How B2B buyers’ needs differ from consumer checkout

Loyalty is so often only thought of in terms of points, perks and post-purchase campaigns. And while those are important, it’s not the whole picture. The payment experience is where convenience, trust and operational fit either come together seamlessly or start to unravel.

In business-to-business (B2B), where basket sizes are often larger, the way a transaction is handled can influence whether a buyer sees you as a preferred partner. And where the seeds of loyalty are planted in long-term relationships.

According to the Baymard Institute, more than 70% of online shopping carts are abandoned. While many factors contribute to that number, payment friction is a major culprit. This can take many forms: a checkout process that drags on with too many steps, limited payment choices that don’t fit the buyer’s needs or credit approval requirements that slow the purchase to a crawl. The payment step may serve as end of the transaction, but for the buyer, it’s also a test of how easy you are to do business with.

When that test is passed, it lays the groundwork for trust. If the payment experience is challenging, even a strong brand or competitive price may not be enough to keep the relationship on solid ground. For many B2B buyers, the ability to pay in a way that aligns with their operational needs can determine whether they continue the relationship or look elsewhere.

This article explores why payments are a core part of the loyalty strategy and how improving that experience can strengthen retention, drive repeat purchases and build lasting partnerships.

How B2B Buying Differs from Consumer Checkout

Consumer checkouts tend to be quick with card taps or digital wallets facilitating purchases. Business buyers are looking for the same ease, but transactions often look quite different. These buyers are making large, often repeat purchases that may span multiple departments. They’re navigating procurement policies, approval flows, budget constraints and reconciliation requirements.

A one-size-fits-all payment approach often falls short. Offering options like net terms, gives businesses the ability to pay in 30, 60 or 90 days, which better aligns with their processes, making purchasing easier and more repeatable.

Research finds that 85% of global business buyers want the option to pay on net terms, and they tend to spend more when those terms are available. In other words, payment flexibility directly supports scalable, long-term relationships.

The Payment Experience as a Loyalty Engine

If buyers can’t pay the way they need to, they may walk. In fact, 51% of business buyers say they would switch merchants if another provider offered more flexible net terms. Another 78% view invoicing as a necessity, not a nice-to-have.

The payment experience is the sum of all the ways you make paying simple, flexible and personalized for your buyers. In B2B, that often means removing delays that slow the process.

When the payment process is a barrier, credit approval often takes weeks, paperwork drags on and orders stall. But it doesn’t have to be that way. Approval can happen in minutes and purchasing on flexible terms can be available right away, allowing transactions to move forward seamlessly, whether they start online, with a sales rep or in-store – all important marketing messages to share with this audience.

Loyalty also grows when the payment experience is tailored to how buyers operate. That might mean customized pricing for different accounts or buyer tiers, purchase controls for employee-level permissions, omnichannel payment options across all available channels or dedicated account support that understands specific payment preferences.

For merchants selling internationally, buyers also expect compliant invoicing, multi-currency options, plus built-in foreign exchange and settlement. By making it easier to do business with your brand, buyers will be back to shop again.

Why This Matters to Marketing Leaders

Marketers are tasked with driving measurable growth and long-term retention. That means finding practical, high-impact ways to create more value for customers, not just in the product or promotion but across the entire experience.

A McKinsey study found customers want “more channels, more convenience and more personalized experience.” That expectation extends to payments.

For many buyers, the foundation of loyalty often starts with the excitement of earning and redeeming rewards. But that goodwill can disappear quickly if the payment process becomes a hurdle. When the checkout feels cumbersome or the options don’t fit their needs, the path to a competitor is short. Even a well-earned relationship can stall if the simple act of paying becomes a point of frustration.

Payment ease and flexibility is where a marketer can really showcase the differentiators. Give buyers a clear view of their spend and a faster way to pay on their own terms and you’ll make the next sale easier, which then sets the stage for the next dozen. Over time, that ease becomes habit and habit is what drives both loyalty, average order value, and the kind of brand trust spreadsheets can’t fully capture.

Practical Steps to Improve Loyalty Through Payments

Marketers don’t need to be payment experts to make an impact here. They do, however, need to ensure that the payment experience aligns with the customer journey they’re responsible for shaping. A few actions to consider:

1. Audit the checkout journey from the perspective of a business buyer. Identify points of friction or complexity.
2. Evaluate your payment options—do they meet the operational needs of your top buyer segments?
3. Analyze abandonment rates in the checkout funnel. Determine if inflexible payment methods are a contributing factor.
4. Collaborate with payments experts who can fully manage the order-to-cash process and can offer options like extending net terms.
5. Personalize the payment experience by tailoring terms, invoicing and visibility based on account type or segment.

Loyalty programs are built on a foundation of trust and trust isn’t only won with great products or campaigns. It’s earned in the moments when buyers pay easily, confidently and in a way that fits their business.

If you want to build loyalty, it’s at the checkout.

Editor’s Note