In our recent session with Matt Boland (Infios) and Aaron Sheehan (OroCommerce), we unpacked the persistent myths that hold B2B eCommerce efforts back. If you missed it, here are five takeaways that stood out—grounded in what’s really happening inside manufacturers and distributors today. Webinar is available free to all free members of the B2BEA. Watch or join here.

1. “If You Build It, They Will Come” Is Still a Trap

Many companies still treat eCommerce as a standalone IT project—launch the site, check the box, and move on. But the panel was clear: launch is just the beginning. Success depends on adoption, both external and internal. Customers won’t use a tool they don’t know about, and sellers won’t support a tool they see as a threat.

2. B2B Buyers Don’t Want a B2C Experience—They Want Better Tools

The idea that B2B buyers are expecting a consumer-like journey oversimplifies the reality. What buyers want is self-service, transparency, and access—on their terms. They’re not browsing; they’re solving problems. A clean digital experience with real-time data (especially inventory) matters far more than flashy UX.

3. You Can’t Run Digital Commerce Through Your ERP

One of the most damaging myths? Thinking your ERP can do eCommerce. Most ERP-linked “web stores” are bolt-ons with limited flexibility. The result: digital becomes a side project instead of a core strategy. Instead, organizations need modular systems that play well with ERP—but are purpose-built for digital buying.

4. eCommerce Isn’t a Channel—It’s a Program

This came up again and again: if you’re treating eCommerce as a one-time initiative, you’re setting it up to stall. You need to track ongoing KPIs (like adoption, AOV, repeat usage) and invest in change management internally. Think department, not just tool. Think P&L, not just site traffic.

5. Internal Champions Make the Difference

Digital transformation won’t succeed without internal advocacy. Sellers need to see eCommerce as a value-add—not a competitor. That requires structured enablement, clear incentives, and strong internal champions who know how to sell the vision and align stakeholders behind it.

If your organization is still navigating how to approach B2B eCommerce, we encourage you to revisit the recording and join the B2B eCommerce Association community. The myths are common—but they’re not permanent.

Webinar is available free to all free members of the B2BEA. Watch or join here.