The global home for B2B digital transformation
The B2B eCommerce Association (B2BEA) is an independent, member-led community connecting the people, companies, and technologies moving B2B commerce forward.
Help every B2B organisation succeed in a digital-first economy.
B2B commerce is being reshaped by eCommerce, AI, ERP modernisation, and connected supply chains. B2BEA exists to give practitioners the community, research, and independent guidance they need to make confident decisions — and to give vendors a credible, transparent way to meet the buyers they serve.
Independent guidance
Vendor-neutral research, frameworks, and buyer's guides written by practitioners — not analysts on retainer.
A global community
Manufacturers, distributors, brands, agencies, and technologists from every continent, meeting online and in person.
Career-long learning
Workshops, certifications, and the B2B Digital Maturity Assessment — the standard for measuring transformation readiness.
Fair marketplace
The Exchange directory helps buyers find credible platforms, ERP, PIM, EDI, CPQ, DXP, and analytics vendors.
The technologies we cover
Every layer of the B2B digital stack — from front-of-house buying experiences to back-office systems of record.
From working group to global association
- 2018
Founded by a working group of B2B eCommerce practitioners looking for a vendor-neutral home.
- 2020
Launched the first B2B Digital Maturity Assessment and the peer-review Exchange directory.
- 2022
Opened chapters across EMEA, North America, and APAC; launched Women in B2B initiative.
- 2024
Introduced the B2B AI programme and the Academy certifications.
- 2026
Now the leading independent voice for B2B digital transformation.
The people behind B2BEA
A global team of practitioners, researchers, and community builders driving the association forward.
Brett Sinclair
Founder & Director · B2B eCommerce Association
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Justin King
Chief AI Officer · B2B eCommerce Association
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Jason Hein
Global Director · B2B eCommerce Association
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Sarah Falcon
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Samantha Schwartz
B2B eCommerce Association
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Elowyn Javor
Operations Analyst and Chief of Staff · The B2B eCommerce Association
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Who belongs at B2BEA
Practitioners & buyers
Manufacturers, distributors, and brands running or building B2B digital programmes.
Vendors & partners
Software vendors, agencies, and system integrators serving the B2B ecosystem.
Researchers & educators
Academics, analysts, and students studying the discipline of B2B digital commerce.
Become part of the B2BEA community
Membership is open to practitioners, vendors, and researchers working anywhere in the B2B digital stack.