Tracie Benefiel on Why B2B eCommerce Needs a Data Foundation Before AI

Understanding the full scope of a B2B operation before touching the technology is what separates strategic eCommerce leaders from those chasing point solutions. Tracie Benefiel, E-Commerce Channel Manager at Watts Water Technologies and its PremierH2O water quality brand, joined the B2BEA Women in B2B eCommerce series to talk about the complexity of running B2B commerce well, why she is prioritizing a clean data foundation before deploying AI, and how a direct-to-consumer diagnostic tool is shaping her thinking on B2B.

The Complexity She Chose

Benefiel was drawn to eCommerce early, but B2B specifically appealed to her because of, not despite, its difficulty. "I love doing strategy, technology, problem-solving, and that's all eCommerce," she said. "But then B2B, you have a lot of complexity. You have customer-specific pricing, distribution channels, operations, inventory management." She described the discipline required to manage that complexity well. "If you don't understand the entire operation, one piece of it doesn't fit with the other piece of it," she said. "You'll have to truly understand every piece of the business to decide how we are going to grow it."

Earning Internal Buy-In With Data

Building credibility with Watts' IT team, especially in the early stages, required more than enthusiasm. "I brought facts, I did my research, brought those things to the table," she said. "And then once I started getting that together, and those things started panning out, it didn't take long for them to see that I was understanding it." She credits a combination of preparation and persistence for winning that trust. "I'm very vocal. I can articulate: this is what our customers do, and this is what they're looking for. I don't stand down very easily. I bring the facts behind it."

Foundation Before AI

Watts has deliberately focused on the most fundamental basic requirement: clean, reliable data. "Right now we're really focused on making sure we have the foundation that we need before we deploy AI outwardly on our e-commerce site, because it is a beast," Benefiel said. That sequencing mirrors OroCommerce's 2026 B2B Commerce AI Benchmark found across 100 manufacturers and distributors: only 8 percent have deployed AI enterprise-wide, while the rest remain stuck in isolated pilots, often because the underlying product and customer data is not ready to support broader use.

What a DTC Diagnostic Tool Taught Her About B2B

One of Benefiel's clearest examples of data and technology working together comes from the consumer side of the business, though she sees it as directly applicable to B2B. Watts built a recommendation tool for PremierH2O customers that pairs a customer's zip code with EPA water quality data. "A consumer can access, and we walk them through, here's the best solution based upon what's in your water," she said, rather than making them sift through the full product catalog. "Building those tools for a customer that's not just an out-of-the-box thing, that can make a huge difference, because this has had a huge impact on us."

The Buyers Are Changing

Benefiel expects the pace of change in B2B to keep accelerating as a new generation of buyers takes over purchasing decisions. "The whole world of B2B is changing," she said. "It's so fast-paced because the generation is changing. We have a younger generation coming in, they're starting to be the purchasers, they're starting to be the decision-makers. They're so used to being online, they want instant gratification, they want transparency, they want everything at their fingertips." Forrester's research on digital natives in B2B buying supports her read: younger buyers now dominate purchasing committees and bring consumer-grade, self-service expectations to business transactions. Benefiel's takeaway for operators is direct. "It's moving at such a fast pace right now, we have to adapt. "

Join the Women in B2B eCommerce Community

B2BEA's Women in B2B eCommerce program is a growing network of practitioners, vendors, and leaders driving the industry forward. To stay connected, follow the topic page on b2bea.org and join the Women in B2B eCommerce LinkedIn group.

For more on Watts Water Technologies, visit Watts.com and check out their B2C e-commerce site at PremierH2O, and connect with Tracie Benefiel on LinkedIn.