B2B commerce’s transformation is well underway, mirroring trends seen in the B2C space over the past decade. Buyers now expect digital-first experiences, seamless transactions, and self-service capabilities. In a recent webinar hosted by Tidal Commerce, industry leaders from Carrier, Shopify, and Tidal shared insights into unlocking value in B2B commerce.
Carrier, a global leader in HVAC and refrigeration solutions, embarked on a journey to modernize its e-commerce ecosystem with Shopify. Jeff Serota, Global Commerce and Marketing Architect at Carrier shared how they navigated digital transformation, tackled internal challenges, and leveraged Shopify to deliver a superior customer experience.
Carrier’s success story: A testimonial from Jeff Serota
Carrier faced a fragmented digital landscape with over 130 ERP systems. The need for digital transformation in this over 100-year-old company was clear: customers demanded 24/7 self-service access, faster order fulfillment, and seamless transactions.
Jeff emphasized that Carrier’s digital journey wasn’t driven by a single event, but by cumulative customer feedback. Buyers wanted better access to order history and invoices, but they needed better access to replacement parts, without being restricted by time zones or office hours. Carrier’s adoption of Shopify enabled rapid deployment of e-commerce solutions, significantly reducing costs and time-to-market.
“Instead of taking years and millions of dollars to launch a new e-commerce channel, we’re now talking about months—or even weeks—with significantly lower costs,” Jeff explained.
By leveraging Shopify’s flexibility and integrating it with their complex tech stack, Carrier built a scalable e-commerce solution that met customer needs while maintaining internal operational stability.
The five pillars of B2B commerce success
The webinar outlined five essential pillars that any B2B company must consider when modernizing their commerce experience:
1. Investing in the buyer experience
The modern B2B buyer expects the same seamless digital experience they encounter in their personal shopping habits. Deloitte research shows that brands with strong digital capabilities experience 50% higher customer loyalty and 30% higher lifetime value. Carrier’s focus on meeting customers where they are—whether through self-service options or better sales enablement—reinforced this pillar.
2. B2B digital transformation is a revenue driver, not a cost center
Many organizations still view digital transformation as an expense rather than an investment. However, studies from BCG indicate that companies with mature digital strategies experience five times faster revenue growth. Carrier’s Shopify integration wasn’t just about cost savings—it unlocked new revenue streams by enabling faster, more efficient transactions and improving overall customer satisfaction.
3. Adopting a crawl-walk-run strategy
Digital transformation doesn’t need to be an all-or-nothing endeavor. Businesses that start with small, measurable goals see success rates that are two times higher. Jeff highlighted how Carrier initially focused on smaller e-commerce wins—such as self-service ordering for smaller businesses—before scaling the solution to larger customers and more complex sales cycles.
4. Delaying digital transformation puts companies at risk
The urgency to modernize has never been greater. By 2025, it’s estimated that 80% of B2B sales interactions will occur in digital channels, with 70% of buyers being millennials who expect a seamless digital purchase experience. Organizations that delay their transformation risk losing market share to more agile competitors. As Megan Murphy pointed out, “Waiting to embrace digital commerce could mean missing out on the B2B commerce race.”
5. Success lies in building long-term relationships, not just transactions
B2B commerce is built on trust. A McKinsey article highlights that buyers prefer sellers who offer personalized experiences, proactive support, and consistent service. By integrating Shopify, Carrier enhanced its ability to provide tailored solutions, strengthening customer relationships and increasing retention rates.
The impact of Shopify on enterprise B2B commerce
Jordan Murphy, Senior Solution Engineer at Shopify, provided insights into how Shopify is empowering enterprise businesses to succeed in B2B commerce. Shopify’s ease of use, flexibility, and ability to integrate with existing tech stacks make it a powerful tool for companies looking to modernize their e-commerce strategy.
Key advantages of Shopify for B2B:
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- Rapid deployment: Businesses can launch new e-commerce solutions in weeks instead of months.
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- Lower total cost of ownership: Shopify reduces infrastructure costs and simplifies operations.
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- Scalability: From small POCs to full-scale enterprise rollouts, Shopify supports growth at every stage.
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- Seamless integrations: Shopify’s composable architecture allows businesses to integrate with existing ERP systems without major disruptions.
Jeff Serota emphasized how Shopify enabled them to quickly test new e-commerce ideas, optimize digital channels, and improve customer satisfaction while keeping internal stakeholders aligned.
Six key takeaways from the webinar
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- Customer-centricity is non-negotiable: Buyers expect seamless, 24/7 digital access to orders, invoices, and support. Companies that fail to meet these expectations risk losing customers to competitors that do.
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- Digital commerce is a revenue growth engine: Modernizing e-commerce isn’t just about reducing costs—it’s about unlocking new revenue streams, improving operational efficiency, and increasing customer loyalty.
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- Start small, scale fast: The crawl-walk-run approach ensures early wins, builds internal momentum, and reduces the risks associated with large-scale digital transformations.
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- Technology should meet businesses where they are: Legacy systems don’t have to be fully replaced overnight. Integration layers, like those used by Carrier, allow businesses to innovate on the front end while maintaining operational stability on the back end.
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- Proactive support builds long-term relationships: B2B buyers are twice as likely to stay with vendors who anticipate their needs and offer personalized support.
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- The future of B2B is digital: With 80% of B2B sales expected to be online by 2025, companies that delay digital transformation will fall behind.
The Path Forward for B2B Commerce
The Tidal Commerce webinar underscored the importance of a strong digital strategy in today’s B2B landscape. Carrier’s journey demonstrates that with the right strategy—prioritizing customer experience, leveraging scalable technology like Shopify, and taking a phased approach—digital transformation can drive significant value.
For businesses still hesitant about taking the leap, the message is clear: B2B commerce is evolving rapidly, and those who adapt now will reap the benefits for years to come.
By Yazmin Pascual Dominguez
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