Dive into Episode 1 of the B2B eCommerce Show as our panel of B2B eCommerce experts explores the evolving landscape of B2B eCommerce. From groundbreaking technologies to market trends, this episode covers key insights and predictions for the future.

• Explore the impact of AI on B2B transactions and customer interactions.
• Discover how eCommerce platforms are evolving amidst digital transformation demands.
• Understand the dynamics of B2B marketplaces and the need for clear definitions.
• Dive into discussions on the consolidation of B2B eCommerce platforms and key market players.
• Learn about the shift towards digital-first strategies in response to changing buyer behaviors.

Experts included

• Jason Hein
• Jason Greenwood
• Jay Schneider
• Sam Aldinger

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

Welcome to the B2B eCommerce Show! We're thrilled to kick off what promises to be an insightful and transformative journey into the world of B2B eCommerce.

In this trailer episode, hosts Justin King and Sarah Falcon dive into what makes this podcast essential listening for anyone in the B2B e-commerce space. From exploring market dynamics and innovative technological advances to discussing the importance of customer adoption, engagement, and acquisition, we cover it all.

B2B eCommerce Association

B2B eCommerce Professional Level One Certification

In this episode of The B2B eCommerce Show, Justin King sits down with Carlos Camacho, Global Commerce Lead at Bausch + Lomb, to unpack the real-world challenges—and practical strategies—behind customer adoption in B2B eCommerce.

Carlos brings nearly two decades of hands-on experience driving digital transformation across manufacturing and distribution, and shares why the success of eCommerce has less to do with platforms—and everything to do with people, process, and internal alignment. Together, they dive deep into the evolution of the B2B buyer, the role of sales in a digital-first world, and what it actually takes to scale adoption globally.

Key topics include:

• Why “eCommerce” may not be the word your customers need to hear
• What today’s buyers really expect—and how to build for them
• How to create win-win adoption strategies across sales, IT, and CX
• The shift from B2B to “A2A” (and what that means for the future)
• How to build a program (not just a project) for lasting digital success
• Lessons from global eCommerce rollouts and what makes them stick

Whether you’re a new VP of eCommerce or a seasoned digital leader, Carlos offers a masterclass in building trust, breaking silos, and getting your customers—and your company—on board with the future of digital.

Guest: Carlos Camacho
Host: Justin King

Show Links

• FREE Community
• GPT - The B2B eCommerce Brain (try for FREE)

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

Guests: Jason Greenwood, Jason Hein, Jay Schneider, Sam Aldinger
Host: Justin King

In this episode of the B2B eCommerce Show, Justin King brings together a powerhouse panel — Jason Greenwood, Jason Hein, Jay Schneider, and Sam Aldinger — to unpack three of the hottest topics in B2B right now: VTEX leaving the MACH Alliance, what B2B leaders were really doing at ShopTalk, and whether the B2B ecosystem has become an echo chamber—or even a kind of religion.

The crew dives into what it was like being B2B insiders at a retail-heavy event like ShopTalk, the reality behind vendor/merchant matchmaking, and the growing tension around MACH Alliance membership. This roundtable is honest, unscripted, and full of sharp insights.

Key topics include:
The surprising B2B presence (and opportunities) at ShopTalk
How the MACH Alliance shifted in perception and membership
Why VTEX may have left—and what it signals to the ecosystem
The “B2B Bubble”: Are we all talking to ourselves on LinkedIn?
Event ROI, vendor fatigue, and what community should really look like

This episode is packed with firsthand insights from consultants, strategists, and tech leaders who live and breathe B2B—and aren’t afraid to question the status quo. If you’re in digital commerce, this one’s a must-listen.

Show Links

• FREE Community
• GPT - The B2B eCommerce Brain (try for FREE)

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2B eCommerce Show, Justin King talks with Jay Schneider, founder of B2B Squared, about the massive shift happening in B2B eCommerce—specifically around platform selection and replatforming.

