Helsinki-based B2B eCommerce platform HeadQ has unveiled data revealing that over 36% of B2B sales transactions are now occurring outside standard office hours. The findings highlight a growing trend in digital purchasing, with more than a third of B2B buyers increasingly active during evenings and weekends, a shift that traditional B2B sales teams may struggle to accommodate.
HeadQ’s platform, which has processed over €100 million in B2B transactions, caters to this demand by allowing buyers to navigate complex purchases without relying on human sales support during typical working hours. Designed specifically for intricate products and services, HeadQ’s digital solution enables businesses to transact at any time, providing flexibility that aligns more closely with the consumer-like expectations now shaping the B2B market.
In addition to the rise in off-hours transactions, HeadQ’s data reveals that a substantial 70% of B2B decision-makers are open to making single online purchases of up to $500,000. This willingness to commit significant budgets digitally further emphasises the urgency for B2B companies to expand their online self-service capabilities, or risk missing out on critical revenue.
The Demand for Seamless Digital B2B Experiences
HeadQ’s platform is designed to bridge the gap between traditional B2B sales and the growing demand for a streamlined digital experience. In contrast to conventional B2B transactions—often hindered by limited pricing transparency, intricate specifications, and complex quote processes—HeadQ enables a user-friendly digital process. Buyers can easily configure products, obtain instant quotes, and complete purchases directly online, resulting in improved efficiency and satisfaction.
This shift towards a digital-first approach in B2B is part of a larger trend in which B2B buyers increasingly seek the convenience they experience in consumer retail. Research from Gartner supports this, showing that 83% of B2B buyers now prefer to manage purchases and payments through digital channels, reflecting changing expectations across the industry.
Self-Service as a Competitive Advantage
Mikko Seppä, HeadQ’s CEO and co-founder, argues that adopting self-service options can be a game-changer for B2B companies. He draws comparisons with the automotive sector, where brands traditionally relied on dealerships to facilitate sales until Tesla disrupted the market with a fully digital, customisable platform. HeadQ aims to replicate this model in B2B eCommerce, giving buyers instant access to products and services with minimal effort, regardless of the time of day.
In an increasingly digital B2B landscape, HeadQ’s findings underscore the importance of flexible, around-the-clock online options. As B2B buying behaviour continues to evolve, companies that adapt to these new expectations stand to gain a significant advantage, while those that cling to traditional, human-led sales risk losing out to competitors who offer the immediacy and transparency today’s buyers seek.
