Explore every episode of the podcast B2B eCommerce Show

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

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

In this episode of the B2B eCommerce Show, Justin King sits down with Ty Sweet, Senior Technical Marketing Engineer at KIBO, to break down a hard truth in B2B commerce: orders are messy, and most systems weren’t built to handle that complexity in real time.

Ty explains why split shipments, backorders, contract pricing, dropship vendors, multiple warehouses, and multiple ERPs quickly turn “simple” orders into operational chaos. The conversation clarifies what an Order Management System (OMS) actually does, how it differs from an ERP, and why real-time inventory and order orchestration are critical to modern B2B fulfillment.

Justin and Ty explore how OMS acts as the brain of fulfillment—deciding where orders ship from, when they ship, whether they’re split or consolidated, and how business rules, customer preferences, and cost optimization all factor into those decisions. They also discuss why relying on batch inventory updates or overloading ERPs with real-time logic leads to broken promises, higher costs, and frustrated customers.

The episode closes with a look at how automation, AI, and agentic workflows increase the importance of strong OMS foundations, and why OMS is no longer an add-on but a core layer of the B2B commerce stack.

Key topics include:
• Why B2B orders look simple in the cart but fail behind the scenes
• What an OMS does and why ERPs aren’t built for real-time fulfillment decisions
• How order orchestration and routing actually work
• Why real-time inventory and available-to-promise matter at scale
• How to reduce ERP complexity instead of “Frankensteining” it
• Why OMS becomes more critical as automation and AI increase

A practical episode for manufacturers, distributors, and B2B commerce leaders looking to reduce order chaos and build fulfillment operations that scale.

Guest: Ty Sweet
Host: Justin King 

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

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.

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

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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)

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.

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!

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

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

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 cons

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.

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How to Connect with Nick Pericle:

LinkedIN: Nick Pericle

In this episode of the B2B eCommerce Show, Justin King sits down with Matthew Dares, Partner and Head of Customer Success at TORQ, to explore how operational discipline, product data strategy, and AI intersect to drive real, scalable outcomes in B2B commerce.

Matthew shares TORQ’s journey implementing the Entrepreneurial Operating System (EOS), why structure and accountability became essential as the business scaled, and how clear ownership, quarterly priorities, and intentional change management transformed both internal execution and client delivery.

The conversation then dives deep into one of the most critical, and misunderstood, topics in modern B2B commerce: product data. Justin and Matthew unpack the evolving role of PIM and MDM, why AI cannot replace a source of truth, and how manufacturers and distributors should think about master data, commerce platforms, and AI working together rather than competing.

Together, they explore how complex B2B organizations can move beyond spreadsheets, legacy systems, and fragmented architectures to build data foundations that support commerce, customer experience, and future AI-driven workflows.

Key topics include:
• How EOS changes decision-making, accountability, and execution at scale
• Why “slow is smooth, smooth is fast” matters in organizational change
• The real difference between PIM and MDM, and when you need each
• Why AI still depends on clean, structured product data
• How manufacturers and distributors should think about data as a strategic asset
• What future-ready B2B commerce architecture looks like

A must-listen episode for B2B leaders, manufacturers, distributors, and digital teams navigating growth, data complexity, and the realities of AI adoption.

Guest: Matthew Dares
Host: Justin King

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.

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How to Connect with Anthony Testa:

📩 Email: Anthony.Testa@TheTradaGroup.com

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.

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

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 Tom Flierl, Chief Commercial Officer at Amla Commerce, and Ethan Koehler, Senior Product Manager, to unpack one of the most persistent challenges in B2B eCommerce: integrations.

Tom and Ethan share how manufacturers and distributors are struggling with complex ERP environments, legacy systems, and multi-ERP realities created through acquisition and growth. Together, they introduce Commerce Connector, Znode’s native integration framework designed to simplify how data moves between eCommerce platforms, ERPs, CRMs, PIMs, WMS systems, and more.

Justin, Tom, and Ethan explore why integrations account for a disproportionate share of eCommerce project cost and risk, how traditional middleware and custom code approaches fall short, and why integration must be treated as a core capability, not an afterthought, in modern B2B commerce.

Key topics include:
 • Why integrations are the highest-risk point in B2B eCommerce projects
 • How multi-ERP environments slow growth and increase complexity
 • The difference between custom code, “out-of-the-box” connectors, and native integration frameworks
 • How Znode’s Commerce Connector creates a single pane of glass for managing data exchanges
 • What future-proof B2B architecture looks like for manufacturers and distributors

A must-listen conversation for manufacturers, distributors, and B2B leaders looking to scale eCommerce, reduce integration risk, and build a digital foundation that supports growth, M&A, and long-term transformation.

