Søren Handlos is co-founder of Shopspray, a software company that lets B2B sellers run punchout directly from their own commerce platform. He started in advertising, moved through internet media and telecom, built a commerce department at a telco, and spent years as a commerce consultant before a large Swedish B2B customer’s request for punchout led to Shopspray.

Jason Hein sat down with Søren to question a feature most B2B teams think they already understand. Jason opens with his own punchout work 26 years ago, and Søren makes the case that the usual setup, a separate punchout catalog replicating your data, gets it backwards. If you’ve already spent heavily on a commerce platform with customer-specific catalogs, contract pricing, and CRM connections, why copy that logic into a third-party system when you can punch out of the platform itself?

They get into why procurement systems were never built for custom configurations, contract versus off-contract pricing, or delivery windows, what Søren calls the “integration premium” of bolting punchout on, and why handing the connection to a middleman puts your customer relationship and purchase data at risk. They also cover why Scandinavia is ahead on digital adoption, why EDI and punchout can live side by side inside a single customer, what “Amazon-like” should actually mean in B2B (relevant, real-time, personalized, and hassle-free), and where AI earns its place, which is cutting punchout customer onboarding from days to hours to minutes.

Key idea: you spent millions building the experience, so don’t hand your customers a scaled-down copy of it.