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 why B2B eCommerce is growing twice as fast as B2C, how BigCommerce is democratizing enterprise-level tools for manufacturers and distributors, and the surprising impact of automation on operational efficiency. Discover how a mom-and-pop bookstore leveraged online sales to land a $1M order and why adopting a B2C mindset is key to B2B success.
Ethan and Lance dive into critical strategies for scaling online, including personalizing customer experiences, integrating seamless workflows, and overcoming industry hurdles like channel conflict. Their candid, insightful discussion balances actionable advice with humor, offering valuable takeaways for businesses at any stage of their eCommerce journey.
Whether you’re looking to modernize operations, enhance profitability, or learn from real-world success stories, this episode delivers practical lessons and bold predictions for the future of B2B.
Chapters:
Introduction and Guest Background - 00:04
Path to E-commerce - 00:16
B2B Commerce Overview and Market Insights - 05:14
BigCommerce B2B Features and Capabilities - 09:48
Ideal Merchant Profiles and Use Cases - 12:03
Challenges and Opportunities in B2B - 18:26
Advanced Strategies for Established B2B Stores - 22:13
Enhancing Buyer Experiences and Addressing Channel Conflicts - 25:19
Future Roadmap for BigCommerce B2B - 31:25
Key Tips for 2025 Growth and Closing Remarks - 45:42
Resources:
BigCommerce - https://www.bigcommerce.com Feedonomics - https://www.feedonomics.com Klaviyo - https://www.klaviyo.com HubSpot Marketing Hub - https://www.hubspot.com/products/marketing Google Shopping - https://www.google.com/shopping Amazon Prime - https://www.amazon.com/prime
About our Guest, Lance Owide
Lance Owide, General Manager B2B. Lance leads B2B at BigCommerce and is responsible for developing and executing the strategy to enable BigCommerce merchants to create the world's best B2B buying experiences. Prior to joining BigCommerce, Lance was at UBS Investment Bank and Apollo Private Equity.
Connect with Lance on LinkedIn
About Our Host, Ethan Giffin
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.
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