Beyond Portals: Building B2B Brands with eCommerce
In this special episode, we bring you a live session from B2B Online Chicago 2025, featuring Aaron Sheehan, Head of Product Marketing at OroCommerce, and Taylor Simpson, eCommerce & Digital Marketing Strategist at Ciranda, a leading food ingredient distributor. Aaron and Taylor discuss why B2B eCommerce is about more than just portals – and how building a unified, customer-centric digital experience can transform both sales and brand value.
Key Takeaways:
(01:25) Why traditional portals fall short of building B2B brand trust
(03:20) What's a B2B portal, and why it's not enough
(04:05) Why branded websites don't drive growth either
(05:38) What B2B buyers find frustrating with a current B2B commerce experience
(06:50) The proposed solution: Integrating the portal and brand website into one experience
(09:11) Ciranda’s journey from two sites to a single customer-first platform
(12:14) Personalizing experiences for both major and long-tail food brand customers
(13:50) Audience question: How are Ciranda's sales team's operations organized?
(16:08) Ciranda's results one quarter after going live with OroCommerce
Thanks for listening to B2B Commerce UnCut: A Journey Through Change, powered by Oro. If you enjoyed this episode, please leave a review and subscribe for more real-world B2B insights.
#b2becommerce #distribution #digitalcommerce
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Cardiac Cowboys
The heart was always off-limits to surgeons. Cutting into it spelled instant death for the patient. That is, until a ragtag group of doctors scattered across the Midwest and Texas decided to throw out the rule book. Working in makeshift laboratories and home garages, using medical devices made from scavenged machine parts and beer tubes, these men and women invented the field of open heart surgery. Odds are, someone you know is alive because of them. So why has history left them behind? Presented by Chris Pine, CARDIAC COWBOYS tells the gripping true story behind the birth of heart surgery, and the young, Greatest Generation doctors who made it happen. For years, they competed and feuded, racing to be the first, the best, and the most prolific. Some appeared on the cover of Time Magazine, operated on kings and advised presidents. Others ended up disgraced, penniless, and convicted of felonies. Together, they ignited a revolution in medicine, and changed the world.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.