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About This Episode
Are manufacturers and distributors ready for the next wave of digital transformation?
Recorded live at Shopterberfest in Brooklyn
In this episode of eCommerce Masters, host Ethan Giffin sits down with Sarah Falcon, SVP of Global Marketing at the B2B eCommerce Association, to explore how B2B organizations can bridge the gap between traditional sales and digital customer experiences.
Sarah shares lessons from years of working with manufacturers and distributors navigating eCommerce adoption, emphasizing that successful digital transformation isn’t about launching a web store—it’s about meeting customers where they are and driving real change management within the organization.
She offers actionable insights into training teams, aligning leadership, and avoiding common replatforming pitfalls that derail projects. Sarah also discusses the Association’s education programs, certifications, and upcoming B2B eCommerce World conference in Scottsdale, where practitioners and vendors collaborate to elevate B2B digital maturity.
About the B2B eCommerce Association
The B2B eCommerce Association is a global community dedicated to advancing digital transformation for manufacturers, distributors, and their partners through education, collaboration, and industry events.
The Association provides resources, certification programs, and peer networking opportunities designed to help B2B professionals stay ahead of evolving digital trends and customer expectations. Through its events and learning initiatives, it empowers leaders to modernize their business models and drive measurable impact.
Catch the Conversation
If you’re a manufacturer or distributor struggling to move beyond outdated processes or low eCommerce adoption, this episode delivers practical advice and inspiration from one of the industry’s leading voices.
Tune in now to learn how to modernize your B2B strategy, align your organization for digital success, and connect with a growing community shaping the future of eCommerce.
Chapters
- 00:00 - Live from Shoptoberfest with Sarah Falcon
- 03:00 - The Evolution of B2B eCommerce
- 06:50 - Inside the B2B eCommerce Association
- 10:10 - Practitioner Training and Global Events
- 13:20 - The Digital Divide in Manufacturing and Distribution
- 16:00 - Implementation Challenges and Industry Missteps
- 18:10 - Preparing for B2B Commerce World Scottsdale
- 20:10 - Building Community and Representation in B2B
- 23:00 - Activating eCommerce Platforms and Retention Strategies
- 33:30 - Celebration, Collaboration, and Closing Thoughts
Resources
Groove Commerce - https://www.groovecommerce.com
B2BEA - https://www.b2bea.org
Magento - https://magento.com
Amazon - https://www.amazon.com
Shopify - https://www.shopify.com
Epicor - https://www.epicor.com
Salesforce CRM - https://www.salesforce.com/products/crm/overview
Salesforce Commerce Cloud - https://www.salesforce.com/products/commerce-cloud/overview
ChatGPT - https://chat.openai.com
About our Guest, Sarah Falcon
Sarah Falcon is Partner and Senior Vice President of Global Marketing at the B2B eCommerce Association. A seasoned marketing professional and speaker with 20 years of experience in both B2B and B2C, she has a proven track record of transforming marketing operations to drive exponential revenue growth.
Connect With Sarah on LinkedIn
About Our Host, Ethan Giffin
Ethan Giffin is the Founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.
Connect With Ethan on LinkedIn
Connect With Us:
Website: www.groovecommerce.com/
LinkedIn: https://www.linkedin.com/company/groove-commerce/
Facebook: https://www.facebook.com/iGotGroove
X: https://x.com/groovecommerce
Instagram: https://www.instagram.com/groovecommerce/
