Why Are Your Buyers Still Calling Instead of Ordering Online in B2B eCommerce?

Introduction

B2B eCommerce promises efficiency and convenience, so why are some of your buyers still picking up the phone instead of ordering online in B2B eCommerce? This disconnect is more common than you might think. In fact, over half of B2B companies report that e-commerce sales account for less than 5% of revenue, underscoring how hard it is to shift customers away from traditional ordering.

 These behavior-based reasons B2B buyers avoid online ordering have little to do with technology and everything to do with B2B buyer behavior. Many buyers default to what’s familiar: phone calls, emails, even faxes, leading to manual order entry that companies hoped to eliminate. To reduce dependency on phone orders and increase adoption of online channels, we need to understand the psychology at play. 

In this post, we’ll explore why B2B buyers don’t order online, and more importantly, how to change that. From the comfort of a human voice to habit loops and decision fatigue, it’s clear that simply launching a portal isn’t enough. By the end, you’ll have insights into how to shift B2B customers to ordering online through smarter, psychology-informed strategies that encourage online orders and improve the B2B customer experience.

Behavior Over Technology: It’s Not Always the Portal’s Fault

It’s easy to blame the platform when customers don’t use it. But often, the problem isn’t the technology – it’s the adoption. Many businesses celebrate a new B2B eCommerce platform launch, only to find customers reverting to old habits. 

According to research, 65% of B2B e-commerce systems underperform post-launch because users stick to legacy channels like phone and email. In other words, buyers often fall back on what’s familiar: calling their rep, emailing orders, or using spreadsheets, instead of ordering online in B2B eCommerce systems. 

This behavior leads to revenue leakage and frustration on both sides. The key insight is that technology alone can’t overcome ingrained behavior. 

Even a user-friendly B2B eCommerce platform won’t succeed if users aren’t mentally on board. Companies must look beyond features and consider B2B buyer behavior, habits, trust levels, and comfort zones. After all, buyers are human; change can feel risky or inconvenient. Before assuming your portal failed, evaluate these human factors. 

It might not be a portal issue at all, but behavior-based reasons holding back digital ordering adoption. Recognizing this sets the stage for the real work: addressing why your buyers prefer calling and how to gently guide them toward e-commerce.

The Comfort of a Human Voice

One of the strongest pulls back to the telephone is the simple comfort of a human voice on the other end. B2B transactions often thrive on relationships and trust. Buyers may feel they have more control and confidence dealing with a familiar sales rep, whereas an impersonal website can seem unresponsive or opaque. 

There’s an emotional reassurance in calling “my rep” who knows my business and can answer questions on the spot. In fact, some buyers find it much easier to call their trusted rep with quick questions than to hunt for answers online. 

This behavior ties into the B2B customer experience: many customers still perceive that speaking to a real person yields faster, clearer results, especially for complex or custom orders. 

Additionally, human interaction allows for nuance – negotiating a special price, explaining unique requirements, or just feeling heard – things a standard online form might not easily accommodate. For buyers who value personal attention, a website, no matter how well-designed, can feel “cold.” As a result, they stick to the phone out of habit and preference. 

Understanding this comfort factor is crucial. It’s not that these buyers reject technology; they’re seeking the assurance and familiarity that a conversation provides. Any strategy to encourage online orders must find ways to replicate or compensate for this human touch (for example, via live chat, personalized portals, or dedicated account managers) so buyers feel just as supported ordering online in B2B eCommerce as they do on a call.

Cognitive Load and Decision Fatigue

Another hidden barrier to online ordering is cognitive load – the mental effort required to navigate complex information. B2B eCommerce sites can overwhelm users with dense product catalogs, technical specs, login procedures, and complex pricing rules. If using the portal feels like work, buyers may revert to a quick call. High cognitive load can lead to decision fatigue, reduced satisfaction, or even decision paralysis. 

Essentially, when faced with too many options or complicated steps online, customers get tired or anxious about making a wrong choice. It’s often simpler to offload that mental work to a sales rep over the phone. 

Think about it: a buyer could spend 20 minutes figuring out which part number to order and whether it’s in stock, or they could call their rep and get it done in 5 minutes. If the B2B eCommerce platform isn’t intuitive, the path of least resistance will win. 

