Two companies with roots in site search technology have agreed to merge to help manufacturers and distributors share accurate and up-to-date product information on distributors’ ecommerce sites.

Justin King, founder of B2X Partners

Salsify, which provides a “product experience management” platform that helps brand manufacturers display their product content online, announced at the B2B Next conference today that it has agreed to acquire B2X Partners, a consulting firm founded by former Oracle Corp. B2B commerce expert Justin King which advises distributors on how to sell through ecommerce. Both firms have roots in the Endeca site search business that was acquired in 2011 by Oracle.

Jason Purcell, co-founder and CEO of Salsify, says B2X Partners brings experience working on digital commerce strategies with such manufacturers and distributors as Sonepar, Zoro, Win Supply, Weiler and Oatey. Salsify’s existing client base includes such brand manufacturers as 3M, Bosch and Rubbermaid. “We know from working with leading manufacturers that there is a distinct competitive advantage to be had as B2B manufacturers and distributors develop strategies to create rich, differentiated product experiences across every channel their buyers interact with. Justin is a proven, trusted expert in the product content needs of B2B manufacturers and distributors.”

Making manufacturers’ products easier to find

King, who like Salsify executives was at Endeca before Oracle acquired it, worked as a B2B ecommerce expert at Oracle before founding B2X Partners four years ago. One of the main issues King says he addresses with client companies is how they can manage all the product data they may get from hundreds or thousands of suppliers and make it available and easy to find on their customer-facing ecommerce sites. It’s a topic King also addresses in his recently published book, “Digital Branch Secrets: eCommerce Playbook for Distributors.”

King joins Salsify as vice president of B2B strategy. Salsify did not say what it has agreed to pay to acquire B2X Partners.

The acquisition includes all assets in B2X Academy, an ecommerce-focused, online training platform for distributors that includes an eight module, 50+ lesson “Digital Branch Roadmap” training course.

King directed a workshop yesterday at B2B Next, where Salsify is an exhibitor.

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