Inside Commerce: Ecommerce Strategy, CX and Technology Podcast

Summary:

70% of B2B buyers are now Millennials & Gen Z digital natives, according to Forrester. This changes the demands B2B sellers face; how B2B buyers source & buy products is evolving.

In this episode, we explore the tech ecosystem for B2B commerce, how vendors are evolving to satisfy B2B buyer & seller demands, and the key features and processes that underpin successful B2B commerce.

Our guest expert is Jason Greenwood, who runs Greenwood Consulting, one of the leading B2B consultancies & hosts the popular The Ecommerce Edge Podcast.

Podcast discussion guide:

Most companies overlook a game-changing secret in B2B ecommerce: just how urgently they need to modernise their tech, and what happens if they don’t.

Jason reveals the critical shifts shaping the future of industrial, regulated and highly complex industries. We explore how AI, agentic commerce and the evolving digital expectations of millennial and Gen Z buyers are redefining B2B sales.

You’ll discover:

• Why legacy tech stacks, tribal knowledge and outdated processes are holding companies back
• How real-time, AI-powered automation is poised to revolutionise everything from compliance to customer experience.

If you’re a B2B leader, vendor or agency grappling with modernising complex supply chains, understanding regulatory hurdles, or competing in a rapidly shifting market, this episode is your blueprint for staying ahead.

Jason shares behind-the-scenes insights on the industries least served by current platforms and how tailored, compliant solutions will unlock billions in new revenue.

We break down:

• How emerging AI and agentic protocols are making B2B interactions smarter, faster and more seamless than ever before
• The critical role of compliance, regulation and industry-specific needs in platform selection and digital transformation
• Why traditional sales teams resistant to digital are the biggest obstacle, and how to reframe incentives for success
• The future of self-serve, conversational and multimodal commerce channels in highly regulated industries
• Practical frameworks for identifying your tech gaps, setting realistic expectations and navigating an ever-evolving ecosystem of B2B platforms

This isn’t just a tech update; it's a call to action. The market is racing towards a future where compliance, complex products and personalised digital experiences will determine who leads.

Jason is a renowned B2B consulting expert, with over 26 years of experience helping manufacturers, distributors and platform vendors unlock digital transformation. His insights could be the difference between falling behind and dominating the next wave of B2B growth.

Chapters:

[00:30] - Introduction to the episode and guest Jason Greenwood.

[02:30] - The impact of AI on B2B buying behaviour.

[06:00] - The speed of technological change and adaptation in B2B

[09:40] - The importance of human skills versus AI capabilities.

[13:20] - The critical role of relationships and trust in B2B commerce.

[21:30] - Overcoming legacy sales processes and tribal knowledge issues.

[26:00] - The influence of evolving buyer demographics and expectations.

[31:15] - Platform evolution: Shopify, BigCommerce and B2B-specific systems.

[36:40] - AI-driven agentic procurement.

[41:10] - How to evaluate and choose the right B2B platform.

[46:00] - Emerging technologies for complex, regulated B2B industries.

[56:00] - Strategies for digital transformation in traditional B2B organisations.

"Building with native capabilities allows us to create an optimised experience. It reduces dependency on third-party apps, ensuring better performance and flexibility to adapt as business needs evolve. This approach empowers us to maintain control over the user experience and make dynamic changes without being constrained by external limitations."

Michael Klim, Co-founder & CTO at Commerce-UI.

ABOUT THIS EPISODE:

What drives a business to replatform varies; from current platform constraints, to changing business operational needs and onerous running costs. Project complexity also varies, depending on the size of business, systems architecture, business processes and geographical spread.

However, all projects share common challenges, including the need to unearth how a business really works and build a solution that delivers on functional and operational needs whilst being usable and fixing known issues, all within an acceptable cost model. To achieve this clarity is required, and businesses and their agency partners need to make compromises to deliver the project within agreed guardrails.

This podcast explores how Commerce UI took a brief from Lupine's CEO to rebuild everything, unify everything & rebrand everything across a hybrid DTC and B2B business, and collaborated with the client to build a viable solution based on detailed analysis of the wider business needs for ecommerce.

We focus on the process Commerce UI and Lupine went through to achieve project goals, not the platform they chose.