Studies show that a poor user experience causes over 70% of B2B customers to abandon online carts. Decision fatigue is real – after a long workday, hunting through menus and forms is less appealing than talking to a helpful human. 

Moreover, B2B purchases often involve configuration or special terms that can be hard to handle via self-service, adding to the extraneous cognitive load on the buyer. To combat this, businesses should streamline the online experience: clear navigation, saved order templates, and reducing the cognitive overload on buyers. 

By simplifying interfaces and guiding choices (for example, highlighting recommended products or providing search filters), you make ordering online in B2B eCommerce less mentally taxing. Remember, the easier and faster the decision process, the more likely buyers will stick with it instead of grabbing the phone.

Habit Loops and Internal Resistance to Change

Humans are creatures of habit. In many companies, procurement people have “always just called John at Supplier X to place orders” – it’s a routine that’s practically muscle memory. These habit loops (cue-routine-reward cycles) are powerful. 

The cue might be a low inventory alert, the routine is to phone or email the order, and the reward is the quick confirmation from the rep. Introducing a new eCommerce portal disrupts this loop, and not everyone is eager to change their routine. In fact, opposition to change is one of the biggest challenges in B2B customer adoption. 

People stick with what they know because it’s predictable and comfortable. Long-time B2B buyers (and sellers) have established processes and may view the new online system as unnecessary or even a threat. Especially for veteran purchasers or less tech-savvy individuals, changing a familiar process can feel disruptive and even scary. They may worry the new system will complicate things or that they’ll make mistakes. As one industry expert notes, buyers resist change because they know what to expect from the old process, so the new one must be just as predictable. 

This internal resistance can also be reinforced by corporate culture; if a company’s leadership or sales team isn’t fully promoting the online platform, customers get the implicit message that the old ways are fine. 

Overcoming habit loops requires more than a one-time announcement. It takes change management: reassuring users that the new process is beneficial, training them so they feel competent, and perhaps phasing changes gradually. 

For example, you might encourage trying the portal for simple reorders first (low risk) to build confidence. Breaking old habits won’t happen overnight, but with consistent nudges and proof of the new system’s advantages, buyers can form new habits of ordering online in B2B eCommerce systems. The key is patience and persistence in the face of initial inertia.

Lack of Confidence in the Platform

Trust is a huge factor in whether buyers embrace online ordering. If customers lack confidence in your eCommerce platform, they’ll default to channels where they feel more in control. What erodes confidence? Commonly, concerns about accuracy and reliability. For instance, a buyer might wonder: “Is the inventory info online up to date? The last time I ordered, the site showed stock but then it was backordered.” Experiences like that will send them right back to calling a rep to reduce manual order entry errors. According to one report, 85% of B2B buyers have frustrations with online purchasing that lead to abandoned orders. 

Chief among those frustrations are missing or inaccurate stock levels, pricing, and delivery information. In other words, when the digital channel doesn’t instill trust, buyers go offline where they can double-check details in real time. 

Additionally, long-time clients may be skeptical of a new digital system’s accuracy, preferring the certainty of a phone call for critical questions. They worry about issues like: Will the online price reflect my negotiated contract rate? Are delivery dates reliable? No customer wants unpleasant surprises due to a glitchy portal. If they don’t trust the data, they won’t trust the order process online. 

Moreover, a lack of communication can undercut trust. If a company launches a portal but doesn’t clearly explain how it works, buyers might fear the unknown and stick to what they know. To bolster confidence, companies must ensure their B2B eCommerce platform is robust and transparent: real-time inventory, customer-specific pricing, and visible order tracking. Also, proactively communicate these features. Show buyers that the online system is as reliable as calling, if not more so. 

For example, “You see the same info our reps see!” or “Our site shows live inventory and delivery ETAs.” When buyers trust the platform to get it right, they’re far more likely to use it for ordering online in B2B eCommerce rather than dialing your customer service line.

