The Hard Truth About B2B eCommerce

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Chris Gee is the CTO of the B2B eCommerce Association and is ensuring that the technology of the organization helps facilitate the community. We discuss the B2B eCommerce revolution and B2B vs B2C: a generational shift in eCommerce. There are many unseen struggles in B2B vs Retail such as credit & invoice differences. We discuss why you should start at the end of the customer journey and work backwards.

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Timothy Peterson & Isaiah Bollinger do their first solo episode in a while without guest to discuss customer adoption & AI. Customer adoption is a hugely underrated challenge in which simply building the tech isn't enough. It requires many different departments working together to bring alignment and customer growth across multiple friction points. AI is coming on fast, and if you don't have a plan to make it useful, you will get left behind. We discuss low hanging fruit areas of using AI.

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Kerry Siggins is the CEO of Stoneage, the world’s leading provider of industrial cleaning tools, automated equipment, technology, and resources. Kerry Siggins is in the early stages of creating completely digitized orders online but started the digital transformation journey years ago with a new website, ERP, and other foundational elements. We discuss the journey to become more digitally advanced in manufacturing and how it doesn't necessarily start with taking orders online.

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Val DuVernet is a B2B eCommerce Veteran that spent a large portion of her career building the McKesson B2B program. Now, as an independent consultant, Val is helping a larger spectrum of B2B companies enable and adopt more sophisticated B2B eCommerce programs. We discuss many topics such as how important CRM and data is in the process as well as balancing, culture, technology, and sales.

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Denis Dyli is the founder of Uncap and has been in eCommerce for over a decade. Like many of us in the eCommerce world, he started with Magento and eventually found his way to Shopify as the market changed over the years. We discuss his specialization of Shopify B2B and how the rise of Shopify is now coming to the b2b world for distributors and manufacturers.

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Carlos Camacho started out growing through the ranks in B2C eCommerce that eventually evolved into B2B eCommerce leadership. Currently, he leads eCommerce at Bausch & Lomb, a leading global eye health company operating in both direct to consumer and B2B markets. We discuss what it takes to create change in large B2B organizations that need to see incremental results but also have massive multi year digital transformation projects looming over them.

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Greg Gesswein is a fourth generation distributor owner operator that has digitally transformed a 100 plus year old company. Gesswein is on their third generation of B2B eCommerce and has also modernized their ERP system to Acumatica. With a mix of modern SaaS platforms, Shopify and Acumatica, Gesswein is able to accelerate digital adoption and best in class features. We discuss the challenges of modernizing a legacy business and what it took to get to new SaaS platforms.

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Mark Brohan, Senior Vice President, B2B and Market Research at Digital Commerce 360, is our first threepeat guest! He is arguably the first and only real historian of B2B eCommerce and saw its come up years ago. We discuss the history of how we got here and what we are seeing in 2025. With looming Tariffs and economic uncertainty, the digital leaders seem to always be the ones that come out on top.

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Ljubitza Frkovich Mallqui, leads digital transformation at Promelsa, a Peruvian distributor of construction and electrical equipment. Ljubitza has helped Promelsa shift from an entirely offline business to a multichannel digitally enabled business. We discuss the journey of getting eCommerce started, integrated with their ERP, and the more advanced needs as they continue to grow around CRM, AI, and other technologies.

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Sarah Falcon got her start in tradition B2C eCommerce that led to B2B eCommerce in the early days of building a customer portal. That led her to Justin King and B2X partners which has no transformed into The B2B eCommerce association. Sarah is leading the charge bringing industry leading information to manufacturers and distributors around the world. We discuss the challenges our industry faces as we are still in the early stages of modernization.

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