Transforming Tradition with Dwayne Doshier from Shopify - EP021

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About This Episode

What does real digital transformation look like for manufacturers and distributors today?

In this episode of eCommerce Masters, host Ethan Giffin sits down with Dwayne Doshier, Partner Growth Architect at Shopify, who shares over 25 years of lessons in eCommerce and B2B innovation. Dwayne explains how manufacturers can move from outdated systems to modern digital experiences that actually serve their customers better. He talks about why successful transformation isn’t just about technology—it’s about people, alignment, and defining what success really means.

From simplifying complex B2B buying journeys to using AI and data tools for smarter decisions, Dwayne outlines practical ways to speed up change without overwhelming your team. He also highlights the value of taking “pause moments” during transformation to rest, reflect, and reset strategy—ensuring sustainable progress instead of burnout.

If you lead or support digital growth in manufacturing, distribution, or B2B commerce, this episode is packed with real-world advice on building momentum, uniting teams, and staying ahead of the next industrial revolution.

 Tune in to learn how to future-proof your business with smarter, faster, and more human digital transformation.

Chapters

• 00:00 - Welcome and Introduction to Dwayne Doshier
• 02:15 - Dwayne’s Early Career and Entry into E-Commerce
• 09:40 - Mentorship, Leadership, and Lessons from Industry Giants
• 15:20 - Industry 4.0 and the Digital Transformation of Manufacturing
• 22:00 - Shopify’s Journey into the B2B Space
• 30:35 - The Difference Between B2B and B2C Commerce
• 38:50 - Leveraging Data, AI, and Partners like Klaviyo in B2B
• 46:25 - Overcoming Fatigue and Structuring Digital Transformation
• 55:10 - Shopify’s Strengths, Partnerships, and Platform Differentiation
• 1:03:40 - Building Internal Alignment and Defining What Success Looks Like

Resources

Shopify B2B Enterprise - https://www.shopify.com/solutions/b2b/enterprise
Klaviyo - https://www.klaviyo.com
Groove Commerce -https://www.groovecommerce.com

About our Guest, Dwayne Doshier

Dwayne Doshier is a seasoned B2B eCommerce strategist with a practitioner viewpoint for improving eCommerce success and operational maturity.  With 25+ years of experience at premier consultancies and commerce agencies, Dwayne creates effective cases for change, delivers engaging and memorable workshops, provides empathetic coaching, and frequently speaks at client sales summits and eCommerce trade shows. 

He has served on multiple launches of first-in-market B2B capabilities and is passionate about helping B2B sellers achieve eCommerce success using meaningful value propositions, differentiated experiences, and the power of teams.  He serves as a commercial lead of partner growth programs for Shopify.

Connect With Dwayne 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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