B2B eCommerce Show

In this episode of the B2BEA Insider, Justin King speaks with Alexander Graf, Co-CEO of Spryker, for a no-fluff, deep-dive conversation on the state and future of B2B digital commerce.

Alexander shares his two-decade journey from traditional retail to co-founding Spryker, shedding light on why B2B eCommerce has outpaced B2C in complexity, innovation, and strategic impact. Together, he and Justin explore how manufacturers and distributors can rethink customer journeys, tackle organizational resistance to digital transformation, and embrace platforms that support evolving buyer expectations.

They candidly address the gaps in executive buy-in...

In this episode of the B2B eCommerce Show, Justin King brings together Jason Hein, Jay Schneider, and Sam Aldinger to reflect on key insights from the AppliedAI Conference 2025, one of the industry’s most talked-about events shaping the future of B2B.

From supply chain automation to intelligent product discovery and the future of AI in customer engagement, this powerhouse panel dives into how applied AI is evolving from hype to practical impact in the B2B space. Whether you’re leading digital transformation or looking to stay ahead of the curve, these insights are grounded in r...

In this episode, Justin shares the behind-the-scenes story of the B2B eCommerce / Digital for CEOs  — a brand-new video series designed specifically for CEOs, CFOs, CIOs, and Presidents of manufacturing and distribution companies.

Too often, digital leaders struggle to get buy-in from the executive team — not because the ideas are wrong, but because the conversation isn’t happening in the right language. This series bridges that gap.

Justin walks through:

In this episode of The B2B eCommerce Show, host Justin King welcomes Lori Highby, marketing strategist, podcast host, and founder of Keystone Click, for a deep dive into why manufacturers still struggle with marketing in the digital age.

Lori shares her journey from growing up in tool and die shops to helping manufacturers shift from outdated tactics to smart, strategic storytelling. Together, she and Justin explore the real meaning of brand awareness, the long-game of marketing, and how AI is reshaping buyer journeys in real time.

Key topics include:
• Why storytelling outperforms data wh...

In this episode of The B2B eCommerce Show, Justin King welcomes digital transformation leader Liz Duggan for a powerhouse conversation about the evolution, and persistent challenges of B2B digital commerce.

Liz, who has led digital strategy for over 85 Fortune 1000 companies and now heads strategy at Smith, shares deeply insightful perspectives on what truly drives value in B2B eCommerce. Together, she and Justin dissect why digital adoption still struggles, why customer motivation is the key to innovation, and why it’s time to shift from "order pad" thinking to real growth enablement.

Key to...

Guest: Jason Hein, Jason Greenwood, Sam Aldinger, Jay Schneider
Host: Justin King

In this episode of The B2B eCommerce Show, Justin King brings together an expert panel—Jason Hein, Jason Greenwood, Sam Aldinger, and Jay Schneider—for a raw and practical discussion on what it really takes to drive customer adoption in B2B eCommerce.

From legacy system challenges to sales team alignment, each guest shares frontline insights on the realities of digital transformation inside manufacturers and distributors. The conversation peels back the layers on what adoption means beyond the login—and why too ma...

In this episode of The B2B eCommerce Show, Justin King sits down with Carlos Camacho, Global Commerce Lead at Bausch + Lomb, to unpack the real-world challenges—and practical strategies—behind customer adoption in B2B eCommerce.

Carlos brings nearly two decades of hands-on experience driving digital transformation across manufacturing and distribution, and shares why the success of eCommerce has less to do with platforms—and everything to do with people, process, and internal alignment. Together, they dive deep into the evolution of the B2B buyer, the role of sales in a digital-first world, and what it act...

Guests: Jason Greenwood, Jason Hein, Jay Schneider, Sam Aldinger
Host: Justin King

In this episode of the B2B eCommerce Show, Justin King brings together a powerhouse panel — Jason Greenwood, Jason Hein, Jay Schneider, and Sam Aldinger — to unpack three of the hottest topics in B2B right now: VTEX leaving the MACH Alliance, what B2B leaders were really doing at ShopTalk, and whether the B2B ecosystem has become an echo chamber—or even a kind of religion.

The crew dives into what it was like being B2B insiders at a retail...

In this episode of the B2B eCommerce Show, Justin King talks with Jay Schneider, founder of B2B Squared, about the massive shift happening in B2B eCommerce—specifically around platform selection and replatforming.

With 65% of B2B companies expected to replatform in 2024, Jay breaks down the reasons behind this trend and shares how his team is using data, AI, and smart processes to help companies avoid costly mistakes. He sheds light on the flaws in traditional platform selection, how to build a better process, and why “hope is not a strategy” when it comes to digita...

In this episode of the B2B eCommerce Show, Justin King sits down with Sam Aldinger, a respected leader with over 20 years at Fastenal, to explore the power of leadership, culture, and people in business.

Sam shares his journey—from starting in a tool crib to leading corporate initiatives—and reflects on the leadership principles that shaped Fastenal’s culture, including the influence of founder Bob Kierlin (BK). They discuss the importance of humility, servant leadership, and fostering an environment where employees feel empowered to succeed.

Key topics include:

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 abou...

In this episode, Justin King sits down with Caroline Ernst, VP of eCommerce Solutions at AD, to discuss why product content is more than just an e-commerce necessity—it's the foundation of business success.

- Why clean, standardized product data is essential for distributors
- How AI is transforming product content management
- The evolution of digital strategies in distribution
- The role of manufacturers in ensuring accurate product data
- How AD helps independent distributors scale with better content

Caroline shares insights on how distributors can turn messy data into a...

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...

Guest: Nick Pericle
Host: Justin King

Key Takeaways:

AI is Not Deterministic—It’s Probabilistic
Unlike traditional software, AI doesn’t always produce the same result for the same input. This unpredictability challenges how people perceive technology and requires a mindset shift.

AI as a Business Partner, Not Just a Tool
AI isn’t just for automation—it can act as a collaborator, strategist, and assistant to enhance productivity, decision-making, and creativity in business.

Adoption Requires Breaking Old Paradigms
Many businesses struggle with AI adoption because th...

Structuring a World-Class Product Content Team with Anthony Testa

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

Key Takeaways:

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 expe...

Dive into Episode 1 of the B2B eCommerce Show as our panel of B2B eCommerce experts explores the evolving landscape of B2B eCommerce. From groundbreaking technologies to market trends, this episode covers key insights and predictions for the future.

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