The Real State of B2B Commerce (It's Not What You Think) with Paul Do Forno Artwork

B2B eCommerce Show

Welcome to The B2B eCommerce Show – a hub for leaders, innovators, industry experts, and newbies to explore the fast-paced world of digital commerce. Hosted by respected thought leader Justin King, this podcast delves into the strategies, challenges, and successes shaping how manufacturers, distributors, and service providers thrive online.

Each episode features insightful conversations, practical advice, and compelling stories from pioneers driving digital transformation in the B2B eCommerce ecosystem.

Whether you're embarking on your first eCommerce project, scaling a digital strategy, or staying ahead of market shifts, this podcast is your guide to navigating digital successfully.

All Episodes

B2B eCommerce Show

The Real State of B2B Commerce (It's Not What You Think) with Paul Do Forno

March 31, 2026 • Justin King

0:00 | 42:45

In this episode of the B2B eCommerce Show, Justin King speaks with Paul Do Forno, Global Commerce Practice Lead at Deloitte Digital, about key insights from Deloitte’s latest B2B eCommerce study and what separates high-performing organizations.

Paul explains how companies adopting commerce and AI are achieving up to 110% more growth, while also facing increasing pressure from limited budgets and rising customer expectations. He also highlights how combining front-office initiatives with back-office upgrades can strengthen business cases and drive greater value.

The conversation explores gaps in buyer experience, the importance of reducing friction across the customer journey, and the growing role of AI in shaping B2B commerce.

Key topics include:
• B2B eCommerce research insights
• Digital maturity and growth
• Front office vs back office strategy
• Buyer experience and automation gaps
• AI in B2B commerce

Guest: Paul Do Forno
Host: Justin King