Based on research and insights from B2B innovators, TreviPay’s Martha Salinas explores the most effective strategies for navigating uncertainty and declining buyer loyalty

As firms brace for a challenging stretch, economic headwinds have made one thing clear: in B2B, buyer loyalty is more fragile—and more essential—than ever.  At a recent high-level fintech salon in London, a senior executive from a global advertising services company highlighted this fragility—40% of global buyers have switched suppliers in the past year, actively re-evaluating their purchasing decisions.

In a wide-ranging discussion that included leaders from a strategy advisory firm, the payments consultancy Edgar, Dunn & Company, and global advertising agency VML, one message stood out: the line between consumer and commercial payment expectations is disappearing.

Not only is buyer loyalty more precarious, but today’s B2B buyers demand the same speed, flexibility, and seamlessness they’ve come to expect in their personal transactions. Part of the shift in B2B buyer loyalty is being driven by a new, digitally native generation moving into purchasing roles. These buyers, according to payment experts, are influenced by consumer experiences with platforms like Amazon, and tend to be more selective and less loyal by default. Combined with inflationary pressures, this generational change is accelerating a focus on cost reduction and driving more frequent supplier switches—making it essential for B2B sellers to adapt quickly with seamless, digital-first experiences.

The good news: a growing body of evidence shows that strong buyer-seller loyalty—essential in uncertain times—depends heavily on the quality of the payments experience suppliers deliver.

Greg Toussaint, Director at consultancy Edgar, Dunn & Company, summed it up perfectly: “B2B sellers can regain buyer loyalty by offering seamless, simplified experiences—especially around payments. A flexible payment solution that works across online, offline, and integrated systems helps meet buyers where they are, reducing friction and reinforcing trust. By making it easier for customers to purchase how and when they want, sellers can overcome loyalty challenges and strengthen long-term relationships.”

A TreviPay study of 300 B2B buyers confirms it: the payments experience plays a major role in shaping the overall buyer-seller relationship. When asked what most influenced their satisfaction, buyers ranked trust (90%) highest—followed closely by inventory availability (87%), consistent purchasing experience (87%), strength of the business relationship (86%), ability to purchase online (83%), supplier reputation (82%), delivery options (82%), frictionless transactions (81%), consistent cross-channel experience (81%), and payment flexibility (81%).

In the survey, trust emerged as the top factor in buyer satisfaction, cited by 90% of respondents. At the salon, panellists highlighted the rise of “experience loyalty”—the idea that trust, reliability, and flexibility, especially around payments, drive long-term retention. The consensus was clear: businesses that offer seamless, personalised payment experiences aren’t only meeting expectations—they’re gaining competitive edge and growing share of wallet.

Even in stable times, B2B merchants recognise the outsized impact of payments on both loyalty and average order value. Yet many in the B2B space have long struggled to meet rising expectations—well before inflation and global trade tensions added pressure. As one management consultant noted at the London salon, B2B payments remain riddled with pain points: inconsistent processes, limited visibility into fund flows, cross-border friction, and mounting regulatory pressures.

Full-spectrum payment flexibility

Payment choice, for example, is critical to optimising first-time and repeat buyer experiences. 86% of buyers say being able to use their preferred payment method is important, while 83% highlight the value of having multiple payment options available.

With purchasing teams under pressure to stockpile or offload inventory quickly, trade credit is more critical than ever. Lifting small transaction limits and offering extended payment terms gives buyers the flexibility to close larger deals and keep supply chains moving. In fact, 45% say they’d purchase more if this option were available.

This theme came through clearly during a panel session at the London salon. Industry leaders shared concrete examples of how offering customised payment terms in difficult moments not only solves immediate challenges but also builds long-term loyalty.

As Ronny Wittig, Partner at management consultancy Bain & Company pointed out, about one-third of his firm’s clients struggle with liquidity management, while half still rely on manual processes that hinder efficiency. The takeaway? No matter the broader economic or geopolitical challenges, a ‘one size fits all’ approach to payments won’t cut it. SMBs focus on cost-effectiveness and flexible financing options, whereas enterprise buyers demand automation, digitisation, and enhanced liquidity management across multiple regions. Recognising and adapting to these distinct needs is crucial.

Convenience on a par with booking my holiday on my phone 

Just like in B2C transactions, B2B buyers today expect convenience throughout their purchase journey. It’s often noted innovations that originate in the consumer space make their way into B2B. Indeed, customers expect intuitive, mobile-friendly solutions and AI-powered automation in commercial transactions.

Our customers consistently tell us convenience begins the moment a buyer is onboarded with a supplier. Flexibility in payment options is crucial: in the B2B buyer research, 78% of business buyers said they need partners who offer invoicing, and 51% said they would switch merchants if flexible net terms were available.

Seamless integration with internal systems is another top priority—80% of buyers say it’s “very” or “extremely important” that merchants integrate smoothly with their ERP platforms.

Greg Toussaint, Director at Edgar, Dunn & Company, highlights this aspect: “A major barrier to traditional B2B payments adoption is the lack of integration with existing systems. Enterprises using platforms like Ariba, Coupa, or Oracle are unlikely to change their core systems just to accommodate a new payment vendor. Instead, they expect payment solutions to integrate seamlessly into their existing workflows; highlighting the critical need for interoperability in modern B2B payment solutions.” The panel echoed this, with one participant sharing how a global healthcare client, after multiple acquisitions, now runs six or seven ERP systems—making B2B payments and integration especially challenging.

At the same time, Jordan Cox, Principal Consultant at VML, cautioned that while digitising B2B customer journeys—including pre-purchase, purchase, and post-purchase stages—is essential, it must be balanced with personal interaction to succeed. As he put it, “There’s still a strong need for personal interaction in B2B, and that’s not going away. The future lies in blending digital convenience with traditional relationship-building. That means offering flexible, omnichannel solutions that support different purchasing preferences and journey types.”

Help your customer work with you the way they want to

Three-quarters of B2B buyers expect you to help them extensively customise or control their purchasing experience. As Bain & Company’s Ronny Wittig put it: “We’re hearing many concerns around the cost of cross-border payments, or payment fraud, and about half say the manual effort involved is a key issue — so there are many pain points.” Being on top of these unique invoicing needs is now table stakes for an acceptable B2B purchasing experience—think capturing PO or serial numbers, setting spending limits, or managing pre-approved SKUs.

Also, as the panel participants made clear, tailoring solutions to the realities of each sector is essential for delivering real value and driving adoption. Greg Toussaint of Edgar, Dunn & Company explained, “In B2B payments, industry-specific needs vary widely—what works for sectors like construction or media may not apply to travel. For example, in the U.S., certain ERP systems cater specifically to contractors working with the government, and success in that space requires a deep understanding of unique constraints and pain points.”

As loyalty declines amid generational shifts and growing consumer-style expectations, merchants who address these needs will secure a lasting advantage.

Truly understanding what each buyer values enables you to stand out from competitors. While technology plays a crucial role, real success comes from focusing on core priorities: convenience, personalisation, flexibility, and cultivating experience-based loyalty. In today’s volatile, uncertain, complex, and ambiguous (VUCA) environment, providing payment options, ease, and customisation is essential—not optional.

Bain & Company’s Ronny Wittig put it best: “Quite a few clients come in saying, ‘I want AI,’ rather than starting from the business problem they want to solve. We then try to steer the conversation away from the tool itself and towards how it can drive outcomes like customer satisfaction or operational efficiency.”

The author is CCO of payments platform leader TreviPay