In this episode of the B2B eCommerce Show, Justin King sits down with Jason Greenwood, Founder of Greenwood Consulting, to discuss how B2B companies can drive real digital ROI without forcing customers to change how they buy.

With over 25 years of experience in eCommerce, Jason shares practical insights on why adoption matters more than platforms, how conversational AI enables commerce through existing communication channels, and why execution, not evangelism is the next phase of B2B digital transformation.

Key topics include:
• How to achieve B2B digital ROI without changing buyer behavior
• Using AI to enable commerce through email, messaging, and existing workflows
• Shifting from digital evangelism to execution and prioritization
• Why asking better questions leads to better transformation outcomes
• What B2B leaders should focus on as digital commerce matures

This episode offers clear, actionable guidance for manufacturers and distributors looking to reduce friction, improve adoption, and make smarter digital investments.

Guest: Jason Greenwood
Host: Justin King

Introducing B2B eCommerce World. A conference focused on networking, education and training.

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2BEA Insider, Justin King sits down with Brendan Cameron, Director of Strategy for the B2B Division at Americaneagle.com, to discuss how digital transformation and technology are reshaping B2B commerce.

With over 15 years of experience solving complex eCommerce challenges, Brendan shares how his background in manufacturing guides his approach to building digital ecosystems that empower customers and drive growth. Together, he and Justin explore why eCommerce is more than a sales channel, how to identify high-ROI digital wins, and how to cut through the noise of new AI and automation tools to deliver real business impact.

Key topics include:
• Why eCommerce isn’t the goal — digital transformation is
• How to identify and fund quick-win digital initiatives
• Turning customer portals into sticky revenue channels
• Why small and mid-sized companies can outpace enterprises through agility
• Choosing the right tech stack amid a flood of new tools and promises
• How Americaneagle.com builds long-term success through integration and strategy

This episode is packed with practical insights for manufacturers, distributors, and B2B leaders looking to move beyond transactional thinking and create digital experiences that drive loyalty, efficiency, and growth.

Guest: Brendan Cameron
Host: Justin King

Introducing B2B eCommerce World. A conference focused on networking, education and training.

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2BEA Insider, Justin King sits down with Özlem Özüner and Francois Burtin from Allianz Trade to explore how the future of B2B payments is being shaped by automation, embedded finance, and the shift toward digital-first buying experiences.

As B2B eCommerce outpaces B2C in volume, legacy payment systems are struggling to keep up. Özlem and Francois break down why traditional payment terms, manual credit checks, and bank transfers are no longer enough, and how solutions like Allianz Trade Pay are streamlining the entire order-to-cash journey.

They unpack the full lifecycle of a modern B2B transaction, from automated KYB and real-time credit decisioning to seamless fraud checks, invoicing, payment tracking, and guaranteed settlement—all with zero operational lift for the merchant. Whether you're a manufacturer, distributor, marketplace, or partner, this episode highlights why rethinking payments isn’t optional—it’s mission critical.

Key topics include:
• Why B2B payments are still stuck in a manual, high-friction world
• The true cost of ignoring payment strategy in digital transformation
• How real-time credit approvals and fraud checks are reshaping buyer onboarding
• Why card-based checkout doesn’t work for B2B transactions
• The role of platforms—not banks—in enabling modern trade credit
• What omnichannel sellers need to know about credit integration
• How Allianz Trade removes the credit risk for merchants and ensures payment
• The changing role of the CFO in digital payments and ERP strategy
• Why agencies and system integrators must prioritize payments in eCommerce builds

This episode is a must-listen for B2B leaders, digital transformation stakeholders, and any organization ready to future-proof their payment infrastructure in a rapidly evolving commerce landscape.

Guest: Özlem Özüner & Francois Burtin
Host: Justin King

Introducing B2B eCommerce World. A conference focused on networking, education and training.

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this inaugural Women in B2B eCommerce episode of the B2B eCommerce Show, host Sarah Falcon sits down with three industry leaders, Samantha Schwartz, Kristina Harrington, and Marta Dalton, to explore their journeys in digital commerce, the challenges they’ve faced as women in male-dominated industries, and the opportunities they see for the future.

The conversation covers everything from breaking into B2B eCommerce and learning by trial and error, to navigating gender dynamics in manufacturing and distribution, and building confidence and leadership styles that reflect authenticity rather than outdated norms. The guests share candid stories of bias, resilience, mentorship, and the evolution of workplace culture, while also highlighting the rise of boundaries, balance, and inclusivity in today’s professional environment.

Looking ahead, they discuss what the next five years in B2B commerce might bring , from solving foundational issues like product data quality to redefining “eCommerce” as more than just a web store, instead focusing on full digital customer journeys and solutions. They also touch on the critical role of community, mentorship, and creating space for more women on conference stages and in executive leadership.

Key topics include:
• Career paths into B2B eCommerce and lessons learned without formal roadmaps
• Challenges and biases women faced early in their careers, and how the culture is shifting
• The importance of mentors, allies, and building confidence as a female leader
• Setting boundaries, balancing personal and professional life, and learning from Gen Z
• Why B2B complexity should drive innovation beyond B2C models
• The future of eCommerce: data, AI, and customer-journey solutions
Building community and amplifying women’s voices in the industry

This episode is essential listening for digital leaders, women in commerce, and anyone passionate about driving change, fostering inclusivity, and shaping the next era of B2B eCommerce

Guests: Samantha Schwartz, Kristina Harrington, & Marta Dalton
Host: Sarah Falcon

Introducing B2B eCommerce World. A conference focused on networking, education and training.

