Finance teams in Europe and the UK are working through economic issues, regulatory change and rising expectations from buyers. A new study commissioned by TreviPay and Censuswide found that payment and invoicing now influence supplier choice as much as price or product.
Inez Berkhof Hollander, Vice President of EMEA at TreviPay, said, “Across Europe and the UK, finance teams are navigating economic pressure, regulatory complexity and rising buyer expectations. Our research shows payment and invoicing experiences now play a decisive role in supplier selection.”
The independent survey captured the views of 550 B2B buyers in the UK, France, Germany, Spain and Australia between 18 and 26 November 2025. Censuswide conducted the research. The findings paint a picture of buyers who expect efficient checkout, accurate invoices and payment terms that suit their cash flow.
According to the report, 82% of respondents say invoice customisation is important when choosing a supplier. In Spain, its 93%, which is the highest in the study. 67% say the ability to pay using trade credit terms such as 30, 60 or 90 days is important.
How Much Friction Is Costing Suppliers?
The report says that problems in the order to cash process actually drive buyers away. Buyers report incorrect invoices at 30%, limited ERP integration at 31%, inconsistent invoice formats at 31% and delays in approval workflows at 34%, according to Censuswide.
Payment options are another pain point where more than half of respondents say inadequate payment options have caused issues, ranging from a preferred method not being supported to a lack of suitable terms. In Germany, 76% of buyers report issues with payment options. In Spain, the equivalent share is 37%.
47% of businesses actively look for the option to be invoiced when deciding where to place repeat business, according to TreviPay’s commissioned research. Berkhof Hollander said, “Pay by invoice remains the dominant B2B payment method across Europe. It’s woven into how businesses operate here. But preferences vary significantly.”
Larger enterprises with more than 500 employees place more emphasis on ERP integration and purchase controls. Mid sized firms place more value on speed and flexibility. In the UK, fast onboarding ranks high as a competitive factor for suppliers.
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Is AI Already Part Of B2B Buying?
Nearly 8 in 10 buyers say they always or often use AI technologies in purchasing and payment processes, according to the Censuswide survey. Spain records the strongest appetite for using advanced data insights to improve decision making at 26%, compared with 13% in Germany.
Enterprises with more than 500 employees are more likely to use AI to streamline processes and reduce manual tasks at 20%. Among companies with 100 to 200 employees, that share is 9%. Buyers say they invest in AI to improve decision intelligence at 20%, strengthen fraud prevention and risk management at 16% and reduce manual tasks.
The report mentioned that adoption differs by country. In Germany, compliance demands and regulatory scrutiny make companies more cautious. In France and Germany, buyers place high value on AI that gives visibility into invoice status and automatically matches invoices to purchase orders.
The authors write that many organisations use AI in a tactical way, though fewer have embedded it throughout the full order to cash cycle. Almost all companies report concerns about internal expertise and regulatory compliance.
What Should Suppliers Do In 2026?
The study lists 5 areas buyers want suppliers to prioritise. These are payment options beyond credit cards, system integration with accounts payable departments, consistent buying experiences across channels, pricing and purchasing controls and faster onboarding.
More than half of respondents, 54%, say invoicing related factors increase their likelihood of making recurring purchases. Four in five buyers say the ability to choose the invoicing schedule and customisation is critical when choosing a supplier.
Berkhof Hollander said, “While there will always be regional differences, but it all comes down to reducing friction at every stage of the buying journey. Flexibility is key to helping suppliers cement repeat business and deliver sustainable growth.”
Suppliers that don’t treat payments as an unimportant task are more likely to win repeat business. The data from Censuswide makes clear that buyers expect more accurate, flexible and automated systems now.