With 65% of B2B companies expected to replatform in 2024, Jay breaks down the reasons behind this trend and shares how his team is using data, AI, and smart processes to help companies avoid costly mistakes. He sheds light on the flaws in traditional platform selection, how to build a better process, and why “hope is not a strategy” when it comes to digital transformation.

Key topics include:
Why so many B2B companies are replatforming
Common pitfalls in traditional platform selection
How to build objective, data-driven requirements
Leveraging AI and surveys to streamline discovery
The importance of knowing a platform’s trade-offs before implementation
This episode is packed with practical insights for distributors, manufacturers, and B2B leaders looking to choose the right eCommerce platform and scale smarter—not harder.

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2B eCommerce Show, Justin King sits down with Sam Aldinger, a respected leader with over 20 years at Fastenal, to explore the power of leadership, culture, and people in business.

Sam shares his journey—from starting in a tool crib to leading corporate initiatives—and reflects on the leadership principles that shaped Fastenal’s culture, including the influence of founder Bob Kierlin (BK). They discuss the importance of humility, servant leadership, and fostering an environment where employees feel empowered to succeed.

Key topics include:

• The role of leadership in company culture
• How servant leadership builds trust and drives success
• Why relationships, not just transactions, matter in B2B eCommerce
• Balancing technology and human relationships in today’s business landscape
• Lessons from BK’s leadership that every executive should learn

This episode is a must-watch for business leaders, eCommerce professionals, and anyone passionate about creating a people-first organization.

👉 Subscribe for more insights into leadership, digital transformation, and B2B eCommerce strategies!

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

Guest: Kyler Nixon
Host: Justin King

In this episode, Justin King sits down with Kyler Nixon, to discuss the evolution of digital transformation in B2B businesses. They explore how distributors and manufacturers can leverage technology to create seamless customer experiences, improve efficiency, and drive growth. The conversation covers the challenges of adoption, the changing role of sales teams, and the importance of omnichannel strategies in today’s competitive landscape.

Key Takeaways
Digital Transformation is No Longer Optional

Businesses must adopt digital tools to stay competitive.
It’s not just about eCommerce—data-driven decision-making and automation play a crucial role.

Customer Expectations are Changing
Buyers want seamless omnichannel experiences across self-service, sales reps, and digital platforms.
Personalization and convenience drive customer loyalty.

The Sales Role is Shifting
Sales reps are moving from order-taking to consultative advisors.
Companies that equip their teams with customer insights and data gain a competitive edge.

Technology Must Work for the Business
Integrating ERP, CRM, and eCommerce enables better decision-making and efficiency.
A strong digital foundation improves both internal operations and customer satisfaction.

Adoption Challenges and How to Overcome Them
Resistance to change is common, but strong leadership and training are key.
Aligning technology investments with business goals ensures long-term success.

Show Links

• FREE Community
• GPT - The B2B eCommerce Brain (try for FREE)

How to Connect with Kyler Nixon

• Connect with Kyler

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode, Justin King sits down with Caroline Ernst, VP of eCommerce Solutions at AD, to discuss why product content is more than just an e-commerce necessity—it's the foundation of business success.

- Why clean, standardized product data is essential for distributors
- How AI is transforming product content management
- The evolution of digital strategies in distribution
- The role of manufacturers in ensuring accurate product data
- How AD helps independent distributors scale with better content

Caroline shares insights on how distributors can turn messy data into a competitive advantage and why investing in product content drives efficiency, sales, and long-term growth. Plus, we touch on the future of AI, data automation, and digital transformation in B2B.

Show Links

• FREE Community
• GPT - The B2B eCommerce Brain (try for FREE)

How to Connect with Caroline Ernst

• Connect with Caroline
• Affiliated Distributors

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

There has never been a more destructive phrase in B2B eCommerce than “Consumerization of B2B.”

In the musical Hamilton, there’s a song called “The Room Where It Happened.” Well, I was in the room where it happened when this phrase was born.

