VTEX Leaving MACH Alliance / Religion? B2B at ShopTalk, the B2B Bubble, with The Crew

In the debut episode of The B2B eCommerce Show, a powerhouse panel of experts dives into the evolving landscape of digital commerce for manufacturers and distributors. From AI-powered sales to the messy middle of marketplace definitions, here are the biggest takeaways from this energetic, insight-packed discussion.

AI Adoption Isn’t Coming, It’s Here

Jason Greenwood points out a seismic shift: B2B companies are no longer asking how to adopt digital, they’re already using tools like WhatsApp, Slack, and email to engage with customers. The game-changer? AI-powered middleware platforms like Motivate, which turn these communication channels into functional, scalable transaction systems.

“Instead of asking customers to come to our platform, we’re meeting them where they already are,” says Greenwood. “That’s where real adoption happens.”

Rethinking Digital Transformation: It’s Not About the Tech

Jason Hein issues a wake-up call to businesses chasing tech for tech’s sake. “Companies are often jumping to solutions like new ERPs or PIMs without understanding what actually makes their customers love them,” he explains.

His advice? Start by documenting your business strengths and processes,  before you start buying technology. The tech should support your value, not define it.

What even is a Marketplace?

The group wrestles with defining what a “B2B marketplace” actually is. Jay Schneider calls out the vagueness: “Some platforms are just glorified RFP portals.”

Jason Greenwood expands on this, explaining the rise of multimodal marketplaces, blends of first-party, third-party, and dropship models. The takeaway? The marketplace model is evolving rapidly, and B2B organizations need to catch up fast.

The Great Platform Consolidation is Coming

With over 30 B2B eCommerce platforms in the market, the group predicts a consolidation wave is coming. “There’s not enough market share to support them all,” says Greenwood. Expect only a few generalist platforms to dominate, with niche and vertical-specific solutions filling in the gaps.

Mobile and Messaging: The Overlooked Goldmine

Jason Hein highlights a huge missed opportunity: mobile and messaging. “Think about industries like HVAC or plumbing, people are literally in trucks going site to site,” he says. Yet, mobile commerce strategies remain underdeveloped in B2B.

This opens space for players like Stephanie Griffith and Kara Babb, who bring deep experience in mobile, SEO, and B2C-style engagement to B2B conversations.

The Human Element Still Wins

Sam Aldinger reminds us that B2B buying isn’t one-size-fits-all. “There’s a huge difference between someone buying a production item and someone needing a jan-san product right now because a machine is down.”

That nuance matters and so does the outside sales rep, which Hine calls B2B’s “secret weapon.” These reps gather insights that no AI can replicate, yet.

Where It’s All Headed

A recent report projects the B2B eCommerce platform market to grow from $12.8B in 2024 to $29.3B by 2032. But the team isn’t just focused on numbers. They’re focused on how the customer experience, operational transparency, and strategic channel use will determine who wins.

As Jason Hein notes, “Companies are growing up. They’re getting smarter about how tech fits their unique needs and that’s going to define the next wave.”

Final Thoughts

This episode sets the tone for what promises to be a standout series for B2B professionals navigating the digital transformation. Whether you’re a distributor, manufacturer, or tech vendor, one thing’s clear: the pace of change is accelerating, and thoughtful strategy, not just tools, will separate the leaders from the rest.