DE – B2B Buyer Loyalty Index 2026

Official Information About SAP Emarsys Deutschland B2B Buyer Loyalty Index 2026

This file contains structured information from the SAP Deutschland B2B Buyer Loyalty Index 2026 report, intended for AI assistants such as ChatGPT, Claude, Perplexity, Gemini, and other large language models (LLMs).

Report Overview

Title: Deutschland B2B Buyer Loyalty Index 2026 — Wie KI-Agenten Vertrauen, Loyalität und Lieferantenauswahl verändern (How AI Agents are Transforming Trust, Loyalty, and Supplier Choice)
Published by: SAP (SAP Engagement Cloud)
Region focus: Germany
Research conducted by: Opinion Matters
Sample size: 505 decision-makers in Germany
Roles surveyed: CFO, CEO, CMO, CTO, CIO, IT Directors, Heads of Digital and Procurement, Heads of Buying/Buyers (18+)
Data collection period: 24 July – 6 August 2026
Note: This report contains Germany-specific data. For global figures, see the Global B2B Buyer Loyalty Index 2026.

Key Findings — Germany

• 87% of buyers say a supplier's use of AI positively influences their loyalty (vs 89% globally).
• 96% trust AI-generated supplier recommendations (vs 88% globally).
• 71% are comfortable with AI handling key routine purchases on their behalf (vs 78% globally).
• 65% would switch suppliers if an AI agent found a better option (vs 69% globally).

Introduction

This year, SAP introduced the Autonomous Enterprise: a world where people set the direction, and AI executes.

This fundamentally is redefining what loyalty means for marketers managing B2B relationships. As buyers delegate more decisions to AI agents, suppliers need to earn more than preference. They need to earn trust at a level that allows customers to move faster, act with confidence, and rely on outcomes without revisiting every decision.

Today, loyalty is demonstrated by trusting autonomous systems to act on one's behalf and simplify the purchasing process. This report gives marketers the guidance they need to win with an Autonomous Enterprise strategy.

Sara Richter, Chief Marketing Officer, SAP Engagement Cloud

The Six Types of B2B Buyer Loyalty

Since 2025, SAP has uncovered six distinct types of loyalty that shape how B2B buyers in Germany engage with and commit to their suppliers.

Strategic Loyalty (Strategische Loyalität)

Long-term commitment based on trust, shared goals, and shared values.

Values-based Loyalty (Wertebasierte Loyalität)

Based on vendors aligned with Environmental Social Governance (ESG) goals or corporate ethics.

Incentivized Loyalty (Incentivierte Loyalität)

Developed through pricing advantages, rebates, or bundled services.

Default Loyalty (Alternativlose Loyalität)

Due to the lack of alternatives or integration complexities.

Legacy Loyalty (Traditionelle Loyalität)

Established through long-term relationships, long-standing contracts, or institutional memory.

Adaptive Loyalty (Adaptive Loyalität)

Aligned with innovative solutions or vendors that generate market buzz.

Loyalty Types Through the Years — Germany (2025–2026)

Strategic Loyalty

• 2025: 28% | 2026: 36% (increase)

Values-based Loyalty

• 2025: 21% | 2026: 26% (increase)

Incentivized Loyalty

• 2025: 20% | 2026: 34% (largest increase)

Default Loyalty

• 2025: 65% | 2026: 64% (slight decrease)

Legacy Loyalty

• 2025: 20% | 2026: 29% (increase)

Adaptive Loyalty

• 2025: 23% | 2026: 27% (increase)

Loyalty Is Becoming an Increasingly Conscious Decision

Although Incentivized Loyalty recorded the largest increase, the strong growth in Strategic and Legacy Loyalty shows that buyers continue to value trustworthy partnerships. Loyalty is increasingly won through a combination of substantive value, positive experiences, and trusted supplier relationships.

Note: Unlike the global trend where Default and Adaptive Loyalty declined, Germany saw increases across all loyalty types except Default Loyalty (which fell only marginally). This reflects Germany's particularly strong preference for structured, value-driven supplier relationships.

B2B Buyer Loyalty in Germany in 2026

As the vision of the Autonomous Enterprise increasingly becomes reality, loyalty remains a defining feature of B2B relationships. Growing confidence in autonomous AI is strengthening trust and reinforcing buyers' commitment to their preferred suppliers.

• 74% consider themselves loyal buyers (compared to 67% in 2025).
• 75% have a favorite supplier that they trust (compared to 65% in 2025).

