LinkedIn: 95% Of B2B Buyers Say Video Plays A Key Role In E-Commerce Buying

B2B purchasing has never been straightforward. Decisions take time. More people are involved. Products and services are often complex and difficult to explain in a few paragraphs of text. Buyers need clarity before they move forward, and increasingly, they seem to be finding it in video.

What makes this data point interesting is not the format itself, but what it says about buyer behaviour. Video is helping decision-makers understand what is being offered, how it works, and whether it fits their needs. It simplifies information that might otherwise feel overwhelming.

The LinkedIn statement also suggests that video is not limited to one phase of the process. Buyers encounter it along the way, from early research to the final stages of decision-making. It is part of how they explore options and make sense of them.

Why Video Is Becoming Essential For E-Commerce

For e-commerce and B2B brands, the implication is straightforward. A strong product is no longer enough on its own. The ability to explain that product clearly has become just as important. Video offers a practical way to do that without forcing buyers to work through long or technical explanations.

The 95% figure challenges another assumption as well. Video is often seen as a branding tool, something designed to attract attention. In this case, buyers themselves describe it as something that actively supports their decisions. That puts video much closer to the core of the buying process.

In a crowded B2B market, being understood can make the difference. Based on what buyers are saying, video is helping bridge that gap — and for brands that leave it out, the risk is simple: not being part of the decision at all.