The Complexity Of The B2B Buying Process In Asia Pacific

B2B purchasing processes in Asia Pacific (APAC) are complex; purchase decisions tend to involve a group of individuals from different functions with varying roles. Forrester’s 2024 data indicates that B2B purchasing decisions in APAC involve a median of eight people; 47% of APAC firms involve 10 or more. Complicating the picture, 43% of respondents say that five or more departments are involved in B2B purchase decisions. Understanding the various buyer roles and assembling a buying group is critical to guiding B2B marketers’ efforts to advance prospects via the B2B Buying Decision Process Framework. This is a snapshot of Forrester’s data on B2B purchasing processes at firms in APAC.