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2BEA Insider, Justin King speaks with Kris Harrington, President and COO of GenAlpha, about the unique challenges and opportunities of building eCommerce solutions for OEMs and manufacturers, especially in the complex world of aftermarket parts.

With deep experience in both manufacturing and digital transformation, Kris shares the story behind founding GenAlpha and the development of their Equip360 platform, purpose-built to support manufacturers with complex bills of materials, product configuration, warranty integration, and fitment accuracy. She explains why traditional eCommerce platforms often fall short—and how Equip360 bridges the gap between legacy systems and modern customer expectations.

Key topics include:
• Why aftermarket parts eCommerce is fundamentally different from traditional eCommerce
• How serial numbers, BOMs, and technical documentation create unique challenges
• The role of visual search and exploded diagrams in reducing buying friction
• Why dealers and distributors face even more hurdles in parts commerce
• The importance of integrating data from across the organization into a single experience
• When to consider a specialized parts platform vs. a generic eCommerce solution
• How GenAlpha is helping manufacturers digitize legacy information and improve customer support

This episode is essential listening for B2B manufacturers, digital teams, and consultants looking to understand what it truly takes to serve complex products and customers in an increasingly digital world.

Guest: Kris Harrington
Host: Justin King

Introducing B2B eCommerce World. A conference focused on networking, education and training.

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2BEA Insider, Justin King sits down with Graham Lubie, SVP at Wasserman Digital, to explore the reality behind digital transformation in B2B—and why treating eCommerce as a long-term program, not a one-off project, is critical to success.

Graham shares insights from decades of working with manufacturers and distributors navigating complex B2B ecosystems. From bridging the communication gap between executive teams and digital leads, to redefining strategy around real business value—not just technology—Graham unpacks what it takes to create scalable, impactful digital programs.

Key topics include:

• The difference between eCommerce as a project vs. an ongoing program
• Why B2B complexity (product, customer, and process) is a competitive advantage
• How manufacturers and distributors are evolving channel strategies
• Communicating digital initiatives in terms executives understand: revenue, cost, and ROI
• The importance of owning the entire customer journey—from discovery to post-sale
• Why AI won’t be building enterprise applications anytime soon (and what it can do)
• The hidden opportunities in B2B content syndication and customer self-service

This episode is a must-listen for digital leaders, strategists, and B2B executives who want to unlock the full potential of their eCommerce investments—beyond just launching a webstore.

Guest: Graham Lubie
Host: Justin King

Introducing B2B eCommerce World. A conference focused on networking, education and training.

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2BEA Insider, Justin King sits down with Beth Segovia, CEO of TradeCentric, to explore how B2B suppliers can drive revenue, efficiency, and strategic impact by embracing connected commerce.

Beth shares insights on why eCommerce in B2B is not just about great websites and strong products—it’s about delivering seamless procurement experiences, automating transactions, and scaling integration with customers. From real-time pricing adjustments driven by tariff changes to AI-supported document workflows, Beth dives deep into how suppliers can create error-free, frictionless buying journeys that win business and build loyalty.

She also shares TradeCentric’s evolution from PunchOut2Go and why automating PunchOut, POs, and invoices—the “trifecta”—delivers the biggest ROI for suppliers navigating today’s complex digital commerce landscape.

Key topics include:
• Why B2B eCommerce must be integrated, not isolated
• How procurement integration removes friction and reduces errors
• The role of PunchOut in buyer control and supplier loyalty
• Real-time tariff response and hosted catalog alternatives
• Scaling integrations without overloading your team
• The future of agentic, AI-powered procurement
• What it takes to make eCommerce truly strategic in the C-suite

This episode is a must-listen for digital leaders, IT teams, and revenue executives looking to future-proof their go-to-market strategy and make B2B buying radically easier.

Guest: Beth Segovia
Host: Justin King

Introducing B2B eCommerce World. A conference focused on networking, education and training.

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org

In this episode of the B2B eCommerce Show, Justin King dives deep into the world of agentic AI with Jason Hein and Chris Gee, two thought leaders shaping how AI will fundamentally alter B2B digital commerce.

As AI evolves beyond static chatbots, the conversation explores how agentic AI, autonomous, goal-oriented digital agents, can perform complex tasks across eCommerce, supply chain, procurement, and more. Chris and Jason break down what an "agent" really is, how it's different from traditional automation, and why we're now entering a stage where AI can act like digital employees.

They also discuss what it takes to prepare for this shift: from structuring product data to adopting new interoperability standards like MCP, and building experiences optimized for both humans and AI agents. With real-world analogies and insights from the Applied AI conference, this episode equips B2B leaders to embrace what's next.

Key topics include:

• What agentic AI is and how it differs from ChatGPT-style AI
• How agents act like autonomous employees with task specialization
• Real-life examples of agents coordinating travel, shopping, and more
• Why product data accuracy is foundational for AI-readiness
• How standards like MCP and A2A help agents “read” your site
• The role of agent orchestration and parallel task execution
• The enterprise vs. SMB adoption curve and early movers like SAP
• Preparing B2B storefronts to be agent-optimized for discovery and conversion

This episode is essential listening for digital commerce leaders, IT strategists, and innovation teams looking to stay ahead of the AI transformation curve in B2B.

Guest: Jason Hein & Chris Gee
Host: Justin King

Introducing B2B eCommerce World. A conference focused on networking, education and training.

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org