B2B digital commerce is a leadership problem.
We work on that.
B2BEA is a strategy and community platform built for mid-market distributors and manufacturers — the companies actually doing the hard work of digital transformation.
Justin King — Founder
Justin King has spent 20+ years in B2B digital commerce — not as an analyst watching from the outside, but as an operator, advisor, and practitioner working inside companies going through it. He's the author of Digital Branch Secrets and host of The B2B eCommerce Show.
His core POV hasn't changed: the companies that win at digital commerce aren't the ones with the best technology. They're the ones with leadership teams that understand what they're actually trying to do, and organizations that are aligned enough to do it.
B2BEA is built around that conviction. The strategy work, the podcast, the vendor directory, the membership community — all of it is aimed at the same thing: helping mid-market B2B companies close the gap between "we have a platform" and "it's actually working."
Justin's book on B2B digital commerce strategy — written for distributors and manufacturers, not for agencies or analysts. Practical, direct, and built on 20 years of working inside the industry.
What B2BEA does
Three things, done well.
Strategy & Advisory
Working directly with leadership teams at mid-market distributors and manufacturers to build digital commerce strategies that actually get adopted — not just launched.
The B2B eCommerce Show
A weekly podcast with the practitioners, operators, and strategists building B2B digital commerce for real. No vendor pitches. No fluff. Just the work.
B2BEA Membership
A community for B2B digital commerce practitioners. Peer learning, expert access, and a shortcut past the noise — for people doing the work, not watching it.
Work with us
If you're a mid-market distributor or manufacturer trying to figure out digital commerce — whether you're just starting or have a platform that isn't performing — we'd like to talk.
Get in touch