Business switching activity fell significantly below historic levels during April 2026, with around 33% fewer non-domestic customers switching supplier compared with the seasonal average.
While switching activity remains highly seasonal, the latest data suggests ongoing market uncertainty may be influencing customer decision-making. Some organisations appear to be delaying renewal decisions, while others may be choosing to remain with existing suppliers where competitive alternatives are less readily available.
The insight below explores recent switching trends and highlights why early engagement with customers is becoming increasingly important in a more complex market environment.
Webinar recap: Navigating the B2B energy reset
The changing switching picture reflects several of the wider themes discussed during our recent webinar.
The session explored how suppliers are adapting to growing commercial complexity, changing customer expectations and increasing market volatility.
Key themes included:
Customers are placing greater value on certainty as energy markets remain volatile
Balancing competitiveness, margin and customer value is becoming increasingly difficult
Suppliers are looking for better ways to use data and insight to support commercial decision-making
Strong customer engagement and clear commercial processes are becoming increasingly important differentiators
As market conditions continue to evolve, understanding how customer behaviour is changing will remain critical for suppliers looking to protect performance and identify growth opportunities.
Read the full webinar recap: Navigating the B2B Energy Reset.
If you'd like to discuss customer behaviour, renewal performance or broader B2B market trends in more detail, contact Hannah Sword.
