E277: 📦B2B Commerce Corner #23 | WHAT DOES ADVANCED PRODUCT SEARCH, DISCOVERY & MERCHANDISING LOOK LIKE FOR COMPLEX B2B MERCHANTS - ELI FINKELSHTEYN, CONSTRUCTOR
Unlocking the Secrets of B2B Commerce: An Interview with Constructor's Eli Finkelshteyn
If you've been circling the B2B commerce scene, you've probably heard about the big players shaking up the game. But if you haven't been introduced to Constructor, a platform that's all about search and product discovery for the B2B giants, you're missing out on some serious knowledge. Lucky for us, we got the scoop from the source, ELI FINKELSHTEYN, the brain behind Constructor, which, by the way, snagged a spot in the Forrester Wave for Commerce Search and Product Discovery platforms for Q3 of 2023.
Eli dropped by the B2B COMMERCE CORNER of THE ECOMMERCE EDGE podcast, and let me tell you, it was anything but a snooze fest. This chat was jam-packed with insights on the nitty-gritty of search and merchandising for complex B2B merchants.
Eli's eCommerce Epiphany
Eli's journey to eCommerce stardom is nothing short of fascinating. With a background that zigzags from data science to computer science and linguistics, it's like he was tailor-made for the eCommerce universe. His first taste of eCommerce search sparked at Shutterstock, where the blend of computational linguistics and shopper psychology hooked him for good. He craved problems that demanded more than just relevant search results; he wanted to find what would make customers hit that buy button.
Digging into the psyche of the shopper, understanding their behavior, and presenting products in a way that's not just relevant but also downright irresistible – that's where Eli found his eCommerce calling.
B2C vs. B2B: Not Just Apples and Oranges, More Like Apples and Steak
Anyone who's dipped their toes in Shopify knows it's a sweet deal for B2C, but B2B merchants? Not so much. That's where Constructor saw its chance to shine. Eli explained that B2B commerce is a whole different beast with its own unique challenges, like humongous product catalogs and exclusive deals for certain accounts.
Constructor's approach to B2B personalization turned out to be a goldmine. With regular B2B customers logging in frequently and a treasure trove of data at their fingertips, Constructor could tailor the shopping experience in ways B2C sites could only dream of.
Tech Talk: Building Blocks and Bold Moves
When Constructor started, they kept it simple with just auto-suggest. But as they flexed their product discovery muscles, their suite grew to include search, browse, recommendations, and quizzes. Eli's a firm believer in focusing on what you do best, and for Constructor, that's giving the eCommerce world the product discovery tools it needs to thrive.
The Big Question: How Constructor Makes Bank
Now, you might be wondering, "How does Constructor actually make their money?" They start with a solid proof schedule, getting a gander at your product catalog and slapping some JavaScript on your site to monitor customer clicks and preferences. This data-driven approach ensures that for every dollar you invest in Constructor, you're getting a hefty return.
The Future is B2B
For those in the B2C game, B2B commerce might seem like uncharted territory. But with platforms like Constructor paving the way with tech tailor-made for B2B, there's a world of opportunity waiting to be explored. It's about time B2C brands and the tech that supports them wake up to the B2B call.
Constructor's journey is a prime example of how eCommerce tech is evolving. From recognizing the untapped potential in B2B to creating personalized buying experiences that blow traditional search metrics out of the water, they're proving that with the right tools and mindset, the future of B2B commerce is brighter than ever.
To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: