Solving the Silent Struggle in B2B: Why Returns, Warranties, and Repairs Deserve a Seat at the Strategy Table

Ask any distributor what keeps them up at night, and reverse logistics returns, warranties, and repairs rarely tops the list. Yet nearly every executive will admit: it’s a pain point that drains time, resources, and morale.

B2B businesses have long accepted post-sales service as a cost of doing business. But what if it could be a driver of differentiation instead?

We’re thrilled to welcome Continuum as the newest vendor member of the B2B eCommerce Association. They’ve set out to do something bold: reframe how wholesale distribution thinks about reverse logistics.

More Than Logistics A Modern Supply Chain Partner

Continuum is not your average 3PL or returns handler. They’re building the first reverse logistics network specifically designed for wholesale distribution. Their approach blends ERP fluency, systems thinking, and customer-centric design—bringing together decades of technical, process, and operational expertise.

What sets them apart is simple: they understand that B2B buyers now expect the same ease of use they get in B2C, especially as eCommerce adoption climbs. If the post-purchase experience falls short, it can erode trust faster than a pricing error.

Continuum’s mission is clear: simplify, digitize, and modernize the post-sales experience so it doesn’t just support the customer journey it strengthens it.

“Most people think of returns and repairs as the cost of doing business—but we see them as untapped opportunities. In wholesale distribution, complexity has always been the barrier to innovation in reverse logistics. Our goal at Continuum is to turn that complexity into clarity—digitizing these post-sales experiences so distributors can reduce friction, lower costs, and ultimately, build stronger relationships with their customers.”
Alex Witcpalek., CEO and Founder, Continuum

Why This Matters for B2B eCommerce

Returns may be the last mile in the customer journey but they’re often the first thing a buyer remembers when things go wrong. And in a world where every percentage point of margin matters, turning what used to be a cost center into a data-rich, automated, and customer-friendly function is no longer optional.

As the B2B eCommerce Association continues to grow its network of digital supply chain vendors, Continuum represents the kind of innovation our members are hungry for: built for the realities of distribution, focused on customer experience, and designed to scale.

We’re excited to partner with Continuum and look forward to sharing more of their expertise with our community.