How do we build digital commerce systems that are not only efficient, but adaptable and future-ready?
This is the core question of episode #133 of The Hard Truth About B2B E-Commerce, where Emporix CEO Matt Eichner joins hosts Isaiah Bollinger and Tim Peterson to talk about the future of B2B commerce. The episode explores the limits of traditional platforms, the role of process logic in commercial success – and how companies can become more agile by using modern technology.
As part of Emporix, this conversation resonated with me both professionally and personally. It reinforces a belief we hold firmly: the real challenges in B2B commerce can’t be solved with more features – but by rethinking how commerce systems support the business as a whole.
In this article, I reflect on some of the key ideas from the episode. Not to summarize it, but to take the thinking a step further. Because one thing is clear: the future of B2B commerce will not be decided at the surface – it will be decided in how well we design and manage the processes underneath.
In many organizations, digital commerce is functional – but rarely flexible. Orders can be placed, product data is accessible, customer portals exist. But as soon as a process deviates from the norm – like custom quoting workflows or tiered pricing approvals – most systems start to show their limits.
And that’s a problem. Because in B2B, it’s not just about the transaction. It’s about how quickly and precisely a business can respond to shifting needs – internally and externally. How they manage quote requests, orchestrate delivery, or adjust to new regulations. These are not features. They’re processes. And they need to work.
As Matt Eichner says in the episode:
That means connecting digital, sales and service into one coordinated process. And enabling those processes to evolve as needed – not once every few years, but continuously.
In practice, this could mean: a customer wants to ship to a non-standard address. A quote needs to be created automatically, then reviewed manually. A complex export requires market-specific rules. These aren’t edge cases. They are the reality of B2B commerce. And whether or not your platform can handle them without friction is a key differentiator.
When we talk about digital transformation, the focus often lands on data integration: connecting ERP systems, syncing inventory, updating pricing. Important, yes. But only half the story.
As Matt points out in the podcast, there’s a big difference between data integration and process integration. The first is about feeding systems with the right information. The second is about making sure the workflows that use that data actually reflect how your business operates.
Many companies have their product data under control – but their actual business processes live in spreadsheets, emails, and workarounds. That’s where opportunity gets lost.
Whether it’s quote approvals, conditional shipping logic, or return management – processes are the backbone of commerce. Yet traditional platforms treat them as secondary. The result: custom code everywhere, with all the known downsides – dependencies, delays, and spiraling maintenance costs.
Emporix takes a different approach. Rather than coding processes, they are modeled directly within the platform – visually, transparently, and without technical barriers. Complex workflows can be built and adjusted as needed, without overhauling the system underneath.
In fast-changing markets, that kind of flexibility isn’t a nice-to-have. It’s what keeps you in the game.
We’ve all seen it: a new process is needed, a change is requested – and the IT team pushes back. Too expensive, too complex, too risky. Behind this reluctance is often the "custom code trap."
What starts as a useful customization quickly becomes a liability. Processes are embedded deep in code, and even small updates require coordination, testing, and scarce developer time. Documentation is patchy, knowledge sits with one person, and upgrades become painful.
As Matt puts it:
Eventually, companies stop trying. Good ideas stay on the backlog. And while the competition is innovating, they’re stuck maintaining legacy logic.
This is why process modeling matters. It frees teams from the constraints of code. And it enables innovation to happen where it starts: in the business.
No-Code and AI: A New Model for Process Agility
Processes are the operating system of your business. But when every change requires a project, innovation stalls. This is where no-code tooling and AI-enhanced design offer a better way forward.
Emporix’s Orchestration Engine is a great example. It lets teams build, test and deploy processes visually – as flow diagrams, not as code. Changes that used to take weeks can be done in hours.
Add to that a smart use of AI: describe a desired process in natural language, and the platform turns it into a working flow. For example: “When a new customer signs up, apply a 25% welcome discount to their first order.” A few clicks later, it’s live.
Importantly, the AI is not an autopilot. It’s a copilot. It assists, guides, and suggests. It makes business logic tangible for those who know it best: the people who live it.
The result: faster iterations, tighter feedback loops, and a shared language between business and tech. Innovation becomes a natural part of daily operations.
Change doesn’t always start with a replatforming. But it does start with a mindset shift. These three ideas can help:
Ask yourself not just what your system does – but how flexibly it adapts to the way your business really works.
Tailoring your workflows isn’t the problem. The problem is doing it in a way that’s hard to change later. Model, don’t code.
They aren’t magic. But they remove friction. And that can be the difference between stagnation and momentum.
In the end, the goal isn’t to change everything at once. It’s to start changing the things that matter most. And to keep going from there.
This podcast episode with Matt Eichner makes one thing clear: the future of B2B commerce won’t be won by features – but by the ability to adapt.
In dynamic markets, the companies that thrive are the ones who can turn new requirements into working processes – quickly, reliably, and at scale. That requires platforms built not around rigid modules, but around orchestrated, transparent logic.
That’s what we believe at Emporix. That technology should empower, not constrain. That innovation should be part of the flow, not the exception. And that saying "yes" to change should be the rule, not the risk.