Podcast: Online Ordering to Strategic Growth: B2B Commerce for Wholesalers
Michel
4 minuten
B2B e-commerce is no longer just about putting an order portal online. For wholesalers, digital commerce has become a strategic growth driver: a way to serve customers better, reduce operational pressure, support sales teams and create a more scalable commercial organisation.
In this episode, we speak with Alexey Pronin, General Manager EMEA at Shopware, about what B2B commerce can really mean for wholesalers when it is done right.
Why this episode is worth listening to
Many wholesalers are investing in digital commerce, but the real question is not simply: “Do we need a webshop?”
The better question is: “How can digital commerce help us grow, become more efficient and serve customers in a smarter way?”
Together with Alexey, we explore how wholesalers can move from basic online ordering to a more strategic digital sales channel. We discuss how B2B commerce can support revenue growth, improve internal efficiency and give sales teams more time for relationships, advice and account development.
What we discuss in this episode
In the podcast, we cover questions such as:
- What business outcomes can wholesalers achieve with B2B commerce?
From higher customer satisfaction to more efficient order flows and better commercial insights.
- Is B2B commerce a revenue driver, an efficiency driver, or both?
We discuss why the best B2B commerce projects usually deliver value on both sides.
- e-commerce replace the sales team?
A common concern among wholesalers. We look at why digital commerce should strengthen the sales organisation, not replace it.
- How can sales teams benefit from digital commerce?
Less time spent on order administration. More time for customer relationships, advice, cross-sell, upsell and growth.
- What does a modern B2B commerce platform need to offer?
Think of customer-specific pricing, roles and permissions, quick ordering, approval flows, account structures, ERP integration and self-service capabilities.
- How do Shopware B2B Components help wholesalers in practice?
We discuss how Shopware translates strategic B2B goals into concrete platform capabilities.
- Where does Shopware fit in the B2B commerce landscape?
Between ERP portals, full SaaS platforms and composable commerce, wholesalers need a solution that is flexible, scalable and commercially usable.
- What is the practical role of AI in wholesale today?
We look beyond the hype and discuss where AI can already create real value for wholesalers.
- What stood out at Shopware Community Day 2026?
We also touch on recent developments such as Shopware Nexus and new AI capabilities, and what these mean for wholesale businesses.
For whom is this podcast?
This episode is especially relevant for:
- Wholesalers that want to professionalise their digital sales channel.
- Commercial directors who want to combine growth with operational efficiency.
- Sales leaders who want to reduce order administration and give their teams more time for customers
- E-commerce and IT managers looking for a flexible B2B commerce platform.
- Management teams exploring the next step beyond a basic ERP portal or simple online ordering environment.
From order portal to strategic sales channel
A strong B2B commerce platform is not just an IT project. For many wholesalers, it is a sales transformation project.
The goal is not to replace personal contact, but to make it more valuable. Routine orders, repeat purchases and basic account management can increasingly be handled digitally. That gives sales teams the space to focus on what they do best: building relationships, advising customers and identifying growth opportunities.
In this episode, Alexey Pronin shares his perspective on how wholesalers can take that next step.
Listen to the podcast
Want to learn how wholesalers can turn B2B commerce into a driver for growth, efficiency and stronger customer relationships?
This podcast is available from the 9th of June on Spotify, Youtube en Apple podcast in our Groothandel E-Commerce Event Podcast serie.