What you can expect:

• Replatforming challenges: every project is unique, with different technology decisions and complexities. Common challenges include change management and making compromises for optimal outcomes.
• Discovery process: a thorough discovery process is crucial, involving understanding branding, digital UI/UX and operational improvements. This helps align the technical solution with the brand's vision.
• Front-end decision-making: choosing between headless and theme-based solutions depends on team composition, future plans and specific project needs. A theme was chosen for its B2B advantages and design flexibility.
• B2B Capabilities: Shopify is evolving in the B2B space, offering open APIs and tools like Shopify Flow for custom logic, though it doesn't yet match enterprise-grade solutions.
• UI/UX Considerations: balancing the needs of D2C and B2B users requires distinct approaches, as each group has different intents and requirements.
• Product Configuration: Using native tools like metaobjects allows for flexible and scalable product configurations, reducing dependency on third-party apps.
• Change management: successful projects require managing client-side change, as new systems alter team operations and expectations.

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What you'll learn:

• The evolution of Salesforce Commerce Cloud and the drive to rediscover its competitive edge.
• How AI is enhancing user experience and agility.
• Strategic priorities and future directions for enterprise commerce.

Summary:Salesforce Commerce Cloud has long been considered a heavyweight in the enterprise ecommerce space, but has lost many SME clients to platforms like Shopify with more compelling roadmaps. As it ramps up investment in the platform, we explore what type of business it is relevant to now, and why.In this episode, Rob Smith, SVP of Commerce at OSF Digital, pulls back the curtain on the platform’s evolution, and what it really takes to compete with newer, leaner solutions like Shopify and Centra.You’ll discover how Salesforce’s focus on multi-country, multi-language management keeps it in the upper right of Gartner’s Magic Quadrant = suitable for large, complex brands.Rob answers common challenges:

• What common refrains are still applicable?
• Has recent investment in AI, React-based architecture and agentic merchandising made it more agile and user-friendly, especially for fast-paced replatforming projects?
• What's the minimum GMV a retailer needs to make platform investment viable?

We break down the real costs, implementation speed and much criticised admin experience, plus what’s coming next.We explore the strategic priorities Salesforce is doubling down on, from AI-enhanced search and recommendations to scalable infrastructure that’s built for trust and uptime. Rob shares candid insights into how the platform is balancing between enterprise needs and simplifying the admin experience without sacrificing power. Whether you’re considering a Salesforce project or just want to understand its future trajectory, this episode provides a nuanced, honest view of what to watch for.Hit play now to explore whether Salesforce Commerce Cloud can keep pace with your next big growth move, and how its latest innovations are tailored to enterprise commerce.Chapters:[01:00] Salesforce Commerce Cloud market segmentation, target business size & recent evolution.[05:45] Challenges related to admin complexity and platform usability.[07:00] Salesforce's maturity for multi-country, multi-language, multi-currency setups.[09:25] The new Salesforce reference application built on React and Tailwind.[10:40] AI-driven front-end development and automation in replatforming projects.[12:10] Suitability of Salesforce for different business sizes and use cases.[13:30] Speed to market and platform deployment times.[16:15] AI and agentic tools integration for marketing and content management.[17:30] Licensing fees and cost flexibility for enterprise clients.[19:45] Admin UI improvements and UX enhancements.[21:15] Strategic focus areas including search & recommendations.[26:20] Handling complex enterprise requirements versus mid-market needs.[27:45] Balancing feature richness with partner ecosystem and third-party integrations.[34:35] Salesforce's strategic direction towards integrated data, marketing and commerce tools.[39:00] Practical limitations and user experience gaps in current platforms like Shopify.[42:15] The shifting landscape of legacy enterprise platforms and Salesforce’s position.

"Brands don't know what they don't know. A consultant makes teams think about things in detail. It's an education piece."

Francesca Raggio, Ecommerce Consultant, Vervaunt

This podcast features experts discussing the critical role of consultants in ecommerce website migrations. We share insights on project management, stakeholder engagement, technical discovery and how to avoid common pitfalls in replatforming projects.

The episode pools the replatforming experience of James Gurd with senior consultants from Vervaunt, Shamoli Miah (Operations Director) and Francesca Raggio (Ecommerce Specialist).

Having worked on a wide range of projects, they understand the real challenge isn’t about the tech; it’s the clarity, co-ordination and governance that enables multiple teams to function coherently together and handle the stresses that come with technology projects.