Guest: Tom Flierl & Ethan Koehler

Host: Justin King

In this episode of the B2B eCommerce Show, Justin King sits down with Bob Lewis, a longtime leader in B2B eCommerce and product information strategy with over 20 years of experience helping distributors succeed online.

As a founder of Enterworks, one of the original PIM companies, Bob helped shape how product information became a core driver of digital commerce. He later launched B2X Partners, advising distributors and manufacturers on digital strategy, technology selection, and eCommerce launches. Today, at Impaqx, Bob focuses on delivering eCommerce solutions that work in the real world, drawing from experience across more than 200 client engagements.

Together, Justin and Bob break down what actually drives distributor eCommerce success, why leadership matters more than tools, and how customer-centric thinking helps independents compete with national players.

Key topics include:
 • Why product content is foundational to B2B eCommerce
 • How independent distributors compete with larger nationals
 • The shift from catalog-driven to customer- and job-centric commerce
 • Why ERP systems often limit digital progress
 • What real digital transformation looks like in distribution

A practical, experience-driven conversation for distributors, manufacturers, and B2B leaders looking to move beyond “check-the-box” eCommerce and drive real results.

Guest: Bob Lewis
Host: Justin King 

In this episode of the B2B eCommerce Show, Justin King sits down with Kerry Young, President and Chief Operating Officer of Bluemeteor, to unpack how AI, automation, and product information strategy are redefining scale in B2B commerce.

With more than two decades of leadership in the enterprise PIM and MDM space, Kerry shares a rare, end-to-end perspective on the evolution of product content, from print catalogs and early B2B eCommerce to today’s AI-native, agentic platforms. The conversation explores how small teams can now operate at the scale of organizations that once required hundreds of people, and why automation, not hype, is the real unlock.

Key topics include:
 • How AI and automation enable small teams to scale like large enterprises
 • Why product data quality is the foundation of search, discovery, and AI initiatives
 • The evolution of PIM from print catalogs to AI-native, agentic platforms
 • Differences between manufacturer and distributor product data challenges
 • Why AI is not a “magic button” and still requires domain expertise
 • How automation reduces manual work while amplifying human expertise

This episode offers practical, experience-driven insights for manufacturers, distributors, and B2B leaders looking to modernize product content operations, scale efficiently, and prepare their organizations for the next generation of AI-powered commerce.

Guest: Kerry Young
Host: Justin King

In this episode of the B2B eCommerce Show, Justin King sits down with Marc Vasquez, Global Technical Director of eCommerce at Ideal Tridon, to explore how AI, digital tools, and community-driven leadership are reshaping B2B manufacturing and distribution.

With nearly 13 years in eCommerce and more than a decade in IT, Marc shares hands-on insights from the trenches—covering how AI agents are making complex B2B products easier to buy, why internal enablement matters more than hype, and how digital leaders can drive real impact by focusing on people, processes, and practical use cases.

Key topics include:
• How AI and agents are transforming complex B2B buying experiences
• Using digital tools to reduce friction for distributors and internal teams
• Practical AI use cases like documentation, product knowledge, and support enablement
• Why AI augments people instead of replacing them
• The role of community, networking, and personal branding in long-term career growth
• How B2B leaders can experiment with AI while managing risk and ROI

This episode offers grounded, real-world guidance for manufacturers, distributors, and B2B leaders looking to apply AI thoughtfully, scale digital initiatives, and stay relevant in a rapidly evolving commerce landscape.

Guest: Marc Vasquez
Host: Justin King

In this episode of the B2B eCommerce Show, Justin King sits down with Jason Greenwood, Founder of Greenwood Consulting, to discuss how B2B companies can drive real digital ROI without forcing customers to change how they buy.

With over 25 years of experience in eCommerce, Jason shares practical insights on why adoption matters more than platforms, how conversational AI enables commerce through existing communication channels, and why execution, not evangelism is the next phase of B2B digital transformation.

Key topics include:
 • How to achieve B2B digital ROI without changing buyer behavior
 • Using AI to enable commerce through email, messaging, and existing workflows
 • Shifting from digital evangelism to execution and prioritization
 • Why asking better questions leads to better transformation outcomes
 • What B2B leaders should focus on as digital commerce matures

This episode offers clear, actionable guidance for manufacturers and distributors looking to reduce friction, improve adoption, and make smarter digital investments.

