SAP – B2B Buyer Loyalty Index, 2025

The main theme of the report is the study of buyer loyalty in the B2B sector and its impact on business growth.

Key findings include the importance of a strategic approach to loyalty, the need for personalized and seamless customer interactions, and the increasing fragility and volatility of buyer loyalty in both B2B and B2C. The report highlights the significance of trust, relevance, and value in building long-term customer relationships.