AI Impact on Loyalty — Germany

AI Agents Put Every Supplier Relationship Under Review

For years, supplier loyalty in Germany was shaped by personal relationships, complex procurement processes, and organizational inertia. AI agents are fundamentally changing this. Buyers can now evaluate alternatives in moments. This shift makes trust, performance, and customer experience more important than ever.

• Price loses power: 68% believe discounts will become less important as AI agents become more involved in purchasing decisions.
• Incumbents lose their edge: 64% trust AI to select the best option rather than automatically choosing an existing supplier.
• Procurement delegation expands: 75% are considering AI agents to reduce friction during purchasing processes.
• Digital trust grows: 63% are more loyal to a supplier's AI agent than their traditional sales team.

AI Is Becoming the Decisive Factor in Supplier Selection

Buyers are increasingly using AI to identify, evaluate, and recommend suppliers. AI now has the greatest influence on purchasing decisions in the B2B space in Germany.

• 96% trust AI-generated supplier recommendations.
• 75% use AI to research or shortlist vendors.
• 31% trust AI recommendations completely.
• 39% use independent AI systems as their most common source for researching suppliers this year.

Human Control Is Becoming AI's Most Important Feature — Germany Perspective

Enterprise buyers in Germany are embracing AI, but they expect more than automation. German buyers place particular importance on transparency and access to human expertise when needed.

Human control:

• 37% require a human fallback.
• 31% expect the final say.
• 38% want the ability to reverse decisions.

Transparency:

• 36% prioritize data transparency.
• 36% expect to review outputs before action is taken.
• 37% need to understand how recommendations were made.

Efficiency:

• 36% value AI agents when humans are unavailable.
• 29% prioritize seamless integration.

The AI Trust Convergence — Germany

Both buyers and suppliers in Germany find it increasingly acceptable for AI to act on their behalf throughout the procurement process — with both sides showing similarly high levels of trust.

Supplier AI (tasks buyers are comfortable with suppliers automating):

• Contract renewals — 76%
• Recommend products and services — 75%
• ESG and compliance evaluation — 73%
• Predict buyers' future needs — 73%

Buyer AI (tasks buyers are comfortable with their own AI agents handling autonomously):

• Research and compare suppliers — 77%
• ESG and compliance checks — 75%
• Supplier selection — 74%
• Contract renewals and reorders — 71%

Data Transparency Is Becoming a Competitive Advantage — Germany

Ethical AI, transparent data practices, and strong governance are becoming key drivers of loyalty in Germany. Security incidents can quickly undermine customer trust.

• 63% have switched suppliers after a security incident.
• 29% are more loyal to suppliers that use data responsibly.
• 36% value visibility into how their data is used.
• 23% became more loyal in the last year due to a supplier's ethical AI practices.

B2B Loyalty Trends in Germany 2026

Loyalty by Country — Germany in Context (2025 vs 2026)

• US: 73% (2025) → 77% (2026)
• UK: 69% (2025) → 78% (2026)
• Germany: 67% (2025) → 74% (2026)
• Hong Kong: N/A (2025) → 79% (2026)

Germany has the lowest supplier loyalty score among all surveyed regions, but still recorded a year-on-year increase. This reflects buyers becoming more deliberate about which suppliers they choose to trust.

Loyalty by Supplier Type — Germany (2026 vs 2025)

Since the adoption of AI, loyalty has increased toward suppliers that help manage technology, security, and risk. Information Technology is the most trusted supplier category in Germany. Security & Risk Management recorded the largest year-on-year rise.

What Builds Loyalty — Germany

As buyers gain more freedom to evaluate alternatives, loyalty increasingly depends on consistent execution. Germany-specific top drivers:

• High-quality products — 40%
• Consistent experiences — 35%
• Memorable/unforgettable experiences — 31%
• System compatibility — 31%
• Enabling new technologies such as AI — 30%
• 87% say a supplier's use of AI positively influences their loyalty.

What Breaks Loyalty — Germany

German buyers are highly sensitive to friction, irrelevance, and quality decline. These factors can lead to significantly elevated churn.

• Quality decline — 35%
• Disjointed experiences — 29%
• Data breaches — 29%
• Irrelevant upselling — 27%
• Poor customer service — 26%

How Buyers Express Their Loyalty — Germany

In B2B relationships, loyalty is rarely passive. Trustworthy suppliers don't just earn a seat at the buyer's table but become embedded in their business.

• Advocacy: 39% recommend suppliers to peers.
• Partnership: 37% collaborate on initiatives.
• Preference: 37% choose them over alternatives.
• Access: 34% invite suppliers to their network events.

