B-to-B

In episode 490 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Yanni Hufnagel, founder and CEO of The Lemon Perfect Company, an organic lemon water brand. Listen in as Yanni discusses his unconventional career path, transitioning from a college basketball coach to a beverage entrepreneur (2:20). He describes the inspiration behind Lemon Perfect (3:10), growth…

In order to focus efforts on the appropriate demographic, any successful marketing strategy must include a step to determine the target buyer. In fact, 39 percent of consumers now expect brands to speak directly to their needs. Who are shadow buyers? They're the people who browse your product, weigh their options, and help shape the…

For decades, legacy industries — from agriculture to heavy equipment to manufacturing — have relied on in-person relationships, dealer networks, and fragmented back-office systems to support their B2B sales. However, today’s buyers expect the same seamless, personalized e-commerce experiences they get as consumers. That expectation is forcing even the most traditional industries to modernize —…

Let’s be honest: most B2B commerce workflows weren’t designed. They just … happened. They grew layer by layer, like geological strata, each new approval, exception and workaround piling on top of the last. Before long, what started as a straightforward transaction morphed into a tangle of emails, spreadsheets, verbal approvals, and a “just-check-with-Janet” step no…

In a world focused on doing more with less, experiential gifting has emerged as a standout trend, resonating across demographics and regions. At Tinggly, we’ve observed this shift firsthand. Our recent U.S. customer survey confirms that experience-based presents are no longer a niche option but a mainstream preference for life’s big (and everyday) moments. Experiences…

In just a few short years, generative artificial intelligence has done something most digital transformations couldn’t: re-patterned our behavior at an atomic level. We no longer search; we ask questions. We no longer browse; we expect answers. We no longer tolerate a delay in finding products; we want instant gratification. Generative AI has also changed…

The word “sustainability” gets thrown around a lot these days, to the point that it can feel little more than a marketing badge. Eco-friendly. Green product. Sustainably sourced. But sustainability is more than a buzzword; it’s a commitment that a business conducts itself in a way that will sustain not only itself but also the…

We’ll dive into the common blind spots that cause shoppers to bounce, carts to get abandoned, and revenue to slip through the cracks.

Here’s an axiom to remember: technology never stops evolving. That’s as true for B2B commerce as it is for all other tech systems around the world. New tech is constantly coming online, new connections are being forged, and new automations continue to make our work faster and more productive. This evolution never changes. What does…

Ho ho no! It’s that time of year: holiday returns are on the horizon. Whether a problematic electronic item, an ugly sweater, or a piece of jewelry that missed the mark, around 18 percent — close to $170 billion worth of merchandise — once purchased/gifted/unwrapped, will be heading back to U.S. retailers this holiday season.…