Why B2B eCommerce Requires Flexibility with Vance Ryan from Shopware - EP013

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Is your B2B eCommerce platform flexible enough to grow as your business does?

In this episode of eCommerce Masters Ethan Giffin sits down with Vance Ryan, Senior Solutions Architect at Shopware, to discuss why flexibility is a base-level requirement for B2B eCommerce operations.

Many manufacturers and distributors struggle with systems that can’t meet the expectations of today’s B2B buyers. Vance shares how Shopware’s API-first approach enables businesses to customize their online stores, automate workflows, and create better buying experiences.

What’s one thing that makes Shopware stand out for B2B? Digital Sales Rooms, which allow sales representatives to guide customers through personalized product selections, improving engagement and conversion rates. Vance also breaks down the importance of a solid ERP integration, explaining how merchants using shopware can streamline operations without being locked into a one-size-fits-all solution.

Want to future-proof your B2B eCommerce strategy? Listen to this episode and discover how flexibility, automation, and deep integrations drive growth.

Chapters:

0:00 - Introduction & Guest Background
1:51 - Vance’s Journey into eCommerce & ERP Experience
7:03 - Why B2B eCommerce Needs Flexibility
9:21 - Shopware’s API-First Approach & B2B Solutions
19:40 - ERP Integration & Managing Complex Pricing
26:15 - Automation & Workflow Tools for eCommerce
31:32 - Digital Sales Rooms: Transforming B2B Sales
40:16 - Custom Quoting & Sales Rep Enablement
42:48 - Shopware’s B2B Roadmap for 2025
44:10 - Final Thoughts & Advice for B2B Growth

Resources:

Shopware - https://www.shopware.com
Groove Commerce - https://www.groovecommerce.com
YouTube (Groove Commerce Channel) - https://www.youtube.com/c/GrooveCommerce
Digital River - https://www.digitalriver.com
Adobe - https://www.adobe.com
Autodesk - https://www.autodesk.com
VMware - https://www.vmware.com
NetSuite - https://www.netsuite.com
HubSpot - https://www.hubspot.com
Zapier - https://www.zapier.com
Salesforce - https://www.salesforce.com
BigCommerce - https://www.bigcommerce.com
Magento - https://business.adobe.com/products/magento/magento-commerce.html
AWS (Amazon Web Services) - https://aws.amazon.com
Google Cloud Platform (GCP) - https://cloud.google.com
Microsoft Azure - https://azure.microsoft.com
Epicor ERP - https://www.epicor.com
Shopify - https://www.shopify.com
Uline - https://www.uline.com
Vertex (Tax Compliance Software) - https://www.vertexinc.com

About our Guest, Vance Ryan

Vance Ryan is a Senior Solutions Architect at Shopware with over a decade of experience in B2B eCommerce, ERP integrations, and API-first solutions. With a background in NetSuite and major enterprises like Adobe, he specializes in helping brands streamline operations and scale online. A people-first leader, Vance is passionate about innovation, problem-solving, and empowering teams.

Connect with Vance on LinkedIn

About Our Host, Ethan Giffin

Ethan Giffin is the Founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.

Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.

When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.

Connect With Ethan on LinkedIn

Connect With Us:

Website: www.groovecommerce.com/
LinkedIn: https://www.linkedin.com/company/groove-commerce/
Facebook: https://www.facebook.com/iGotGroove
X: https://x.com/groovecommerce
Instagram: https://www.instagram.com/groovecommerce/