I was working with the hybris team and a few of their big agency partners—mostly B2C guys—who wanted to push into B2B but couldn’t quite crack it. At one point, someone said something like:
"Isn’t eCommerce just eCommerce? Don’t people bring their expectations from buying into the workplace?"

And that was it. That became the strategy. And honestly? It set B2B digital back a decade.

In 2010, I wrote two articles:

1. “Who Cares About the Add to Cart Button?”
2. “Can We All Stop Talking About the Consumerization of B2B Yet?”

Because even then, I knew—we were solving the wrong problem.

B2B buyers don’t need a better shopping cart. They need better tools to do their job.

• They don’t think in transactions. They think in workflows.
• They don’t want to type things into their ERP, then re-type them into a website.
• They don’t need eCommerce. They need eBusiness—a digital experience that actually fits how they work.

[THE CAVEAT]
Now, let’s be clear—there are industries where traditional eCommerce does work.

• In JanSan, office supplies, plumbing—buying through an eCommerce site actually makes life easier. These customers would choose to buy online because it fits how they work.
• And that’s the whole point. We need to listen to customers, understand how they buy, and then build digital tools that actually help them do their job better.

When we talk about customer adoption problems, we have to ask ourselves:
"Are customers not adopting because it’s not actually helpful?"

I’m not saying websites don’t matter. Information, knowledge, discovery, and solutioning are more critical than ever.
But why would we expect customers to adopt a system that makes their job harder?

We wouldn’t.

The Rethink: Mapping the Customer Journey First

Before we talk about solutions, we need to ask a fundamental question:

Do you truly understand how your customers purchase today in their jobs?

Not just where they buy—but how they buy. What triggers a purchase? Who’s involved? What systems do they already use? What makes their job harder—or easier?

If you haven’t done a customer journey map to break down every stage of the buying process, you’re just guessing. And that’s how we end up building eCommerce sites that nobody actually wants to use.

We need to rethink the whole model:

• Instead of making customers search for products, we should be anticipating their needs—offering AI-driven recommendations based on usage, inventory levels, or past orders.
• Instead of a checkout process, we should be integrating directly with procurement systems—eliminating double entry, streamlining approvals, and embedding into how they already buy.
• Instead of forcing them into our site, we should be meeting them where they work—through APIs, punchout catalogs, real-time quoting, and AI-powered ordering tools.

Because at the end of the day, the goal isn’t to get them to use your system. It’s to make their job easier.

The companies that win in B2B eCommerce won’t be the ones with the best website.
They’ll be the ones who digitally enable their customers’ work.

B2B isn’t about mimicking Amazon. It’s about eliminating friction, integrating processes, and making life easier for the buyer.

It’s time we stop talking about the

Guest: Nick Pericle
Host: Justin King

Key Takeaways:

AI is Not Deterministic—It’s Probabilistic
Unlike traditional software, AI doesn’t always produce the same result for the same input. This unpredictability challenges how people perceive technology and requires a mindset shift.

AI as a Business Partner, Not Just a Tool
AI isn’t just for automation—it can act as a collaborator, strategist, and assistant to enhance productivity, decision-making, and creativity in business.

Adoption Requires Breaking Old Paradigms
Many businesses struggle with AI adoption because they expect it to function like existing software. Organizations must rethink their workflows and encourage hands-on experimentation.

AI Competency Varies Within Teams
When rolling out AI initiatives, leaders must recognize that some employees are advanced users while others are hesitant. Tailored training and use case-based workshops help bridge this gap.

AI Can Cut Research & Admin Time Drastically
Tasks like proposal writing, research, and internal communication can be streamlined with AI, reducing hours of work into minutes while maintaining high-quality output.

Executives Should Foster a Culture of Experimentation
Leaders don’t need to be AI experts, but they should empower their teams to explore, test, and integrate AI into their daily workflows to drive innovation.

Future of AI in Distribution & Manufacturing is Huge
AI-driven insights can optimize pricing, product content management, and customer interactions, giving companies a competitive edge in an increasingly digital landscape.

