Piers Gorman is Senior Vice President, APAC and EMEA, at TreviPay, where he helps manufacturers, distributors, retailers, and marketplaces simplify B2B payments, invoicing, and trade credit across global markets. Before payments, he spent eight years in the British Army and helped build a defense consulting business across the Middle East and Africa.

Justin King sat down with Piers to talk about the part of B2B eCommerce most leaders never see, the gap between how seamless a buyer expects their experience to be and how clunky it actually feels once they hit checkout, invoicing, or credit approval.

Piers explains why finance teams are built to protect a business rather than improve a customer's experience, and why that one organizational habit is responsible for most of the friction buyers actually feel. He walks through what it looks like when a buyer gets "lost in the system" during onboarding, why a delayed payment application can freeze a customer's credit limit even after they've paid, and how TreviPay manages the backend complexity behind a hotel chain that needs invoices broken out by property or a distributor juggling thousands of seller relationships across one franchise network.

They also get into how identity fraud is getting more sophisticated alongside AI, why localization has to go far beyond currency conversion, and how the same data infrastructure built to catch fraud can just as easily be pointed at growth instead.

Key idea: B2B buyers don't judge you on the storefront. They judge you on everything that happens after they click buy.