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Home » Distribution Technology » Self-Service on the Rise: SMBs Turn to Automation to Meet Buyer Demands and Improve Payment Efficiency

Date

  • Published on: June 3, 2025

Author

  • Picture of Chris Fisher Chris Fisher

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Distribution Technology

Self-Service on the Rise: SMBs Turn to Automation to Meet Buyer Demands and Improve Payment Efficiency

Small and mid-sized businesses (SMBs) are increasingly turning to self-service technologies to streamline operations, meet customer expectations, and drive revenue growth. One area where this trend is gaining momentum is in payments, as SMBs adopt automated solutions that empower customers to manage their own transactions.

The shift toward self-service is being driven by incremental changes in how everyone’s been conditioned to shop over the years. According to a 2024 study by Wifi Talents, 73% of buyers prefer self-service over speaking with a sales representative. This demand for independence is changing how distributors and dealers operate, with many rethinking their sales and support strategies to reduce friction and increase efficiency.

Efficiency Gains and Revenue Impact

Self-service isn’t about customer preference; it’s a critical business decision. Implementing automated payment systems allows customers to pay invoices through online portals without needing to contact a representative. As a result, SMBs can redirect staff away from repetitive, low-value tasks—such as chasing down payments—and toward more strategic, revenue-generating activities.

For distributors, the impact can be significant. When customers are given the ability to self-manage their transactions, the volume of incoming support calls decreases. This enables internal teams to focus on upselling, expanding client relationships, and managing complex inquiries. The financial upside is clear: one 2024 study found that a well-executed self-service system can reduce support costs by 20% and boost profits by 10–15% due to fewer errors, faster order cycles, and more repeat business.

Meeting Buyers Where They Are

Modern buyers conduct their research independently and expect fast, seamless access to product and pricing information. The TrustRadius 2023 B2B Buying Disconnect report found that 54% of buyers are less likely to purchase if pricing isn’t readily available online. It’s no longer enough to offer a product; if buyers can’t go on your website to find what they need—or pay how they want—they’ll go elsewhere.

Payment flexibility is central to that expectation. ACH (Automated Clearing House) payments, which allow direct bank-to-bank transfers, are increasingly popularity as they reduce credit card fees, reduce fraud risks, and eliminate the need for phone conversations. For SMBs, this lowers operational costs and improves customer experience. With Millennials now accounting for the majority of B2B purchasing decisions, the desire for frictionless, self-directed transactions is only going to grow stronger.

The Role of Mobile and Digital Wallets

Mobile payment preferences are accelerating the shift. A 2023 Federal Reserve report found that more than half of Millennials and Gen Z now use digital wallets, with 80% saying it’s important to be able to make payments via mobile devices. The ability to pay via smartphone—without contacting a representative—is now essential. This generational shift is already having ripple effects across the supply chain. Companies that invest in mobile-friendly, self-service platforms are better positioned to attract and retain younger customers. Conversely, those relying on outdated, manual billing processes risk losing market share.

Reducing Errors and Increasing Control

Another key benefit of self-service payment solutions is a significant reduction in errors. When customers manage their own payments through automated systems, there are fewer opportunities for miscommunication, data entry mistakes, or lost invoices. Finance departments also benefit from real-time visibility into transactions and improved reconciliation. At a time when 89% of financial executives report losses due to inefficient payment processing, automation represents a clear path to stronger financial control and better cash flow.

Strategic Opportunity, Not Just Technology

Self-service payments signal a broader evolution in how SMBs operate and engage with customers. As self-directed buyers increasingly dominate the marketplace, SMBs must meet expectations around speed, accessibility, and independence. Those who do will not only reduce overhead and improve cash flow but also win long-term loyalty from a new generation of digital-native customers.

Investing in self-service is no longer optional—it’s foundational It’s about building a competitive edge in a buyer-led economy. As 2025 unfolds, SMBs that embrace this trend are likely to see faster payments, fewer disputes, and more satisfied customers without ever picking up the phone.

Chris Fisher
Chris Fisher

Chris Fisher is vice president of global ecommerce and vice president of partnerships at ECI Software Solutions, a global provider of cloud-based business management software and services. He oversees commercial operations for ECI’s ecommerce and product content solutions across multiple regions, leveraging his extensive experience in developing and managing B2B SaaS technologies. 

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