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
- 2019
Founded by Brett Sinclair and a working group of B2B Digital Commerce practitioners in Australia looking for a vendor-neutral home.
- 2020
Launched the first global B2B Digital Commerce ecosystem for manufacturers and distributors.
- 2022
Opened official chapters across EMEA, North America, and LATAM regions.
- 2024
Introduced the B2BEA Academy and first ever certifications in B2B eCommerce. Launched the B2B eCommerce Industry Awards.
- 2026
Now the leading independent global voice and community for B2B digital transformation in manufacturing and distribution.
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
VP, B2BEA Academy & Global Director of Programming · B2B eCommerce Association
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Sarah Falcon
SVP Global Marketing · B2B eCommerce Association
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Samantha Schwartz
Global Director, Practitioner Experience · B2B eCommerce Association
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Ashley Hudson
MD · B2B Ecommerce Association
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Richard Isaac
Global Director of Search & Discovery · B2B eComemrce Association
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Elowyn Javor
Operations Analyst & 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.