This represents nearly a 3X change in just 3 years.

McKinsey 2025 survey of 3,140+ decision-makers reveals that willingness to purchase €1M+ deals digitally has nearly tripled across all enterprise segments from 2022 to 2025 (McKinsey Global Technology B2B Pulse Survey, Q1 2025).

The numbers rewriting enterprise sales:

Large enterprises lead the charge, with one-third comfortable making million-euro purchases digitally.

Medium companies aren't far behind—38% now willing to transact above €500K through self-service channels, nearly doubling from 20% in 2022.

Even small enterprises quadrupled their €1M+ digital comfort, jumping from 2% to 8%.

Even bigger story:

Average maximum order values that buyers are comfortable with purchasing fully digitally surged 51-55% across all segments, hitting

• $1,052K for large enterprises

• $527K for medium-sized

• $306K for small enterprises.

This means the psychological ceiling for digital purchasing has surged upward. Enterprises aren't just willing to buy bigger online—they're fundamentally reimagining what transactions belong in digital channels.

What's driving this explosive shift?

The maturation of digital self-service experiences across B2B. From cloud marketplaces to vendor websites, buyers now trust digital channels for complex, high-stakes decisions that once required extensive human interaction.

How to act on it:

Build digital-first, not digital-optional

Your marketplace and self-service capabilities aren't nice-to-haves anymore—they're table stakes for capturing high-value deals

Audit against new expectations

If your digital transaction capabilities can't handle large transactions seamlessly, you're missing the fast-growing buyer segment

Target the willing middle market

Medium enterprises nearly doubled their digital comfort zone, creating massive share-capture opportunities

Rethink partner enablement

Partners need to be able to orchestrate deals purely digitally too, if your buyers want to self-serve at scale

Speed matters

This transformation happened in 36 months—organizations not adapting to digital-first experiences risk falling behind

The message from this data is clear:

B2B buyers have already shifted their comfort zone to high-value digital purchasing. Digital channels and marketplaces aren't complementary anymore—they're becoming the preferred path for enterprise transactions.

Does your GTM today meet the buyers ready to spend $1M without talking to anyone?