Most B2B Buyers Prefer Rep-Free Purchasing as AI Reshapes Sales

Why It Matters to Distributors: The move toward AI-driven, self-service buying underscores the urgency for distributors to invest in digital commerce, product data, and new sales models as traditional rep-led selling declines.

Most B2B buyers now prefer to complete purchases without interacting with a sales representative, highlighting a shift toward digital, self-directed buying, according to new research from Gartner.

In a survey of 646 buyers conducted from August through September 2025, 67% said they prefer a rep-free experience. Meanwhile, 45% reported using artificial intelligence during a recent purchase, signaling that buying journeys are becoming increasingly automated and digitally driven.

“B2B buyers are progressing through critical buying tasks in more autonomous ways, and sellers can’t rely on static collateral to carry influence in those moments,” said Alyssa Cruz, senior principal analyst in Gartner’s sales practice.

The findings underscore a broader shift away from relationship-led selling toward digital-first engagement, where buyers independently research suppliers, evaluate options and define requirements before engaging — if at all — with a sales representative.

Gartner said the rise of AI in purchasing is forcing companies to rethink how they support both buyers and sellers. Central to that shift is what the firm calls “value clarity,” or a buyer’s confidence in how a solution improves outcomes in their specific role and business context.

Buyers with high confidence are twice as likely to report a high-quality purchase compared with those with low confidence, the firm said..

For distributors, the shift toward rep-free buying represents a structural change to traditional sales models built on field sales and account relationships.

Digital channels — including ecommerce platforms and online catalogs — are becoming the primary interface for customers. Buyers increasingly expect to search for products, compare pricing, check availability, and complete transactions without assistance.

At the same time, the role of sales representatives is evolving. As routine orders move online, reps are shifting toward consultative roles focused on complex products, technical support, and strategic accounts.

The shift also raises the importance of product data and digital content. Distributors must provide accurate, detailed, and searchable information — including specifications, pricing, and availability — to remain competitive early in the buying process.

In addition, wider adoption of AI tools is expected to shape the customer experience, from search and product recommendations to automated support. Greater transparency in pricing and availability could also intensify competition, particularly for commoditized products.

The move toward self-directed, AI-assisted purchasing is accelerating across B2B markets. For distributors, the challenge is to strengthen digital capabilities while redefining the role of sales — enabling customers to buy independently while adding value in more complex transactions.

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