How to Nudge Digital Adoption (Psychologically Smart Tips)

Understanding the behavior-based reasons behind phone orders is half the battle. The other half is implementing smart strategies to nudge buyers toward digital ordering adoption. Here are some psychologically savvy tips to encourage your customers to embrace online ordering:

• Highlight the WIIFM (“What’s in it for me?”): communicate the benefits buyers get when they use the portal. For example, emphasize time savings (no waiting on hold), fewer errors (since they input orders directly), quick reorders, and 24/7 convenience. If users don’t see how the site streamlines their job, they’ll see it as extra work. Show them metrics or success stories – e.g., “Customers like you save 2 hours a week by ordering online”. This addresses the psychological need for a reason to change.
• Provide incentives and rewards: Everyone loves a good deal or reward. Consider offering incentives to promote online ordering – for instance, a small discount, free shipping, or loyalty points for orders placed through the website. Even a one-time promo can give hesitant buyers the push to try the portal. Incentives driving digital adoption can increase sales by 30%. Once they try it and have a positive experience, they’re more likely to stick with it. You could also create a friendly competition or gamification element (e.g., “Order online 5 times this quarter and get a special perk”).
• Make the first steps easy (Start small): To overcome fear of the unknown, lower the barrier to entry. Encourage customers to use the site for a small, routine purchase or a quote request – something low-stakes. As one strategy suggests, start with simple reorders or low-value items to build trust in the system. When buyers see how easy it is, they’ll be willing to try it for larger, more complex orders next. Essentially, let them test the waters and gradually build a habit. Celebrate those first successes with a thank-you email or personal follow-up, reinforcing the positive experience.
• Mirror the familiar and offer support: A clever way to ease the transition is to design your online experience to feel somewhat familiar. Choose a user-friendly B2B eCommerce platform that echoes elements of traditional buying (like clear product categories similar to your print catalog). This reduces the intimidation factor. Additionally, integrate a human touch into the digital channel: for example, provide live chat with reps or a “request a call” button, so customers know help is one click away if needed. Training is also critical – offer webinars, how-to videos, or even on-site demos for key clients. Well-trained users feel confident. Remember, people resist change less when they feel supported and when the new way feels like an improvement, not a hassle.
• Leverage social proof and success stories: Share metrics or testimonials that show many customers are happily using the online system. For instance, “X% of our clients have shifted to online ordering and report faster turnaround and satisfaction.” Sometimes knowing that peers are doing it can nudge laggards to try (nobody wants to feel left behind in an industry trend). If you have key accounts that have successfully transitioned, ask for a brief case study or quote to inspire others. Social proof taps into the psychology that if others trust it, maybe I can too.

By implementing these strategies, you’re not forcing customers online; you’re inviting them with carrots rather than sticks. Over time, these small nudges accumulate into a significant shift, you’ll increase adoption of online ordering in B2B and reduce manual order entry via phones/faxes. 

The goal is to make the online channel not just the mandated option, but the preferred option because it genuinely makes buyers’ jobs easier and more rewarding. And when that happens, both your customers and your internal teams win.

Conclusion: Tech Isn’t Enough—You Need Behavioral Insight

In conclusion, boosting digital adoption in B2B eCommerce requires understanding that tech alone isn’t enough – you need behavioral insight. Your buyers are still calling instead of ordering online, not because they can’t use technology, but because of human factors: comfort, habits, cognitive overload, and trust. 

Solving this isn’t just an IT upgrade; it’s a change-management exercise in B2B buyer behavior. The companies that succeed don’t just build great eCommerce portals; they build great B2B customer experiences around those portals, addressing fears, motivating new habits, and communicating value every step of the way. 

The takeaway is clear: if you want to encourage online orders and truly maximize your ROI on that shiny new platform, dive into the psychology of your customers. Talk to them, learn their pain points, and apply the tips above to gently guide them online. Over time, you’ll not only see more ordering online in B2B eCommerce – you’ll also free your team from chasing faxes and phone orders, allowing them to focus on higher-value activities.

Finally, remember that you’re not in this alone. Tech adoption and customer behavior change is a journey, and having the right partner can make all the difference. At Reveation Labs, we specialize in B2B eCommerce solutions and behavior-driven strategies to elevate your digital channel. We can help you optimize your platform and craft adoption campaigns that resonate with your buyers. 

If you’re ready to reduce dependency on phone orders and unlock the full potential of your online channel, let’s chat. Contact Reveation Labs for a consultation – and let’s turn those call-in orders into seamless clicks. (Your customers – and your bottom line – will thank you.)










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