The Amazon Effect: Why B2B Payment Expectations Have Forever Changed

Think about the last time you ordered something online. With just a few taps, you confirmed your purchase, selected your preferred payment method (maybe Apple Pay or a virtual card saved to your wallet), tracked it in real time, and received it, sometimes the same day. It was clear, convenient, and secure. 

Now compare that to a supplier asking when they’ll be paid, and your only option is to forward an email or call AP to figure it out. 

Welcome to the disconnect. And it’s a gap finance leaders can’t afford to ignore. 

The Consumerization of B2B Expectations 

Amazon didn’t just change retail. It reset the bar for what people expect: speed, transparency, and simplicity across every experience, including how they work. 

According to Gartner, 75% of B2B buyers prefer a rep-free sales experience. But this shift isn’t just changing how people buy. It’s also reshaping how they expect to be paid. The line between consumer and business experiences has blurred, with B2B stakeholders now comparing their payment experience not to industry peers, but to their last Amazon purchase. 

It’s why Accounts Payable has gone from being a back-office process to a front-line experience. AP is no longer just about processing payments. It’s about building trust, managing relationships, and delivering visibility. 

And with complex supplier networks, shared services, and global operations, outdated workflows don’t just slow things down. They create friction at every turn. 

What the Amazon Effect Means for AP Payments 

B2B stakeholders such as your suppliers, internal budget owners, and even your CFO are no longer comparing your AP process to another department. They are comparing it to Amazon. 

Let’s break down what that means in the real world. 

Seamless, Digital-First Experiences 

Suppliers want answers without having to follow up three times. They expect clean interfaces, real-time updates, and complete transparency. If they can track an Amazon package's journey minute by minute, they expect the same visibility for their $50,000 invoice.  

Modern AP teams recognize this shift isn't just about convenience. It's about trust and relationship building that impacts everything from pricing to priority service. 

Today’s AP teams are mirroring that experience with automation platforms that offer real-time dashboards, status notifications, and intuitive workflows. 

Enhancing the supplier experience improves service while giving your AP team more time to handle forecasting, vendor relationships, and strategic scaling. The more suppliers can self-serve, the fewer status emails AP has to field. That frees up bandwidth to focus on higher-value work like cash flow optimization and operational planning. 

Flexible Payment Options (Because Checks Should Be Extinct) 

Amazon gives you choices: credit card, debit, digital wallet, gift balance. B2B vendors are looking for that same level of flexibility in how they get paid. 

That is why more AP teams are expanding their payment mix to include ACH, wire transfers, RTP (Real Time Payments), and virtual cards. Giving suppliers options not only improves their experience, but it strengthens relationships and gives finance more control over working capital. 

Virtual cards, in particular, are quickly becoming a favorite for modern AP teams. They add convenience, but more importantly, they bring built-in security and control. Each card number is unique to a vendor or transaction. You can set spending limits and expiration dates. And they are far less susceptible to fraud than paper checks or static ACH details. 

According to reports, B2B virtual cards now hold the largest market share at 64.9 percent of digital payment methods. That explosive growth reflects their all-around value: enhanced security, automated reconciliation, and real cash-back potential through rebates. 

Real-Time Transparency 

No one enjoys sending a “Just checking in” email. Especially when it’s about money. 

Supplier portals now give vendors 24/7 access to invoice and payment status, remittance info, and communication history. 

These modern portals also reduce back-and-forth and prevent small miscommunications from snowballing. Vendors can update contact info, upload W-9s, resend remittances, and get what they need, without emailing your team. 

Speed That Supports Strategy 

Amazon made two-day shipping feel slow. In B2B payments, speed shows up as shorter invoice cycles, faster approvals, and quicker payment execution when it counts. 

Faster payments reduce late fees, improve supplier loyalty, and help capture early payment discounts. 

In 2023, the U.S. RTP network processed over 500 million transactions. Real-time payments aren’t on the horizon. They’re here, and delivering strategic advantages beyond speed. 

When payments become instantly predictable, the entire organization transforms: Finance gains precise control over cash flow timing, procurement secures stronger vendor terms through payment reliability, and business units can forecast with unprecedented accuracy. Companies leveraging real-time payment data are finding they can reduce cash reserves while maintaining operational confidence. 

