B2B eCommerce Show – Details, episodes & analysis

In this episode of the B2B eCommerce Show, Justin King sits down with David Blue, Founder and CEO of Saltbox Management, to explore what he calls “Big C Commerce”, the omnichannel reality of how B2B companies actually make money.

David explains why commerce in B2B is far more than a storefront or checkout experience. For complex manufacturers and distributors, revenue flows through multiple channels, sales-assisted buying, quoting, portals, service, parts, EDI, and eCommerce, and the real challenge is stitching those experiences together without friction.

With deep expertise in the Salesforce ecosystem, David shares how enterprise organizations can unify sales, service, and commerce on a single platform, modernize customer engagement, and build self-service experiences that match how customers actually buy, not how companies wish they would.

Together, Justin and David unpack how to measure success beyond transactions, why customer job-to-be-done thinking matters more than “Amazon-like” design, and how CRM-driven commerce reduces complexity while improving adoption.

Key topics include:
• What “Big C Commerce” means in B2B
• Connecting sales-assisted and self-service buying journeys
• Measuring commerce success through customer effectiveness
• ERP vs. CRM-driven commerce architectures
• Why Salesforce-native commerce changes the integration equation
• How AI-enabled services amplify delivery and outcomes

A strategic conversation for manufacturers, distributors, and enterprise digital leaders looking to unify commerce, reduce friction, and drive meaningful digital transformation.

Guest: David Blue
Host: Justin King

In this episode of the B2B eCommerce Show, Justin King sits down with Richard Carney, Founder of MightyRep, to discuss how distributors and manufacturers can better connect with active buyers and transact orders electronically.

With more than 25 years of experience in procurement and logistics technology, Richard shares lessons from building and exiting a procurement-to-payment platform that processed $4.5B annually. He explains why many B2B organizations struggle not with demand, but with enabling efficient digital transactions.

Justin and Richard break down the operational friction caused by manual processes, disconnected systems, and poor data visibility — and why simply having an ERP or eCommerce site doesn’t guarantee growth. They also explore how AI and automation are raising the bar for transaction readiness, making structured data and electronic ordering essential for modern B2B commerce.

Key topics include:
 • Why buyer-seller connectivity isn’t enough without transaction capability
 • Common friction points in B2B order processing
 • Lessons from scaling a multi-billion-dollar procurement platform
 • How distributors can identify and activate real buyers
 • Why AI increases the need for clean data and digital infrastructure

A focused episode for B2B leaders looking to modernize transactions, reduce friction, and prepare for the next phase of digital commerce.

Guest: Richard Carney
Host: Justin King

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

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

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

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

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

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

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

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