Why B2B E-commerce Needs Friction with Aaron Sheehan from Oro Commerce

In this episode of Talk Commerce, Brent Peterson interviews Aaron Sheehan, Head of Product Marketing and Strategic Alliances at Oro Commerce. They discuss the origins of Oro Commerce, its focus on B2B e-commerce, the importance of no-code solutions, and the evolving role of AI in the industry. The conversation also touches on the significance of sales reps in the e-commerce landscape, buyer intent in B2B transactions, and the impact of Hyva on the Magento ecosystem. Aaron emphasizes the need for businesses to adapt to changing buyer expectations and the importance of owning data and code in e-commerce platforms. Takeaways Oro Commerce was founded by the original Magento team to serve the B2B community.B2B commerce has unique challenges that differ from B2C, including longer sales processes and approval workflows.No-code solutions empower business users to make changes without relying on developers.AI can enhance the buying process but trust is crucial in B2B transactions.Sales reps play a vital role in B2B e-commerce, providing trust and support to buyers.Buyer intent is critical in B2B, as many orders start with online searches.Hyva has revitalized the Magento ecosystem, providing modern solutions for merchants.Owning your data and code is essential for long-term success in e-commerce.E-commerce platforms must adapt to provide a seamless experience for buyers.The future of commerce may involve agentic buying agents, but human interaction remains important. Chapters 00:00 Introduction to Oro Commerce and Its Origins 06:53 The Importance of No-Code Solutions 12:13 Introduction to Case Studies as a Sales Tool 48:19 TC - Outtro All AV version 1.mp4