The Distribution Strategy Group recently hosted a webinar exploring the future of B2B distribution, bringing together a panel of industry leaders to discuss the role of flexible eCommerce platforms amid evolving market dynamics. The conversation was moderated by Mark Brohan, Senior Vice President of Ecommerce and B2B Market Research at Digital Commerce 360.
The Voices and Conversation Shaping Digital Commerce
Panelists included Rupa Amin, Director of Commerce Platforms and Strategy at Perficient, Miron Washington of Parts Town Unlimited, Rahul Maheshwari of Reveation Labs, and Denis Clifford of Virto Commerce. Both Reveation Labs and Virto sponsored the event.
One of the key themes was the critical need for eCommerce infrastructure flexibility. The panelists likened the platform to a “mothership” overseeing technology decisions across a wide array of touchpoints, 14 in total, across 11 B2B sales channels. Successful digital strategies require integrated systems that can adapt quickly and scale with business needs.
Rupa emphasized how B2B commerce has evolved beyond just technology. Brands, people, processes, and mindsets are rapidly shifting, but legacy systems remain a stubborn obstacle. These older platforms struggle to manage pricing volatility and fragmented architectures, leading to inconsistent customer experiences and slower order processing.
The Case for Flexibility
Rather than overhauling entire infrastructures, panelists suggested starting with business process evaluation. Often, legacy ERPs have forced companies to adapt their workflows to technical limitations. Modernization involves revisiting these processes, updating technical systems, and building a team that can manage change effectively. Thankfully, modern platforms and APIs make incremental upgrades more feasible. High-friction functions like ordering, product searches, and account management are ideal starting points, especially when leveraging headless eCommerce platforms that allow for backend flexibility while preserving front-end experiences.
Meeting the Expectations of a New Generation
Their discussion explored the rising demand for personalized customer journeys. With millennials and Gen Z influencing more than half of B2B buying decisions, intuitive, tailored experiences have become essential. Modern eCommerce platforms must support behavior-driven interactions and AI-powered recommendations to meet expectations and drive business value.
Watch the full webinar here.
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