In this episode of the B2B eCommerce Show, Justin King speaks with AJ Brenner about his journey from B2C eCommerce into B2B distribution and how he helped drive significant digital adoption in traditional industries.

AJ shares how his team grew online revenue from just 2–3% to 25% by focusing on what truly matters in B2B, building tools that create real value for customers and save them time on the job. He explains why B2B is fundamentally different from B2C, and why success depends less on flashy technology and more on understanding workflows, operations, and customer needs.

The conversation dives into the importance of internal adoption, training sales teams, and securing executive buy-in to make digital transformation stick. AJ also discusses how strong partnerships, simplified metrics, and consistent communication of wins can accelerate growth and alignment across the organization.

Key topics include:
 • Transitioning from B2C to B2B eCommerce
 • Driving digital adoption in traditional industries
 • Internal training and sales team enablement
 • Building tools that deliver real customer value
 • Executive alignment and measuring success

Guest: AJ Brenner
Host: Justin King