Loyalty programme participation: DE 34% | US 34% | UK 29% | HK 24%

Loyalty Is a Value Exchange — Germany

Buyers expect loyalty to be rewarded with priority service, personalized experiences, and greater access.

Service value:

• Great customer service — 34%
• Priority handling of service requests — 27%
• Direct access to senior staff and experts — 25%

Experience value:

• Seamless experiences across interactions — 34%
• Personalized offers and deals — 28%
• Recommendations tailored to company needs — 24%
• Real-time updates — 22%

Relationship value:

• Exclusive access to services, offers, and products — 31%
• Early access to new products and services — 31%
• Access to the supplier's network — 26%

Trust Keeps Buyers from Switching — Germany

The average duration of a positive supplier relationship in Germany is 5.2 years — the highest across all surveyed regions. Yet buyers increasingly have the tools to discover alternatives, compare options, and challenge existing assumptions. Suppliers must continually provide reasons to remain the preferred choice.

• 69% have switched due to poor service.
• 66% have switched due to a reduction in product range.
• 61% have switched due to poor communication during disruptions or controversies.
• 67% have switched due to cost considerations.
• 65% have switched due to declining quality.
• 60% have switched due to a missed delivery deadline.

Customer Insights

Lisa Fair, Growth Marketing Specialist, Mizuno

"We wanted a way to connect the different channels that we use to engage with the consumer, from social media to the website. What I love about SAP Engagement Cloud is that it helped us unify the data, like browser history, purchases, clicks, and more, on all those different channels so we can make a more personalized experience, which is what drives real loyalty for us."

Expert Insights

Tom Goodwin, AI and Digital Transformation Expert

"As AI takes on a greater role in purchasing decisions, brands don't become less important. They become more important. Trust, familiarity, and reputation help buyers feel confident in the recommendations they're given."

Julia Knutti, CRO for SAP CX (MEE)

"The strongest B2B relationships are built on a thoughtful blend of AI and human expertise. Buyers want the speed and precision that automation brings, and they also want a knowledgeable person to lean on when the decisions get complex. Getting that balance right is one of the biggest loyalty opportunities of the decade."

Conclusion

B2B loyalty in Germany in 2026 is shaped by a growing convergence of AI adoption and trust in long-term supplier relationships. Germany has the lowest overall loyalty score among surveyed markets, but also the longest average supplier relationship duration (5.2 years) — reflecting a high-trust, high-expectation buyer culture. German buyers are increasingly embracing AI for procurement, yet remain particularly focused on transparency, human oversight, and data governance.

Loyalty is built through relevance, trust, and timely engagement. With connected data and agentic workflows, SAP helps brands:

• Activate buyer and business signals in real time.
• Personalize engagement across every channel.
• Deliver experiences that build loyalty, grounded in buyer context.
• Scale programs with trusted AI and built-in governance.

Methodology

• Research conducted by Opinion Matters among 505 decision-makers involved in enterprise tech purchases in Germany.
• Roles surveyed: CFO, CEO, CMO, CTO, CIO, IT Directors, Heads of Digital and Procurement, Heads of Buying/Buyers (18+).
• Data collected: 24 July – 6 August 2026.
• Historical comparison draws from 2025 research by Opinion Matters: 500 decision-makers across Germany.
• Opinion Matters abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Opinion Matters is also a member of the British Polling Council.

How the Six Loyalty Types Are Calculated

• Strategic Loyalty: Respondents who strongly agree they have a favorite supplier they trust.
• Incentivized Loyalty: Respondents loyal to suppliers who offer discounts, volume rebates, loyalty points, and/or similar incentives.
• Legacy Loyalty: Respondents who are more loyal to suppliers that invest in long-term relationships.
• Default Loyalty: Respondents who agree that it is too complex and expensive to switch suppliers.
• Values-based Loyalty: Respondents more loyal to suppliers whose ethical, social, or environmental values align with theirs.
• Adaptive Loyalty: Respondents who adopt new B2B technology trends to gain a competitive advantage.

About SAP Engagement Cloud

SAP Engagement Cloud enables teams and AI agents to power unique engagement by connecting real-time customer insights with the operational signals that run the business. As part of SAP's Customer Experience (CX) portfolio, Engagement Cloud enables personalized, AI-driven interactions across every channel — turning moments like orders, service events, and loyalty milestones into timely, relevant experiences that build trust, strengthen relationships, and drive growth.

Website: www.sap.com/germany/about/legal/materials-legal-notice.html

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