The Jason & Scot Show - E-Commerce And Retail News

EP332 - Kelly Goetsch Order Network eXchange (onX) Standard

Nov 18, 2025

Kelly Goetsch, President of Pipe17 and e-commerce technology expert, shares his insights on the evolving order management landscape. He discusses the innovative Order Network eXchange (ONX) standard and how it aims for seamless communication between selling channels and fulfillment systems. Kelly emphasizes Pipe17's unique network-based approach that leverages AI for real-time responsiveness. He also explores the future of AI in e-commerce, predicting a significant impact by 2030, and the importance of standardization for enhancing order operations.

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ANECDOTE

Kelly's Commerce Career Path

Kelly traced his commerce roots from ATG to Oracle to commercetools and co-founding the Mock Alliance.
He joined Pipe17 as COO and sees order management as central in the agentic commerce era.

INSIGHT

Network-First Order Operations

Pipe17 built a network-first approach to order operations instead of a monolithic OMS model.
That network plus AI enables millisecond propagation of inventory and routing decisions across many selling and fulfillment channels.

ADVICE

Adopt Standards To Cut Integration Cost

Join and implement a shared standard so vendors avoid costly point-to-point integrations.
Use MCP as the connector layer to surface data and functionality to AI and other selling channels.

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EP327 - Kelly Goetsch Order Network eXchange (onX) Standard

http://jasonandscot.com

In this episode of the Jason & Scot Show, recorded on Thursday, November 6th, hosts Jason Goldberg and Scot Wingo welcome back Kelly Goetsch, now the President of Pipe17. They dive deep into the evolving landscape of e-commerce, order management, and the impact of AI on consumer experiences, taking us on a journey through the dynamic developments of the industry.

The conversation kicks off with a nostalgic nod to a previous episode, highlighting the rapid shifts in technology and market dynamics since Kelly last joined the show during the height of the microservices boom in July 2021. The discussion emphasizes the transformation of order management systems (OMS) and how current customer expectations have been reshaped by giants like Amazon, pushing brands to adapt to new fulfillment models. Kelly explains how Pipe17 positions itself uniquely in the OMS space, competing not just with traditional systems but also embracing a network-based approach, citing their aim to redefine order operations for the modern era.

Throughout the episode, listeners learn about the innovative concept of the Order Network Exchange (ONX) and the Commerce Operations Foundation, which aims to standardize communications between selling channels and fulfillment systems. Kelly describes the vision of a seamless, integrated environment where data flows between systems in real-time, vastly improving responsiveness to customer orders and effectively managing inventory across various platforms. The team delves into the significance of the Model Context Protocol (mCP), which allows AI to interface more effectively with various applications in real-time, exemplifying the transformative potential of AI within commerce settings.

The conversation takes an intriguing turn as the hosts discuss the current state of e-commerce, focusing on how emerging technologies and shifts in consumer behavior are influencing future sales trends. Kelly expresses a bold prediction that more than 50% of e-commerce transactions will be influenced by AI in the near future. The dialogue also spans the evolution of payment solutions, summarizing the landscape of competing systems and the potential for disruption.

Jason and Scot further probe the notion of the web's declining dominance compared to new AI-driven shopping experiences. Kelly shares insights about the changing nature of discovery channels and how AI can reinvent customer interactions in meaningful ways, potentially replacing traditional web browsing models. Amidst these discussions, Kelly highlights the importance of fostering collaboration within the industry, illustrating how cooperation can lead to overall growth and improved customer experience.

As the episode wraps up, the conversation touches on the necessity for companies to become agile, moving away from prolonged evaluation processes towards a model that values continuous improvement. The discussion reinforces the idea that standards may provide the needed flexibility for businesses to adapt more readily to accelerating changes in technology.

Tune in for this captivating episode, filled with rich insights into the future of e-commerce, AI's pivotal role in shaping customer experiences, and the transformative efforts underway at Pipe17!

If you enjoyed this episode, please consider leaving a review on your preferred podcast platform, and don't forget to subscribe for more engaging discussions and industry insights!

Episode 332 of the Jason & Scot Show was recorded on Thursday, November 6th, 2023.

Join your hosts Jason "Retailgeek" Goldberg, Chief Commerce Strategy Officer at Publicis, and Scot Wingo, CEO of ReFiBuy and Co-Founder of ChannelAdvisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing.