Shero Commerce CEO and Co-founder Beth Shero sits down with Alex Weston, Sales Director at SparkLayer, to explore the state of B2B eCommerce and how brands can move their wholesale operations online without losing what makes their customer relationships valuable.
Alex and Beth discuss why so many B2B orders still come through email, phone, and even fax, and what it will take to shift that behavior as younger generations enter the workforce expecting a seamless digital experience. The conversation covers where Shopify's native B2B offering ends and where SparkLayer picks up, including purpose-built sales rep tools, end-to-end quoting, and the ability to layer B2B functionality onto an existing DTC store without a rebuild. Alex walks through real results from brands like Nature's Path, which achieved 10x B2B growth after launching with SparkLayer, and shares five practical tactics for getting buyers to actually use a new wholesale portal once it is live.