The Amazon Effect – What Manufacturers Do When B2B Buyers Expect More #b2becommerce

Your B2B manufacturing customers are people too. Outside of work, they order on Amazon. From their phone. At night. Without talking to anyone. Then they try to reorder from you, and they're back to a long order form, email clarifications, and "let me check with the office on pricing." That gap has a name: the Amazon Effect. It's quietly rewriting what B2B buyers expect from manufacturers. Most manufacturers know it's coming. What they don't know is what to do about it without blowing up the systems that already run the business. In this live insider session, Ethan Giffin, founder of The B2B eCommerce Agency and author of "Closing the Digital Revenue Gap," joins Matt Horine, host of the U.S. Manufacturing Today Podcast. They cover where the gap between consumer and B2B buying comes from, what it costs manufacturers who ignore it, and how AI and modern eCommerce are closing it with no rip-and-replace required. They also look at how leading manufacturers and distributors are getting ahead of their competitors. In this session: Why the Amazon Effect is coming for manufacturing. Even for complex, custom, or high-value parts, your buyers are comparing you to the best online buying experiences. What the quote-to-cash gap is costing you, including deals you lose before your sales team ever hears about them. What buyers expect now: instant pricing, self-service ordering, and no phone calls required. Where AI fits in: smarter quoting, automated pricing, and what's realistic to build now versus later. What "modern B2B eCommerce" means for manufacturers. It's not a stripped-down consumer storefront. It's a real buying experience built for what you sell. How to close the gap without blowing up your systems, through a practical, step-by-step path that keeps what already works. Where top manufacturers are starting, so you can get ahead of the competitors who are still waiting. #b2becommerce #manufacturing #AmazonEffect #digitaltransformation #ai #manufacturers #industry40