This week, we met Kyle Gustafson, civil engineer by training, digital commerce expert by career. From scaling office supply giants to building businesses at Amazon, Kyle reflects on what digital transformation really takes and why WIFM – “What’s in it for me?” – is the key to adoption and growth.

Highlights

00:00 – Introduction: Meet Kyle Gustafson & His Career Path

02:00 – Lessons from Office Depot, Staples, and OfficeMax

04:00 – Building Private Brands and Supply Chains at Amazon

06:35 – Transformation Mindset: Thinking 20 Years Ahead

11:35  – Why Companies Call for Help: Common Consulting Triggers

17:40 – Defining eCommerce: Where’s the line? 

21:33 – Why Digital Transformation Never Really Ends

28:40 – Tech Adoption and the Power of WIFM

34:10 – The Alexa Microwave Story: When Customer Value Isn’t There

39:23 – Leadership Lessons from Mentor Ron Lala

45:10 – Book Recommendations & Closing Thoughts

Resources Mentioned

• Viktor Frankl – Man’s Search for Meaning
• Malcolm Gladwell – The Revenge of the Tipping Point
• Paul Leonardi and Tsedal Neeley – The Digital Mindset: What It Really Takes to Thrive in the Age of Data, Algorithms, and AI

Allie Copeland, Chief Transformation Officer at ADI Global, joins Aaron Sheehan to break down what transformation looks like in wholesale distribution. From merging companies and overhauling tech to building a customer-first culture, Allie shares how ADI keeps progress moving, even when change never ends.

Episode highlights:

00:00 – Introduction: Meet Allie Copeland & ADI

02:15 – What Does a Chief Transformation Officer Do?

04:50 – Why Transformation Never Really Ends

09:15 – Turning Strategy into Action

12:54 – Upgrading Tech: From Mainframe to Microservices

18:25 – Planning for Agility, Not Just Stability

21:45 – “Even Better Together”: Customer-First M&A

25:15 – Decision-Making: When Changes Help (or Hurt) Customers

27:24 – Real Feedback: NPS, Surveys, and Store Pilots

29:30 – How Distribution is Evolving Beyond Inventory

34:32 – Culture Change: Project Avengers & Rebel Alliance

40:13 – Radical Transparency & Leading Through Uncertainty

42:35 – Leadership Lessons & Advice for Transformation

46:25 – Book Recs & Closing Thoughts

Resources mentioned:

• The Singularity Is Nearer by Ray Kurzweil

• Apple in China by Patrick McGee

This episode tackles the real reasons manufacturers and distributors stay stuck: old systems, patchwork processes, and business habits that don’t change overnight. Jason Greenwood and Aaron Sheehan dig into what goes wrong in B2B projects, how leaders can spot roadblocks early, and why honest internal conversations matter more than buying the latest software.

Key Highlights

5:00 Why B2B companies still run on spreadsheets and ancient ERPs

9:00 Shadow IT in B2B operations

11:03 Field reps aging out, digital-native buyers moving in – how it’s reshaping expectations

13:05 The real question companies ask: Should we replace the ERP or launch eCommerce first?

15:23 Customers force the issue: “We’ll switch suppliers if you don’t make it easier”

17:05 How Jason breaks the customer base into three digital adoption buckets

19:16 Manual ordering habits (screenshots, PDFs)

23:20 When eCommerce is dismissed as ‘just for small customers’ and why that’s wrong

32:00 How eCommerce automation solves pain points beyond the transactional workflow

Resources Mentioned 

• Digital Services Layer (DSL): Jason’s concept for all the non-transactional digital capabilities customers expect.
• OroCommerce's AI SmartOrder: An AI-powered tool for processing unstructured purchase orders and enabling digital self-service.
• Upcoming Movie: A Big Bold Beautiful Journey
• Top Gun: Maverick
• B2B eCommerce World 2025 in Scottsdale, AZ

Kyler Nixon, Co-Founder of Forward Studios, joins the show to unpack what most distributors and B2B eCommerce teams get wrong about email marketing and how to turn it into a growth channel. Drawing on first-hand lessons as a Chief Revenue Officer, Kyler breaks down how to capture more revenue, why most companies leave money on the table, and what practical steps move the needle in B2B email.

Episode highlights:

00:30 – Intro: Kyler’s path from agency owner to B2B eCommerce

03:00 – What distributors get wrong about email marketing (and how Kyler found the gap)

05:42 – Planning and forecasting in distribution: What signals Kyler actually tracked

09:45 – Why the “endless aisle” is a trap for most distributors

11:40 – First growth levers: growing the sales team, fixing SEO, improving UX

16:33 – The lost revenue of not capturing email

22:40 – Personalization in B2B email: beyond “Hi, Bob”

23:50 – Simple segmentation that works: inside vs. outside the buying window

25:52 – Kyler’s 3-part B2B email marketing framework explained

32:10 – What the B2B Commerce Association adds for practitioners

37:23 – Kyler’s podcast and TV recommendations

Resources Mentioned:

How I Built This (podcast by Guy Raz)

Wisdom from the Top (podcast by Guy Raz)

Survivor (reality TV show)

B2B Commerce Association

The 2025 B2B Buyer Perspectives Report

In this episode, we sit down with Steven Javor, Head of Digital Customer Experience at Schneider Electric, for an inside look at how a global leader navigates the realities of digital transformation, AI, and the fast-changing world of B2B distribution. Steven shares Schneider Electric’s lessons learned from building marketplace strategies, upskilling employees in AI, and what it takes to keep up with the next generation of B2B buyers.

Key Takeaways:

(02:05) An intro into what Schneider Electric does

(05:28) Schneider Electric’s global approach to customer experience and digital strategy

(07:34) How regional differences shape digital transformation in B2B

(09:08) How B2B companies can succeed with digital 

(13:22) Steve’s takeaways from recent B2B Online events

(15:21) The risks of not exploring and implementing digital solutions

(20:33) The evolution from D2C to marketplace: supporting distributors instead of competing

(24:25) Building AI competency at scale – Schneider’s internal mandate

(29:10) The link between digitization, sustainability, and Schneider’s core business

(31:06) Steven’s advice for digital leaders on aligning executive buy-in and driving change

Thanks for listening to B2B Commerce UnCut: A Journey Through Change, powered by Oro. If you enjoyed this episode, please leave a review and subscribe for more real-world B2B insights.

Beyond Portals: Building B2B Brands with eCommerce

In this special episode, we bring you a live session from B2B Online Chicago 2025, featuring Aaron Sheehan, Head of Product Marketing at OroCommerce, and Taylor Simpson, eCommerce & Digital Marketing Strategist at Ciranda, a leading food ingredient distributor. Aaron and Taylor discuss why B2B eCommerce is about more than just portals – and how building a unified, customer-centric digital experience can transform both sales and brand value.

Key Takeaways:

(01:25) Why traditional portals fall short of building B2B brand trust

(03:20) What's a B2B portal, and why it's not enough

(04:05) Why branded websites don't drive growth either

(05:38) What B2B buyers find frustrating with a current B2B commerce experience

(06:50) The proposed solution: Integrating the portal and brand website into one experience

(09:11) Ciranda’s journey from two sites to a single customer-first platform

(12:14) Personalizing experiences for both major and long-tail food brand customers

(13:50) Audience question: How are Ciranda's sales team's operations organized?

(16:08) Ciranda's results one quarter after going live with OroCommerce

Thanks for listening to B2B Commerce UnCut: A Journey Through Change, powered by Oro. If you enjoyed this episode, please leave a review and subscribe for more real-world B2B insights.

#b2becommerce #distribution #digitalcommerce

In this special episode, the original founders of OroCommerce — Yoav Kutner, Dima Soroka, and Jary Carter — join the B2B Commerce Uncut podcast for a behind-the-scenes conversation about what it took to build a B2B eCommerce platform before the market was ready.

They share how their early experience at Magento shaped their thinking, why OroCommerce was never just a pivot from CRM, and what it means to build for long-term customer success in a landscape obsessed with trends. If you want a front-row seat to what B2B vision looks like and the patience it demands, this is the episode to hear.

Key Takeaways

(01:32) How the OroCommerce founders originally met at Magento

(04:18) How CRM led to commerce — and why not everyone agreed at first

(06:40) Why a CRM foundation made OroCommerce stronger

(09:38) The dangers of chasing trends instead of solving problems

(12:55) The long-term vision: faster time-to-market and real ROI

(15:20) How the product roadmap evolved from CRM roots to full B2B commerce

(17:55) Where OroCommerce sees B2B eCommerce heading over the next five years

(25:20) The difference between true B2B architecture and B2B add-ons

(27:55) What’s changed (and hasn’t) in the eCommerce platform landscape

(31:30) How AI is starting to reshape B2B buying and operations

(34:36) Practical early AI use cases in manufacturing and distribution

(37:53) How OroCommerce balances AI experimentation without technical debt

(40:30) The story behind Jary Carter’s return to OroCommerce — and what’s next

Thanks for listening to “B2B Commerce UnCut: A Journey Through Change,” powered by OroCommerce. If you found this episode useful, leave a review and subscribe to catch the next drop of real-world B2B insights.

#ecommerce #b2becommerce #digitalcommerce

Jack Moberger, Head of Sales at DocUnlock, returns for a timely conversation on the evolving tariff landscape and what importers, brokers, and logistics pros need to do to stay ahead. 

DocUnlock helps digitize customs workflows for brokers and freight forwarders, giving Jack a front-row seat to how businesses are adapting to shifting trade policy, non-compliant bonds, and ACH risks. If you’re wondering who to trust for real updates or what proactive steps your business should take right now – this episode covers it.

Key Takeaways:

(01:11) Why tariff changes send shockwaves through freight forwarding and brokerage

(03:22) The real sources importers should follow (not the headlines)

(04:42) What the CSMS notification system is and how to use it

(06:18) A quick breakdown of the latest tariff shifts

(07:14) Country-specific tariffs (“Liberation Day”) 

(10:10) How to prepare your business for tariff increases

(10:33) Why surety bonds are suddenly under pressure, and what to do

(11:35) How ACH tariff payments can protect you from financial strain

(12:14) Why invoice itemization matters more than ever

(12:59) What drawback recovery is and how to benefit from it

(14:15) Why classification compliance is under the microscope right now

(15:43) Can you avoid tariffs by shipping between company divisions?

Resources Mentioned:

CSMS (Cargo Systems Messaging Service)

https://www.cbp.gov/trade/automated/cargo-systems-messaging-service

NCBFAA (National Customs Brokers & Forwarders Association of America) https://www.ncbfaa.org/

Sandler, Travis & Rosenberg (Trade law firm) 

https://www.strtrade.com/

Thanks for listening to “B2B Commerce UnCut: A Journey Through Change,” powered by OroCommerce. If you found this episode useful, leave a review and subscribe to catch the next drop of real-world B2B insights.

#ecommerce #b2becommerce #digitalcommerce

In this episode, we’re joined by Chantal Schweizer, Head of Strategic Data Services at Pivotree. Chantal shares how structured product data impacts B2B success, why spreadsheets still dominate business operations and how taxonomy and knowledge graphs drive smarter decisions.

Key Takeaways:

(02:12) Taxonomy helps structure product data for better organization and searchability.

(05:20) Spreadsheets remain the default tool for managing business and product data.

(10:29) Taxonomy creates order from chaos, whether in nature or commerce.

(12:35) Spreadsheets can’t handle large-scale operations.

(16:35) Understanding SKU count and categories reveals the scale of data challenges.

(19:16) Discovery projects identify data issues before implementing long-term solutions.

(21:58) Automation creates efficiency but often sparks fears about job security.

