E392:📦FROM ONE B2B ECOMMERCE JUNKY TO ANOTHER: WHAT'S NEXT FOR B2B ECOMMERCE PLATFORMS?

The Future of B2B eCommerce: A Conversation on Innovation and Opportunity

B2B eCommerce is a world full of opportunity, complexity, and constant evolution. While it often flies under the radar compared to its flashier B2C counterpart, B2B eCommerce is experiencing rapid growth. For those who truly understand this space, it’s a dynamic landscape full of potential for businesses ready to embrace digital transformation. If you’ve ever wondered what sets B2B apart or why its future looks so promising, this article peels back the layers.

From Engineering Beginnings to B2B eCommerce Expertise

Rupesh Agrawal, the CEO of Amla Commerce and the Chief Product Officer of Znode; has an inspiring story shaped by building and scaling eCommerce solutions for more than two decades. It all started at Brady Corporation, where Rupesh led eCommerce engineering and tackled complex B2B challenges. Realizing the potential to serve a broader market, he founded an agency focused solely on B2B eCommerce.

What made this journey unique? Unlike many others who begin in B2C before venturing into B2B, Rupesh started in the deep end of complexity. Business-to-business commerce isn’t just eCommerce—it’s a web of custom requirements, unique supply chain arrangements, and deeply ingrained processes. This foundation set the stage for Rupesh to approach B2B with a unique perspective: one rooted in understanding how businesses work behind the scenes.

The Uniqueness of B2B Commerce

Here’s the thing: no two B2B companies work exactly alike. Whether it’s a manufacturer managing distributors, a plumbing company providing custom solutions for hotels, or a large distributor managing bids and quotes, every business has unique processes.

This diversity is part of what makes B2B so exciting and challenging. Unlike the streamlined world of B2C, B2B often requires platforms to mold themselves around the business rather than the other way around. The complexity doesn’t stop at invoicing or user roles—it extends to product configuration, pricing structures, RFQ and RFP processes, integration with backend systems, and much more.

A great example of this complexity? Configurable products. Rupesh shared how his years of building product configurators helped businesses like custom signage manufacturers streamline their processes in ways off-the-shelf tools couldn’t handle. No wonder he became passionate about creating tools to tackle these specific needs.

Why Many Platforms Fall Short

What makes building for B2B so hard? For starters, many platforms were built with B2C in mind and later “adapted” for B2B. But slapping on features like multiple user accounts or price lists isn’t enough. True B2B requires support for deeply intertwined processes—everything from custom catalogs to ERP integration.

That’s why platforms like Shopify often aren’t a fit. While Shopify dominates the B2C space, its out-of-the-box simplicity doesn’t align well with the dozens (if not hundreds) of unique workflows common in B2B.

Rupesh’s vision is different. His team aims to create what he calls “the Shopify for B2B”—a platform simple enough to help businesses start selling online quickly but flexible enough to support complex workflows.

It’s an admirable goal, but what sets Znode apart? The key lies in its architecture. Znode is built with a balance of out-of-the-box capability and deep customization. For example, businesses don’t need to spend millions on customizations to make the platform work. At the same time, they get features such as built-in search, product information management (PIM), and sales portals—functionality that would typically require multiple tools.

Why Multi-Tenant SaaS is Essential

One of the standout aspects of the Znode platform is its push toward multi-tenant SaaS. Why does this matter? Because the old models of monolithic software come with baggage: costly upgrades, lengthy deployments, and technical debt.

Think about your phone. You don’t need to schedule weeks of downtime to update iOS or Android. The same should apply to eCommerce software. Automatic updates shouldn’t be an afterthought—they should be standard.

Znode’s evolution mirrors this philosophy. The platform is transitioning to a fully multi-tenant SaaS model, meaning customers won’t need to worry about version control ever again. This shift aligns with its user base, which includes mid-market businesses (typically $50M–$500M in revenue) eager for tech solutions that deliver without the headache.

What Does the Future Hold for B2B?

The future of B2B eCommerce is bright—and growing fast. Analysts predict it will outpace B2C growth by a significant margin in the next decade as more businesses adopt digital-first approaches. It’s a wave of opportunity, but it comes with challenges, too.

Rupesh highlights three major priorities for Znode:

1. Enhancing Search and AI Capabilities: Search is the backbone of any eCommerce experience. By integrating AI-driven advancements, Znode aims to make finding products easier than ever—even in massive, complex catalogs.

2. Modern Frontend Experiences: With the rise of single-page applications (SPA) and React-based architectures, Znode is set to launch a cutting-edge front end that blends speed, functionality, and user experience.

3. Delivering on Multi-Tenant SaaS: This is where everything comes together. By minimizing the chaos of upgrades, Znode is empowering its customers to focus on growth instead of maintenance.

Why the Right Platform Matters

If you’re in the B2B world and thinking of building out your eCommerce presence, here’s the advice both Jason Greenwood and Rupesh would probably share: don’t underestimate what this journey involves. It’s not just about picking the right platform—it’s about transforming your business from the ground up.

Your eCommerce success will depend on having clean data, well-integrated systems, and a clear vision of your digital goals. The platform is critical, but so are the people and processes that support it. Think of this as a marathon, not a sprint.

Wrapping It Up

B2B eCommerce isn’t just the future; it’s the now. Whether you’re a manufacturer, distributor, or wholesaler, online channels are no longer optional—they’re the price of admission to compete. The platforms powering this shift, like Znode, represent an exciting chapter for businesses everywhere.

As Rupesh Agrawal’s journey shows, it’s not about competing with others; it’s about listening to the market, solving real problems, and delivering unparalleled value. B2B eCommerce isn’t easy—but for those ready to embrace its potential, the rewards are immense.

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