Running a B2B ecommerce business is tough. The challenges are endless—rising costs, growing competition, changing customer expectations—and the solutions often feel like a moving target.
During my time as a Chief Revenue Officer for an 8-figure B2B supplier, and as a consultant, working with dozens of other companies facing these same struggles, and one thing has become crystal clear: success isn’t about chasing the latest tactics. It’s about grounding yourself in principles that stand the test of time.
This manifesto is my roadmap.
It’s a collection of guiding principles that shape how I approach growth, strategy, and working with my clients. While there’s no one-size-fits-all solution, these ideas help cut through the noise and drive meaningful results. The methods may vary, but the foundation—the message—remains the same.
My 10 Principles
Simplify to Scale
When growth stalls, many businesses make the mistake of adding more—more products, more campaigns, more channels. But complexity isn’t a growth strategy; it’s a roadblock. A bloated catalog or scattered marketing efforts often spread resources too thin, leaving your team overwhelmed and your customers confused.
Simplification is the key to scaling effectively. Focus on your highest-performing products or services and double down on what sets you apart. Streamline your operations, from your catalog to your sales process, so you can execute with clarity and efficiency.
Scaling isn’t about doing everything—it’s about doing the right things better and faster. By simplifying, you free up bandwidth to deliver more value, provide a better customer experience, and drive sustainable growth.
Invest In What Makes You Different
B2B ecommerce is crowded, and competing on price alone is a race to the bottom. Instead of trying to be everything to everyone, focus on what makes you different. Whether it’s unparalleled product expertise, exceptional customer service, or a unique offering, lean into your strengths.
Your differentiators are your competitive edge, but they’re only valuable if your customers know about them. Make them part of your story, showcase them in your marketing, and let them guide how you serve your customers.
The businesses that win aren’t the ones trying to compete with Amazon—they’re the ones delivering something Amazon can’t.
Play The Long Game
Chasing quick wins can feel satisfying in the moment, but they rarely build sustainable success. True growth requires thinking beyond the next quarter or campaign. It’s about creating strategies that compound over time, whether through strong customer relationships, brand loyalty, or consistent product focus.
The long game is harder. It takes patience and discipline, but it’s what separates businesses that thrive from those that merely survive. When you prioritize long-term growth, every decision becomes clearer—you’re not just reacting; you’re building something that lasts.
Be Relentless About Value
In a world full of options, value is your most powerful weapon. It’s not just about price; it’s about how you make your customers’ lives easier, better, or more productive. From faster shipping to better support to smarter tools, every interaction should reinforce why your business is indispensable.
Adding value doesn’t have to be complicated. It’s about understanding what matters most to your customers and delivering it consistently. Businesses that win aren’t just selling products; they’re solving problems, answering questions, and making their customers’ lives better.
Marketing Should Earn Attention, Not Buy It
Throwing money at ads and catalogs might generate some short-term results, but it’s not a strategy for sustainable growth. Instead, focus on creating marketing that earns attention—content, campaigns, and experiences that resonate with your audience and build trust over time.
The best marketing creates a connection. It educates, entertains, or inspires your customers in a way that sticks with them. When your marketing earns attention instead of demanding it, you’ll build an audience that isn’t just buying—they’re paying attention, engaging, and coming back for more.
Be Customer-Obsessed, Not Competitor-Focused
It’s easy to get caught up in what your competitors are doing—launching new products, experimenting with marketplaces, or slashing prices. But reacting to your competitors isn’t a strategy; it’s a distraction.
The real opportunity lies in understanding your customers better than anyone else. What do they need? What problems are they trying to solve? How can you make their lives easier? When you let your customers’ needs guide your strategy, you’ll stay ahead of the competition without chasing their every move.
Think Beyond Transactions
B2B ecommerce is about more than processing orders; it’s about building lasting relationships. Your customers don’t just need a supplier—they need a partner they can trust. When you focus solely on the transaction, you miss the bigger picture: loyalty, advocacy, and the lifetime value of a customer.
Go the extra mile to provide an exceptional experience. Whether it’s a seamless buying process, personalized recommendations, or follow-up support, find ways to add value beyond the initial sale. The businesses that think beyond transactions are the ones customers stick with for the long haul.
Empower Sales To Hunt, Not Just Farm
Too often, B2B sales teams fall into the trap of babysitting accounts instead of actively driving new opportunities. Your salespeople shouldn’t just be maintaining the status quo—they should be equipped to grow your business by finding and converting net-new customers.
Give your sales team the tools and support they need to succeed. Whether it’s better training, clearer data, or new incentives, empower them to hunt for growth. A proactive, motivated sales team is one of your most powerful engines for scaling your business.
Build A Lasting Brand
Your competitors can copy your products, match your pricing, or even outspend you on ads. But they can’t replicate your brand. A strong brand isn’t just a logo or tagline—it’s the trust, loyalty, and recognition you build with your customers over time.
Invest in telling your story, sharing your values, and connecting with your audience in meaningful ways. A lasting brand isn’t faceless or transactional; it’s human, memorable, and indispensable. It’s what makes customers choose you, again and again.
Go Deeper, Not Wider
It’s tempting to expand into new categories or markets to chase growth, but more isn’t always better. The most successful B2B ecommerce businesses focus on their strongest verticals or core product categories and dominate them. They don't get distracted by a broader assortment or a wider customer base... they leave that up to Amazon.
Go deeper. Be the go-to expert in your niche. Specialization builds trust, loyalty, and expertise, setting you apart from competitors who are spread too thin. Master what you’re best at, and let that be the foundation for your growth.
Summary
My B2B Ecommerce Manifesto
- Simplify to Scale.
Streamline your catalog, operations, and strategies. Complexity kills growth—focus on what’s essential and scale from there. - Invest in What Makes You Different.
Don’t compete on price alone. Lean into your unique expertise, products, or customer service to stand out. - Play the Long Game.
Stop chasing quick wins that fizzle out. Focus on sustainable, profitable growth that compounds over time. - Be Relentless About Value.
Differentiate with real value—whether it’s expertise, exceptional service, or smarter solutions. Stand out by making life better for your customers. - Marketing Should Earn Attention, Not Buy It.
Focus on creating content and campaigns that resonate with your audience—don’t just throw money at ads hoping they’ll work. - Be Customer-Obsessed, Not Competitor-Focused.
Your customers’ needs should guide your strategy—not your competitors’ moves. - Think Beyond Transactions.
Ecommerce isn’t just about orders. It’s about relationships, trust, and becoming indispensable to your customers. - Empower Sales to Hunt, Not Just Farm.
Your sales team needs the tools and strategies to go after new business, not just manage what’s already on the books. - Build a Lasting Brand.
Don’t just be another faceless company. Build trust, tell your story, and create meaningful connections with your customers. - Go Deeper, Not Wider.
Focus on your strongest verticals or core product categories. Be the best at what matters most—don’t try to be all things to all people.
Wrapping Up
These principles aren’t just ideas—they’re the foundation of how I help B2B ecommerce businesses find clarity, focus, and sustainable growth. Whether you’re facing stagnating sales, rising costs, or challenges breaking out of the “cataloger” mold, the solutions aren’t in chasing the latest trends or adding more complexity. They’re in doubling down on what works, simplifying where it counts, and building something that lasts.
If these ideas resonate with where your business is headed—or where you want it to go—I’d love to help you put them into action. Let’s work together to create a tailored strategy that turns these principles into real results for your business.