Show Links

• FREE Community
• GPT - The B2B eCommerce Brain (try for FREE)

How to Connect with Nick Pericle:

LinkedIN: Nick Pericle

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

Structuring a World-Class Product Content Team with Anthony Testa

Guest: Anthony Testa, Product Content and Supplier Relations Expert
Host: Justin King

Key Takeaways:

1. The Wild West of Product Data:
   • Early on, most manufacturers and distributors lacked structured product content, leading to inefficiencies.
   • Attempting to migrate legacy data into new systems without cleansing often results in failure.
2. The Role of PIM and Data Standardization:
   • Implementing a Product Information Management (PIM) system is crucial, but the real value comes from data standardization.
   • Content must be consistent across customer-facing platforms (web, catalogs) and internal systems (ERP, logistics).
3. Building an Effective Product Data Team:
   • Data Operations Team: Engages with suppliers, collects, and processes product data.
   • Data Governance Team (The "Data Police"): Ensures compliance with taxonomy and formatting rules before publication.
   • Supplier Relations: Working closely with manufacturers to enforce data quality and consistency.
4. Challenges in Supplier Data Compliance:
   • Many suppliers struggle to format product data correctly, relying on sales teams who lack expertise in content management.
   • Larger manufacturers like 3M and Kimberly-Clark excel at content syndication, ensuring accurate, updated data for distributors.
5. The ROI of Investing in Product Content:
   • Poor content impacts invoices, purchasing decisions, and customer trust.
   • Companies relying on digital sales must prioritize structured, enriched product content to compete effectively.
   • Even smaller distributors ($200M in revenue) need to invest in data strategy, even if they don’t implement a full PIM system.
6. The Future of AI in Product Data Management:
   • AI will automate data compliance, reducing the need for large content teams.
   • Manufacturers and distributors should capture industry knowledge before experienced professionals retire.
7. A Big Idea – The Knowledge Economy for Trades:
   • Capturing industry knowledge through structured AI-powered conversations with experienced professionals could be transformative.
   • Creating a gig economy for retired experts to document tribal knowledge could revolutionize B2B education and product guidance.

About Anthony Testa Today:

• Consulting with manufacturers and distributors on product content and digital strategy.
• Acting as Chief Revenue Officer at Green Bloom, a sustainable sorbent manufacturing company.
• Helping US Paper, a fast-growing Jan-San distributor, scale operations across the East Coast.

Show Links

• FREE Community
• GPT - The B2B eCommerce Brain (try for FREE)

How to Connect with Anthony Testa:

📩 Email: Anthony.Testa@TheTradaGroup.com

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In today's voice note, I share an insightful discovery from a conversation with the VP of E-commerce at a large manufacturing company. During our chat, I learned that the feature driving high growth and adoption on their e-commerce site wasn’t search or product recommendations—it was the simple addition of favorites and lists. This seemingly basic tool has completely changed how customers interact with their platform, allowing them to curate their essential products, save time, and reduce friction.

The company capitalized on this by personally training customers, webinars and extensive marketing, proving that simplifying the customer’s experience can lead to increased return visits and spending. Tune in as I explore how minor enhancements can significantly impact customer satisfaction and business growth.

Guest: Jason Hein, Jason Greenwood, Sam Aldinger, Jay Schneider
Host: Justin King

In this episode of The B2B eCommerce Show, Justin King brings together an expert panel—Jason Hein, Jason Greenwood, Sam Aldinger, and Jay Schneider—for a raw and practical discussion on what it really takes to drive customer adoption in B2B eCommerce.

From legacy system challenges to sales team alignment, each guest shares frontline insights on the realities of digital transformation inside manufacturers and distributors. The conversation peels back the layers on what adoption means beyond the login—and why too many teams still mistake launch for success.

