How B2B ecommerce fails when you ignore the field

Episode notes

B2B ecommerce is more complex than B2C with bigger baskets sizes. In this episode of the Ecommerce Toolbox: Expert Perspectives, Anna Lazzarini, Director of Customer Experience and Analytics at White Cap, shares what customer experience actually means in high-stakes industries like construction supply. In B2B contexts, the consequence of failure isn’t an abandoned cart, it could mean a delayed job site. The conversation dives into the complexity of measuring experience in B2B environments. From account-level order frequency to order fill rate, Anna explains why traditional ecommerce metrics often miss what matters most. One of the standout discussions centers on translating vague customer complaints into actionable improvements. When customers say “your search sucks,” they’re not giving you query-level analysis. They’re expressing friction. The episode also explores omnichannel challenges, particularly around pricing integrity. Finally, Anna discusses analytics governance in enterprise environments. Too many definitions of the same metric erode credibility. In her words, analytics can feel like the Wild West unless you define a single source of truth.