Beyond Portals: Building B2B Brands with eCommerce

In this special episode, we bring you a live session from B2B Online Chicago 2025, featuring Aaron Sheehan, Head of Product Marketing at OroCommerce, and Taylor Simpson, eCommerce & Digital Marketing Strategist at Ciranda, a leading food ingredient distributor. Aaron and Taylor discuss why B2B eCommerce is about more than just portals – and how building a unified, customer-centric digital experience can transform both sales and brand value.

Key Takeaways:

(01:25) Why traditional portals fall short of building B2B brand trust

(03:20) What's a B2B portal, and why it's not enough

(04:05) Why branded websites don't drive growth either

(05:38) What B2B buyers find frustrating with a current B2B commerce experience

(06:50) The proposed solution: Integrating the portal and brand website into one experience

(09:11) Ciranda’s journey from two sites to a single customer-first platform

(12:14) Personalizing experiences for both major and long-tail food brand customers

(13:50) Audience question: How are Ciranda's sales team's operations organized?

(16:08) Ciranda's results one quarter after going live with OroCommerce

Thanks for listening to B2B Commerce UnCut: A Journey Through Change, powered by Oro. If you enjoyed this episode, please leave a review and subscribe for more real-world B2B insights.

#b2becommerce #distribution #digitalcommerce