Key topics include:

Why internal change management is the real unlock for adoption
The limits of UX and why “build it and they will come” is a myth
How to position eCommerce as a sales tool—not a sales threat
Why you need to operationalize adoption as a capability, not an outcome
What it means to win the “hearts and habits” of both customers and reps
Lessons from building digital programs inside complex orgs

Whether you're standing up a new platform or scaling one globally, this episode delivers the unfiltered truth from leaders who’ve been in the trenches.

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2BEA Insider, Justin King sits down with Graham Lubie, SVP at Wasserman Digital, to explore the reality behind digital transformation in B2B—and why treating eCommerce as a long-term program, not a one-off project, is critical to success.

Graham shares insights from decades of working with manufacturers and distributors navigating complex B2B ecosystems. From bridging the communication gap between executive teams and digital leads, to redefining strategy around real business value—not just technology—Graham unpacks what it takes to create scalable, impactful digital programs.

Key topics include:

• The difference between eCommerce as a project vs. an ongoing program
• Why B2B complexity (product, customer, and process) is a competitive advantage
• How manufacturers and distributors are evolving channel strategies
• Communicating digital initiatives in terms executives understand: revenue, cost, and ROI
• The importance of owning the entire customer journey—from discovery to post-sale
• Why AI won’t be building enterprise applications anytime soon (and what it can do)
• The hidden opportunities in B2B content syndication and customer self-service

This episode is a must-listen for digital leaders, strategists, and B2B executives who want to unlock the full potential of their eCommerce investments—beyond just launching a webstore.

Guest: Graham Lubie
Host: Justin King

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2BEA Insider, Justin King sits down with Beth Segovia, CEO of TradeCentric, to explore how B2B suppliers can drive revenue, efficiency, and strategic impact by embracing connected commerce.

Beth shares insights on why eCommerce in B2B is not just about great websites and strong products—it’s about delivering seamless procurement experiences, automating transactions, and scaling integration with customers. From real-time pricing adjustments driven by tariff changes to AI-supported document workflows, Beth dives deep into how suppliers can create error-free, frictionless buying journeys that win business and build loyalty.

She also shares TradeCentric’s evolution from PunchOut2Go and why automating PunchOut, POs, and invoices—the “trifecta”—delivers the biggest ROI for suppliers navigating today’s complex digital commerce landscape.

Key topics include:
• Why B2B eCommerce must be integrated, not isolated
• How procurement integration removes friction and reduces errors
• The role of PunchOut in buyer control and supplier loyalty
• Real-time tariff response and hosted catalog alternatives
• Scaling integrations without overloading your team
• The future of agentic, AI-powered procurement
• What it takes to make eCommerce truly strategic in the C-suite

This episode is a must-listen for digital leaders, IT teams, and revenue executives looking to future-proof their go-to-market strategy and make B2B buying radically easier.

Guest: Beth Segovia
Host: Justin King

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2B eCommerce Show, Justin King dives deep into the world of agentic AI with Jason Hein and Chris Gee, two thought leaders shaping how AI will fundamentally alter B2B digital commerce.

As AI evolves beyond static chatbots, the conversation explores how agentic AI, autonomous, goal-oriented digital agents, can perform complex tasks across eCommerce, supply chain, procurement, and more. Chris and Jason break down what an "agent" really is, how it's different from traditional automation, and why we're now entering a stage where AI can act like digital employees.

They also discuss what it takes to prepare for this shift: from structuring product data to adopting new interoperability standards like MCP, and building experiences optimized for both humans and AI agents. With real-world analogies and insights from the Applied AI conference, this episode equips B2B leaders to embrace what's next.

Key topics include:

• What agentic AI is and how it differs from ChatGPT-style AI
• How agents act like autonomous employees with task specialization
• Real-life examples of agents coordinating travel, shopping, and more
• Why product data accuracy is foundational for AI-readiness
• How standards like MCP and A2A help agents “read” your site
• The role of agent orchestration and parallel task execution
• The enterprise vs. SMB adoption curve and early movers like SAP
• Preparing B2B storefronts to be agent-optimized for discovery and conversion

This episode is essential listening for digital commerce leaders, IT strategists, and innovation teams looking to stay ahead of the AI transformation curve in B2B.

