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.
27episodes
Episodes
Newest firstAll episodes
Two Perspectives: B2B Transformation That Works with Bob Lewis and AJ Brenner
4w ago00:36:54Tap 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
4w ago00:30:20Tap 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
Transcribe →The Hidden Engine of E-Commerce with Rob Gonzalez
Mar 2600:49:44Tap to summarizeIn this episode of the B2B eCommerce Show, Justin King speaks with Rob Gonzalez, Co-Founder and Chief Strategy & Innovation Officer of Salsify, about the role of product data in modern commerce and the shift toward AI-driven buying experiences.Rob explains the concept of the digital shelf and why brands must optimize product content across multiple channels. He also breaks down Product Experience Management (PXM) and how it differs from traditional PIM by focusing on the buyer experience.The conversation covers the growing complexity of B2B commerce, the importance of structured product data, and how AI is transforming product discovery and decision-making. Key topics include: • Digital shelf and product data strategy • PXM vs PIM • B2B data complexity and distribution • AI in product discovery • The future of B2B commerceGuest: Rob GonzalezHost: Justin King
Transcribe →3M's Innovation in AI with Jennifer Watters
Mar 1100:35:48Tap to summarizeIn this episode of the B2B eCommerce Show, Sarah Falcon speaks with Jennifer Watters, who leads B2B eCommerce for Industrial Distribution at 3M, about how AI is transforming technical sales and digital customer engagement.Jennifer shares the strategy behind Ask 3M, an AI-powered assistant designed to help engineers and customers quickly identify the right adhesives and bonding solutions across 3M’s complex product portfolio. She explains how AI is scaling technical expertise beyond field sales while improving speed, accessibility, and customer effectiveness.The conversation also explores internal AI adoption, digital transformation within large enterprises, and career growth in B2B eCommerce leadership.Key topics include:• AI-powered customer assistance in industrial B2B• Digitizing technical sales knowledge• Scaling expertise across complex product lines• Internal AI tools for productivity and alignment• Leadership and growth in B2B eCommerceA concise and practical discussion for manufacturers, distributors, and digital leaders navigating AI-driven commerce.Guest: Jennifer WattersHost: Sarah Falcon
Transcribe →What We’re Building in 2026
Mar 500:39:26Tap to summarizeIn this episode of the B2B eCommerce Show, Justin King sits down with Sarah Falcon to explore how the B2B eCommerce Association is redefining digital transformation for manufacturers and distributors.Justin breaks down the association’s three core pillars: Education, Events, and Media. From the Level 1 Certification becoming a common language for entire ecosystems, to executive training and upcoming sales-focused programs, the conversation highlights how structured education is helping organizations align and scale digital effectively.Sarah shares insights from the newly released Digital Transformation Guide, reframing transformation as organizational change, not just launching an eCommerce site. They discuss how CIOs and digital leaders can position digital as a strategic business driver, solve operational bottlenecks with technology, and move beyond “IT projects” to real business impact.The episode also previews upcoming resources on PIM and product content, AI’s role in content operations, platform strategy in 2026, and practical frameworks for improving customer adoption.Plus, Justin shares updates on B2B eCommerce World (London, Melbourne, and Indianapolis), new executive-only sessions, and the Greenville in-person podcast experience.Key topics include:• Digital transformation as business change, not just technology• Creating shared language through certification and training• Executive positioning of digital initiatives• Customer adoption frameworks that drive ROI• Scaling digital across sales teams and branches• Upcoming PIM, AI, and platform strategy guides• Expanding global events and media initiativesA strategic, inside look at how education, community, and leadership are shaping the future of B2B eCommerce.Justin King Sarah Falcon
Transcribe →Commerce Is Bigger Than Checkout with David Blue
Feb 2600:40:33Tap to summarizeIn this episode of the B2B eCommerce Show, Justin King sits down with David Blue, Founder and CEO of Saltbox Management, to explore what he calls “Big C Commerce”, the omnichannel reality of how B2B companies actually make money.David explains why commerce in B2B is far more than a storefront or checkout experience. For complex manufacturers and distributors, revenue flows through multiple channels, sales-assisted buying, quoting, portals, service, parts, EDI, and eCommerce, and the real challenge is stitching those experiences together without friction.With deep expertise in the Salesforce ecosystem, David shares how enterprise organizations can unify sales, service, and commerce on a single platform, modernize customer engagement, and build self-service experiences that match how customers actually buy, not how companies wish they would.Together, Justin and David unpack how to measure success beyond transactions, why customer job-to-be-done thinking matters more than “Amazon-like” design, and how CRM-driven commerce reduces complexity while improving adoption.Key topics include:• What “Big C Commerce” means in B2B• Connecting sales-assisted and self-service buying journeys• Measuring commerce success through customer effectiveness• ERP vs. CRM-driven commerce architectures• Why Salesforce-native commerce changes the integration equation• How AI-enabled services amplify delivery and outcomesA strategic conversation for manufacturers, distributors, and enterprise digital leaders looking to unify commerce, reduce friction, and drive meaningful digital transformation.Guest: David BlueHost: Justin King
