Our newsletterVendor reportMcKinsey, 28 May 2026
32% of B2B companies say their website and e-commerce experiences are very personalized
Positioning & messaging
B2B marketing personalization by strategy: Share of respondents with very personalized website/e-commerce experiences, by growth status (%)
B2B marketing personalization by strategy: Share of respondents with very personalized website/e-commerce experiences, by growth status (%)| Group | Share of respondents with very personalized website and e-commerce experiences (%) |
|---|---|
| Winners | 43% |
| Laggards | 23% |
| Overall | 32% |
- Reader Note:
- The same 32% as social media, events and email, with chatbots at 30% and SEO and SEM at 29%. This is the channel where personalization is most technically measurable, and it scores no higher than any other, which is the clearest sign these answers track self-assessment rather than deployed capability. Worth reading beside the report's own finding that 71% of B2B companies offer e-commerce at all.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Survey of nearly 4,000 decision-makers across 13 countries and multiple industries; further sampling details not disclosed in the provided text.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source never says how this number was measured.
- The source says how much it looked at, but not how any of it was chosen.
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