Casey McClure

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

Brands offering a seamless and engaging online shopping experience is no longer an expectation, it's a requirement. Whether you're selling to consumers or businesses, your customers want to feel comfortable making purchases from your e-commerce site. Blueberry Diapers, a manufacturer and global distributor of cloth diapers, is in a rather unique position: while the majority of its sales are to other businesses, its customers prefer a B-to-C-like online shopping experience. Nearly 95 percent of Blueberry Diapers' B-to-B sales are transacted online. 

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