Why B2B Buyers Don ’ t Trust Aggregator Links Venkat Kumar • June 21, 2025 Aggregator links have become common across many listing sites and trade directories. But for serious B2B buyers looking to make large-volume purchases or sign long-term supply deals, these links often raise more questions than they answer. Whether you are a supplier, manufacturer, or trader using a b2b portal, understanding buyer trust gaps is critical to conversion. A recent TrustRadius survey showed that 85% of B2B buyers rely on direct research over marketing materials and aggregator links. That means they are less likely to click generic redirects or vague profiles and more likely to trust content with a clear source, transparent details, and a direct connection to the brand. What Are Aggregator Links? Aggregator links are used by large directories or platforms that gather listings from multiple sources and send users to product pages via a tracking or referral system. 21/06/2025, 15:08 Why B2B Buyers Don’t Trust Aggregator Links – Telegraph https://telegra.ph/Why-B2B-Buyers-Dont-Trust-Aggregator-Links-06-21 1/4 These links often mask the final destination. Instead of seeing a brand or manufacturer’s own webpage, buyers click a URL that starts with the aggregator's domain, followed by complex tracking parameters. For buyers who are evaluating multiple suppliers at once, these links slow down decision-making. They add friction, delay access to genuine product information, and make the brand look less legitimate. The Core Trust Issues Below are the specific reasons why buyers don’t trust aggregator links, especially on a b2b trade platform where speed, transparency, and risk assessment are crucial. 1. Lack of Transparency When a link doesn’t clearly reflect the brand or source, buyers hesitate. In a B2B context, the stakes are high. Orders involve bulk quantities, compliance checks, shipping coordination, and payment risks. If a supplier’s profile is hidden behind a generic aggregator link, it signals a lack of transparency. According to Gartner, 77% of B2B buyers state that their last purchase was complex or difficult. Reducing that complexity means removing unnecessary layers between the buyer and the supplier. 2. Security and Authenticity Concerns Aggregator links often redirect through third-party domains, which can set off browser warnings or reduce user confidence in the legitimacy of the site. For procurement managers or sourcing agents handling company accounts, this is a major red flag. Buyers may question whether the supplier exists, whether the data is accurate, or whether they’re being rerouted to a spoofed site. Even one extra redirect can drop trust significantly. 3. Poor Mobile Experience Many aggregator links are not optimized for mobile, even though a large share of sourcing research happens on smartphones. Buyers clicking through often land on incomplete profiles, broken pages, or listings with low-quality content. The experience is inconsistent, which weakens trust. 21/06/2025, 15:08 Why B2B Buyers Don’t Trust Aggregator Links – Telegraph https://telegra.ph/Why-B2B-Buyers-Dont-Trust-Aggregator-Links-06-21 2/4 Manufacturers that want to appeal to modern buyers must ensure they offer a clean, branded, mobile-friendly presence, especially within a global b2b marketplace that operates across borders and devices. 4. No Brand Recall or Ownership When your listing is only visible through aggregator systems, you lose brand ownership. The buyer remembers the aggregator, not your company. In some cases, your competitors may appear on the same redirect path or page layout, reducing your visibility. Instead of highlighting your product value or factory credibility, you get lumped in with dozens of others. That’s not the kind of presence that builds long-term trade relationships. 5. Poor SEO and Limited Discovery Search engines favor direct, well-structured, and brand-owned content. If your product listing or company profile lives only inside an aggregator system, your search visibility suffers. Buyers conducting due diligence may not even find you through organic channels. Building your presence on a b2b portal for merchant services that lets you control your own product data, visuals, and company details is essential. It signals professionalism and gives buyers the information they need to move forward with confidence. How to Earn Buyer Trust Instead Avoiding aggregator links doesn’t mean abandoning directories altogether. Instead, choose platforms that offer structured listings while giving you the ability to showcase your brand story, credentials, and product details clearly. Here are a few ways manufacturers and suppliers can build credibility: Use high-quality product photos and factory images • Add certifications, compliance documents, and FAQs • Include founder notes, delivery timelines, or case studies • Respond promptly to queries within the platform • 21/06/2025, 15:08 Why B2B Buyers Don’t Trust Aggregator Links – Telegraph https://telegra.ph/Why-B2B-Buyers-Dont-Trust-Aggregator-Links-06-21 3/4 Trust is built on clarity. Buyers want to know who they’re dealing with, what makes your offering unique, and how you operate. Give them that, and they’ll remember you long after the aggregator pages fade out. Aggregator links are shortcuts that cost you more than they save. If you’re serious about scaling your presence and converting leads on a b2b portal, you must invest in direct communication, clear branding, and buyer-focused content. Every redirect dilutes your brand and delays action. Join this b2b platform to get started. Link to a verified business domain or trade-specific landing page • EDIT 21/06/2025, 15:08 Why B2B Buyers Don’t Trust Aggregator Links – Telegraph https://telegra.ph/Why-B2B-Buyers-Dont-Trust-Aggregator-Links-06-21 4/4