Guest: Jason Hein & Chris Gee
Host: Justin King

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2BEA Insider, Justin King speaks with Alexander Graf, Co-CEO of Spryker, for a no-fluff, deep-dive conversation on the state and future of B2B digital commerce.

Alexander shares his two-decade journey from traditional retail to co-founding Spryker, shedding light on why B2B eCommerce has outpaced B2C in complexity, innovation, and strategic impact. Together, he and Justin explore how manufacturers and distributors can rethink customer journeys, tackle organizational resistance to digital transformation, and embrace platforms that support evolving buyer expectations.

They candidly address the gaps in executive buy-in, regional differences in talent and digitization, and why the shift toward AI and composable commerce is inevitable—but often misunderstood. With real-world observations from Europe, the US, and the Middle East, Alexander offers a global perspective on what’s working, what’s failing, and where the industry is headed next.

Key topics include:
• Why B2B eCommerce is more sophisticated than B2C
• Real-world obstacles to digital transformation inside legacy orgs
• Executive buy-in: optional before, non-negotiable now
• Composable vs. composed architecture—what buyers actually want
• Navigating talent scarcity and the new AI leadership frontier
• What it takes to evolve from mail-order mindsets to modern digital stacks
• Why specialization is the future of system integrators
• Spryker’s unique approach to powering transactional B2B use cases

This episode is essential listening for B2B leaders, IT and digital decision-makers, and strategy professionals navigating the crossroads of legacy systems, AI disruption, and the future of customer experience.

Guest: Alexander Graf
Host: Justin King

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2B eCommerce Show, Justin King brings together Jason Hein, Jay Schneider, and Sam Aldinger to reflect on key insights from the AppliedAI Conference 2025, one of the industry’s most talked-about events shaping the future of B2B.

From supply chain automation to intelligent product discovery and the future of AI in customer engagement, this powerhouse panel dives into how applied AI is evolving from hype to practical impact in the B2B space. Whether you’re leading digital transformation or looking to stay ahead of the curve, these insights are grounded in real-world experience from global tech leaders and distributors alike.

They break down what AI means for distributors, manufacturers, and digital teams today, and what’s coming next. Expect candid takes, tactical advice, and examples of how leading B2B companies are already using AI to improve efficiency, personalization, and competitive advantage.

Key topics include:
 • Practical AI applications already working in B2B today
 • How distributors are using AI to solve real operational challenges
 • The role of product data, personalization, and AI-driven search
 • Why collaboration across tech, marketing, and sales is essential
 • What the next 12–24 months of AI innovation will look like in B2B
 • Lessons from leaders deploying AI in large-scale operations
 • The future of customer expectations in an AI-powered world
 • Key takeaways from the AppliedAI Conference

This episode is a must-listen for B2B leaders navigating digital transformation, AI adoption, and customer experience strategy in an increasingly automated world.

Guests: Jason Hein, Jay Schneider, Sam Aldinger
Host: Justin King

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode, Justin shares the behind-the-scenes story of the B2B eCommerce / Digital for CEOs  — a brand-new video series designed specifically for CEOs, CFOs, CIOs, and Presidents of manufacturing and distribution companies.

Too often, digital leaders struggle to get buy-in from the executive team — not because the ideas are wrong, but because the conversation isn’t happening in the right language. This series bridges that gap.

Justin walks through:

• Why executive alignment is the missing piece in most digital initiatives
• Why digital transformation can’t be outsourced
• And how you can use this series to start better conversations at the top

If you're tired of explaining “why eCommerce matters” in hallway conversations and alignment meetings, this episode — and this series — is for you.

📺 Full video series drops next week
 📩 Subscribe to get early access and sharing tools

In this episode of The B2B eCommerce Show, host Justin King welcomes Lori Highby, marketing strategist, podcast host, and founder of Keystone Click, for a deep dive into why manufacturers still struggle with marketing in the digital age.