Guest: Jason Greenwood
Host: Justin King

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

In this episode of the B2B eCommerce Show, Justin King speaks with Paul Do Forno, Global Commerce Practice Lead at Deloitte Digital, about key insights from Deloitte’s latest B2B eCommerce study and what separates high-performing organizations. 

Paul explains how companies adopting commerce and AI are achieving up to 110% more growth, while also facing increasing pressure from limited budgets and rising customer expectations. He also highlights how combining front-office initiatives with back-office upgrades can strengthen business cases and drive greater value. 

The conversation explores gaps in buyer experience, the importance of reducing friction across the customer journey, and the growing role of AI in shaping B2B commerce. 

Key topics include:
• B2B eCommerce research insights
• Digital maturity and growth
• Front office vs back office strategy
• Buyer experience and automation gaps
• AI in B2B commerce

Guest: Paul Do Forno
Host: Justin King

In this episode of the B2B eCommerce Show, Justin King speaks with Rob Gonzalez, Co-Founder and Chief Strategy & Innovation Officer of Salsify, about the role of product data in modern commerce and the shift toward AI-driven buying experiences.

Rob explains the concept of the digital shelf and why brands must optimize product content across multiple channels. He also breaks down Product Experience Management (PXM) and how it differs from traditional PIM by focusing on the buyer experience.

The conversation covers the growing complexity of B2B commerce, the importance of structured product data, and how AI is transforming product discovery and decision-making. 

Key topics include:
 • Digital shelf and product data strategy
 • PXM vs PIM
 • B2B data complexity and distribution
 • AI in product discovery
 • The future of B2B commerce

Guest: Rob Gonzalez
Host: Justin King

In this episode of the B2B eCommerce Show, Sarah Falcon speaks with Jennifer Watters, who leads B2B eCommerce for Industrial Distribution at 3M, about how AI is transforming technical sales and digital customer engagement.

Jennifer shares the strategy behind Ask 3M, an AI-powered assistant designed to help engineers and customers quickly identify the right adhesives and bonding solutions across 3M’s complex product portfolio. She explains how AI is scaling technical expertise beyond field sales while improving speed, accessibility, and customer effectiveness.

The conversation also explores internal AI adoption, digital transformation within large enterprises, and career growth in B2B eCommerce leadership.

Key topics include:
• AI-powered customer assistance in industrial B2B
• Digitizing technical sales knowledge
• Scaling expertise across complex product lines
• Internal AI tools for productivity and alignment
• Leadership and growth in B2B eCommerce

A concise and practical discussion for manufacturers, distributors, and digital leaders navigating AI-driven commerce.

Guest: Jennifer Watters
Host: Sarah Falcon

In this episode of the B2B eCommerce Show, Justin King sits down with Sarah Falcon to explore how the B2B eCommerce Association is redefining digital transformation for manufacturers and distributors.

Justin breaks down the association’s three core pillars: Education, Events, and Media. From the Level 1 Certification becoming a common language for entire ecosystems, to executive training and upcoming sales-focused programs, the conversation highlights how structured education is helping organizations align and scale digital effectively.

Sarah shares insights from the newly released Digital Transformation Guide, reframing transformation as organizational change, not just launching an eCommerce site. They discuss how CIOs and digital leaders can position digital as a strategic business driver, solve operational bottlenecks with technology, and move beyond “IT projects” to real business impact.

The episode also previews upcoming resources on PIM and product content, AI’s role in content operations, platform strategy in 2026, and practical frameworks for improving customer adoption.

Plus, Justin shares updates on B2B eCommerce World (London, Melbourne, and Indianapolis), new executive-only sessions, and the Greenville in-person podcast experience.

Key topics include:
• Digital transformation as business change, not just technology
• Creating shared language through certification and training
• Executive positioning of digital initiatives
• Customer adoption frameworks that drive ROI
• Scaling digital across sales teams and branches
• Upcoming PIM, AI, and platform strategy guides
• Expanding global events and media initiatives

A strategic, inside look at how education, community, and leadership are shaping the future of B2B eCommerce.

Justin King 

Sarah Falcon

Dechay Watts is the VP of Digital Marketing Services at Smith Commerce, a performance commerce agency helping brands scale digital sales and transformation across the customer lifecycle. She began her career in PR before moving into SEO and content strategy, co-founding SPROUT Content, a national content marketing agency later acquired by WPP, and has spent more than 20 years studying how B2B companies actually earn repeat business, and why most of the data and technology they buy to do it never gets used.

