How to Bring B2B Online (Without Losing Your Mind) – with Wastequip’s Kevin Creese

It’s one thing to sell snacks or sneakers online. It’s another to sell dumpster lids and hydraulic cylinders.

This week we’re joined by Kevin Creese, Director of Ecommerce at Wastequip, where he’s leading the charge to modernize how waste handling parts are discovered, bought, and supported online.

Dave and Kevin dig into the heavy-duty realities of B2B ecommerce—where the SKU count is high, the data is messy, and the buying process is anything but simple. They cover how to make ecommerce work in a category where most customers don’t even know the part numbers they need—and why success here requires patience, creativity, and a solid plan (plus a few incentives for your warehouse team).

Whether you’re wrestling with your own product data, or just curious how industrial brands are tackling digital transformation, this one’s worth a listen.

Key Takeaways & Episode Highlights

• Why “starting with the part number” won’t work—and how Wastequip built a taxonomy based on what customers are actually searching for
• How to collect product data and images at scale (including the creative incentive program they used with their team)
• The reality of managing 60,000 SKUs and why you can only eat the elephant one bite at a time
• How AI is helping Wastequip tag images, generate marketing copy, and structure product data
• The critical role of iteration and continuous improvement in B2B ecommerce—because the data is never really “done”

Rapid Rundown Questions

• Favorite digital project: The rebuild of wastebuilt.com, and the partnership with AmericanEagle.com
• Most surprising fact about the waste industry: There’s very little good product data behind most parts
• B2B brand that nails the digital experience: JetWind
• Trivia: How many pounds of waste does the average American generate per day? Nearly 5lbs!
• Hobbies and reset button: Golf, walking the dog, time with the granddaughter, and family adventures in the Northwest

Connect with Kevin: https://www.linkedin.com/in/kevincreese/

Get the It’sRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/

Take It’sRapid’s Creative Workflow Automation with AI survey: https://www.proprofs.com/survey/t/?title=ffgvd

Email us at sales@rapidads.io with code “BEYOND2025” to find out how you can save more than $1,000 on our Digital Sell Sheets and Retail Media Automation solutions

Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com

Producer: Jake Musiker