Ethan Giffin, founder and CEO of B2B e-commerce agency and author of Closing the Digital Revenue Gap, joins Chris John to talk about the friction still holding back B2B commerce. They dig into why so many manufacturers and distributors are still relying on manual order entry, spreadsheets, and outdated buying workflows—and why customers are quietly moving spend toward vendors that make purchasing easier.

Ethan breaks down the biggest blockers to B2B e-commerce transformation: internal misalignment, messy ERP integrations, broken pricing structures, and catalogs that were never built for digital. They also cover why modern B2B buyers expect the same seamless experience they get everywhere else online, how AI is making digital transformation more achievable for mid-market companies, and why the companies that wait too long to modernize risk getting left behind.