The B2B eCommerce landscape continues to evolve rapidly, presenting both challenges and opportunities for businesses looking to modernize. Evan Klein, CEO of Zaelab, shares his insights on how companies can overcome common obstacles and position themselves for success. From leveraging technology to prioritizing customer experiences, here’s a practical guide to transforming your B2B eCommerce strategy in 2025.
1. Start with a Scalable Foundation
“First and foremost, B2B companies need to ensure they are on a scalable platform,” Klein advises. Many businesses rely on outdated ERP systems that were not built to support the real-time, self-service experiences today’s customers expect.
Modernizing this foundation is essential. “You can’t create innovative customer experiences if your platform isn’t equipped to handle the complexity of modern commerce,” Klein explains. By investing in scalable technology, businesses can reduce inefficiencies, minimize errors, and build a framework for growth.
2. Harness the Power of AI for Operational Efficiency
Artificial intelligence (AI) is transforming B2B eCommerce, offering practical solutions to long-standing inefficiencies. For example, Klein describes a project with a large manufacturer where AI streamlined the order process:
“Imagine a world where a customer sends a purchase order via email, and AI automatically parses and ingests that order into the commerce platform,” he says. This reduces the cost of processing orders, eliminates errors, and minimizes returns.
For businesses still heavily reliant on manual processes, AI-driven automation can be a game-changer. It frees up resources, improves accuracy, and ultimately enhances the customer experience.
3. Personalize Experiences for Different Personas
In B2B eCommerce, personalization isn’t just about adding a customer’s name to an email. It’s about delivering tailored solutions for different personas within the same organization.
“Our customers often deal with multiple user types,” Klein explains. “Engineers want technical specifications, procurement teams need invoices and savings data, and category managers look for broader insights.”
The key is to create experiences that address each persona’s unique needs. “If you can help your customers solve their specific problems, you’ll not only drive revenue but also build loyalty,” Klein says.
4. Overcome the ERP Challenge with Strategic Integration
Many companies find themselves in what Klein calls “ERP jail,” stuck with legacy systems that dictate their operations. “These systems weren’t designed with 2024 in mind, and they often hold businesses back,” he observes.
Zaelab’s approach involves working within the constraints of existing ERP systems while enabling real-time, customer-centric solutions. “Our secret sauce is aligning strategy with architecture,” Klein says. “We help businesses leverage their existing systems while redesigning processes to meet modern demands.”
This combination of technical expertise and strategic insight ensures that businesses can transform without being hindered by their legacy systems.
5. Focus on People and Processes, Not Just Technology
Digital transformation is not just a technology challenge—it’s also about people and processes. “What makes these transformations successful is when companies think about how their business needs to evolve holistically,” Klein emphasizes.
By aligning technology investments with clear strategies for change management, businesses can avoid common pitfalls and achieve their goals more effectively. “If you focus only on the technology, you’re unlikely to get where you need to be,” Klein warns.
6. Shift from Task Execution to Strategic Partnership
The role of a B2B eCommerce agency is changing. Historically viewed as task-oriented implementers, modern agencies like Zaelab are evolving into consultancies. “Our value lies in strategy and architecture,” Klein explains.
This shift reflects a broader trend in the industry. Businesses don’t just need platforms built; they need partners who understand their challenges and can provide long-term solutions. “We’re not just doers of tasks,” Klein asserts. “We’re here to deliver scalable, strategic outcomes.”
7. Future-Proof Your B2B eCommerce Business
The B2B eCommerce landscape will only grow more complex, but businesses that embrace change can thrive. Klein’s advice is clear:
- Start with a scalable platform.
- Leverage AI for operational efficiency.
- Personalize customer experiences.
- Address legacy challenges strategically.
- Focus on people and processes alongside technology.
- Partner with a consultancy that delivers both strategy and execution.
“Transformation isn’t easy,” Klein concludes. “But with the right foundation and a focus on solving real business problems, the opportunities are limitless.”
Ready to transform your B2B eCommerce business? Learn more about how Zaelab, a leading B2B eCommerce agency, can help you scale and succeed. Contact us to discuss how your B2B business can digitally transform and win in the market.
To dive deeper into these insights and hear more from Evan Klein on how to transform your B2B eCommerce strategy, be sure to listen to the full podcast episode for additional expert advice and actionable tips:
