Podcast
B2B eCommerce Show
Hosted by Justin King · EN
Welcome to The B2B eCommerce Show – a hub for leaders, innovators, industry experts, and newbies to explore the fast-paced world of digital commerce. Hosted by respected thought leader Justin King, this podcast delves into the strategies, challenges, and successes shaping how manufacturers, distributors, and service providers thrive online.
Each episode features insightful conversations, practical advice, and compelling stories from pioneers driving digital transformation in the B2B eCommerce ecosystem.
Whether you're embarking on your first eCommerce project, scaling a digital strategy, or staying ahead of market shifts, this podcast is your guide to navigating digital successfully.
34episodes
Episodes
Newest firstAll episodes
Why B2B Loyalty Isn't About Discounts with Dechay Watts
1w ago00:51:22Tap to summarizeDechay 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.
Transcribe →The Reason Commerce Projects Stay Stuck with Radu Munteanu
2w ago00:50:14Tap to summarizeRadu 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.
Transcribe →Don't Switch Platforms, Fix The Data First with François-Jérôme Gosselin
2w ago00:46:24Tap to summarizeFrançois-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.
Transcribe →Stop Losing B2B Buyers After Checkout with Piers Gorman
3w ago00:44:48Tap to summarizePiers 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.
Transcribe →The Ownership Advantage in B2B with Colleen Daly and Div Makkar
4w ago00:48:01Tap to summarizeDivyaanshu 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.
Transcribe →How Lorrie Mizuko Built a B2B eCommerce Career by Saying Yes to the Unfamiliar
Jun 2300:33:25Tap to summarizeLorrie 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.
Transcribe →Connected Commerce: Where B2B Buyers Actually Buy
May 1400:48:29Tap to summarizeA 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.
Transcribe →Two Perspectives: B2B Transformation That Works with Bob Lewis and AJ Brenner
Apr 2300:36:54Tap to summarizeIn 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 impactGuest: AJ Brenner and Bob LewisHost: Justin King
Transcribe →From 2% to 25% Online with AJ Brenner
Apr 2100:30:20Tap to summarizeIn 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 successGuest: AJ BrennerHost: Justin King
Transcribe →The Real State of B2B Commerce (It's Not What You Think) with Paul Do Forno
Mar 3100:42:45Tap to summarizeIn 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 commerceGuest: Paul Do FornoHost: Justin King
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