INSIGHTS

Business buying behavior in the Asia-Pacific (APAC) region continues to evolve rapidly. Forrester’s 2024 research highlights significant changes in buyer demographics, digital habits, and decision-making structures that are reshaping the B2B landscape. The findings underscore the growing complexity of purchasing processes and the need for marketers to adapt to new expectations and tools.

‍

‍

1. A Younger, Digitally Native Buyer Base

‍

A generational shift is taking place in B2B purchasing. Around 70% of APAC business buyers are now under 45 years old, forming a demographic that is comfortable with technology, data, and AI.

‍

• A large proportion already use generative AI tools to research and compare vendors before engaging with sales teams.
• Beyond product performance, buyers increasingly consider diversity, equity, and inclusion (DEI) and environmental, social, and governance (ESG) factors as part of their evaluation criteria.
• Despite their digital fluency, many report disappointment with vendor experiences, especially in terms of support, transparency, and communication.

‍

This demographic shift is transforming expectations of how information should be delivered and how value should be demonstrated.

‍

‍

2. The Growing Role of Generative AI in the Buying Process

‍

Generative AI is becoming a central element in business purchasing decisions across APAC. Buyers are using AI tools to explore markets, identify potential suppliers, and evaluate competing offers.

‍
This development reinforces the importance of making accurate, easily accessible, and up-to-date information available through digital channels. Vendors that provide clear, structured, and well-optimized content have greater visibility during these early research stages.

‍

‍

3. Larger and More Complex Buying Committees

‍

Buying decisions in APAC often involve large groups of stakeholders. In many cases, 20 to 30 individuals may contribute to a single purchase decision, and external consultants or partner organizations are frequently part of the process.

‍
This complexity increases the length of sales cycles and raises the importance of consistent communication across multiple decision-makers. Clear messaging and documentation that address the needs of both technical and business audiences are becoming essential.

‍

‍

4. Friction in the Buying Journey

‍

Despite digital progress, many APAC organizations still experience difficulties during the procurement process.

‍

• A majority of purchases encounter delays or stalls before completion.
• More than 80% of buyers express some level of dissatisfaction even after the deal is closed.
• Common challenges include slow internal approvals, budget constraints, and limited alignment between vendor offerings and buyer expectations.
  ‍

These frictions indicate that while digital transformation has improved access to information, it has not yet eliminated complexity in the purchasing experience.

‍

‍

5. Value Takes Precedence Over Price

‍

Forrester’s findings show that buyers in APAC prioritize value and outcomes when evaluating vendors and shortlisting options. Factors such as reliability, ROI, and long-term partnership potential often outweigh initial cost considerations.

‍
However, when projects face internal scrutiny or budget reviews, price quickly regains importance. Clear communication around total cost of ownership and measurable results remains a decisive factor in final approval stages.

‍

‍

6. Regional and Cultural Diversity

‍

The APAC region comprises markets with highly distinct cultural, linguistic, and business contexts.

‍

• In Japan, consensus and relationship harmony play a central role in decision-making.
• Australia favors a more direct and pragmatic communication style.
• In China, the concept of guanxi, building trust through personal relationship, remains a key element.
• India often places emphasis on hierarchy and senior-level endorsement.

‍

Understanding these variations is critical for effective engagement. Regional approaches need to be tailored not only in language but also in tone, timing, and communication channels.

‍

‍

Key Takeaways

‍

The 2024 Forrester study on APAC business buying points to a rapidly maturing market environment characterized by younger, digitally empowered buyers and increasingly data-driven decisions. Success in this context depends on:

‍

• Providing clear and trustworthy information through digital channels.
• Addressing diverse stakeholder groups with consistent, relevant communication.
• Demonstrating value and ROI in addition to competitive pricing.
• Respecting local business cultures and adapting engagement approaches accordingly.

‍

As APAC’s B2B landscape continues to evolve, organizations that align with these new buyer dynamics will be better positioned to build lasting partnerships and achieve sustainable growth across the region.

‍