Some of the biggest surprises come from content audits and data structure planning - things that many teams underestimate and leave until it’s too late. When you try to migrate thousands of products or reimagine your digital experience without proper planning, the results can be costly.

Consultants are essential not just for technical expertise but for guiding teams through chaotic complexities: setting expectations, managing stakeholder alignment and ensuring you’re not flying blind.

The value lies in thorough pre-discovery, continuous education, and the ability to challenge assumptions with honest, evidence-based insights.

This isn’t about adding layers of bureaucracy; it’s about making the whole process smoother, more predictable and ultimately more successful.

Tune in for an objective view of what the role of an external consultant should be, and how to know whether you need to add one to your project team.

Chapters

[00:35] Introduction to Ecommerce Consulting and Migrations

[03:10] Understanding Replatforming Approaches

[06:15] The Importance of Pre-Discovery in Projects

[09:15] Common Challenges in Ecommerce Migrations

[12:15] The Role of Governance in Project Management

[15:10] Stakeholder Management and Accountability

[17:40] Content and Data Migration Challenges

[20:35] Planning for Successful Ecommerce Projects

[30:35] Navigating Technical Discovery

[40:00] Understanding User Acceptance Testing (UAT)

[49:05] Consultant Skills for Ecommerce Success

"The brands we work with are making up to 5% of their revenue from resale. Our model is peer-to-peer, so customers are buying and selling from each other via the brand's own marketplace."

Lydia Hartley, Co-Founder, Continue.

About this podcast:

Discover how Continue is helping brand-owned resale improve the way ecommerce businesses approach customer retention, loyalty and control over their secondary markets.

This episode dives into the commercial opportunities, technology and strategies behind implementing resale seamlessly within your brand ecosystem.

Key discussion points:

• The rapid growth and scale of resale platforms like Vinted, eBay and Depop, and why brands need to pay attention.
• How resale can drive up to 5% of revenue through repeat purchase and customer engagement.
• The power of resale for building emotional loyalty and community within brand ecosystems.
• Ways to integrate resale into loyalty programs, including exclusive marketplaces for VIP members.
• The importance of authenticating products and protecting consumers from counterfeit or poor quality items.
• Strategies for launching resale platforms quickly and effectively, with real examples.
• Addressing concerns about cannibalisation and margin erosion with credible data.
• The role of storytelling, digital marketing and community engagement in successful resale launches.
• Technical setup, including Shopify and Magento.

Chapters:

[00:35] Introduction to Marketplace Commerce and Resale

[03:02] Understanding Resale Platform Benefits & Market Opportunity

[08:55] Resale as a Retention Tool

[14:42] Debunking Cannibalisation Myths

[20:21] Integrating Resale into Loyalty Programs

[26:12] Building Trust and Moderating Bad Actors

[32:49] Challenges and Risks in Implementing Resale Strategies

[35:05] Effective Launch Strategies for Resale Platforms

[40:55] Customer Service and Brand Consistency

[42:58] Shipping Mechanisms in Resale Platforms

"The amount of clothing going to landfill every year is astronomical. The stat that always hits hardest is 6 in 10 items of clothing made end up in landfill within a year. When you start to process that, it's pretty wild, it's eye-opening."

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ABOUT THIS EPISODE:

How Batch London Rewrites Fashion with Sustainability and Retail Innovation

James ran a panel with today's guest, Sam Matanle, at a Voyage in November 2025. He was impressed by the business story and positive mission to  raise the standard of sustainability in the fashion industry, by reducing waste and overproduction, and knew Sam's story would resonate with our podcast audience.

For this episode, you’ll hear how two Uni friends quit their corporate roles to launch something they’re passionate about, and how they turned a vision into a successful business.

Sam is the co-founder of Batch London, and shares his perspective on how the brand is transforming the fashion industry through made-to-order apparel, innovative retail strategies and a strong focus on sustainability.

Discover how their approach is influencing consumer habits, retail environments and brand loyalty.

Key topics:

• The origin story behind BatchLDN and its mission to redefine fashion consumption.
• The benefits of made-to-order manufacturing in reducing waste and increasing quality.
• Strategies for creating versatile, multi-use clothing for smart casual wear.