Justin King sat down with Dechay to talk about the problem hiding underneath every conversation about loyalty, personalization, and customer data: most B2B companies have the tools, but nobody has activated them.

Dechay explains why B2B loyalty has almost nothing to do with points or rebates, and everything to do with removing friction from a customer's day to day operations. She walks through why procurement teams stay loyal to suppliers who make their jobs easier rather than ones offering the best discount, why companies keep investing in customer data platforms without a plan for what to do with the data once it's centralized, and the real difference between a CDP and a CRM.

They also get into the difference between segmentation and true personalization, how AI agents are starting to take over the pattern recognition that loyalty programs depend on (reorder timing, service windows, inventory alignment), and what it actually looks like to personalize for a buying committee instead of a single buyer.

Key idea: Loyalty isn't a program you add on. It's what's left when you've made a customer's job easier than anyone else will.

Radu Munteanu is the Founder & CEO of Luminos Labs, a B2B commerce systems integrator specializing in the technical complexity of mid-to-large distributors. Born and raised in Romania, he built his delivery team there over 16 years, one engineer at a time, and has spent his career studying why commerce execution gets heavier over time — and what to do about it.

Justin King sat down with Radu to talk about the problem hiding underneath every conversation about product data, AI, and platform strategy: nobody is fixing how they execute.

Radu explains why system integrators are structurally incentivized to add roles, meetings, and deliverables rather than outcomes, and why most clients never push back. He walks through what it actually looks like when a project team loses sight of why they're doing what they're doing, why the same industry problems keep getting rebranded through new lenses every few years without getting solved, and how Luminos built a model around radical transparency — including weekly reports that break down AI-generated versus manually written code, line by line, per team member.

They also get into what clarity actually looks like inside a commerce project, why complexity isn't the enemy but noise is, and what manufacturers and distributors should be demanding from their integration partners right now.

Key idea: Every company knows what needs to be done. The ones that win are the ones that actually execute.

François-Jérôme Gosselin is Co-Founder and CEO of Novatize, a digital commerce consultancy that helps manufacturers, distributors, and retailers build scalable eCommerce ecosystems. Since founding the company in 2014, he has helped organizations navigate digital transformation through commerce strategy, technology, and operational execution.

Justin King sat down with François-Jérôme to unpack the 2026 State of B2B eCommerce report, produced by Novatize with WBR and Shopify, and the gap between how much B2B companies are investing in AI and how little of it is going toward the groundwork that actually makes it work.

François-J explains why 70% of businesses plan to increase AI spending this year, starting with product data rather than flashier features. He covers why 31% of B2B companies still run on custom platforms, why Shopify has become the second most common platform among companies doing $500 million to $1 billion in revenue, and why composable commerce is becoming realistic again now that AI has lowered the cost of connecting systems together. He also breaks down why customer adoption, not platform choice, is what actually determines whether a digital channel succeeds.

They close with who should own eCommerce inside a company, and the four things B2B buyers now expect as standard: self-service, personalization, real-time visibility, and automation.

Key idea: The platform was never the hard part. The data underneath it was.

Piers Gorman is Senior Vice President, APAC and EMEA, at TreviPay, where he helps manufacturers, distributors, retailers, and marketplaces simplify B2B payments, invoicing, and trade credit across global markets. Before payments, he spent eight years in the British Army and helped build a defense consulting business across the Middle East and Africa.

Justin King sat down with Piers to talk about the part of B2B eCommerce most leaders never see, the gap between how seamless a buyer expects their experience to be and how clunky it actually feels once they hit checkout, invoicing, or credit approval.

Piers explains why finance teams are built to protect a business rather than improve a customer's experience, and why that one organizational habit is responsible for most of the friction buyers actually feel. He walks through what it looks like when a buyer gets "lost in the system" during onboarding, why a delayed payment application can freeze a customer's credit limit even after they've paid, and how TreviPay manages the backend complexity behind a hotel chain that needs invoices broken out by property or a distributor juggling thousands of seller relationships across one franchise network.

They also get into how identity fraud is getting more sophisticated alongside AI, why localization has to go far beyond currency conversion, and how the same data infrastructure built to catch fraud can just as easily be pointed at growth instead.

Key idea: B2B buyers don't judge you on the storefront. They judge you on everything that happens after they click buy.

Divyaanshu Makkar is co-founder of WizCommerce, a B2B e-commerce platform built to give mid-market wholesalers and distributors the same capabilities as enterprise software, without the enterprise price tag or an 18-month implementation. Colleen Daly is VP at Howard Elliott, a home decor manufacturer and importer of mirrors, accent furniture, and decorative accessories, where she owns customer success and just about everything else.

