67% of B2B buyers now prefer a rep-free buying experience.
Gartner 2026 B2B Buyer Survey
Nine questions, three minutes – see how much of your revenue still flows through channels your buyers are moving away from, and how far your digital channel is from where you’ve decided it needs to be.
Self-service is not a feature you switch on. It is the share of your orders a buyer can complete without involving anyone on your team, and it is measurable. These four inputs are what separate a storefront buyers actually use from one that forwards work to your inside sales desk.
Distributors and manufacturers tend to score lowest on reorder share and highest on catalog coverage, which is why the same headline revenue can produce very different gaps. Nothing is stored and no email is required to see your result.
You still earn this revenue today. But it arrives through channels your buyers are actively moving away from, which makes it the revenue a competitor with better self-service can take most easily.
83% of B2B buyers prefer to order online · 67% prefer a rep-free experience. (Gartner 2026; industry benchmarks)
The Classy Llama gap assessment maps your systems across six dimensions, shows which gaps hold your digital number back, and what closing each one costs. Reviewed by a human who has done this before, with three possible verdicts, including "you're fine."
Estimates are computed from your inputs and cited industry research; they are directional exposure ranges, not guarantees. We don't count: theft, supplier-caused shortages, marketing spend efficiency, or general market churn. Benchmarks: Gartner 2026 B2B buyer survey · McKinsey B2B Pulse · McKinsey personalization research. Methodology available on request. © Classy Llama.
Exposure, not loss. You still earn this revenue today. The figure is not money missing from your accounts; it is the money most easily taken by a supplier whose buyers can order without calling anyone. Treating it as a loss overstates the case, and treating it as safe understates the risk.
Most B2B revenue is repeat purchasing. The customer knows the part number, has bought it before, and needs no selling, no quote and no product discovery. Routing that order through a person adds cost on your side and friction on theirs, and it does it on the highest-volume, lowest-margin-of-effort transactions you have.
It is also the easiest order for a competitor to take. Winning a new specification requires displacing an incumbent relationship. Winning a reorder requires only that your buyer finds it marginally easier to type a part number into someone else's site than to email yours. That is a much lower bar, and it is being cleared by distributors and manufacturers who got their B2B online ordering working first.
This is why order history and one-click reorder matter more than they look on a feature list, and why a unified view of online orders, ERP orders and support history is worth a quarter of the maturity score. When a buyer calls about an order they placed online, the seam between those systems is the whole experience.
Your legacy channel revenue is total revenue multiplied by the share of orders that are not placed self-serve online. Reorder exposure is the portion of those manual orders that are repeat purchases, valued at your average order value and capped so it never exceeds the legacy figure. Every line shows its own arithmetic, so you can check it rather than trust it.
No. It is exposure, not loss. You still earn this revenue, but it arrives through channels your buyers are actively moving away from, which makes it the revenue a competitor with better self-service can take most easily. Treating it as a loss would overstate the case; treating it as safe understates the risk.
An order the customer places themselves online, start to finish, with nobody on your team keying it. Orders that arrive by phone, email, fax or EDI and get entered by a rep are manual, even when they end up in the same system. The distinction matters because it is the one buyers experience.
Most B2B revenue is repeat purchasing of things the customer has bought before. A reorder needs no selling, no quote and no product discovery, so routing it through a person adds cost without adding value. It is also the easiest order for a competitor to take, because the buyer already knows exactly what they want.
It depends on your mix, but the direction is well established: roughly four in five B2B buyers say they prefer to order online, and two thirds prefer a rep-free experience. Most industrial and B2B merchants we work with set a two to three year target well above their current share rather than attempting it in one step.
It changes your maturity score rather than the revenue figures. Seeing online orders, ERP orders and support history in one place is worth a quarter of the score, because without it self-service and rep-assisted ordering behave as two disconnected systems and the buyer feels the seam on every interaction.
Your gap tells you what is at risk. These tell you which capabilities are missing and what fixing them should cost.