APAC B2B buyers demand localised strategies amid GenAI boom

With 70% of buyers under 45, larger buying groups, and increased reliance on generative AI (GenAI), B2B buyers in the Asia Pacific (APAC) region are reshaping expectations for providers. Compared to global counterparts, APAC buyers are more risk-averse, involve more stakeholders, and prioritise cultural alignment and trust — signaling an urgent need for localised strategies.

These findings are based on Forrester’s Buyers’ Journey Survey, 2025, which analysed responses from thousands of business decision-makers across APAC — including Southeast Asia, Australia and New Zealand, North Asia, South Asia, and Japan and South Korea — and compared them to global benchmarks. The survey uncovers generational, cultural, and technological shifts impacting B2B buying worldwide.

While the global average involves 13 internal stakeholders and nine external influencers, APAC buyers include 15 internal members and 11 external influencers. This reflects a stronger preference for consensus and external validation, making stakeholder mapping and trust-building critical for providers.

Globally, GenAI is now a common starting point for B2B research. In APAC, 31% of buyers cite GenAI as impactful, with 96% of those using it considering at least one additional provider — highlighting GenAI’s growing role in discovery and evaluation. However, widespread mistrust of incomplete or generic AI responses means human validation remains essential.

To reduce risk, 60% of global buyers now rely on product trials. In APAC, this trend is amplified by younger buyers’ heightened risk aversion and frequent delays. Notably, only 7% of younger APAC buyers reported no delays in the purchase process, compared to 19% of older buyers. Providers must offer robust trial experiences and support collaborative decision-making to address these challenges.

Globally, efficiency and productivity dominate decision-making. In APAC, younger buyers prioritise customer experience (57%), partner experience (52%), DEI (43%), and sustainability (39%) over cost reduction. Providers must localise messaging to highlight cultural and social impact, not just technical capabilities, according to the report. 

A striking 93% of APAC buyers expressed dissatisfaction with their winning provider — higher than the 88% global average. Reasons include technical shortcomings, lack of cultural alignment, and poor adaptation to local needs, highlighting the growing importance of precision, relevance, and trust-building.

Although managing large buying groups may seem complex, 94% of buyers with six or more members report clear benefits — including broader perspectives, shared validation efforts, easier budget approvals, and higher likelihood of purchase decisions.

“Asia Pacific’s business buying environment is evolving faster than the global average,” said Mavis Liew, executive partner and principal analyst at Forrester. “Larger buying groups, younger demographics, and heavier reliance on GenAI are reshaping expectations. Providers that succeed in APAC will go beyond competitive pricing — they’ll demonstrate cultural alignment, build trust, and deliver localised strategies that resonate with buyers’ priorities, from customer experience to sustainability. In this region, precision and relevance aren’t optional; they’re essential for long-term success.”

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