Lori shares her journey from growing up in tool and die shops to helping manufacturers shift from outdated tactics to smart, strategic storytelling. Together, she and Justin explore the real meaning of brand awareness, the long-game of marketing, and how AI is reshaping buyer journeys in real time.

Key topics include:
• Why storytelling outperforms data when building trust
• The 5% rule: marketing to buyers before they're ready to buy
• Why manufacturers must market beyond machines and capabilities
• The myth of instant ROI and the power of consistency
• How Gen Z and AI are rewriting the customer journey
• What it takes to show up in ChatGPT (and why most manufacturers don’t)
• Why gated content is fading—and what’s replacing it
• Actionable tips to shift from “we’ve always done it this way” to modern growth

If you're in B2B, manufacturing, or digital strategy, this episode is packed with no-fluff insights and practical advice for making marketing actually work.

Guest: Lori Highby
Host: Justin King

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of The B2B eCommerce Show, Justin King welcomes digital transformation leader Liz Duggan for a powerhouse conversation about the evolution, and persistent challenges of B2B digital commerce.

Liz, who has led digital strategy for over 85 Fortune 1000 companies and now heads strategy at Smith, shares deeply insightful perspectives on what truly drives value in B2B eCommerce. Together, she and Justin dissect why digital adoption still struggles, why customer motivation is the key to innovation, and why it’s time to shift from "order pad" thinking to real growth enablement.

Key topics include:
• Why B2B buying is about getting a job done—not personal desire
• The impact of org structure on digital maturity and adoption
• The attribution mess: Who’s really driving revenue in complex B2B journeys
• Why digital tools—not just eCommerce—are the future of customer enablement
• Data silos, change resistance, and how to overcome internal friction
• What exec sponsors need to say—and why timing matters
• How to talk to customers and uncover the job behind the need

Whether you're leading digital transformation, running eCommerce, or aligning cross-functional teams, this episode is a masterclass in strategy, execution, and human-centric innovation. Don’t miss Liz’s hard-earned advice and actionable insights for building real momentum in B2B.

Guest: Liz Saxen-Duggan
Host: Justin King

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2BEA Insider, Justin King speaks with Kris Harrington, President and COO of GenAlpha, about the unique challenges and opportunities of building eCommerce solutions for OEMs and manufacturers, especially in the complex world of aftermarket parts.

With deep experience in both manufacturing and digital transformation, Kris shares the story behind founding GenAlpha and the development of their Equip360 platform, purpose-built to support manufacturers with complex bills of materials, product configuration, warranty integration, and fitment accuracy. She explains why traditional eCommerce platforms often fall short—and how Equip360 bridges the gap between legacy systems and modern customer expectations.

Key topics include:
• Why aftermarket parts eCommerce is fundamentally different from traditional eCommerce
• How serial numbers, BOMs, and technical documentation create unique challenges
• The role of visual search and exploded diagrams in reducing buying friction
• Why dealers and distributors face even more hurdles in parts commerce
• The importance of integrating data from across the organization into a single experience
• When to consider a specialized parts platform vs. a generic eCommerce solution
• How GenAlpha is helping manufacturers digitize legacy information and improve customer support

This episode is essential listening for B2B manufacturers, digital teams, and consultants looking to understand what it truly takes to serve complex products and customers in an increasingly digital world.

Guest: Kris Harrington
Host: Justin King

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2BEA Insider, Justin King sits down with Brendan Cameron, Director of Strategy for the B2B Division at Americaneagle.com, to discuss how digital transformation and technology are reshaping B2B commerce.

With over 15 years of experience solving complex eCommerce challenges, Brendan shares how his background in manufacturing guides his approach to building digital ecosystems that empower customers and drive growth. Together, he and Justin explore why eCommerce is more than a sales channel, how to identify high-ROI digital wins, and how to cut through the noise of new AI and automation tools to deliver real business impact.

