Mastering eCommerce Marketing 193. B2B Ecommerce Mistakes to Avoid with Jason Greenwood
In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jason Greenwood, founder of Greenwood Consulting and host of the eCommerce Edge podcast.
Jason has spent over 25 years working across eCommerce, with a sharp focus on B2B. The conversation centers on why B2B commerce has followed a very different path than DTC, and why many manufacturers and distributors are only now taking digital seriously.
They 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.
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Guest: Jason Greenwood, Founder & Lead Consultant at Greenwood Consulting
Jason Greenwood’s LinkedIn | Greenwood Consulting
Watch the full Youtube video here:
https://youtu.be/luahzCh6-fA
Takeaways:
• B2B e-commerce 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.
Chapters:
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