Why better product information is the foundation of a better B2B buying experience

29.06.2026

Digital transformation has changed the way manufacturers and distributors do business. Customers increasingly expect to research products, compare options, and place orders online at a time that suits them. While many organizations have invested heavily in ecommerce platforms and ERP systems to support this shift, creating a successful digital buying experience involves much more than providing an online ordering portal.

For many B2B buyers, the purchasing journey begins long before an order is placed. They need to understand whether a product is suitable for their application, whether it meets technical requirements, and whether it is compatible with existing equipment. The quality of the product information available during this stage often determines whether a customer continues through the buying process or looks elsewhere.

This is why product information has become just as important as transactional data. Accurate pricing, inventory levels, and customer-specific agreements remain essential, but they only answer part of the customer's questions. Rich product content provides the additional context that helps buyers make informed purchasing decisions with confidence.

Product information influences purchasing decisions

Business buyers are often purchasing products that are technically complex, highly configurable, or critical to their own operations. Unlike many consumer purchases, these decisions are rarely based on price alone. Customers need access to detailed specifications, technical documentation, product images, certifications, compatibility information, and supporting resources before they are confident enough to place an order.

When this information is incomplete or difficult to find, the buying process becomes less efficient. Customers may need to contact customer service, speak with a sales representative, or search multiple sources before finding the answers they need. Each additional step creates unnecessary friction and increases the likelihood that the purchase will be delayed or abandoned altogether.

During a recent Tech Talk podcast episode, Arno Ham, Chief Product Officer at Sana Commerce, described this distinction simply by explaining that an ERP system tells customers what they can buy, while product information helps them decide whether they should buy it. It is a simple statement, but one that highlights the growing importance of product content within the modern B2B buying experience.

ERP systems and Product Information Management each have an important role

Enterprise Resource Planning systems have always been the operational foundation of manufacturing and distribution businesses. They manage commercial information such as pricing, inventory, customer agreements, order history, and financial transactions with exceptional reliability. These systems remain the single source of truth for operational and transactional data.

Managing rich product information, however, requires a different approach. Detailed product descriptions, images, technical specifications, videos, documentation, translations, and product relationships need to be maintained, updated, and distributed across multiple sales and marketing channels. As product portfolios grow, managing this information directly within an ERP system becomes increasingly difficult.

A Product Information Management (PIM) solution complements the ERP by providing a central location for maintaining product content. Each system performs the role it was designed for, allowing businesses to combine accurate commercial data with rich product information to create a more complete buying experience.

Consistency creates confidence

One of the greatest challenges for many manufacturers is maintaining product information across multiple channels. The same information often appears on websites, customer portals, printed catalogs, technical data sheets, brochures, distributor portals, and online marketplaces. Without a central source of product information, updates frequently need to be made multiple times, increasing both the workload and the risk of inconsistencies.

Maintaining product information in a single location allows every customer-facing channel to display the same accurate and up-to-date information. Marketing teams, sales representatives, customer service staff, distributors, and customers all work from the same trusted product content, creating greater consistency across the entire organization.

Consistency also builds confidence. Customers are far more likely to complete a purchase when they trust the information presented to them. Clear specifications, accurate documentation, and complete product content reduce uncertainty and allow buyers to make decisions without relying on phone calls or email exchanges.

Supporting global businesses with local experiences

For manufacturers operating across multiple countries, managing product information introduces another level of complexity. Different markets require different languages, currencies, product assortments, regulatory information, and localized terminology. Even regional variations, such as American English and British English, require different descriptions to ensure information feels familiar to local customers.

Managing these variations centrally allows organizations to maintain one consistent source of product information while delivering localized experiences across multiple websites and customer portals. Buyers receive content that is relevant to their region, while businesses avoid duplicating data or maintaining multiple versions of the same product information.

This approach simplifies ongoing maintenance while supporting international growth and ensuring every customer receives the same high standard of information regardless of where they are located.

Better information supports better business outcomes

Improving product information benefits far more than the customer experience. It also creates measurable operational improvements across the business. Customer service teams spend less time answering routine product enquiries, sales teams can focus on higher-value customer conversations, marketing teams work from consistent product information, and product managers only need to maintain information once rather than across multiple systems.

Most importantly, customers can complete more of their buying journey independently. When accurate commercial data is combined with comprehensive product content, businesses create digital experiences that are easier to navigate, more informative, and better aligned with the expectations of today's B2B buyers.

Research conducted by Sana Commerce together with Forrester reinforces this shift, showing that seven out of ten B2B buyers leave the digital buying journey when they cannot find the information they need to make a purchasing decision. The research also found that seventy-five percent of buyers would consider switching suppliers for a better online buying experience. These findings demonstrate that product information has become more than a supporting function. It is now an important contributor to customer satisfaction, loyalty, and long-term business growth.

Looking ahead

Customer expectations continue to evolve, and businesses that invest in better product information will be well positioned to meet those expectations. By combining the operational strength of an ERP system with the flexibility of a Product Information Management solution, manufacturers and distributors can create digital buying experiences that are informative, consistent, and built around the needs of their customers.

Technology will continue to advance, but the objective remains the same. Customers want accurate information, confidence in their purchasing decisions, and the ability to do business easily. Organizations that can provide all three will be better equipped to strengthen customer relationships, improve operational efficiency, and compete successfully in an increasingly digital marketplace.