Beth Segovia, CEO of TradeCentric, shares how integration not only connects data but also allows B2B suppliers to set a foundation for more opportunities.
Digital Commerce 360: What priorities are top-of-mind for B2B organizations looking to evolve their ecommerce strategy and future-proof digital growth?
Beth Segovia: We’re seeing a clear shift in how B2B suppliers approach ecommerce. It’s no longer just about launching a digital storefront, but more so a holistic strategy to build a connected experience that matches how buyers want to purchase.
Buyers expect speed, accuracy, and simplicity, so suppliers are prioritizing integration between ecommerce and procurement or ERP systems to offer a purchasing experience that meets that expectation. Clean orders, accurate invoices, and faster payment flows lead to quicker revenue realization, stickier customer relationships, fewer disputes, and stronger margins.
Where are B2B suppliers most often falling short in meeting buyers’ expectations, and how does it impact financial health?
Many suppliers invest heavily in building great front ends but often overlook the back-end processes that truly impact buyer satisfaction. Without integration into customers’ purchasing systems, order data doesn’t flow seamlessly, leading to pricing mismatches, PO discrepancies, spending falling outside of oversight, more manual work and billing errors. These issues frustrate buyers, delay payments, and increase operational costs.
Conversations with our customers consistently show that friction in the purchasing process stalls revenue growth and drives up costs. And it’s important to recognize that offering PunchOut is just the beginning. Real revenue growth comes from full eProcurement integration, where the entire purchase-to-pay process is automated and error-free.
What are some common challenges B2B organizations face when trying to build or scale their ecommerce and e-procurement integration programs?
Integration efforts often fall short due to two key missteps: treating it as a one-time project instead of an ongoing program, and viewing it as a purely technical IT initiative. In reality, strategic integration fuels growth. Without the right cross functional alignment, long-term ownership, and clear focus on ROI, momentum fades. But when approached as a business growth initiative, integration delivers measurable improvements in revenue, retention, and operational efficiency.
How do you see technology — from system integration to AI — changing the way suppliers approach ecommerce over the next few years?
Technology is transforming B2B eCommerce into a key competitive advantage. It’s no longer enough to offer curated products at negotiated prices. Suppliers must deliver a faster, smarter, and more seamless buying experience. Organizations that connect their eCommerce platforms to buyers’ procurement systems strengthen relationships, accelerate sales cycles, and turn digital into a true revenue driver.
AI will open even more opportunities, but only if it’s built on clean, connected data. Suppliers who embrace technology to remove friction, improve transparency and deliver greater value will win more than transactions — they’ll build lasting partnerships.
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