📦 In this special episode of the Pod, Jason guests on The Mastering eCommerce Marketing Podcast with host Eitan Koter
📦 This episode originally aired in early 2026
📦 Thanks for hosting me Eitan!
Episode Summary
Eitan & Jason talk about how COVID accelerated change, why marketplaces are one of the fastest-growing B2B channels and what modern B2B buyers actually expect from suppliers today. Jason also explains why traditional KPIs like AOV and conversion rate don’t tell the full story in B2B, and what metrics matter more.
The episode also covers change management, sales team resistance, and how Technology should support people instead of replacing them. Toward the end, Jason shares his take on when DTC brands should start thinking about wholesale and distribution and what happens when they wait too long.
Takeaways
- B2B eCommerce is significantly behind B2C but is catching up rapidly.
- The COVID-19 pandemic accelerated the need for digital transformation in B2B.
- Sales teams often resist digital changes due to traditional practices.
- Change management is crucial for successful digital adoption in B2B.
- B2B Relationships are long-term and require a human touch.
- Digital channels are essential for B2B Growth and efficiency.
- AI can enhance B2B operations but should not replace human interaction.
- D2C brands should consider B2B as a growth channel once stable.
- Understanding KPIs in B2B is different from B2C due to higher AOVs.
- Technology plays a vital role in the future of B2B E-Commerce.
Timestamps
- 00:00 Introduction and Background
- 01:00 Understanding B2B E-commerce
- 08:58 Digital Channels in B2B
- 13:48 Change Management in B2B Transformation
- 17:49 Key Performance Indicators in B2B
- 22:13 Technology Building Blocks for B2B
- 25:21 D2C Brands and B2B Opportunities
- 31:18 Personal Values and Closing Thoughts
Jason is the founder of Greenwood Consulting - a specialist B2B eCommerce consultancy.
For 20+ years Jason has been helping brands expertly architect compelling digital shopping & brand engagement experiences.
Jason is also the Founder, Host & Producer of THE ECOMMERCE EDGE Podcast. With 325+ existing episodes and 3 new episodes dropping per week, THE ECOMMERCE EDGE brings you the very best in eCommerce, Omnichannel and Retail Tech & trends.
Jason and his guests discuss topics in simple language anyone can understand and apply to level up their business!
