The Future of B2B E-commerce: AI, Amazon, and the Changing Buyer Journey

B2B e-commerce is evolving rapidly, and manufacturers can’t afford to sit on the sidelines. In this episode, Meghan Flynn, VP of E-commerce and Digital at Justrite Safety Group, joins Jeff White and Carman Pirie to unpack the forces reshaping digital commerce in industrial markets. From generational shifts in buying behaviour to the rise of AI-driven and agentic commerce, Meghan explains why traditional assumptions about B2B buyers no longer hold. She explores how personalization, content, and customer journeys have become more complex and more critical than ever. The conversation also delves into the growing influence of Amazon Business, the importance of balancing e-commerce with distributor relationships, and how marketers can position their brands to win in an increasingly automated, competitive landscape. If you’re a manufacturing marketer navigating digital transformation, this episode offers practical insights and a forward-looking perspective on where B2B commerce is headed.