Articles
We’re invested in following along with the latest in commerce, from connecting legacy buying behaviors to emerging AI technologies. Here are some of our thoughts.
5 Ways AI Is Delivering Practical Value for Manufacturers and Distributors
After two years of AI hype, it can be difficult to split what is “AI aspirational” from what is real. Still, it seems like we are at a point where manufacturers and distributors are entering a more practical phase of AI adoption. Early initiatives often centered on features like chatbots, pilots, and proofs of concept.…
B2B Commerce Needs Context Before It Needs AI
Before AI can make B2B buying smarter, commerce systems need to understand the product data, account rules, pricing logic, order workflows, and operational constraints that shape how customers actually buy. B2B commerce leaders are being asked to make buying more intelligent, though many are still working with systems that do not fully understand how their…
The AI-Ready Commerce Pyramid for Manufacturers and Distributors
I am amazed at how quickly AI has moved onto the agenda at the board level. Last week I had a very insightful conversation with the CEO of a PE-backed speciality distributor doing about $350m in revenues. His board is pushing for detailed AI programs to reduce costs. In another recent conversation with the SVP…
Design as Decision Architecture in B2B Commerce
Most B2B ecommerce design fails in a predictable way: it is optimized for how systems are supposed to work, not for how buying actually happens inside complex organizations. Interfaces are simplified, steps are removed, and flows are streamlined. But in B2B, simplification often moves complexity instead of resolving it. This is why platforms that feel…
B2B Commerce Has a Preference Problem (Not a Speed Problem)
B2B commerce has spent the last decade optimizing for speed, and in many cases, optimizing away how buying actually happens. Industry leaders have invested in faster sites, streamlined checkouts and quote requests, and the quickest possible paths to purchase. Speed does matter, but sometimes the most expedient way to place an order comes at the…
Faxes, Phones, and Portals, Oh My! Why Legacy Buying Behavior Isn’t Going Anywhere (Yet)
Nearly every day, we’re seeing a new article about B2B buyer behaviors. These cover everything from, “no more phones,” to “no more faxes,” to “no more emailed PDFs,” to “B2B buyers expect B2C experiences”. However, for B2B practitioners, we know that seven-figure deals are still happening on paper, over the phone, and yes, even by…