• Opening a flagship store in Covent Garden and the impact on brand awareness and sales.
• The challenges and opportunities of retail expansion for smaller brands.
• Building a loyal community through memberships, events and innovative loyalty programs
• The importance of in-store experience and staff training for physical retail success
• Leveraging digital tools, agencies and website audits to optimise online presence.
• The evolving landscape of consumer consciousness, legislation and environmental responsibility.

From Feedback to Strategy: Building a Loyalty Program for Today’s Customer

Ricky Jennings, Head of Ecommerce at Represent, and Connor Jones, Ecommerce Strategist at Vervaunt, team up to share how Represent reshaped its customer loyalty strategy.

Represent’s community-driven approach involved multiple surveys, WhatsApp groups and direct feedback channels. Using insights from existing members, including their frustrations with points-based system, the brand rebuilt its loyalty approach deliver an improved customer experience.

Represent found that Members wanted experiences, limited-edition products and a platform that recognised their loyalty beyond simple discounts.

Tune in to learn about the following:

• Reducing barriers to entry: a new tier system simplified onboarding, making it easier for members to progress and experience rewards sooner.
• Expanding reward types: exclusive products, art pieces and event access are core components - no longer just discounts, but meaningful assets.
• Fostering community engagement: incorporating features like in-store check-ins, community challenges and point sharing boosts member involvement both online and offline.
• Data-driven personalisation: collecting first-party data, such as product interests, enables tailored experiences that feel relevant and personalised.

FAQ: Loyalty and Community in Fashion

Q: How does a loyalty program foster community?
A: By incorporating social features such as forums, in-store events, point sharing and local groups, members feel recognised, connected, and part of an exclusive community.

Q: What are the most effective features for increasing engagement?
A: Missions, exclusive products, personalised experiences and recognition through physical assets like membership cards or event access drive high engagement.

Q: Can loyalty programs be integrated between online and offline channels?
A: Yes. Technologies like NFC, QR check-ins and geotargeted activities create connected omnichannel experiences that reinforce loyalty everywhere.

Q: How important is direct customer feedback in redesigning a loyalty scheme?
A: Extremely important. Listening to member insights guides valuable feature development and ensures the program aligns with customer desires.

Q: What's the ultimate goal of a community-focused loyalty program?
A: To build emotional connections, foster brand advocacy, and create a lifestyle around your brand, resulting in loyal, engaged customers.

This week, we posed ourselves a challenge:

To summarise how key ecommerce customer & technology trends like agentic commerce and AI product discovery are going to reshape ecommerce strategy, team structures & the expectations ecommerce business have of employee capabilities and partner skills.

This episode covers our main observations and insights:

• Treat product data as a growth channel.
• Have AI-native product + engineering leadership.
• Run continuous experimentation with agents.
• Properly integrate marketing + data + tech.

Ecommerce is seeing a step change from:

Humans browsing sites, clicking ads & buying products.

To:

Multi-agent systems influencing discovery, comparison and to a lesser extent checkout. More discovery will take place outside the traditional website, and agents & LLMs guide shoppers through decision paths before handover to commerce endpoints (with the website remaining the primary destination).

👉 This creates three major shifts that we explore in more detail:

1. Discovery evolves from SEO → SEO + AEO (Answer Engine Optimisation); visibility depends on machine-readable product data as well as content.
2. AI agents become a new type of shopper, and ecom platforms need API capabilities to facilitate 2-way data and logic flows; agents can compare, filter and decide based on structured data + trust signals.
3. Commerce becomes API-first + autonomous; some purchases happen inside AI ecosystems (chat, assistants, agents) & there’s a need for seamless handoff between AI agents & conventional commerce.

Find out how this is already having an impact on team structures and skill needs.

"Shopify POS is a powerful foundation, but it’s not a turnkey solution for every retail scenario. The platform's maturity is a moving target, and understanding its ecosystem gaps is crucial for strategic planning and preventing costly misalignments."

Joseph Brown, Operations Director, Kubix

Are you considering Shopify POS for your retail operations but unsure about its strengths and limitations?

You're not alone.

As one of the leading ecommerce platforms, Shopify has rapidly expanded into the retail point-of-sale space, but its product is still evolving. In this pod, we explore the realities of implementing Shopify POS backed by expert insights from Joe Brown, Operations Director at Kubix, who has direct experience implementing POS for different business models. 

Whether you're running a standalone store or extensive retail estate, this episode has practical advice, product limitations and decisions that can make or break your omnichannel strategy.

The reality…

Shopify POS has become more capable for retail, especially in multistore environments with enhanced permissions and faster workflows. However, it still has capability gaps that can surprise retailers, and requires careful planning, discovery and customisation. 

Key discussion points

1. Deep discovery is critical

A recurring theme is the importance of thorough discovery when planning POS projects. Retailers should map existing workflows, identify edge cases (like made-to-order products, custom packing, or complex stock movements) and assess how Shopify’s platform supports or complicates these processes.

Rushing into implementation without understanding detailed workflows can lead to costly rework or operational issues down the line. 

2. Inventory management limitations

One of Shopify's gaps is in inventory management for complex use cases. For example, handling stock exchanges between stores where products are unavailable locally remains problematic. 

Shopify currently supports split fulfillment orders but lacks native support for multi-quantity line items or real-time transfer workflows, which can frustrate larger or more nuanced operations.

3. Hardware cost & compatibility

POS selection is more than a software decision; hardware investment is foundational. Some issues arise when existing custom integrations, like bespoke receipt printers or scanner setups, are incompatible with new POS hardware or updates. 

Testing hardware thoroughly before rollout is essential, and technical teams need to validate network setups, peripherals and existing workflows.

Practical tip: Shopify's recommended hardware kits may not suit every store. Custom hardware may be necessary, but it can add complexity and cost.

4. Ecosystem maturity and functional gaps

While Shopify's ecosystem is growing, certain functionality including multi-currency gift cards, B2B support or advanced inventory tracking, lag behind expectations. 

Retailers with complex order workflows may need to integrate third-party apps or custom solutions to fill these gaps.

Chapters

[00:45] Introduction to Shopify POS and Its Evolution

[03:30] Market Positioning and Retail Challenges

[06:40] Discovery Process in Retail POS Implementations

[09:25] Hardware Considerations for Shopify POS

[12:20] Custom Development Needs in Retail

[15:10] Omnichannel Experience and Customer Journey

[17:55] Integration Challenges with Legacy Systems

[20:50] Inventory Management and Workflow Complexities

[23:15] Future Improvements and Wish List for Shopify POS

“In just an hour, I built a UI to interrogate my data, and it handled most of the heavy lifting for a client project."

Chris Marshall, Director & Co-founder, OnState.

Optimising Ecommerce Data with AI: Real-World Applications

Yes, we talk about AI a lot on the podcast. It's inevitable, AI is weaving its way into so many ecommerce processes and tasks.

This episode is highly practical.

We cover real-world examples of how AI tools are being used to speed-up product data tasks whilst reducing the need to rely on expensive licences for specialist tools.

Summary

Ecommerce businesses are increasingly turning to AI to enhance their data management processes. The pod explores how AI tools are being used to clean, enrich, and structure product data, providing real-world examples that highlight their practical applications.

The Build vs. Buy Dilemma Is Being Reframed

Businesses often face the decision of whether to build custom solutions or purchase existing platforms.

In the context of AI for product data, building allows for tailored solutions using tools like Google Sheets and AI models such as ChatGPT for tasks including data transformation and HTML cleaning.

On the other hand, buying involves using specialized AI-enabled tools or outsourcing, which can save time but may incur higher costs.

Practical AI Strategies Discussed:

1. DIY data cleaning: AI models can automate data cleaning tasks, such as reformatting unstructured HTML and standardising attributes, saving significant manual effort.
2. Automating data structure: AI can analyse complex datasets, infer attribute types, and suggest categorisation rules, streamlining the setup of dynamic product groups.
3. Hybrid approaches: combining DIY methods with outsourcing can optimise resources, allowing businesses to handle unique projects efficiently.

Tune in to hear how AI is transforming data migration and management by automating previously manual tasks, increasing speed and allowing for continuous learning.

Chapters

[00:30] The Build vs. Buy Debate in AI Data Management

[03:20] AI in Data Migration: Practical Use Cases

[06:15] Transforming Data with AI Tools

[09:20] The Role of AI in Content Management

[12:20] Engaging with Data Structures

[15:00] Building Custom AI Tools for Specific Needs

[17:45] Tactical Middleware: A New Approach

[20:35] Speeding Up Data Transformation Processes

[23:20] Validating AI Outputs and Managing Expectations

[26:15] The Future of AI in Ecommerce Data Management