Justin King sat down with Colleen and Div to talk about what ownership actually looks like inside a small, fast-moving B2B team, and why it might be the real advantage behind Howard Elliott's AI transformation.

Colleen describes running a lean, cross-trained team where "that's not my job" isn't in the vocabulary, and why most of the work of implementing new tools falls on her to drive through the organization. She talks candidly about being the one who "creates problems" so Div's team can solve them, and what it took to migrate Howard Elliott's entire sales and e-commerce stack in three months to make an April trade show deadline. Div explains why ownership matters just as much on the vendor side: the companies that struggle most with implementation are the ones who haven't done the internal work to know what they actually need.

They also get into how that same ownership mindset shows up in Howard Elliott's order entry process, which went from three hours of manual work a day to forty-five minutes with the help of an AI agent named Ella, and why Colleen still has someone checking the AI's work by hand.

Key idea: AI isn't going to take your job. Someone who knows how to use it will.

Lorrie Mizuko has launched virtual reality technology in 20 countries, owned North American online sales for mobile at HTC, and helped brands like Sony and Samsung figure out how to sell direct to consumers for the first time. Now she runs digital marketing for ADI Global Distribution, a global B2B powerhouse that won the 2025 B2B eCommerce Industry Award for enterprise distribution.

Sarah Falcon sat down with Lorrie to talk career, craft, and what it takes to lead digital at scale in distribution.

They get into how Lorrie built her career by saying yes to things she had never done, what it looks like to manage thousands of price books and complex credit structures through eCommerce, why the best digital leaders start with the problem and not the solution, and what ADI is working toward for its customers.

Lorrie also talks about networking as an introvert, being a woman in technical B2B leadership, and why AI is changing the conversation on teams that used to be slow to experiment.

Key idea: success lives outside of your comfort zone.

A B2B eCommerce site is not enough if it is disconnected from how enterprise buyers actually work.

In this episode, Justin King talks with Beth Segovia, CEO of TradeCentric, and Kevin Kassenmeyer, VP of Customer Experience and Enablement at TradeCentric, about connected commerce and the procurement systems that shape real B2B buying behavior.

They discuss why buyers often start inside Coupa, SAP Ariba, Jaggaer, or another spend management platform instead of a supplier website; why non-integrated suppliers can lose routine spend without realizing it; and why purchase orders, invoices, receiving documents, and three-way match matter more than many commerce teams understand.

The conversation also covers DIY integration, punchout, analytics, supplier adoption, and the role AI may eventually play in procurement and commerce transactions.

Key idea: your buyer is not shopping. They're working.

In this episode of the B2B eCommerce Show, Justin King brings together AJ Brenner and Bob Lewis to share two perspectives on what makes B2B digital transformation actually work.

AJ breaks down how strong executive alignment, transparency, and company-wide adoption helped drive digital forward at ARG Industrial—proving that success isn’t about team size, but alignment across the business. Bob adds the agency perspective, explaining why most companies don’t have a platform problem, but a transformation problem.

Together, they highlight the importance of trust, partnership, and focusing on real customer value over chasing B2C expectations.

Key topics include:
 • B2B digital transformation that works
 • Platform vs. strategy in eCommerce
 • Executive alignment and internal adoption
 • Lean teams and strong partnerships
 • Metrics that drive organization-wide impact

Guest: AJ Brenner and Bob Lewis

Host: Justin King

In this episode of the B2B eCommerce Show, Justin King speaks with AJ Brenner about his journey from B2C eCommerce into B2B distribution and how he helped drive significant digital adoption in traditional industries.

AJ shares how his team grew online revenue from just 2–3% to 25% by focusing on what truly matters in B2B, building tools that create real value for customers and save them time on the job. He explains why B2B is fundamentally different from B2C, and why success depends less on flashy technology and more on understanding workflows, operations, and customer needs.

The conversation dives into the importance of internal adoption, training sales teams, and securing executive buy-in to make digital transformation stick. AJ also discusses how strong partnerships, simplified metrics, and consistent communication of wins can accelerate growth and alignment across the organization.

Key topics include:
 • Transitioning from B2C to B2B eCommerce
 • Driving digital adoption in traditional industries
 • Internal training and sales team enablement
 • Building tools that deliver real customer value
 • Executive alignment and measuring success

Guest: AJ Brenner
Host: Justin King