Transcribe →Your Website Knows More Than You Think with Richard Carney
Feb 2000:43:35Tap to summarizeIn this episode of the B2B eCommerce Show, Justin King sits down with Richard Carney, Founder of MightyRep, to discuss how distributors and manufacturers can better connect with active buyers and transact orders electronically.With more than 25 years of experience in procurement and logistics technology, Richard shares lessons from building and exiting a procurement-to-payment platform that processed $4.5B annually. He explains why many B2B organizations struggle not with demand, but with enabling efficient digital transactions.Justin and Richard break down the operational friction caused by manual processes, disconnected systems, and poor data visibility — and why simply having an ERP or eCommerce site doesn’t guarantee growth. They also explore how AI and automation are raising the bar for transaction readiness, making structured data and electronic ordering essential for modern B2B commerce.Key topics include: • Why buyer-seller connectivity isn’t enough without transaction capability • Common friction points in B2B order processing • Lessons from scaling a multi-billion-dollar procurement platform • How distributors can identify and activate real buyers • Why AI increases the need for clean data and digital infrastructureA focused episode for B2B leaders looking to modernize transactions, reduce friction, and prepare for the next phase of digital commerce.Guest: Richard CarneyHost: Justin King
Transcribe →Behind the Order Chaos with Ty Sweet
Feb 1000:52:54Tap to summarizeIn this episode of the B2B eCommerce Show, Justin King sits down with Ty Sweet, Senior Technical Marketing Engineer at KIBO, to break down a hard truth in B2B commerce: orders are messy, and most systems weren’t built to handle that complexity in real time.Ty explains why split shipments, backorders, contract pricing, dropship vendors, multiple warehouses, and multiple ERPs quickly turn “simple” orders into operational chaos. The conversation clarifies what an Order Management System (OMS) actually does, how it differs from an ERP, and why real-time inventory and order orchestration are critical to modern B2B fulfillment.Justin and Ty explore how OMS acts as the brain of fulfillment—deciding where orders ship from, when they ship, whether they’re split or consolidated, and how business rules, customer preferences, and cost optimization all factor into those decisions. They also discuss why relying on batch inventory updates or overloading ERPs with real-time logic leads to broken promises, higher costs, and frustrated customers.The episode closes with a look at how automation, AI, and agentic workflows increase the importance of strong OMS foundations, and why OMS is no longer an add-on but a core layer of the B2B commerce stack.Key topics include:• Why B2B orders look simple in the cart but fail behind the scenes• What an OMS does and why ERPs aren’t built for real-time fulfillment decisions• How order orchestration and routing actually work• Why real-time inventory and available-to-promise matter at scale• How to reduce ERP complexity instead of “Frankensteining” it• Why OMS becomes more critical as automation and AI increaseA practical episode for manufacturers, distributors, and B2B commerce leaders looking to reduce order chaos and build fulfillment operations that scale.Guest: Ty Sweet Host: Justin King
Transcribe →The Truth About B2B Data with Matthew Dares
Feb 300:40:02Tap to summarizeIn this episode of the B2B eCommerce Show, Justin King sits down with Matthew Dares, Partner and Head of Customer Success at TORQ, to explore how operational discipline, product data strategy, and AI intersect to drive real, scalable outcomes in B2B commerce.Matthew shares TORQ’s journey implementing the Entrepreneurial Operating System (EOS), why structure and accountability became essential as the business scaled, and how clear ownership, quarterly priorities, and intentional change management transformed both internal execution and client delivery.The conversation then dives deep into one of the most critical, and misunderstood, topics in modern B2B commerce: product data. Justin and Matthew unpack the evolving role of PIM and MDM, why AI cannot replace a source of truth, and how manufacturers and distributors should think about master data, commerce platforms, and AI working together rather than competing.Together, they explore how complex B2B organizations can move beyond spreadsheets, legacy systems, and fragmented architectures to build data foundations that support commerce, customer experience, and future AI-driven workflows.Key topics include:• How EOS changes decision-making, accountability, and execution at scale• Why “slow is smooth, smooth is fast” matters in organizational change• The real difference between PIM and MDM, and when you need each• Why AI still depends on clean, structured product data• How manufacturers and distributors should think about data as a strategic asset• What future-ready B2B commerce architecture looks likeA must-listen episode for B2B leaders, manufacturers, distributors, and digital teams navigating growth, data complexity, and the realities of AI adoption.Guest: Matthew DaresHost: Justin King
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