Episode
193. B2B Ecommerce Mistakes to Avoid with Jason Greenwood
- Podcast
- Commerce Untold
- Published
- Jan 20, 2026
- Duration seconds
- 2108
- Processing state
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Summary
In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Jason Greenwood, founder of Greenwood Consulting and host of the eCommerce Edge podcast. Jason has spent over 25 years working across eCommerce, with a sharp focus on B2B. The conversation centers on why B2B commerce has followed a very different path than DTC, and why many manufacturers and distributors are only now taking digital seriously. They talk about how COVID accelerated change, why marketplaces are one of the fastest-growing B2B channels, and what modern B2B buyers actually expect from suppliers today. Jason also explains why traditional KPIs like AOV and conversion rate don’t tell the full story in B2B, and what metrics matter more. The episode also covers change management, sales team resistance, and how technology should support people instead of replacing them. Toward the end, Jason shares his take on when DTC brands should start thinking about wholesale and distribution, and what happens when they wait too long. Website: https://www.vimmi.net Email us: [email protected] Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social: Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Jason Greenwood, Founder & Lead Consultant at Greenwood Consulting Jason Greenwood’s LinkedIn | Greenwood Consulting Watch the full Youtube video here: https://youtu.be/luahzCh6-fA Takeaways: • B2B e-commerce is significantly behind B2C but is catching up rapidly. • The COVID-19 pandemic accelerated the need for digital transformation in B2B. • Sales teams often resist digital changes due to traditional practices. • Change management is crucial for successful digital adoption in B2B. • B2B relationships are long-term and require a human touch. • Digital channels ar…