B2B Buyers Prefer Online: Is Your Strategy Ready?

If you have been waiting for the "right time" to digitize your wholesale process, the clock is winding down because B2B buyers now overwhelmingly prefer to research and place orders online. 

This isn't just a trend for small boutiques; it’s the new standard across the board. 

For wholesale apparel brands (whether you’re in golf, footwear, or outdoor lifestyle), this means that not giving access to online wholesale ordering to your retailers and reps might cost you shelf space in 2026.  

So, what does this shift actually look like, and how do you adapt your strategy to meet buyers where they are?

The Numbers Don't Lie: Digital Is Dominant

Let’s look at what "preferring online" really means. Research from recent buyer reports paints a stark picture: around 73% of all B2B buyers now prefer to buy online. Even more telling is that 64% of "new-age" B2B buyers explicitly favor digital self-serve channels over traditional in-person sales interactions.

This isn't just for small reorders, either. Two-thirds of buyers are willing to spend over $50,000 online without ever speaking to a salesperson.

Why the sudden acceleration? Demographics play a huge role. Millennials and Gen Z now account for roughly 70% of B2B buyers and nearly half of all final decision-makers. 

These are people who grew up with Amazon and Uber. They bring those same consumer-grade expectations into their professional lives. They expect fast, mobile-friendly experiences where they can research, compare, and order product without waiting on a PDF line sheet or playing phone tag with a rep.

Why This Matters for Wholesale Apparel

The fashion ecommerce market is projected to reach $1.5 trillion by 2029. Platforms and marketplaces that digitize wholesale ordering are growing rapidly because retailers are building their entire buying workflows around them.

If your brand is still relying on spreadsheets, printed catalogs, and email order forms, you are introducing friction. 

In a world where your competitors offer one-click reordering and live inventory visibility, forcing a buyer to fill out a manual order form makes you the "difficult" vendor. And in 2026, the difficult vendor gets replaced.

How This Plays Out in Your Vertical

The preference for online buying looks a little different depending on who your customer is.

• Golf Apparel: Pro shops and resort buyers are increasingly using digital platforms to discover new brands and build assortments. They need a B2B portal that allows them to self-serve between lessons and tournaments. If they can’t log in at 8 PM to restock polos for an upcoming event, you might miss the sale.
• Footwear: Footwear buyers use online tools to manage complex size runs and mitigate return risks. They need detailed digital catalogs with fit notes and live inventory data so they can commit to buys without the fear of backorders.
• Outdoor Lifestyle: These retailers often manage geographically dispersed stores. They rely on digital showrooms to visualize assortments remotely. This allows reps to sell across territories without needing to be physically present for every single line showing.

The New Role of the Sales Rep

Does this mean the death of the sales rep? Absolutely not. But it does mean the role of the rep is changing.

Online preference doesn't eliminate the need for human connection; it changes where that connection adds value. In this new model, reps spend less time acting as data entry clerks (keying in orders from emails) and more time acting as strategic consultants.

Winning wholesale brands are arming their reps with connected digital tools. A rep might run a virtual appointment, build a draft assortment in the portal, and then share it with the buyer. The buyer can then log in later, adjust quantities, and finalize the order on their own time. This hybrid approach supports larger territories and deeper relationships because the transactional friction is removed.

How to Adapt Your Wholesale Strategy

To align with buyers who prefer a digital-first experience, your strategy needs to focus on a few key pillars:

1. Stand Up a Best-in-Class B2B Portal: Your retailers need a place to log in, see their specific pricing, browse live assortments, and submit orders 24/7. It needs to be as easy to use as their favorite consumer shopping site.
2. Connect to Your Core Systems: A pretty website is useless if the data is wrong. Integrate your B2B portal with your ERP, so buyers see real-time inventory and accurate ship windows.
3. Build Digital-Ready Content: Retailers need more than just a SKU number. Provide high-quality photos, lifestyle imagery, and marketing copy that they can easily syndicate to their own ecommerce sites.
4. Use the Data: Online behavior generates a goldmine of data. Track what buyers are searching for and what they are leaving in their carts to refine your assortments by region and vertical.

Buyers have already made their choice: they prefer online. 

The question is whether your brand is ready to meet them there. Brands that fail to offer a strong B2B experience risk being left out of the buying journey entirely. 

Conversely, those that embrace a purpose-built wholesale platform will find themselves winning more shelf space, driving faster reorders, and building stronger, stickier relationships with their retailers.

Find out why RepSpark can help you meet all your requirements for a revamped wholesale strategy by setting up some time with our team. 

FAQ

Do B2B buyers really prefer online ordering over talking to sales reps?

Yes, research indicates that about 73% of B2B buyers prefer to buy online. However, this doesn't replace sales reps entirely. Buyers prefer to use digital tools for reordering and transaction management, while relying on reps for strategic planning, education, and complex problem-solving.

What features should my B2B portal have to satisfy modern buyers?

Modern buyers expect a "consumer-like" experience. Key features include real-time inventory visibility, mobile compatibility, easy reordering of past purchases, access to high-res product imagery, and the ability to see their specific pricing and credit terms instantly.

How does digital wholesale help with geographically dispersed retailers?

Digital platforms allow reps to manage larger territories efficiently. Instead of flying to every location, reps can use digital showrooms to present lines virtually. Retailers can then browse catalogs and finalize orders on their own time, ensuring consistent assortments across all their store locations.