​2024 Buyer Insights: Purchase Size

Buyers making a purchase of less than $50,000 invest less time and effort in the purchase process than buyers making a larger purchase. They’re also more likely to focus on price and features and engage in fewer types of interactions than buyers making a larger purchase. Buyers making a purchase of $1 million or more are more likely to engage in time-consuming interactions and consider a range of decision criteria related to the provider’s ability to deliver and partner. This report is one of a series focused on different segments of business buyers — including company size, personas, regions, and technology categories — offering guidance for sellers and marketers to better respond to buyer needs.