CCC RECAP: Why Customers Buy From Partners

Customers profess a preference for buying from vendors but often source from partners. Channelnomics explains why.
By T.C. Doyle

When asked, end customers say they prefer to buy technology goods and services directly from vendors instead of independent channel partners. Yet the majority of tech goods and services are still sold by those partners.

In our latest Channelnomics Community Call, on Sept. 20, Channelnomics examined why this contradiction exists — at least for now.

Our own research from this year found that more than two-thirds of IT buyers would rather buy products and services directly from vendors than go through the channel. Those findings mirror research from Gartner G2 revealing that 70% of end customers prefer buying technology products and services directly from the vendor rather than going through resellers. Gartner also found that only 8% of buyers prefer sou...

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