From technical sales to B2B eCommerce Rising Star: Owen Mitchell’s story

An understanding of products and customers can be a powerful starting point for a career in B2B eCommerce. For Owen Mitchell at All Marine Spares, it became the foundation for changing how a small marine parts business serves its market.

The B2B eCommerce Association congratulates Owen on becoming the first recipient of the B2B eCommerce Rising Star of the Year award. Introduced this year, the category recognises emerging professionals whose initiative and work are making a meaningful difference.

Building on customer knowledge

Owen joined All Marine Spares in Technical Sales on Sydney’s Northern Beaches. Working with customers gave him firsthand knowledge of the challenges involved in identifying and sourcing the right marine parts.

He took that understanding into a new area, teaching himself the skills to build the company’s first B2B portal. That project laid the groundwork for a commercial website which, according to his nomination, is on track to generate 30% of the company’s revenue this year.

“Working in technical sales gave me a good understanding of the questions customers ask and the information they need. I wanted to bring that knowledge online and make it easier for them to find the right parts.”

Owen’s work extended across a catalogue of more than 70,000 products. He cross-referenced parts, developed detailed listings and built a photography library to help customers assess dimensions, specifications and compatibility.

These improvements addressed a practical challenge: giving buyers enough information to confidently select the right product. His nomination reported improvements in conversion, repeat purchasing and product discovery, with existing customers buying a broader range of parts.

Recognising the people doing the work

Owen’s story highlights how digital capability can develop within a business. His experience in sales gave him a clear view of customer needs, while the opportunity to take ownership allowed him to turn that knowledge into a better buying experience.

“To be the first recipient of this award is something I’m really proud of. There has been a lot of learning along the way, and I’m grateful to the team at All Marine Spares for backing me and giving me the opportunity to build this.”

For the Association, recognising people like Owen is an important part of sharing what progress looks like across our industry. Congratulations to Owen and the All Marine Spares team on this achievement.

Help us recognise the next rising star

The next B2B eCommerce Industry Awards will celebrate achievements across the Americas, including the Rising Star of the Year category.

If someone in your team or network is making a difference, help give their work the recognition it deserves. Nominate yourself or a colleague, or contact the B2B eCommerce Association team for support with a submission.