E372:📦WHY B2B ECOMMERCE IS SO SEXY! | JASON GUESTS ON THE 'YOUR BASKET IS EMPTY PODCAST’

Why B2B eCommerce Is Thriving: Key Insights from Jason Greenwood’s Podcast Appearance

B2B eCommerce is making waves and for good reason—it’s an industry bursting with untapped potential. Recently Jason Greenwood, a seasoned eCommerce consultant and founder of Greenwood Consulting, joined Tim Richardson on the Your Basket Is Empty podcast to dive into what makes B2B eCommerce such an incredible growth opportunity. From the evolution of eCommerce to the rise of marketplaces and the booming opportunity in Latin America, here’s everything you need to know from their engaging conversation.

How Jason Greenwood’s Journey into eCommerce Began

Jason’s experience in eCommerce spans 24 years, but his path was far from conventional. While working as a business development manager at an agency that was ahead of its time with hosted eCommerce solutions, he got a firsthand look at what the internet could mean for commerce. With a knack for digital strategy and an entrepreneurial spirit, he transitioned from helping clients to launching his own eCommerce business in New Zealand.

Fast forward to today and Jason’s focus lies in the B2B space—a niche he recognized was underserved and brimming with opportunity. By specializing in the entire commerce stack, from ERP systems to customer data platforms, Jason helps businesses unlock their B2B potential.

Why B2B eCommerce Is a 'Blue Ocean' Opportunity

The B2B eCommerce world has traditionally lagged behind B2C but Jason sees this as a golden opportunity. One of the reasons B2B is so exciting is the complexity of its ecosystems. Unlike B2C, which often focuses on sleek front-end experiences, B2B demands a deep understanding of backend operations like inventory management, CRMs and logistics.

What really sets B2B apart is its 'blue ocean' nature. While the B2C space is crowded with competitors, B2B is still relatively open for innovation. Companies willing to modernize their eCommerce platforms can gain a major edge in this market.

Exploring the Synergy Between B2B and DTC

Many businesses struggle to decide whether to focus on direct-to-consumer (DTC) sales or dive into B2B eCommerce. But Jason argues that the lines between the two are starting to blur.

Take DTC brands, for instance. Many are realizing they can’t reach all customers through online channels alone. To expand their reach, they’re exploring strategic wholesale partnerships. On the flip side, traditional B2B businesses are experimenting with direct-to-consumer channels to diversify revenue streams.

The needs of B2B buyers, however, differ significantly from DTC buyers. For example, B2B customers may want features like bulk ordering, negotiated pricing and account management—things that don’t translate easily to a standard DTC website. That’s why many brands are now building separate wholesale channels to cater specifically to their B2B audiences.

The Role of Marketplaces in B2B Growth

When most people think of eCommerce marketplaces, Amazon is the first name that comes to mind. However in the B2B world, things are a bit different.

Dedicated B2B marketplaces are springing up in virtually every vertical, from industrial equipment to office supplies. In fact, research predicts there could be as many as 1,000 B2B-specific marketplaces globally by the end of 2024. Platforms like Amazon Business are pushing hard into B2B but Jason points out that they’re unlikely to dominate this space due to the specialized needs of different industries.

Another trend is the rise of manufacturers and distributors creating their own marketplaces. Many B2B companies see an opportunity to offer an 'endless aisle' of products without the need to stock every item in-house. By acting as the merchant of record and allowing suppliers to fulfill orders, these businesses can increase their inventory selection while minimizing overhead.

B2B eCommerce in Latin America: A Growing Frontier

Latin America, particularly Mexico, is poised to become a major player in eCommerce. With growing tensions between the US and China, many companies are looking to Nearshore manufacturing operations closer to home, and Mexico stands out as an ideal location.

Interestingly, Jason notes that B2B eCommerce in Mexico has even greater potential than DTC. The regulatory landscape makes it challenging for DTC brands to thrive but B2B transactions face fewer obstacles. Local manufacturers and suppliers are already gearing up to attract business from North America and middlemen are emerging to bridge the gap between buyers and sellers.

From high-value industries like aerospace and automotive manufacturing to smaller-scale suppliers, Mexico's B2B market offers serious opportunities for growth. The challenge, however, lies in overcoming language and cultural barriers that can complicate cross-border commerce.

The AI Revolution in eCommerce

Jason touched on another topic that’s hard to ignore: artificial intelligence. While AI has already started changing the game in eCommerce, he believes it’s still in its infancy.

AI tools like ChatGPT and coding assistants offer glimpses of their potential, but there are limitations. For example, AI can sometimes provide inaccurate or incomplete information, which undermines trust—especially in mission-critical applications.

However, Jason sees significant promise for AI in automating tedious tasks like product data enrichment, search optimization, and customer segmentation. The real adoption, he argues, will come through technology vendors integrating AI capabilities into their platforms. Instead of brands building custom solutions, they’ll rely on trusted vendors to incorporate AI into tools like personalization engines, marketing automation, and supply chain systems.

Wrapping Up

B2B eCommerce isn’t just another retail trend—it’s a massive opportunity waiting to be unlocked. As Jason Greenwood highlighted in his conversation with Tim Richardson, businesses that embrace modern eCommerce strategies can gain a competitive edge in an evolving market.

Whether it’s tapping into marketplaces, expanding into Latin America, or experimenting with AI, the possibilities in B2B eCommerce are enormous. The key is to act now, while the field still offers flexibility and room to innovate.

Looking to scale your B2B eCommerce business? Visit Greenwood Consulting [https://www.greenwoodconsulting.net] to learn how Jason and his team can help take your business to the next level.

To learn more, check out the related THE eCommerce EDGE Podcast episode below: