B2B eCommerce Show

Guest: Kyler Nixon
Host: Justin King
In this episode, Justin King sits down with Kyler Nixon, to discuss the evolution of digital transformation in B2B businesses. They explore how distributors and manufacturers can leverage technology to create seamless customer experiences, improve efficiency, and drive growth. The conversation covers the challenges of adoption, the changing role of sales teams, and the importance of omnichannel strategies in today’s competitive landscape.
Key Takeaways
Digital Transformation is No Longer Optional
Businesses must adopt digital tools to stay competitive.
It’s not just about eCommerce—data-driven decision-making and automation play a crucial role.
Customer Expectations are Changing
Buyers want seamless omnichannel experiences across self-service, sales reps, and digital platforms.
Personalization and convenience drive customer loyalty.
The Sales Role is Shifting
Sales reps are moving from order-taking to consultative advisors.
Companies that equip their teams with customer insights and data gain a competitive edge.
Technology Must Work for the Business
Integrating ERP, CRM, and eCommerce enables better decision-making and efficiency.
A strong digital foundation improves both internal operations and customer satisfaction.
Adoption Challenges and How to Overcome Them
Resistance to change is common, but strong leadership and training are key.
Aligning technology investments with business goals ensures long-term success.

Show Links

• FREE Community
• GPT - The B2B eCommerce Brain (try for FREE)

How to Connect with Kyler Nixon

• Connect with Kyler

There has never been a more destructive phrase in B2B eCommerce than “Consumerization of B2B.”

In the musical Hamilton, there’s a song called “The Room Where It Happened.” Well, I was in the room where it happened when this phrase was born.

I was working with the hybris team and a few of their big agency partners—mostly B2C guys—who wanted to push into B2B but couldn’t quite crack it. At one point, someone said something like:
"Isn’t eCommerce just eCommerce? Don’t people bring their expectations from buying into the workplace?"

And that was it. That became the strategy. And honestly? It set B2B digital back a decade.

In 2010, I wrote two articles:

1. “Who Cares About the Add to Cart Button?”
2. “Can We All Stop Talking About the Consumerization of B2B Yet?”

Because even then, I knew—we were solving the wrong problem.

B2B buyers don’t need a better shopping cart. They need better tools to do their job.

• They don’t think in transactions. They think in workflows.
• They don’t want to type things into their ERP, then re-type them into a website.
• They don’t need eCommerce. They need eBusiness—a digital experience that actually fits how they work.

[THE CAVEAT]
Now, let’s be clear—there are industries where traditional eCommerce does work.

• In JanSan, office supplies, plumbing—buying through an eCommerce site actually makes life easier. These customers would choose to buy online because it fits how they work.
• And that’s the whole point. We need to listen to customers, understand how they buy, and then build digital tools that actually help them do their job better.

When we talk about customer adoption problems, we have to ask ourselves:
"Are customers not adopting because it’s not actually helpful?"

I’m not saying websites don’t matter. Information, knowledge, discovery, and solutioning are more critical than ever.
But why would we expect customers to adopt a system that makes their job harder?

We wouldn’t.

The Rethink: Mapping the Customer Journey First

Before we talk about solutions, we need to ask a fundamental question:

Do you truly understand how your customers purchase today in their jobs?

Not just where they buy—but how they buy. What triggers a purchase? Who’s involved? What systems do they already use? What makes their job harder—or easier?

If you haven’t done a customer journey map to break down every stage of the buying process, you’re just guessing. And that’s how we end up building eCommerce sites that nobody actually wants to use.

We need to rethink the whole model:

• Instead of making customers search for products, we should be anticipating their needs—offering AI-driven recommendations based on usage, inventory levels, or past orders.
• Instead of a checkout process, we should be integrating directly with procurement systems—eliminating double entry, streamlining approvals, and embedding into how they already buy.
• Instead of forcing them into our site, we should be meeting them where they work—through APIs, punchout catalogs, real-time quoting, and AI-powered ordering tools.

Because at the end of the day, the goal isn’t to get them to use your system. It’s to make their job easier.

The companies that win in B2B eCommerce won’t be the ones with the best website.
They’ll be the ones who digitally enable their customers’ work.

B2B isn’t about mimicking Amazon. It’s about eliminating friction, integrating processes, and making life easier for the buyer.

It’s time we stop talking about the

In today's voice note, I share an insightful discovery from a conversation with the VP of E-commerce at a large manufacturing company. During our chat, I learned that the feature driving high growth and adoption on their e-commerce site wasn’t search or product recommendations—it was the simple addition of favorites and lists. This seemingly basic tool has completely changed how customers interact with their platform, allowing them to curate their essential products, save time, and reduce friction.

The company capitalized on this by personally training customers, webinars and extensive marketing, proving that simplifying the customer’s experience can lead to increased return visits and spending. Tune in as I explore how minor enhancements can significantly impact customer satisfaction and business growth.

Welcome to the B2B eCommerce Show! We're thrilled to kick off what promises to be an insightful and transformative journey into the world of B2B eCommerce.

In this trailer episode, hosts Justin King and Sarah Falcon dive into what makes this podcast essential listening for anyone in the B2B e-commerce space. From exploring market dynamics and innovative technological advances to discussing the importance of customer adoption, engagement, and acquisition, we cover it all.
B2B eCommerce Association
B2B eCommerce Professional Level One Certification

Structuring a World-Class Product Content Team with Anthony Testa

Guest: Anthony Testa, Product Content and Supplier Relations Expert
Host: Justin King

Key Takeaways:

1. The Wild West of Product Data:
   • Early on, most manufacturers and distributors lacked structured product content, leading to inefficiencies.
   • Attempting to migrate legacy data into new systems without cleansing often results in failure.
2. The Role of PIM and Data Standardization:
   • Implementing a Product Information Management (PIM) system is crucial, but the real value comes from data standardization.
   • Content must be consistent across customer-facing platforms (web, catalogs) and internal systems (ERP, logistics).
3. Building an Effective Product Data Team:
   • Data Operations Team: Engages with suppliers, collects, and processes product data.
   • Data Governance Team (The "Data Police"): Ensures compliance with taxonomy and formatting rules before publication.
   • Supplier Relations: Working closely with manufacturers to enforce data quality and consistency.
4. Challenges in Supplier Data Compliance:
   • Many suppliers struggle to format product data correctly, relying on sales teams who lack expertise in content management.
   • Larger manufacturers like 3M and Kimberly-Clark excel at content syndication, ensuring accurate, updated data for distributors.
5. The ROI of Investing in Product Content:
   • Poor content impacts invoices, purchasing decisions, and customer trust.
   • Companies relying on digital sales must prioritize structured, enriched product content to compete effectively.
   • Even smaller distributors ($200M in revenue) need to invest in data strategy, even if they don’t implement a full PIM system.
6. The Future of AI in Product Data Management:
   • AI will automate data compliance, reducing the need for large content teams.
   • Manufacturers and distributors should capture industry knowledge before experienced professionals retire.
7. A Big Idea – The Knowledge Economy for Trades:
   • Capturing industry knowledge through structured AI-powered conversations with experienced professionals could be transformative.
   • Creating a gig economy for retired experts to document tribal knowledge could revolutionize B2B education and product guidance.

About Anthony Testa Today:

• Consulting with manufacturers and distributors on product content and digital strategy.
• Acting as Chief Revenue Officer at Green Bloom, a sustainable sorbent manufacturing company.
• Helping US Paper, a fast-growing Jan-San distributor, scale operations across the East Coast.

Show Links

• FREE Community
• GPT - The B2B eCommerce Brain (try for FREE)

How to Connect with Anthony Testa:

📩 Email: [email protected]