Talking AI and B2B eCommerce (and Everything In Between) with Isaiah Bollinger of Trellis

Introduction

In this episode of the Oro Commerce B2B Uncut Podcast, host Aaron Shean sits down with Isaiah Bollinger, a prominent figure in the B2B eCommerce space. Isaiah is the founder of Trellis, a digital agency established nearly 13 years ago. With a rich background in marketing and SEO, he has seen the evolution of B2B eCommerce firsthand, particularly in the wake of the COVID-19 pandemic.

The Current State of B2B eCommerce

Isaiah describes the current landscape of B2B eCommerce as chaotic yet promising. Many companies recognize the necessity of having an online presence, a realization that was accelerated by the pandemic. Despite this momentum, there remains a challenge: quantifying the true value and impact of B2B eCommerce on businesses. Many distributors and manufacturers still struggle to articulate how an online presence will increase revenue.

Understanding the B2B Shift

The conversation has shifted from convincing businesses to adopt eCommerce to understanding the complexities involved—especially regarding the integration of eCommerce with existing systems like ERPs (Enterprise Resource Planning). Isaiah emphasizes that while technology has caught up, many companies are still lagging in infrastructure and strategy.

Integration Challenges

A significant hurdle in B2B eCommerce is ERP integration. Many distributors use outdated ERP systems, which complicate the process of syncing real-time data like pricing and inventory with their online platforms. Many businesses underestimate the challenges involved in this area, which often leads to underwhelming results from their eCommerce investments.

Changing Sales Dynamics

Traditionally, distributors have relied heavily on their sales teams, emphasizing the importance of personal relationships in driving sales. However, Isaiah notes a shift toward digitization. The focus is on integrating digital purchase options with traditional sales strategies, thus enhancing efficiency and paving the way for a hybrid approach rather than replacing the sales team.

The Role of AI in B2B

As for artificial intelligence, Isaiah acknowledges that many manufacturers and distributors are lagging in their adoption of AI technologies. Despite this, he sees several compelling use cases, particularly in data management and automation. AI has the potential to simplify product data management, enhance order processing, and even streamline ERP integrations. However, he cautions businesses against expecting AI to solve fundamental issues within their outdated systems.

Conclusion

Isaiah concludes by encouraging distributors and manufacturers to invest wisely in their eCommerce platforms and work with strategic advisers. By setting realistic goals and understanding the long-term nature of eCommerce implementation, businesses can avoid falling short of their expectations.

Keywords

B2B eCommerce
Isaiah Bollinger
Trellis
ERP integration
Online presence
Artificial Intelligence (AI)
Data management
Sales strategy

FAQ

What are the current challenges in B2B eCommerce? Many companies struggle to quantify the value of B2B eCommerce and face integration challenges with outdated ERP systems.

How important is ERP integration for B2B eCommerce? ERP integration is crucial for syncing real-time data such as pricing and inventory, which impacts the effectiveness of eCommerce platforms.

Is there a shift in how distributors approach sales with eCommerce? Yes, there is a gradual shift toward digitizing sales processes, allowing for a hybrid approach that combines traditional sales with online options.

What role does AI play in B2B eCommerce? AI can simplify data management, enhance order processing, and improve ERP integrations, although many companies are still behind in adopting these technologies.

What advice does Isaiah Bollinger give to companies looking to implement eCommerce? He advises businesses to invest wisely, engage strategic advisers, and set realistic goals for their eCommerce projects.