B2B Automation Spotlight · 2026-04-15 · 1h 2m
Ethan Giffin is the founder and CEO of Groove Commerce, a leading agency specializing in B2B e-commerce transformation. With nearly two decades of experience, Ethan is an expert in helping manufacturers and distributors modernize their commerce strategies. His work focuses on aligning digital channels with revenue growth and fostering innovation in B2B environments. [00:00] Introduction to Ethan Giffin and Groove Commerce [05:30] Ethan's journey from staffing to founding Groove Commerce [12:45] The impact of the pandemic on B2B commerce [20:10] Shifts in manufacturer and retailer expectations [27:50] Challenges with internal team buy-in [35:15] The B2B Ecommerce Blueprint book [42:30] Managing compliant purchasing agreements [50:00] Live Q&A session and audience interaction Ready to action this strategy?
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