Summary:

Bryan House, CEO of Elastic Path, shares his insights on the transformative role of AI in B2B ecommerce. Elastic Path is focused on B2B commerce, working with a wide range of B2B businesses across different verticals.

Why listen:

• Get insights into the latest trends in B2B ecommerce and AI.
• Learn about the importance of structured product data and workflow automation.
• Understand how AI can enhance sales processes and customer relationships.
• Discover Elastic Path's innovative solutions for complex B2B scenarios.
• Hear predictions on the future of B2B commerce and AI's role in it.

Discussion topics:

Bryan explains how AI is reshaping the landscape, particularly through the shift from search-led buying to answer-led discovery. The podcast emphasises the importance of structured product data and workflow automation, which are crucial for enhancing efficiency and customer satisfaction.

The discussion also highlights Elastic Path's innovative approach, focusing on their flexible Product Experience Manager that supports complex catalogue scenarios. This makes it well-suited for mid-market B2B companies dealing with intricate product configurations and pricing models.

The conversation also explores the impact of AI on sales processes, suggesting that AI can serve as a superpower for sales teams by automating routine tasks and allowing them to focus on building meaningful customer relationships.

The podcast closes by considering the future of B2B commerce, with Bryan predicting that AI will compress the sales funnel, making discovery, comparison and configuration processes faster and more efficient.

AI has the potential to disrupt traditional marketplaces by shifting loyalty from channels to outcomes, offering a significant opportunity for B2B companies to lead in AI adoption.

Bryan's extensive experience and leadership at Elastic Path provide a valuable perspective on navigating the evolving landscape of B2B ecommerce.

"We offer custom technologies and engineering services to extend platform capabilities and deliver tailored solutions that meet specific business needs."

Summary:

James Gurd and Bradlie Houldsworth, Strategy Director from Remarkable Commerce, discuss the intricacies of ecommerce development, focusing on the balance between mass market and targeted approaches.

They explore the value of integrating niche capabilities into ecommerce roadmaps, emphasising the importance of custom features despite the potential costs and risks.

Brad shares insights from his extensive experience in building custom solutions for Remarkable Commerce clients that extend the core capabilities of platforms, offering tangible business cases for such investments.

The conversation covers several innovative use cases, including the integration of Shopify Pay components into non-Shopify storefronts, the implementation of embedded insurance on PDPs and the development of custom middleware solutions.

The examples illustrate how businesses can enhance their offerings and improve customer experiences by adopting tailored solutions.

Key discussion points:

Mass Market vs. Targeted Approaches:

We begin with a discussion on the benefits of building niche capabilities into ecommerce strategies, highlighting the potential for increased customer engagement and revenue opportunities.

Custom Features and Business Value:

Brad explains the importance of custom features in extending platform capabilities, providing examples of how these can add significant value to businesses.

Innovative Use Cases:

Showcasing the potential for innovation in ecommerce.

What you'll learn:

• The benefits and challenges of integrating niche capabilities into ecommerce platforms.
• Building the business case for investing in custom features.
• Innovative use cases with real-world examples.

Chapters:

[00:30] Introductions

[03:45] Understanding Custom Solutions in Ecommerce

[11:15] Exploring Shopify Pay Integration

[18:10] Challenges and Prerequisites for Implementation

[26:00] Exploring Embedded Insurance

[37:55] Building Custom Middleware Solutions

[47:25] Dynamic Collection Creation in Ecommerce

👌 Get our bi-weekly newsletter direct to your inbox: http://eepurl.com/gJFLtj

James Gurd and Rupert Cross explore the current landscape for B2B ecommerce, exploring trends that are reshaping the industry as we enter 2026. With Rupert's extensive experience as CEO of 5874 Commerce, the discussion offers a deep dive into the complexities and innovations influencing B2B commerce.

Key discussion points:

B2B vs. B2C expectations:

The lines between B2B and B2C are blurring, with B2B buyers now expecting the same seamless online experiences as B2C consumers.

Technological Advancements:

The democratisation of AI and the rise of advanced search and personalisation tools are making commerce more accessible and efficient.

