Ep 117: Defining modern B2B with Alex Weston, Sales Director at SparkLayer

We discuss the definition and confusion of B2B, the different angles and channels B2B brands are faced with, what B2B2C and B2C2B brands can learn from each other, the emergence of B2B buyer experiences and what it means for B2B buyer personalisation and whether we need to rebrand or democratise the concept of omnichannel.


A quick word from my sponsor SparkLayer.

With a growing demand for a B2C-style buying experience within B2B, more and more brands are turning to wholesale-specific platforms to deliver. Customer experience is no longer a buzzword but a necessity. Features like easy repeat ordering, quick-buy options, order status reports, and clear order rules (like minimum quantities or pack sizing) are the differentiators in an increasingly competitive marketplace.

With B2B ordering time cut in half for 34 St John, wholesalers like Firepot going from 0 to 40 B2B customers in one day, and a 30% increase in average B2B order values for teapigs, SparkLayer is revolutionising B2B buying.

SparkLayer works with businesses of all sizes and stages of growth, integrating seamlessly with partners like Shopify and BigCommerce to transform existing websites into B2B ordering platforms.

Revolutionise the way your B2B customers order from you - start your free 14-day trial now here 🤌