From PO to Portal with Joe Twer from BlueSnap – EP023

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About This Episode

Why are B2B companies spending millions to modernize eCommerce—only to collect payments like it’s still 1999?

In this episode of eCommerce Masters, Ethan Giffin sits down with Joe Twer, VP of Global Sales at BlueSnap, to expose one of the most overlooked blockers to B2B growth: how companies get paid. Joe explains why paper invoices, manual ACH workflows, and outdated gateways create silent friction that hurts cash flow, increases failed payments, and frustrates today’s buyers.

Joe shares how leading manufacturers and distributors are rethinking payments as part of the buying experience—not just a back-office task. He breaks down how payment orchestration helps businesses support cards, ACH, recurring billing, and invoice payments across regions while improving approval rates and lowering costs. Real examples show how customer portals, global surcharging, and smarter routing remove friction and speed up collections.

The conversation also challenges the myth that “all payment gateways are the same,” and explains why choosing the wrong one can limit global growth before it even starts.

If you’re modernizing B2B commerce but still relying on manual billing and legacy payments, this episode will change how you think about revenue. It’s essential listening for leaders serious about growth.

Chapters

• 00:00 – Why B2B Payments Are Broken
• 06:10 – Joe Twer’s Path Into Payments and Global Commerce
• 12:45 – Why Payments Are Table Stakes but Rarely Optimized
• 19:30 – What Makes BlueSnap Different From Traditional Gateways
• 26:05 – Failed Transactions, Routing, and Approval Rate Optimization
• 32:50 – Supporting Global Payments, ACH, and Recurring Billing
• 39:20 – ERP and eCommerce Platform Integrations in B2B
• 45:40 – Reducing Checkout Friction and Improving Buyer Experience
• 52:10 – Surcharging, Digital Transformation, and Final Advice

Resources

About our Guest, Joe Twer

Joe Twer is a global payments leader with deep expertise in helping companies modernize their commerce infrastructure and scale internationally. As Vice President of Global Sales at BlueSnap, Powered by Payroc, Joe works with manufacturing, technology, and B2B organizations to unify and optimize their global payment operations.

With a background spanning product consulting, solution sales, and program management, Joe brings a unique mix of technical insight and commercial strategy to every conversation. He’s passionate about helping businesses consolidate systems, eliminate data silos, and turn payments into a growth driver, not just a back-office function.

Connect With Joe 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

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