(25:10) Buyers need fast, intuitive search tools to find products easily.

(29:59) An ontology connects multiple taxonomies to create structured relationships.

(34:55) A retailer adjusted inventory based on Taylor Swift’s concert schedule.

Resources Mentioned:

Chantal Schweizer -

https://www.linkedin.com/in/chantal-schweizer/

Pivotree | LinkedIn -

https://www.linkedin.com/company/pivotree/

Pivotree | Website -

https://www.pivotree.com/

Chantal Schweizer’s YouTube channel on Taxonomy -

https://www.youtube.com/@ChantalSchweizer

Sam Russo -

https://www.linkedin.com/in/pivotreeautomotive/

Thanks for listening to the “B2B Commerce UnCut: A Journey Through Change,” powered by Oro. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.

#eCommerce #B2BeCommerce #DigitalCommerce

Jack Moberger, Head of Sales at DocUnlock, joins us to discuss the evolution of B2B sales, AI-driven automation and the changing landscape of global trade. Jack shares insights from his time at Algolia and how his current role is transforming customs brokerage through digitization.

Key Takeaways:

(03:22) Why “corporate polycrisis” is a reality for many businesses.

(06:02) The challenges of B2B search and discovery for vendors.

(08:28) The era of generic B2B messaging is ending.

(13:37) Supply chains are now more complex and interconnected.

(15:41) How customs brokerage and freight forwarding are becoming more complex.

(18:33) What DocUnlock does to automate customs clearance and reduce manual work.

(23:37) AI is enabling compliance-heavy industries to scale efficiently.

(27:50) AI thrives in workflows with clear, correct answers.

(29:38) B2B digitization isn’t killing sales — it’s evolving it.

(35:37) Why eCommerce teams should be involved in sales forecasting.

(39:36) Regulatory changes create immediate demand for expert advice.

(43:27) Some of the best tech insights come from under-the-radar sources.

Resources Mentioned:

Jack Moberger -

https://www.linkedin.com/in/jmoberger/

DocUnlock -

https://www.linkedin.com/company/docunlock-ai/

World Trade Organization -

https://www.wto.org/

"The Three-Body Problem" by Cixin Liu -

https://www.amazon.com/Three-Body-Problem-Cixin-Liu/dp/0765382032

Thanks for listening to the “B2B Commerce UnCut: A Journey Through Change,” powered by Oro. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.

#eCommerce #B2BeCommerce #DigitalCommerce

In this episode, Digital Experience Expert Samantha Schwartz joins us to discuss the power of digital transformation in B2B commerce. With experience at companies like Jensen, McMaster-Carr, Zoro and ISN, Samantha shares how businesses can move beyond traditional sales models, leverage data for trust and create frictionless customer experiences.

Key Takeaways:

(04:22) How a customer-first strategy and strong data foundation drive growth.

(09:35) Why B2B eCommerce is more than an add-to-cart button.

(14:11) The impact of digital tools on sales, operations and customer service.

(16:07) How better merchandising and search can significantly increase RFQs.

(19:19) Why high-quality product data builds trust and drives conversions.

(20:17) How digitizing invoicing and payments can save hours of manual work.

(24:19) Strategies for meeting customers where they are and removing friction.

(28:02) The importance of taking risks and testing new digital channels.

(31:41) Advice for eCommerce leaders on proving digital’s value internally.

(34:35) How to assess a company’s digital maturity before joining.

(41:01) Why creativity requires stepping back and giving ideas space.

Resources Mentioned:

Samantha Schwartz -

https://www.linkedin.com/in/samantharschwartz/

Jensen Infrastructure -

https://www.jensenprecast.com/

“Creativity: A Short and Cheerful Guide” by John Cleese -

https://www.amazon.com/Creativity-Short-Cheerful-John-Cleese/dp/0385348274

Thanks for listening to the “B2B Commerce UnCut: A Journey Through Change,” powered by Oro. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.

#eCommerce #B2BeCommerce #DigitalCommerce