In B2B commerce, product and price used to be everything when it came to decision-making. But there’s another factor quietly reshaping the buyer experience, and it's happening at checkout.
As B2B buyers become more digitally native, their expectations are shifting. They want simple, fast, and flexible purchasing options like the ones they get when ordering groceries on an app or booking a rideshare.
If a supplier doesn’t make the payment process as seamless as B2C, buyers will take note — and the next time they’re ready to purchase, they may look for a supplier who does.
In this article, we’ll look at how payment experience is rapidly becoming a key differentiator in B2B transactions, what buyers expect when it comes to financing and payment terms, and why wholesale and distribution businesses that modernize their payment approach stand to win more sales.
B2B buyers are getting younger, more tech-savvy, and prefer to make purchasing decisions without picking up the phone. This generation grew up with on-demand digital experiences that put them in control, from same-day deliveries to streaming subscriptions that are managed with a few clicks. Those habits don’t disappear at the office door.
Research from Gartner shows that 75% of B2B buyers prefer a B2C customer experience, much like the seamless, real-time experiences they’ve become accustomed to on consumer platforms like Amazon or Shopify. These buyers want to research independently, compare options, and make decisions without waiting on callbacks or piles of paperwork. By the end of 2025, 80% of sales interactions between wholesale suppliers and buyers will occur in digital channels.
This shift isn’t only about convenience, it’s about gaining control of the purchasing experience. Buyers want to see payment terms up front, understand payment options instantly, and complete transactions without any back-and-forth paperwork or drawn-out approval cycles. The old B2B model of slow quotes, manual credit applications, and rigid billing schedules feels outdated and often becomes a deal-breaker for modern buyers.
When payment options are clunky, delayed, or unclear, it puts trust in jeopardy. That’s a risk few suppliers can afford.
Even as more wholesale and distribution businesses invest in eCommerce solutions, many still rely on traditional processes for payments and financing. That’s creating a noticeable disconnect. Even though buyers can quickly find and order products from online catalogs, they run into friction when it’s time to pay.
The most common sticking point is a lack of flexible payment options right at checkout. While eCommerce platforms have made browsing and order placement easier than ever, many merchants still require buyers to:
There is also an issue of low approval rates for buyers who require financing. When merchants offer terms in-house, they are taking on a lot of risk, which means that most customers don’t get approved.
For businesses operating under strict schedules, or those that need inventory on tight turnarounds, these old-school approaches can delay or completely derail an order.
Common buyer pain points include:
These issues can reshape how your business is perceived. When payment feels complicated or uncertain, buyers are more likely to abandon the transaction or simply shift loyalty to a supplier who makes purchasing easier. In a market where margins are already tight, that can add up to significant lost revenue over time.
As products and pricing become increasingly commoditized across suppliers, the payment experience stands out as one of the last great ways to truly differentiate. Buyers want partners who not only deliver on quality and value, but also make it simple to buy from them, over and over again.
A growing body of research shows that payment experience is now directly influencing vendor selection. B2B buyers are actively weighing up how simple, predictable, and buyer-friendly the entire purchase process feels.
If your sales process forces buyers through offline steps, your business could be unintentionally driving customers straight to competitors. 74% of millennial B2B buyers say they have switched vendors for a better, consumer-like experience.
This is especially true in verticals where purchases are large, recurring, or tied to project deadlines. Being able to instantly offer pre-approved Net 30 terms or flexible financing options like buy now pay later (BNPL) gives buyers confidence to move forward without hesitation.
At its heart, creating a frictionless payment experience is about building trust and projecting credibility. When you show buyers that you can support them with flexible terms and fast order processing, they’re more likely to see you as a reliable, modern partner that understands their needs. That confidence pays off with higher close rates, larger average orders, and more repeat business.
For many B2B sellers, it’s worth asking — what is an outdated payment process costing you? Not just in administrative overheads, but in lost opportunities?
Modernizing the payment experience is an important part of unlocking real growth during a time when customer demand patterns are unpredictable and the wholesale and distribution industry is facing new challenges.
Offering flexible payment options right at the point of sale (whether online or in-store) removes hidden barriers for B2B buyers. It means they don’t have to wait to buy, stretch internal budgets, or scramble for alternative financing. That speed translates directly into faster revenue for your business.
Most importantly, updating your payment process doesn’t require rebuilding your entire operation. With the right solution, you can integrate modern financing into your existing eCommerce site, POS system, or direct sales workflows without disrupting how you already run the business.
The best tools are designed to work seamlessly in the background, so buyers get the frictionless experience they expect, while your team benefits from faster payments and fewer admin headaches.
Working with an embedded payment partner like Credit Key removes the traditional barriers of B2B payments, without compromising either side of the transaction. It gives buyers the flexibility they need to manage their working capital, and gives merchants the liquidity and operational simplicity they need to scale confidently.
Credit Key is built specifically to solve the B2B payment friction that slows down sales and frustrates buyers.
By embedding flexible financing and Net 30 terms directly into the eCommerce checkout, in-store flow, or sales-assisted process, Credit Key makes it easy for buyers to pay and for sellers to get those payments quickly.
By making it easier for buyers to access flexible terms, you’re actively driving more frequent and higher-value purchases. It’s a smart way to grow revenue, especially from your SMB segment, while avoiding credit exposure yourself.
As more B2B transactions migrate online, payments are becoming a true make-or-break moment. They shape whether buyers complete their purchase, how they feel about your business afterward, and whether they come back again.
Wholesalers and distributors who deliver on buyer expectations by modernizing the payment experience gain a powerful edge over competitors still stuck in their manual, fragmented systems.
Whether you’re a distributor optimizing your eCommerce funnel or a wholesaler serving institutional buyers with complex procurement needs, embedded payments give you a simple, scalable way to win more business.
If you're ready to get a competitive edge where it matters most, at the point of purchase, get in touch today to learn how you can eliminate credit risk and improve conversion, while giving your customers the freedom to buy and borrow on their terms.