New research from TreviPay, a global B2B payments infrastructure partner, found 88% of B2B buyers report high loyalty to their suppliers, consistent with TreviPay’s 2023 research. In 2026, buyers now place greater decision power on how efficiently and consistently suppliers deliver across the purchasing, payment and invoicing experience, meaning their loyalty is dependent on how well a supplier can execute.
TreviPay’s latest report, The Evolution of the B2B Buyer, builds on the company’s 2023 B2B buyer research and examines how expectations have evolved across payments, onboarding, invoice terms, automation and supplier relationships.
Key findings include:
- AI integration and digital maturity are reshaping purchasing. Seventy-three percent of buyers now use AI in purchasing workflows, showing automation has moved from exploration into everyday decision-making.
- Demand for financial terms has reached a tipping point. The likelihood of choosing a supplier that offers invoice terms increased from 51% in 2023 to 68% today, reflecting buyers’ growing need for options that support cash flow.
- Consistent purchasing experiences drive supplier choice. Consistent purchasing experience ranked as the top factor buyers consider when choosing a supplier, with 83% saying it is extremely or very important.
- Expectations for operational efficiency are rising. Tolerance for onboarding delays declined from 6.7 days to 5.1 days, narrowing the margin for slow, manual or inconsistent processes.
These changes demonstrate that loyalty is becoming more influenced by the tangible parts of the buying process, such as the ease of onboarding, flexible payment options and seamless purchasing across different channels.
“B2B buyers are less willing to work around friction,” said Brandon Spear, CEO of TreviPay. “An existing relationship can get a supplier considered, but the ability to onboard quickly, offer invoice terms and deliver a consistent payment experience is where lasting loyalty comes into play. Payments and invoicing now sit much closer to revenue growth, customer retention and share of wallet than many businesses realize.”
The research also found buyers increasingly evaluate suppliers before making a purchase based on the payment and invoicing options available. Nearly all buyers, 94%, research supplier payment options before purchasing and 78% research invoice options. Among B2B businesses, 96% research payment options and 93% research invoice options.
“AI is changing the pace of B2B buying, but many supplier experiences still move at the speed of manual review, disconnected systems and delayed approvals,” said Allen Bonde, CMO of TreviPay. “When buyers use AI to compare suppliers, manage spend and streamline approvals, they expect the businesses they buy from to be equally as connected. The payment experience influences how buyers decide who earns the next order.”
Payment flexibility also influences how buyers choose to pay and the amounts they purchase. Preference for paying with terms increased from 59% in 2023 to 72% today, while variety across payment methods became the top factor likely to increase purchasing, rising from 28% to 49%.
The research report can be accessed online here.
To learn more about how TreviPay supports B2B invoicing and payments, visit www.TreviPay.com. Also, TreviPay Crossroads, the company’s flagship conference, is back in 2026 and will include in-depth discussions around elevating payments strategies. Registration is now open.
1 The study was conducted by Murphy Research on behalf of TreviPay from Dec. 4 to Dec. 18, 2025. The results are based on a comprehensive review of 300 B2B buyers in the United States and United Kingdom.
About TreviPay
TreviPay, The Pay by Invoice Company™, is the global B2B payments infrastructure partner for manufacturers, retailers, travel companies and banks. With our fully managed platform, intelligent apps, and 40 years of buyer intelligence, we help buyers buy, and sellers grow and get paid faster. Behind the scenes, we streamline the order-to-cash process, from fast customer onboarding and predictive marketing to smart invoicing and settlement, all powered by AI that improves with every transaction. The result is fewer errors, higher AOV and guaranteed DSO. Enabling more than $8B in global trade annually, TreviPay operates in 35 countries and was named a Leader for Embedded Payment Applications by IDC and a top vendor in cash application by The Hackett Group. For more information, visit www.trevipay.com.
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