E357:📦THE NEW ERA OF B2B DIGITAL COMMERCE | JASON GUESTS ON THE COMMERCE MINDED PODCAST
Welcome to B2B Commerce Corner
Welcome to another episode of B2B Commerce Corner, where today's feature is on Commerce Minded Podcast hosted by Stephen Callender and with his Co-host Elle; where we discuss all things B2B commerce through the lens of agencies, consultants, merchants and more. Today, we're excited to deep dive into the essentials of B2B eCommerce with Jason Greenwood as a special guest.
A Two-Hit Wonder and a New Goal
Great news! We're back for our second show, proving that we're not just a one-hit wonder. Instead, we’re two-hit wonders with a lofty aim for 300 episodes. Setting big targets feels like calling our shots, just like Babe Ruth.
Jason Greenwood's Impressive Credentials
Our guest Jason Greenwood, isn't just any consultant. He's a seasoned expert with over 330 podcast episodes under his belt. Recognized as one of the top 24 eCommerce voices for 2024 by Dark Matter Commerce, Jason brings a wealth of knowledge to the table. We're thrilled to have him with us to discuss the trends and technologies shaping B2B ecommerce in 2024.
Fun and Games Before Diving In
Before getting into the deep discussions, we played a fun game with Jason to test his knowledge about Mexico. Spoiler alert—Jason nailed the game, winning a $25 Amazon gift card for his next caller. This playful segment set the tone for a vibrant and engaging conversation.
Jason’s Journey: From Merchant to Consultant
Jason's career in ecommerce began over 20 years ago, selling memory cards in New Zealand and Australia. His business, Flashcards.co.nz, thrived by cutting out the middleman, importing directly from manufacturers, and shipping to customers. This hands-on experience in ecommerce operations gave Jason a solid foundation in logistics, digital marketing, and customer service.
After selling the business, Jason returned to the agency world, helping other ecommerce ventures succeed. Eventually, he transitioned to freelance consulting, focusing on the B2B space, where he saw a significant gap and opportunity.
The Shift to B2B Ecommerce
According to Jason, the biggest challenge in B2B ecommerce is overcoming Legacy mindsets. Traditional B2B commerce relied heavily on personal relationships and manual processes. However, there's a new generation of B2B buyers who expect a seamless, digital shopping experience.
Overcoming Legacy Mindsets
Legacy thinking often restricts B2B businesses from adopting modern ecommerce solutions. Many companies still rely on inside sales teams, field sales reps, and manual processes. These methods are becoming obsolete as younger, digital-native buyers prefer self-service ecommerce platforms.
When a new competitor without these Legacy processes enters the market, it often forces traditional businesses to rethink their strategies. This shift becomes an urgent need when faced with the speed and efficiency of digital competitors and marketplaces.
Preparing for Digital Transformation
Once a B2B company decides to embrace ecommerce, the first step is often integrating with existing systems like ERP. Many times, these systems are outdated and lack modern API layers, making integration a challenging task.
Jason emphasizes the importance of starting with a Minimum Viable Product (MVP) approach, which might include just the replenishment ordering experience and 70-80% of the product catalog. This phased approach makes the transition more manageable and less disruptive.
Key Features for B2B Ecommerce Platforms
When choosing an ecommerce platform, several features are essential for B2B businesses:
* Custom Price Lists: Ability to support price lists specific to each customer
* MOQ and Increments: Minimum Order Quantities and enforced buying increments
* Units of Measure: Multiple units of measure
* Account Management: Managing customer accounts with credit limits
* Configure Price Quote (CPQ): Digital quote requests and responses
* Restricted Catalogs: Access control for specific categories or products
The Blend of Content and Commerce
Today, B2B businesses are looking to integrate rich content with ecommerce functionality. They want a seamless experience where customers can access detailed product information and make purchases without leaving the page. This blend improves product discoverability and enhances the buyer journey.
What’s Next for Jason Greenwood?
Jason has exciting plans for 2024, including consulting for non-merchant clients like agencies and platform vendors. He’s also exploring AI to make his content more accessible. Jason aims to continue his impactful work in the B2B ecommerce space, speaking at conferences, and producing valuable content through his podcast.
Conclusion
Jason Greenwood’s insights into B2B ecommerce are invaluable. As the landscape evolves, businesses must adapt to stay competitive. Embracing digital transformation, focusing on key features, and blending content with commerce are crucial steps toward success. For more insights from Jason; check out his website, LinkedIn and the eCommerce Edge podcast.
Ready to scale your B2B ecommerce business? Visit Greenwood Consulting [https://greenwoodconsulting.net] for expert guidance and support.
To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: