Corey Brockamp

B2B commerce is 2-3x the size of B2C and growing twice as fast. Yet most e-commerce platforms aren't built for it. I listened to the latest episode with Jason Nuss from Shopware on Always Off Brand Podcast with Scott Oshman and Summer Jubelirer. The conversation highlighted why B2B commerce remains a sleeping giant. The core problem: ERPs run B2B businesses. They're the heartbeat - handling revenue, resource planning, and costs. When a $750M company generates only $20M through e-commerce, they can't conform to platforms designed for consumer transactions. Sales reps spend 70% of their time on bureaucracy instead of selling. They chase invoices, manage pricing against competitors, and file activity reports. Agentic AI changes this by automating the inefficient 70% so reps focus on relationships and closing deals. Shopware dominates 20% of e-commerce in Germany, Austria, and Switzerland - nearly 2x Shopify's US market share. Their North American strategy targets complex commerce: regulated industries (alcohol, firearms, healthcare), massive catalogs, and B2B operations where ERP integration determines execution. The B2B difference matters. Average distributors make 5-7 points of margin. Traditional SaaS pricing at 300 basis points consumes 60% of those margins. B2B needs different economics. Most interesting insight: For the first time, some merchants see more traffic from LLMs than Google. The next generation learns different search behaviors. The opportunity exists for companies solving genuine B2B complexity rather than forcing consumer patterns onto business transactions. What challenges are you seeing in B2B commerce that don't fit the traditional e-commerce playbook?

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GTM isn’t a deck. It’s a discipline. After years leading go-to-market in emerging categories (retail media, digital signage, AI-driven platforms), one thing has become painfully clear: Most GTM strategies fail because they confuse activity with alignment. Real GTM work lives at the intersection of: • A painfully clear ICP • A product that knows what problem it solves today (not someday) • A sales motion that mirrors how buyers actually buy • And a feedback loop between sales, product, and revenue ops that never shuts off At DISPL, GTM isn’t something we “launch.” It’s something we operate. That means pressure-testing pricing in live deals, refining positioning based on objections (not opinions), and building sales motions that scale with partners, not against them. If your GTM lives in a slide deck, it’s already stale. If it lives in your pipeline, your product roadmap, and your customer conversations — you’re doing it right. Happy to connect with others building GTM in complex, high-growth environments. This work is messy, but when it clicks, it’s magic. #gotomarket #ai #sales #tech #retailmedia

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Most launches flop, not from bad products, but from ‘ta-da!’ rollouts with zero warm-up. Headed to a fall conference to break some big news? My latest MediaPost column provides a 6-week blueprint to turn the booth into a momentum machine. Details and article link in comments ↓ #gtm #marketing

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Why scaling feels heavier instead of lighter: This hits a nerve because no founder scales to feel more trapped. Yet that is exactly what happens when complexity is left unchecked If scale feels heavier, complexity is winning. Most founders do not notice it until decisions start taking meetings. #scalingecommerce #founderdecisions #opsclarity #Shopify #Ecommerce2026 #AICommerce #FounderReality #DigitalTrust #AgenticAI #USA #NorthAmerica #Canada #Australia #UnitedKingdom #UAE #CommerceInfrastructure #EcommerceLeadership #AIShopping #OperationalExcellence

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On AI and SaaS Sales. Just listened to Adam Robinson and Pete Crowley's (from RB2B) podcast with the G2 CEO Godard Abel. Got me thinking. Basically, the conversation was about how an (early-stage) startup can get on G2 and Reddit, and it can have people talk about it, and appear larger than it is and, which would lead to great results and also for AI discovery. All true because - as Godard noticed - AI values user-generated content - reviews, Reddit threads, YouTube. I kind of wish the conversation made a more drastic distinction between Reddit conversations and conversations that happen on platforms like G2 and how AI treats both. Pete Crowley 💡 mentioned that Reddit is hard to influence, and I've heard this on a number of podcasts now. I don't think it's really true. The common line is that the community is self-policing, but if you spend enough time on Reddit (I do), you start seeing tons of manufactured threads, and mods are clearly not catching very many of them. Plus Reddit is anonymous. So people do influence it, regularly, producing fantastic results. But I find it hard to believe this stage will last for long bacuse AI is getting smarter (I hope so). And this is where the difference between Reddit and G2-like platforms kicks in. Software directories hold a pretty unique position - they have structured data on products, those products are categorized, compared and rated and they also have reviews to which vendors can respond. But the difference is, in order to leave a review you have to get verified. And the platforms scrutinize people big time before they approve a single reviews from them. The best verification if via Linkedin (where you cannot be anonymous) or work email. So in fact it's a double verification. And if you've ever tried to collect or leave reviews on G2, you know what I'm talking about. So when an AI system is trying to recommend software, a hundred anonymous Reddit comments and twenty G2 reviews should not be treated as the same input. And yet they probably are now. So I'd be curious to hear more about that - the trust layer and how companies like G2 are working to solve it (if at all). Otherwise, a great episode, I recommend listening. P.S. Adam - on your Capterra and G2 comparison, there's a fascinating story on how the founder of Capterra Michael Ortner launched reviews back in 2008 (!) and how the idea was super controversial at the time, because the company was also making money from vendors.

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