The Real State of B2B Commerce (It’s Not What You Think) with Paul Do Forno

A Defining Moment for B2B eCommerce

In this episode of the B2B eCommerce Show, Paul Do Forno joins Justin King to examine the forces reshaping B2B eCommerce and digital transformation.

As the Global Commerce Practice Lead at Deloitte Digital, Do Forno brings more than 30 years of experience across strategy, technology, and digital experience. He has led some of the world’s largest digital platform programs and is widely recognized as a thought leader in both B2C and B2B commerce.

King opens the conversation with a candid observation:
“I do not know how… we have not had you on the podcast yet.”

That sentiment reflects Do Forno’s long-standing influence on the evolution of digital commerce.

Why This Research Matters Now

Do Forno explains the motivation behind Deloitte’s latest research.

“B2B commerce is one of the fastest growing… in our Deloitte Digital.”

The study builds on earlier research and reflects a rapidly changing environment where expectations, technology, and business priorities are shifting at the same time.

“We wanted to update it to see what the latest was… and actually things didn’t necessarily align to what the first one is.”

Budget Constraints Meet Rising Expectations

One of the most important findings highlights a growing tension inside organizations.

“The number one challenge… was around getting budget for projects.”

At the same time:
“Customers are demanding to be more digital.”

King connects this directly to what he sees in the market:
“It feels like there’s a… two sides of that coin there.”

B2B leaders are being asked to deliver modern digital experiences while navigating tighter investment cycles.

ERP Modernization Is Reshaping Priorities

A major factor behind these constraints is the scale of ERP transformation underway.

“87% of the companies are either in the midst of upgrading to an ERP or about to.”

Many organizations are still operating with legacy systems that limit agility.

King shares a striking example:
“The ERP was… green screen.”

These foundational upgrades are necessary, but they often delay front-office innovation.

The Case for Investing in Customer Experience

Do Forno offers a clear perspective on how to approach transformation holistically.

“Even though it was only 24% of the investment, it produced 57% of the value.”

This refers to front-office capabilities such as B2B eCommerce, customer portals, and digital experience platforms.

“The front office and commerce helped to pay for the back office.”

This insight reframes digital transformation as a growth driver rather than a cost center.

High-Maturity Organizations Are Pulling Ahead

The performance gap between leaders and laggards is widening.

“Companies that have taken the jump… are growing incrementally 110% faster.”

This growth reflects not just digital channel performance, but overall business outcomes.

Do Forno emphasizes that success starts with strategy:
“Starting with a good understanding of your segments… and the overall commercialization strategy.”

The Customer Experience Gap

One of the most revealing insights from the research highlights a disconnect between perception and reality.

“72% thought they were highly automated… buyers came back and it was only 47%.”

This gap has real consequences.

“13% of bids are lost due to negative buyer experience.”

At the same time:
“36% that had a positive experience had a boost in revenue.”

Customer experience has become a core lever for growth, margin, and retention.

B2B Commerce Is About Ease of Doing Business

Do Forno challenges a narrow definition of B2B eCommerce.

“It’s not just about the buying… it’s about the ease of doing business.”

That includes:

• Order visibility
• Product information access
• Invoice management
• Self-service capabilities

These foundational elements shape how customers evaluate suppliers.

AI Is Emerging as a New Channel

AI is beginning to influence B2B commerce, though adoption remains early.

“Only 24% had engaged in using agentic in the sales process.”

Current use cases include:

• Chatbots for service
• Lead prioritization
• Automated proposals
• Order tracking

Do Forno frames AI as an extension of existing capabilities.

“It’s going to become… another channel.”

The Shift Beyond EDI

Traditional transaction models are evolving.

“97%… said they’re going to be shifting parts of it away.”

Organizations are expanding into:

• Digital commerce platforms
• Procurement integrations
• Marketplaces

This reflects a broader shift toward flexibility and customer-centric design.

Transformation Starts with Business Process

A central theme throughout the conversation is the importance of starting with strategy.

“What is the business process? What is the business value?”

Technology plays a critical role, but it must follow business objectives.

King reinforces this idea:
“It’s still the same foundation… that’s going to enable a great AI experience.”

Continue the Conversation

Watch the full episode and explore more insights shaping the future of B2B eCommerce.

https://v2clone.b2bea.org/b2b-ecommerce-show-podcast
https://www.linkedin.com/company/the-b2b-ecommerce-show