---
title: The Next Generation of B2B Purchasing
description: Discover the buying preferences across all age groups with research gathered by WBR Insights in partnership with Mirakl and Oracle.
image: https://mirakl-1749772.hs-sites.com/hubfs/LinkedIn%20-%20WBR2FOracle%20WP.png
---

![](https://mirakl-1749772.hs-sites.com/hubfs/mirakl%20theme%20-2022/Images/background-image.png)

[![mirakl-logo](https://mirakl-1749772.hs-sites.com/hubfs/mirakl%20theme%20-2022/Images/mirakl-logo.png) ](https://www.mirakl.com) [ let's talk 

](https://www.mirakl.com/lets-talk)

### Across the ages: B2B sellers aren't meeting modern buyer needs.

Research conducted by WBR Insights of 200+ business buyers across North America, Latin America, and Europe found that** 87% of business buyers across all age ranges are making business purchases on online marketplaces. **

 Download the full report to gain insight into age differences across B2B buying by channels, preferences, and values for Millennials, Gen X, and Baby Boomers.

Highlights of this study include:

- 87% of business buyers are purchasing on marketplaces
- 73% of respondents purchase in other digital channels (eComm + Mobile), while only 11% of respondents prefer these channels
- Only 8% of respondents prefer eProcurement systems for B2B purchasing
- How age range impacts the value of different buying channels

![Through which channels do you buy in general?](https://mirakl-1749772.hs-sites.com/hs-fs/hubfs/Through%20which%20channels%20do%20you%20buy%20in%20general%3F.png?width=600&name=Through%20which%20channels%20do%20you%20buy%20in%20general%3F.png)

![Report conducted by](https://mirakl-1749772.hs-sites.com/hs-fs/hubfs/Report%20conducted%20by.png?width=707&height=77&name=Report%20conducted%20by.png)

### Get the Report:

## Accelerate your growth with an online marketplace

[

let's talk

](https://www.mirakl.com/lets-talk)