Talk Commerce

Ethan Giffin of The B2B eCommerce Agency, formerly Groove Commerce, on why manufacturers and distributors ask for a website and need alignment between sales, marketing, IT, operations and finance, and why he calls it the five-legged stool. Recorded at Shoptoberfest in Nashville with Scott Ohsman of Always Off Brand.

Show Notes

Scott Ohsman of Always Off Brand and I recorded our Slightly Off Commerce collaboration at Shoptoberfest in Nashville, and Ethan Giffin waited about four hours for his turn at the table. He runs The B2B eCommerce Agency, formerly Groove Commerce, and the rebrand describes a change that happened to the business before it happened to the name.

We cover how the agency got pulled into manufacturing and distribution, the complicated situations behind his book Closing the Digital Revenue Gap, why the buyer entering the workforce now expects Amazon, Uber and Starbucks in a pocket, what he calls the five-legged stool of alignment between sales, marketing, IT, operations and finance, and why he likes Shopware for complex catalogs.

The B2B eCommerce Agency is at b2becommerceagency.com, and a free copy of Closing the Digital Revenue Gap is at b2becombook.com.

The B2B Commerce Trends and Opportunities Report, written and researched by Content Cucumber and presented by Shopware, is free at contentcucumber.com.

What is Talk Commerce?

Talk Commerce connects the commerce community through conversation, with host Brent W. Peterson talking to the founders, developers, agency leaders, and merchants who build and run eCommerce businesses on Shopify, Magento, Adobe Commerce, and B2B platforms.

Two segments run alongside the full interviews. Agentic Commerce episodes run 10 minutes or less and take on one topic at a time, from AI shopping agents to the product data those agents read. Running Commerce covers the running and athletic industry and the brands, retailers, and race organizers who make it work.

Episodes also cover eCommerce marketing, retail, and growing a team, along with live reporting from events like eTail, Shoptalk, and The Running Event. Read the show notes and the daily blog, and sign up for the newsletter, at https://talk-commerce.com