11 facts and figures about international sales in Europe!
We have been helping a ton of companies to close those important niche customers in Europe and this is what we have studied and learned throughout the years.
📝 11 things you might not know about growing your B2B business in Europe
- Europe has 24 official languages
- 40% of B2B buyers avoid English-only sales conversations
- 73% of buyers prefer product reviews in their native language
- 72% of people spend most of their time on websites in their own language
- At least 66% of B2B buyers would pay more for a localized experience
- Up to 30% more — that’s what buyers are willing to pay for localized products
- 76% of B2B buyers prefer local-language content for group decisions
- The average B2B buying cycle in Europe is 10 months
- 85% of buyers study what they need before they contact sales
- Most buyers won’t talk to you until they’re 70% through their research
- 72–73% of buyers do their online work in their native language — localization is key
People are less likely to buy when they feel stressed or uncomfortable. When buying feels hard, people delay or walk away.
📚 Sources
- CSA Research: Can't Read, Won’t Buy – B2B Edition
- 6sense: European B2B Buyer Experience Report 2024
- European Commission: Languages of the EU
- Sellai: How Much Does Localization Matter in B2B
- Hokodo: 2025 B2B Buyer Expectations Report
Localization is key if we really want to close those niche B2B customers, but the good news is that you don’t need to hire a new person in every market.
You can use sales freelancers… just like us!
We have super talented cybersecurity and energy innovation sales talent on our platform!
👉 Visit Sellai to book a free matchmaking.
Read Next: Unlocking the Dutch Market: Insights from a Local Sales Agent
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