How This Shift Shows Up in Real Organizations 

This shift toward faster, more flexible, and transparent payments isn’t theoretical. It’s already happening, especially in industries where the stakes are high, processes are complex, and payment delays can have serious downstream effects. 

Let’s take a closer look at two prime examples: manufacturing and healthcare. 

In Manufacturing 

Picture a mid-sized industrial equipment manufacturer. The Accounting Manager is responsible for processing hundreds of invoices a week ranging from raw materials and tooling supplies to facility maintenance and logistics vendors. 

They’re juggling disconnected systems: purchase orders in one app, invoices in another, payments in a third. Some vendors still send paper invoices. The team tracks approvals in spreadsheets, and suppliers call constantly asking for updates tied to job numbers or work orders. 

With AP automation, they centralize invoice capture, route approvals to plant managers and procurement leads digitally, and pay vendors via ACH or virtual cards. A supplier portal gives vendors real-time access to payment status and remittance details. 

The impact? Fewer delays on the shop floor, stronger relationships with critical vendors, and more time for the finance team to track discounts and support purchasing with real-time data. 

In Healthcare 

Now think of a regional healthcare system with hospitals and outpatient facilities. The AP Director is managing a high volume of invoices tied to medical supply purchases, rented equipment, contract physician services, and more. 

Department heads approve invoices manually by scanning forms and emailing them around, delaying month-end close and risking late payments. 

When payments are delayed to a vendor providing infusion pumps or surgical equipment, operations are impacted quickly. 

With automation, invoices are captured and routed by GL code and location. Secure payments are made via virtual cards, and vendors check status themselves through a portal. 

The result? Fewer late fees, no disruptions to patient care, and more time for AP to manage compliance, Form 1099 reporting, and contract terms, instead of chasing approvals. 

Overcoming Payment Modernization Misconceptions 

A lot of teams are ready to move faster, but old assumptions are still holding them back. 

The biggest myth? “Electronic payments are too expensive.” 
While some digital payment methods carry transaction fees, the total cost savings from reducing manual tasks, correcting errors, preventing fraud, and capturing early payment discounts often deliver 3 to 5 times ROI in the first year. 

Another common concern is “our suppliers won’t accept electronic payments.” 
In reality, when vendors are offered faster payments, better visibility, and simpler reconciliation, adoption rates typically exceed 80 percent within six months. 

And finally, there’s “we’re too small to benefit.” 
Smaller finance teams often see the biggest impact because manual processes take up a bigger slice of their time and budget. Automation helps them do more with less and scale without adding overhead. 

The bottom line: outdated thinking might be the only thing standing between your team and real time and cost savings. 

So, if you're starting to rethink what’s possible, here’s how to start building a smarter payment process. 

What Finance Teams Should Prioritize Next 

Digital transformation in payments isn’t about being trendy. It’s about gaining control. 

Here’s where to start: 

Automate From Invoice to Payment

Look for a platform that combines smart invoice capture, approval routing, and secure payment execution in one streamlined system. 

Expand Payment Options (Securely)

Enhanced ACH is a must-have. But virtual cards, wires, and RTP offer the flexibility and control your vendors and your finance team need. 

Enable Supplier Self-Service

Give vendors a portal to check invoices, upload documents, and access remittance info. You’ll save your team hours each week. 

Bonus: These tools also improve internal controls. You get stronger audit trails, better fraud protection, and fewer manual errors. 

Don’t Forget About AR 

While AP has led the charge in automation, Accounts Receivable is next. 

Customers now expect the same self-service experience: flexible payment methods, invoice visibility, and online access. 

Forward-thinking teams are modernizing AR with online portals, virtual payment options, and real-time visibility. The result? Reduced aging receivables, improved customer satisfaction, and fewer roadblocks to getting paid. 

Consumer Expectations Are Reshaping B2B Finance 

The Amazon Effect is here to stay. And the finance teams that adapt with automation, real-time visibility, and flexible payments, will lead the pack. 

At onPhase, we help teams modernize AP from end to end with intelligent automation, secure digital payments, and supplier portals that feel like the Amazon experience. 

Curious how virtual cards really stack up? Check out our post on Traditional vs. Virtual Payments: Why Modern AP Teams Are Making the Switch. It breaks down why virtual cards are safer, smarter, and more strategic, and how they’re helping finance teams streamline operations and generate real ROI. 

If you're looking for the next step in modernizing payments, this is a great place to start.