Summary:

Bryan House, CEO of Elastic Path, shares his insights on the transformative role of AI in B2B ecommerce. Elastic Path is focused on B2B commerce, working with a wide range of B2B businesses across different verticals.

Why listen:

• Get insights into the latest trends in B2B ecommerce and AI.
• Learn about the importance of structured product data and workflow automation.
• Understand how AI can enhance sales processes and customer relationships.
• Discover Elastic Path's innovative solutions for complex B2B scenarios.
• Hear predictions on the future of B2B commerce and AI's role in it.

Discussion topics:

Bryan explains how AI is reshaping the landscape, particularly through the shift from search-led buying to answer-led discovery. The podcast emphasises the importance of structured product data and workflow automation, which are crucial for enhancing efficiency and customer satisfaction.

The discussion also highlights Elastic Path's innovative approach, focusing on their flexible Product Experience Manager that supports complex catalogue scenarios. This makes it well-suited for mid-market B2B companies dealing with intricate product configurations and pricing models.

The conversation also explores the impact of AI on sales processes, suggesting that AI can serve as a superpower for sales teams by automating routine tasks and allowing them to focus on building meaningful customer relationships.

The podcast closes by considering the future of B2B commerce, with Bryan predicting that AI will compress the sales funnel, making discovery, comparison and configuration processes faster and more efficient.

AI has the potential to disrupt traditional marketplaces by shifting loyalty from channels to outcomes, offering a significant opportunity for B2B companies to lead in AI adoption.

Bryan's extensive experience and leadership at Elastic Path provide a valuable perspective on navigating the evolving landscape of B2B ecommerce.

"We offer custom technologies and engineering services to extend platform capabilities and deliver tailored solutions that meet specific business needs."

Summary:

James Gurd and Bradlie Houldsworth, Strategy Director from Remarkable Commerce, discuss the intricacies of ecommerce development, focusing on the balance between mass market and targeted approaches.

They explore the value of integrating niche capabilities into ecommerce roadmaps, emphasising the importance of custom features despite the potential costs and risks.

Brad shares insights from his extensive experience in building custom solutions for Remarkable Commerce clients that extend the core capabilities of platforms, offering tangible business cases for such investments.

The conversation covers several innovative use cases, including the integration of Shopify Pay components into non-Shopify storefronts, the implementation of embedded insurance on PDPs and the development of custom middleware solutions.

The examples illustrate how businesses can enhance their offerings and improve customer experiences by adopting tailored solutions.

Key discussion points:

Mass Market vs. Targeted Approaches:

We begin with a discussion on the benefits of building niche capabilities into ecommerce strategies, highlighting the potential for increased customer engagement and revenue opportunities.

Custom Features and Business Value:

Brad explains the importance of custom features in extending platform capabilities, providing examples of how these can add significant value to businesses.

Innovative Use Cases:

Showcasing the potential for innovation in ecommerce.

What you'll learn:

• The benefits and challenges of integrating niche capabilities into ecommerce platforms.
• Building the business case for investing in custom features.
• Innovative use cases with real-world examples.

Chapters:

[00:30] Introductions

[03:45] Understanding Custom Solutions in Ecommerce

[11:15] Exploring Shopify Pay Integration

[18:10] Challenges and Prerequisites for Implementation

[26:00] Exploring Embedded Insurance

[37:55] Building Custom Middleware Solutions

[47:25] Dynamic Collection Creation in Ecommerce

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James Gurd and Rupert Cross explore the current landscape for B2B ecommerce, exploring trends that are reshaping the industry as we enter 2026. With Rupert's extensive experience as CEO of 5874 Commerce, the discussion offers a deep dive into the complexities and innovations influencing B2B commerce.

Key discussion points:

B2B vs. B2C expectations:

The lines between B2B and B2C are blurring, with B2B buyers now expecting the same seamless online experiences as B2C consumers.

Technological Advancements:

The democratisation of AI and the rise of advanced search and personalisation tools are making commerce more accessible and efficient.

Data integrity:

Emphasising the importance of high-quality data, the conversation highlights how accurate data can streamline operations and enhance decision-making.

Self-service and personalisation:

The demand for digital self-service tools is growing, with businesses seeking to offer personalised experiences that cater to individual customer needs.

Reasons to listen:

• Gain insights into the future of B2B ecommerce and the trends that will shape the industry in 2026.
• Learn from industry experts about the challenges and opportunities in adopting new technologies.
• Understand the critical role of data integrity in driving ecommerce success.

Chapters:

[02:15] Key Trends in B2B Commerce

[05:15] The Role of Data and Technology in B2B

[08:00] Personalisation in B2B User Experience

[11:30] Demand Forecasting and Inventory Optimisation

[13:50] Digital Self-Service in B2B

[17:00] The Impact of AI on B2B Processes

[19:40] The Evolution of B2B Platforms

[22:25] Future Trends in B2B Technology

[24:35] Closing Thoughts on Data Integrity

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