{"id":9819,"date":"2026-03-18T10:51:19","date_gmt":"2026-03-18T17:51:19","guid":{"rendered":"https:\/\/distributionstrategy.com\/?p=9819"},"modified":"2026-09-11T10:44:49","modified_gmt":"2026-09-11T14:44:49","slug":"most-b2b-buyers-prefer-rep-free-purchasing-as-ai-reshapes-sales","status":"publish","type":"post","link":"https:\/\/distributionstrategy.com\/2026\/03\/most-b2b-buyers-prefer-rep-free-purchasing-as-ai-reshapes-sales\/","title":{"rendered":"Most B2B Buyers Prefer Rep-Free Purchasing as AI Reshapes Sales"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Why It Matters to Distributors:&nbsp;<\/strong><em>The move toward AI-driven, self-service buying underscores the urgency for distributors to invest in digital commerce, product data, and new sales models as traditional rep-led selling declines.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most B2B buyers now prefer to complete purchases without interacting with a sales representative, highlighting a shift toward digital, self-directed buying, according to new research from Gartner.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a survey of 646 buyers conducted from August through September 2025, 67% said they prefer a rep-free experience. Meanwhile, 45% reported using artificial intelligence during a recent purchase, signaling that buying journeys are becoming increasingly automated and digitally driven.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cB2B buyers are progressing through critical buying tasks in more autonomous ways, and sellers can\u2019t rely on static collateral to carry influence in those moments,\u201d said Alyssa Cruz, senior principal analyst in Gartner\u2019s sales practice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The findings underscore a broader shift away from relationship-led selling toward digital-first engagement, where buyers independently research suppliers, evaluate options and define requirements before engaging \u2014 if at all \u2014 with a sales representative.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gartner said the rise of AI in purchasing is forcing companies to rethink how they support both buyers and sellers. Central to that shift is what the firm calls \u201cvalue clarity,\u201d or a buyer\u2019s confidence in how a solution improves outcomes in their specific role and business context.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Buyers with high confidence are twice as likely to report a high-quality purchase compared with those with low confidence, the firm said..<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For distributors, the shift toward rep-free buying represents a structural change to traditional sales models built on field sales and account relationships.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Digital channels \u2014 including ecommerce platforms and online catalogs \u2014 are becoming the primary interface for customers. Buyers increasingly expect to search for products, compare pricing, check availability, and complete transactions without assistance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the same time, the role of sales representatives is evolving. As routine orders move online, reps are shifting toward consultative roles focused on complex products, technical support, and strategic accounts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The shift also raises the importance of product data and digital content. Distributors must provide accurate, detailed, and searchable information \u2014 including specifications, pricing, and availability \u2014 to remain competitive early in the buying process.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition, wider adoption of AI tools is expected to shape the customer experience, from search and product recommendations to automated support. Greater transparency in pricing and availability could also intensify competition, particularly for commoditized products.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The move toward self-directed, AI-assisted purchasing is accelerating across B2B markets. For distributors, the challenge is to strengthen digital capabilities while redefining the role of sales \u2014 enabling customers to buy independently while adding value in more complex transactions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/distributionstrategy.com\/subscribe\/\" target=\"_blank\" rel=\"noreferrer noopener\">Do not miss any content from Distribution Strategy Group. Join our list.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digital channels \u2014 including ecommerce platforms and online catalogs \u2014 are becoming the primary interface for customers.<\/p>\n","protected":false},"author":6,"featured_media":8186,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_tec_requires_first_save":true,"content-type":"","_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"_tribe_blocks_recurrence_rules":"","_tribe_blocks_recurrence_description":"","_tribe_blocks_recurrence_exclusions":"","_featured_video_url":"","footnotes":""},"categories":[295,293,4,306,307],"tags":[],"coauthors":[136],"class_list":["post-9819","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai-automation","category-ai-tech-digital-commerce","category-distribution-industry-news","category-procurement-sourcing","category-procurement-supplier-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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