently before sales engagement
04
57% of the buying process happens before a salesperson is even contacted
05
Online reviews influence 88% of consumers during awareness phase
06
81% of buyers conduct 3-5 interactions before engaging sales in awareness
07
74% of B2B buyers use search engines to start their journey
08
93% of B2B experiences begin with online search
09
50-70% of B2B purchase process is complete before sales rep contact
10
47% of buyers view 3-5 pieces of content before talking to sales
11
71% of B2B buyers start with general awareness searches
12
64% of decision-makers use social media for initial research
13
78% of consumers research brands online first
14
62% of B2B researchers turn to vendor websites initially
15
55% of buyers spend 1-3 hours researching in awareness stage
16
82% of shoppers begin with search engines
17
67% of B2B buyers use review sites early on
18
75% of buyers self-educate via content in first stage
19
59% start with peer recommendations online
20
80% of online buyers research competitors simultaneously
21
66% of consumers view 12+ sources before awareness commitment
22
72% of B2B journeys begin on Google
23
54% use social media for brand discovery
24
69% of buyers read blogs in awareness
25
76% watch videos for initial research
26
61% consult industry reports early
27
73% of B2B buyers use LinkedIn for awareness
28
58% start with podcasts
29
65% engage with webinars in first stage
30
70% of journeys influenced by SEO in awareness
Interpretation
Awareness Stage Interpretation
Today's buyer has already downloaded the whitepaper, watched your competitor's demo, and formed a firm opinion about your brand long before you ever get their email address.
02 · Category
Consideration Stage26 stats
01
63% of buyers in consideration stage consume 3-5 content types weekly
02
50% of B2B buyers view 13 pieces of content during consideration
03
71% prefer educational content over promotional
04
68% of decision-makers say content impacts consideration most
05
57% spend 4+ hours/week consuming thought leadership
06
75% use case studies to evaluate options
07
82% read analyst reports in consideration
08
64% compare vendor websites deeply
09
59% attend webinars for deeper insights
10
77% prioritize personalized content
11
62% seek customer testimonials
12
70% download whitepapers
13
55% engage with interactive tools
14
69% watch demos/videos
15
74% read third-party reviews
16
60% consult peers/colleagues
17
66% use comparison charts
18
73% value ROI calculators
19
58% participate in virtual events
20
65% shortlist 3-5 vendors
21
61% delay decisions due to info overload
22
76% prefer email nurturing
23
67% read ebooks/guides
24
72% influenced by social proof
25
56% use forums/Reddit
26
63% track vendor responsiveness
Interpretation
Consideration Stage Interpretation
Modern buyers are conducting rigorous, multi-front research campaigns, requiring a constant stream of personalized, educational content to navigate the overwhelming vendor landscape and find a trustworthy partner.
03 · Category
Decision Stage25 stats
01
79% of buyers need 3+ interactions to move to decision
02
77% of B2B buyers are 'nearly done' before sales outreach
03
80% select from shortlist of 3 vendors
04
95% of buyers choose known vendors
05
60% abandon due to poor sales experience
06
52% require demos before deciding
07
68% prioritize price in final decision
08
74% value customer support commitments
09
55% negotiate contracts extensively
10
71% influenced by final pricing transparency
11
62% seek legal/compliance assurances
12
67% require reference calls
13
59% use RFPs in decision phase
14
76% delay for budget approval
15
64% swayed by discounts/incentives
16
70% check security certifications
17
58% consult IT/procurement teams
18
65% review SLAs closely
19
72% finalize via email/phone
20
61% influenced by urgency FOMO
21
69% abandon if no free trial
22
75% need customized proposals
23
66% decide within 1-3 months total journey
24
57% veto based on rep knowledge
25
73% require stakeholder consensus
Interpretation
Decision Stage Interpretation
The modern B2B buyer is a shrewd, methodical negotiator who will walk away at the slightest misstep, demanding a perfectly choreographed sales experience that proves value, transparency, and trust at every turn before they even think of signing.
More related reading
04 · Category
Post-Purchase Stage28 stats
01
70% of post-purchase buyers provide feedback if asked
02
83% of loyal customers spend 67% more
03
89% of customers stay loyal due to great service post-buy
04
61% of repeat buyers refer others
05
73% of customers value onboarding support
06
94% of satisfied customers repurchase
07
52% churn due to poor onboarding
08
68% engage with loyalty programs post-purchase
09
77% share positive experiences online
10
40% increase in LTV with good retention
11
75% of revenue from repeat buyers
12
65% respond to NPS surveys
13
83% stay longer with proactive support
14
55% upgrade due to upsell post-buy
15
72% advocate if delighted
16
60% renew contracts with good support
17
79% influenced by community access
18
67% provide reviews post-support
19
74% retention via personalized comms
20
58% churn from ignored feedback
21
69% join referral programs
22
81% loyal to brands with fast resolution
23
62% expand spend post-onboarding
24
76% recommend after success milestones
25
71% stay for product updates
26
59% engage with newsletters
27
66% renew early with incentives
28
78% value knowledge base access
Interpretation
Post-Purchase Stage Interpretation
While the initial sale gets a customer through the door, it’s the consistent care, support, and listening after the "thank you" that transforms them into your most profitable sales team, who just happen to pay you for the privilege.
05 · Category
Purchase Stage23 stats
01
92% of buyers complete purchases online if possible
02
85% prefer self-service checkout
03
70% abandon carts due to extra costs
04
49% of US buyers use mobile for purchase
05
78% expect one-click buying options
06
63% complete B2B purchases via e-commerce portals
07
55% use credit cards for B2B buys
08
67% demand guest checkout
09
81% influenced by free shipping at purchase
10
74% retry abandoned carts with reminders
11
59% purchase via invoice for B2B
12
68% expect real-time inventory
13
62% use digital wallets like Apple Pay
14
76% complete purchase under 5 minutes
15
71% swayed by loyalty discounts
16
54% buy on Fridays
17
65% require purchase order integration
18
77% expect HTTPS security
19
60% influenced by live chat at checkout
20
69% prefer subscription models
21
73% complete via app
22
56% use BNPL options
23
64% finalize after price matching
Interpretation
Purchase Stage Interpretation
Modern buyers are basically saying: "We'll happily click 'buy now' for everything from pens to payroll software, but only if you make it fast, cheap, frictionless, and secure, or we're outta here."
Reference
Cite This Report
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APA
Lars Eriksen. (2026, February 13). Buyers Journey Statistics. Gitnux. https://gitnux.org/buyers-journey-statistics
MLA
Lars Eriksen. "Buyers Journey Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/buyers-journey-statistics.
Chicago
Lars Eriksen. 2026. "Buyers Journey Statistics." Gitnux. https://gitnux.org/buyers-journey-statistics.
Sources & references
98 datasets cited across this report · attribution is report-level
shopify.com
amazon.com