The B2B eCommerce Podcast with Ethan Giffin
Most manufacturers and distributors share the same problem: a gap between how their customers want to buy and how the business is actually set up to sell to them. Some haven't built a digital channel yet and want to do it right. Others built one that never really took hold. Either way, the root cause is the same — decisions made in the wrong order. The B2B eCommerce Podcast is where that gap gets closed. Hosted by Ethan Giffin, founder and CEO of The B2B eCommerce Agency and author of Closing the Digital Revenue Gap, the show is built for the people responsible for digital at mid-market manufacturers and distributors — VPs and Directors of Marketing, IT, and eCommerce. What you'll learn: How to sequence a digital commerce build so it works the first time Why so many B2B buyer portals launch and then go unused How to connect platforms like BigCommerce and Shopware to ERPs like NetSuite, Epicor, and SAP How to build the internal case that gets a CEO or CFO to fund it Ethan and his guests trade real answers instead of hype. The through-line is the philosophy behind the agency itself: educate before you execute, diagnose before you prescribe. The B2B eCommerce Agency works exclusively with manufacturers and distributors to close the digital revenue gap — helping them build the buyer portal their customers actually use. Get the book free. Ethan's book, Closing the Digital Revenue Gap, lays out the framework behind the show. Get a free copy at https://b2becombook.com. Subscribe wherever you listen, and follow along for new episodes throughout the year.
Episodes
Your eCommerce site is live—but why are orders still being printed, copied, or fixed by hand behind the scenes?
In this episode of eCommerce Masters, host Ethan Giffin sits down with Robert Rand, Chief Partnership O...
Why are B2B companies spending millions to modernize eCommerce—only to collect payments like it’s still 1999?
In this episode of eCommerce Masters, Ethan Giffin sits down with Joe Twer, VP of Global Sales at BlueSnap, to uncover one of the most overlooked blockers to B2B growth: ho...
What if your website could sell like your best salesperson—guiding buyers through every detail, option, and finish until they’re confident enough to click “buy”? In this episode of eCommerce Masters, Justin Scott, CE...
What does real digital transformation look like for manufacturers and distributors today?
In this episode of eCommerce Masters, host Ethan Giffin sits down with Dwayne Doshier, Partner Growth Architect at Shopify, who shares over 25 years of lessons in eCommerce and B...
Are manufacturers and distributors ready for the next wave of digital transformation?
Recorded live at Shopterberfest in Brooklyn
Are you tired of juggling too many eCommerce tools that don’t work well together?
In this episode of eCommerce Masters, host Ethan Giffin talks with Mike Matker, Co-Founder of SiteVibes, about how brands can simplify their tech stack and grow faster by focusing on customer retention and...
Is influencer marketing really worth it for growing eCommerce brands? In this episode of eCommerce Masters, host Ethan Giffin talks with William Gasner, Co-Founder and CMO of Stack Influence, about how to make influencer marketing actually work—especially with micro and nano influencers.
...Are your business systems holding you back from growing faster? On this episode of eCommerce Masters, Ethan Giffin talks with Colin Boothe, Managing Partner at Esonus, about how manufacturers, distributors, and eCommerce brands can use NetSuite to simplify operations and boo...
Do embarrassing sweat stains ruin your day or limit your confidence at work and social events?
In this episode of eCommerce Masters, Billy and Randy from Thompson Tee share their journey creating an innovative undershirt that prevents underarm sweat. They r...
Is your eCommerce site search matching the products you sell with what your potential customers are searching for? Or are you leaving visitors frustrated with 0-result search result pages for terms adjacent to what you sell?
In the 15th episode of eCommerce Masters, Host Ethan Giffin (virtually) sits down with Ari Khan, CEO of Hawksearch, about how Conversational AI is changing the way people shop online. Ari sha...
How can eCommerce brands turn more website visitors into customers?
In this episode of eCommerce Masters, Erik Christiansen, CEO of Justuno, shares expert insights on winning with on-site marketing. Erik explains why most brands focus too much on getting traffic but not enough on converting it. He breaks down smart lead capture, segmentation, and personalization, showing how small changes—like using dynamic...
Is your B2B eCommerce platform flexible enough to grow as your business does?
In this episode of eCommerce Masters Ethan Giffin sits down with Vance Ryan, Senior Solutions Architect at Shopware, to discuss why flexibility is a base-level requirement for B2B eCommerce operations.
Many manufacturers and distributors struggle with systems that can’t meet the expectations of today’s B2B buyers. Vanc...
In this episode of eCommerce Masters, Ethan Giffin sits down with Rob Delory, Enterprise SEO Advisor at Ahrefs, to explore how AI is transforming SEO strategies. Rob shares how tools like Ahrefs help businesses, from startups to global brands, optimize their websites and outperform competitors. He explains the importance of technical audits, competitor analysis, and crafting content that ranks well an...
How can eCommerce brands harness the power of customer data to drive growth and build loyalty?
In this episode, Gina Potenza, Klaviyo’s CDP (Customer Data Platform) and Data Solutions Manager, reveals how Klaviyo’s CDP empowers marketers to fin fresh insights and deliver hyper-personalized customer experiences. With over a decade in MarTech, Gina brings her expertise to explain how even...
Meeting Lance Owide from BigCommerce
Is B2B eCommerce the new frontier for growth? In this episode of eCommerce Masters, Lance Owide, GM of B2B at BigCommerce, joins host Ethan Giffin to discuss the explosive transformation of B2B commerce. From his unconventional start in banking and private equity to leading BigCommerce’s B2B strategy, Lance offers a unique perspective on what’s driving this evolution.
Expect to learn...
In Episode 009 of eCommerce Masters, host Ethan Giffin (CEO of Groove Commerce), welcomes Michael Diesu from Revenue Roll to discuss cutting-edge retargeting strategies and data-driven marketing insights. Michael shares the journey from his roots in consulting at Accenture to co-founding Revenue Roll, a platform revolutionizing how businesses approach retargeting by using advanced identity re...
Meeting Jason Nyhus from Shopware In this episode of eCommerce Masters, host Ethan Giffin welcomes Jason Nyhus, GM of Shopware North America, for an engaging conversation about the eCommerce landscape. Jason shares his 25-year journey in the industry, highlighting the lessons he’s learned and the unique value Shopware brings to merchants.
Learn about Shopware's positioning as a flexible alternative for mid-market merchants wi...
Meeting Matt Dornfeld from Feedonomics.com
In this engaging episode, Matt Dornfeld, Senior Director of Global Partnerships at Feedonomics, joins host Ethan Giffin to explore the intricacies of omni-channel eCommerce, data management, and evolving marketing strategies. Dornfeld shares his journey from Scubana to BigCommerce, where he helped drive the acquisition of Feedonomics, ultimately overseeing global partnerships. Central to t...
In this episode of eCommerce Masters, host Ethan Giffin interviews Ravi Kurani, founder of Sutro, a company that creates robotic water diagnostics devices for swimming pools. Kurani shares his journey from pool boy to entrepreneur, developing a high-tech solution for pool maintenance.
Kurani emphasizes the challenges of hardware development, describing a "hardware hierarchy" from industrial design to software. He advises other foun...
In this engaging podcast episode, Tom McManus, CEO of KegWorks, shares the journey of his business from a specialized eCommerce store to a prominent leader in architectural metalwork for the hospitality industry. Celebrating over 26 years in business, McManus discusses the strategic shift from offering a wide range of products to focusing on high-margin, specialized items like bar foot rails, whi...
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