The Two-Website Problem

Industrial buyers are ready to place five-figure orders online, but only when the experience earns their trust.

The Q3 2025 Industrial Buyer Pulse Report revealed that a growing number of buyers are completing transactions worth $50,000 or more entirely online. But while manufacturers have invested heavily in e-commerce, too many are undermining buyer confidence through disjointed, inaccessible, or poorly integrated digital environments.

When your public-facing website and e-commerce platform feel like two different worlds, it creates friction at the most critical stage of the buying journey.

In this POV, we explore:

Why large online transactions depend on trust, not just technology
How the “two-website problem” quietly erodes buyer confidence
What seamless integration and accessibility communicate about operational reliability
How to design e-commerce for procurement

Manufacturers who unify their marketing sites, e-commerce platforms, and ERP systems signal that their digital operations are as reliable and well-engineered as their products.

The Industrial Buyer Pulse is a quarterly research initiative capturing the evolving perspectives of industrial decision-makers across North America.

This inaugural release summarizes responses from 263 North American industrial buyers across the manufacturing landscape. Participants include operations leaders, engineering/technical buyers, and procurement professionals. While the numbers will change quarter to quarter, the lens will not: we track a consistent set of KPIs so executives can distinguish noise from signal, and we pair those metrics with practical guidance for marketing and sales teams tasked with converting sentiment into revenue.

Our goal is to provide an always-current, decision-grade readout of industrial buying behaviour that helps manufacturers focus resources where they will matter most.

WHAT IS THE INDUSTRIAL BUYER PULSE?

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