Justin Racine, Principal of Unified Commerce Strategy at Perficient, was recently featured on the Wholesale Change podcast hosted by Jonathan Bein and Brian Hopkins of the Distribution Strategy Group. In the episode, Justin shared how AI is reshaping the B2B customer experience and what distributors need to do to stay competitive.

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Changing Expectations in B2B

In this interview, Justin opened with a powerful reminder: “You’re only as good as your last best experience.” Today’s B2B buyers expect the same ease and personalization they experience as consumers. Many distribution portals still feel outdated, making it difficult for buyers to complete large, complex orders efficiently. With platforms like Amazon and AI tools such as ChatGPT and Copilot changing how people discover and purchase products, distributors must modernize their digital experiences or risk falling behind.

How AI Is Transforming Commerce

Justin outlined three major ...