Key topics include:
• Why eCommerce isn’t the goal — digital transformation is
• How to identify and fund quick-win digital initiatives
• Turning customer portals into sticky revenue channels
• Why small and mid-sized companies can outpace enterprises through agility
• Choosing the right tech stack amid a flood of new tools and promises
• How Americaneagle.com builds long-term success through integration and strategy

This episode is packed with practical insights for manufacturers, distributors, and B2B leaders looking to move beyond transactional thinking and create digital experiences that drive loyalty, efficiency, and growth.

Guest: Brendan Cameron
Host: Justin King

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2BEA Insider, Justin King sits down with Özlem Özüner and Francois Burtin from Allianz Trade to explore how the future of B2B payments is being shaped by automation, embedded finance, and the shift toward digital-first buying experiences.

As B2B eCommerce outpaces B2C in volume, legacy payment systems are struggling to keep up. Özlem and Francois break down why traditional payment terms, manual credit checks, and bank transfers are no longer enough, and how solutions like Allianz Trade Pay are streamlining the entire order-to-cash journey.

They unpack the full lifecycle of a modern B2B transaction, from automated KYB and real-time credit decisioning to seamless fraud checks, invoicing, payment tracking, and guaranteed settlement—all with zero operational lift for the merchant. Whether you're a manufacturer, distributor, marketplace, or partner, this episode highlights why rethinking payments isn’t optional—it’s mission critical.

Key topics include:
• Why B2B payments are still stuck in a manual, high-friction world
• The true cost of ignoring payment strategy in digital transformation
• How real-time credit approvals and fraud checks are reshaping buyer onboarding
• Why card-based checkout doesn’t work for B2B transactions
• The role of platforms—not banks—in enabling modern trade credit
• What omnichannel sellers need to know about credit integration
• How Allianz Trade removes the credit risk for merchants and ensures payment
• The changing role of the CFO in digital payments and ERP strategy
• Why agencies and system integrators must prioritize payments in eCommerce builds

This episode is a must-listen for B2B leaders, digital transformation stakeholders, and any organization ready to future-proof their payment infrastructure in a rapidly evolving commerce landscape.

Guest: Özlem Özüner & Francois Burtin
Host: Justin King

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this inaugural Women in B2B eCommerce episode of the B2B eCommerce Show, host Sarah Falcon sits down with three industry leaders, Samantha Schwartz, Kristina Harrington, and Marta Dalton, to explore their journeys in digital commerce, the challenges they’ve faced as women in male-dominated industries, and the opportunities they see for the future.

The conversation covers everything from breaking into B2B eCommerce and learning by trial and error, to navigating gender dynamics in manufacturing and distribution, and building confidence and leadership styles that reflect authenticity rather than outdated norms. The guests share candid stories of bias, resilience, mentorship, and the evolution of workplace culture, while also highlighting the rise of boundaries, balance, and inclusivity in today’s professional environment.

Looking ahead, they discuss what the next five years in B2B commerce might bring , from solving foundational issues like product data quality to redefining “eCommerce” as more than just a web store, instead focusing on full digital customer journeys and solutions. They also touch on the critical role of community, mentorship, and creating space for more women on conference stages and in executive leadership.

Key topics include:
• Career paths into B2B eCommerce and lessons learned without formal roadmaps
• Challenges and biases women faced early in their careers, and how the culture is shifting
• The importance of mentors, allies, and building confidence as a female leader
• Setting boundaries, balancing personal and professional life, and learning from Gen Z
• Why B2B complexity should drive innovation beyond B2C models
• The future of eCommerce: data, AI, and customer-journey solutions
Building community and amplifying women’s voices in the industry

This episode is essential listening for digital leaders, women in commerce, and anyone passionate about driving change, fostering inclusivity, and shaping the next era of B2B eCommerce

Guests: Samantha Schwartz, Kristina Harrington, & Marta Dalton
Host: Sarah Falcon

Introducing B2B eCommerce World.  A conference focused on networking, education and training.  

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org