New data from k-ecommerce, the leading B2B online commerce and payment solution, shows price increases are changing consumer behavior. These consumer dynamics quickly ripple upstream, creating immediate challenges for B2B sellers who must adapt their pricing and product strategies.

K-ecommerce surveyed 1,000 adults aged 25 and up to understand how tariffs and the current economy is affecting their buying habits. The survey found:

• 84% worry tariffs will keep pushing prices higher this year.
• 78% have already started shopping differently.
• 44% of U.S. adults have reduced overall spending.
• 36% have delayed purchasing non-essential items.

“When consumers change their behaviors, there are impacts throughout the entire supply chain,” said Michael Netto, General Manager at k-ecommerce. “As retailers respond by adjusting inventory and order patterns, B2B sellers face immediate pressure to respond. We’re seeing manufacturers going into their databases and adjusting prices weekly.”

According to the survey, more than half of respondents actively researched why prices are rising, and over a third said they’d view a brand more positively if it clearly communicated the root cause of price increases. Yet, only 14% say they currently hear this kind of update from businesses. This disconnect reveals both communication and technical challenges for B2B sellers whose buyers are far closer to end consumers and bear the burden of frustrations in the shopping aisle and the online store. To address these challenges, manufacturers need more sophisticated pricing approaches.

“Instead of implementing blanket price increases across the board, forward-thinking manufacturers are adopting surcharge models. To stay flexible, they’re implementing targeted surcharges that respond precisely to product cost fluctuations,” said Netto.

When systems are rigid, even minor updates to pricing or communication can become slow, manual, or inconsistent. In a climate shaped by constant change — tariffs, global conflicts, inflation — B2B sellers need the ability to respond in real time. Flexible infrastructure enables that agility, so businesses can update product information, adjust pricing and deliver clear explanations without delay. Speed and transparency build customer trust and resilience in buyer relationships.

As economic pressures persist and buyer expectations continue to evolve, the ability to adapt will define which B2B brands grow and which get left behind. With the right infrastructure, sellers can do more than just keep up. They can lead with confidence, respond with clarity, and build trust that drives long-term loyalty, even in uncertain times.

Dynata conducted the survey, which included 1,000 online responses from adults aged 25+ across the United States.

For more information about k-ecommerce, visit: https://k-ecommerce.com/.