Data integrity:

Emphasising the importance of high-quality data, the conversation highlights how accurate data can streamline operations and enhance decision-making.

Self-service and personalisation:

The demand for digital self-service tools is growing, with businesses seeking to offer personalised experiences that cater to individual customer needs.

Reasons to listen:

• Gain insights into the future of B2B ecommerce and the trends that will shape the industry in 2026.
• Learn from industry experts about the challenges and opportunities in adopting new technologies.
• Understand the critical role of data integrity in driving ecommerce success.

Chapters:

[02:15] Key Trends in B2B Commerce

[05:15] The Role of Data and Technology in B2B

[08:00] Personalisation in B2B User Experience

[11:30] Demand Forecasting and Inventory Optimisation

[13:50] Digital Self-Service in B2B

[17:00] The Impact of AI on B2B Processes

[19:40] The Evolution of B2B Platforms

[22:25] Future Trends in B2B Technology

[24:35] Closing Thoughts on Data Integrity

Subscribe now: stay updated with the latest trends and insights by subscribing to our podcast series.

Exploring the Future: Ecommerce Predictions for 2026

As we get ready for another rollercoaster in 2026, ecommerce landscape is poised for continued transformation. In the last podcast of the year, James and Paul explore the trends and innovations that they think are set to define the industry.

Sponsored by Shopify, this episode offers an interesting analysis of what the future holds for ecommerce businesses.

Summary:

2025 has been a whirlwind, and as we look ahead, the question on everyone's mind is: what will 2026 bring? James and Paul put their necks on the block, predicting the future & focusing on key areas such as the evolution of the point of purchase, the expanding role of SEO and agentic commerce, and the strategic use of technology.

Key predictions:

Point of Purchase Evolution:

The traditional ecommerce website is still critical but where people buy is evolving. James predicts a shift towards instant checkouts and purchases made directly from ads, thanks to innovations from companies like PayPal and Stripe. This evolution is expected to increase the percentage of sales made outside traditional platforms.

SEO and agentic optimisation:

As AI continues to advance, the role of SEO is expanding. Paul highlights the need for businesses to adapt to new optimisation techniques that blend traditional SEO with agentic engine optimisation. This shift is expected to reignite the SEO industry, offering new opportunities for growth and innovation.

Tactical middleware:

The use of tactical middleware is set to become a game-changer for businesses. By leveraging third-party apps like Airtable and SuperBase, companies can solve specific challenges without the need for complex integrations. This approach simplifies development and reduces costs, making it an attractive option for many.

Inside Commerce's predictions for 2026 paint a picture of an industry in flux, driven by technological advancements and changing consumer behaviours. As businesses prepare for 2026, staying informed and adaptable will be key to success.

What you'll get from the podcast:

• Gain insights into the latest ecommerce trends and how they affect business strategies.
• Understand the impact of AI on product discovery and customer engagement.
• Learn about the strategic shifts in customer loyalty programs.
• Discover the role of data intelligence in driving business success.
• Explore the growing influence of social commerce platforms like TikTok.

It has been another busy year in ecommerce, the year when AI became mainstream and sped into town on a wave of hype.

Our State of Industry podcast offers a strategic review of the ecommerce landscape during the past year, focusing on key trends and developments.

The episode delves into the impact of tariffs on cross-border trade and the genuinely transformative effect AI is having on the industry, highlighting how these factors have shaped business strategies and market dynamics.

We discuss the challenges and opportunities presented by AI, particularly in product discovery, and the significant increase in AI-driven traffic to retail websites.

We also explore the evolving nature of customer loyalty programs, emphasising the shift from traditional points-based systems to more strategic, value-driven approaches that foster deeper customer relationships.

The podcast further examines the role of data intelligence in enhancing business decision-making, with a focus on the growing sophistication of data analysis tools and the importance of integrating AI capabilities.

Social commerce is also covered, noting the rise of platforms like TikTok as key players in the ecommerce space, rivaling established giants like Meta.

Key chapters:[00:00:30] Introduction and Overview[00:03:30] Impact of Tariffs and AI[00:10:00] Customer Loyalty Evolution[00:16:00] Data Intelligence in E-commerce[00:22:00] Rise of Social Commerce

*** the sound balance is a bit off on this episode and we couldn't resolve it in editing - apologies!

Shopify's bi-annual Editions launch is a key industry event that generates a lot of buzz.

Learn about the latest developments from Shopify's winter editions with Ben Homer, Senior Solutions Engineer at Shopify.

The discussion centers around the transformative impact of AI and agentic commerce on the platform, highlighting Shopify's commitment to enhancing both user and developer experiences.

Why listen:

• Get insights into Shopify's strategic direction
• Understand the potential of AI in commerce
• Learning about new tools that democratise business capabilities.

Key discussion points:

• Shopify's AI integration: explore how Shopify is leveraging AI to enhance platform capabilities, including the rollout of agentic commerce tools like Sidekick.
• Catalogs API Access: learn about the new access for developers to Shopify's catalogs API, enabling innovative tooling and expanded commerce capabilities.
• Pulse and SimGym: discover how these tools are democratising data-driven insights and testing, making advanced capabilities accessible to businesses of all sizes.
• Future of Shopify Flow: understand the potential of Shopify Flow in automating complex tasks and enhancing operational efficiency.
• Tinker and A/B Testing: get a glimpse into upcoming tools designed to simplify content creation and enhance hardware connectivity for Shopify users.

Stay connected with the leading ecommerce platforms. In this episode, we interview leaders and visionaries from Shopify, BigCommerce, Centra, Commerce Layer, Remarkable Commerce and SCAYLE Commerce Engine for a fireside chat on what’s happened in Q2 2025.

Every 6 months, we catch-up with the leadership teams of leading ecommerce vendors so you can hear directly from them about their strategic and product focus.

For this episode, we tackle three key strategic questions:

1. How have the vendors seen the platform market evolve in 2025, and what tech trends are they focused on?
2. Strategic direction of travel - what's shaping their current business strategy & why?
3. Product roadmap - key releases from Q2 2025, what they mean for retailers.

Timings:

• [01:50] Remarkable Commerce
• [23:45] Centra
• [41:00] BigCommerce
• [1:02:35] Commerce Layer
• [1:17:10] Shopify
• [1:36:00] Scayle Commerce Engine

This podcasts explores the evolution of performance marketing in 2025 with Josh Duggan, co-founder of award-winning agency Vervaunt.

With over 14 years of experience, Josh shares his expertise on how digital marketing optimisation has changed, focusing on measurement and the impact of new technologies.

Key reasons to listen:

• Expert insights: gain valuable knowledge from Josh, who has worked with globally recognised brands like Doc Martens and Mulberry.
• Latest trends: understand the current trends in performance marketing, including the shift towards profitability and the importance of data-driven decisions.\
• Technology advice: learn about Northbeam's new deal with Google, providing 30-day impression data, a game-changer for marketers.

Key discussion points:

• The evolution of Black Friday from a weekend event to a month-long shopping period.
• The importance of measurement tools like Triple Whale and Northbeam in understanding customer journeys and optimising ad spend.
• The role of geo-based testing in enhancing brand awareness and measuring incremental ROI.
• Strategies for leveraging customer lifetime value (LTV) to drive profitability.
• The significance of aligning KPIs across teams to ensure cohesive marketing strategies.

Josh emphasises the need for brands to focus on tangible profitability and to use 3rd party tools effectively. For example, with the introduction of Northbeam's 30-day impression data, marketers can now gain deeper insights into customer interactions, paving the way for more informed decision-making.

Tune is for your roadmap to navigating the complexities of digital marketing.

Chapters:

[00:30] Introduction to Performance Marketing Trends

[03:15] Black Friday Insights and Retail Trends

[06:05] Shifts in Consumer Behaviour and Discount Strategies

[09:50] The Importance of Measurement in Marketing

[12:30] Evolution of Measurement Tools and Technologies

[15:25] Understanding Customer Lifetime Value (LTV) and CAC

[18:35] Geo-Based Testing and Incrementality

[21:10] The Role of Third-Party Tools in Measurement

[24:20] The Future of Measurement in Performance Marketing