Hear what really matters in B2B. If you’re just dipping your toes in the waters of B2B eCommerce or if you’ve jumped into the deep end, we’re here to help. No BS, just honest, open talk about B2B eCommerce. Hear from thought leaders, disrupters, innovators, survivors, and winners.
Hear what really matters in B2B. If you’re just dipping your toes in the waters of B2B eCommerce or if you’ve jumped into the deep end, we’re here to help. No BS, just honest, open talk about B2B eCommerce. Hear from thought leaders, disrupters, innovators, survivors, and winners.
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