Why Japanese and European B2B websites need different enquiry flows
The same company page performs very differently in Tokyo and in The Hague. 63.5% of Japanese B2B buyers have already shortlisted vendors before they contact one, and 67% of buyers in Gartner's latest survey would rather not deal with a sales rep at all. Using 2026 buying data, the rise of AI-assisted research, and the legal rules on both sides, here is what actually has to change — and it is not the translation.