--- title: "B2B eCommerce Strategy & Consulting | Human After All" description: "B2B eCommerce strategy by operators. Digital transformation, platform consolidation, ERP/PIM/CRM/Commerce architecture, and AI readiness for manufacturers and distributors." url: "https://humanafterall.ca/strategy-consulting/" language: "en" updated: "2026-07-13" markdown_index: "https://humanafterall.ca/api/md/index.md" --- Last updated: July 2026 # B2B eCommerce _Strategy & Consulting_ Human After All is a Montreal-based B2B eCommerce agency that advises manufacturers and distributors on commerce strategy, platform selection, and digital transformation. We help them plan, launch, and grow their B2B commerce operations — with the perspective of someone who has run them from the inside. Operator credentials 2026 _18+_ years running B2B commerce — OPERATOR EXPERIENCE _8+_ years as a B2B operator before founding — RUDY ABITBOL · FOUNDER _3_ continents — Canada, US, France — ACTIVE MARKETS _2012_ working with Shopify since — PARTNER · SINCE Services ## Strategy & _Consulting_ [Contact us](https://humanafterall.ca/contact/) We work with manufacturers and distributors to build B2B commerce strategies that connect to commercial outcomes — not slide decks that sit in a drawer. Central to our process is acquisition, reengagement, and retention. Our strategy work covers platform consolidation, data architecture (ERP → PIM → storefront), B2B buyer journey mapping, multi-market expansion, and AI readiness. We focus on the decisions that determine whether a digital channel generates revenue or creates overhead. Every strategy engagement is grounded in operator experience — 18+ years of running B2B commerce operations from the inside, not just advising on them. We specialize in [manufacturers](https://humanafterall.ca/industries/manufacturers/) and [distributors](https://humanafterall.ca/industries/distributors/). We also offer [platform integration](https://humanafterall.ca/platform-integration/), [Akeneo PIM implementation](https://humanafterall.ca/akeneo/), and [AI-powered commerce strategy](https://humanafterall.ca/ai-commerce/) — same team, one roadmap. RA Consulting led by [Rudy Abitbol](https://humanafterall.ca/meet-the-founder/), who spent 8+ years running B2B commerce operations — managing teams, P&Ls, and ERP ecosystems — before founding the agency. 01Services Practice areas ## What does our strategy practice _cover?_ 01 · Practice ### Digital _Transformation_ - Define strategic digital vision aligned with business goals - Map current state and future state across people, process, and platforms - Automate repetitive workflows to reduce cost and manual effort - Use analytics to prioritize initiatives with highest ROI - Align internal stakeholders across operations, sales, marketing, and IT 02 · Practice ### Digital _Design_ - Design high-converting UI/UX based on customer data and best practices - Create CMS-ready prototypes optimized for Shopify Plus themes and Liquid - Optimize design for mobile performance and speed - Build flexible components for landing pages, promotions, and product storytelling - Ensure brand consistency across front-end touchpoints 03 · Practice ### Email _Marketing_ - Set up Klaviyo flows for abandoned cart, welcome series, and winbacks - Segment lists by customer type, behavior, and lifecycle stage - Sync HubSpot CRM data with Shopify for unified contact profiles - Automate lead scoring, deal stage tracking, and follow-up sequences - Build reporting dashboards to measure engagement and pipeline impact 04 · Practice ### AI & Agentic Commerce _Readiness_ - Assess your product data readiness for AI-driven discovery and agentic purchasing (UCP, MCP) - Develop a Generative Engine Optimization (GEO) strategy so your products surface in AI search results - Evaluate where AI automation delivers ROI — catalog enrichment, content generation, demand forecasting, customer service - Build a roadmap for agentic commerce: structured product feeds, checkout integration, and AI agent compatibility 02Pillars The power stack ## What are the four pillars of B2B _digital transformation?_ Every B2B commerce operation runs on four systems. We integrate all four. ### ERP - Database - Spreadsheets - Reports - Manufacturing - Processes Business efficiency HOW WE PRODUCE ↘ STACK ### PIM Akeneo - Product data quality - Workflows - Syndication - Time to value - Customer experience Business knowledge efficiency PRODUCT EXPERIENCE ↙ STACK ### CRM HubSpot - Sales - Database - Management - Business information - Leads Customer efficiency HOW WE SELL ↗ STACK ### Commerce Shopify Plus - Storefront - Checkout & payments - B2B & wholesale - Order management - POS & omnichannel Transaction efficiency HOW WE TRANSACT ↖ STACK The B2B _operator_ 03Proof Case studies ## Strategy & Consulting _Success Stories_ [All Case Studies](https://humanafterall.ca/work/) [ ![Lumen case study — B2B digital transformation](https://humanafterall.ca/images/2025/04/lumen/lumen-card.webp) B2BDigital TransformationElectrical Distribution ### Lumen (part of Sonepar) How Quebec’s largest electrical distributor achieved 4 consecutive years of double-digit online sales growth. Read case study → ](https://humanafterall.ca/work/lumen/)[ ![Bicycles Quilicot case study — Magento-to-Shopify Plus roadmap](https://humanafterall.ca/images/2025/04/quilicot/quilicot-card.webp) RetaileCommerce AuditPlatform Strategy ### Bicycles Quilicot How Montreal’s oldest bike shop got an honest eCommerce audit and a clear Magento-to-Shopify Plus migration roadmap. Read case study → ](https://humanafterall.ca/work/quilicot/) 04Outcomes ## What This Means for _Your Business_ Outcome 01 01 ### Align digital investment with revenue goals Strategy tied to P&L, not vanity metrics. Led by [an operator who’s run B2B commerce from the inside](https://humanafterall.ca/meet-the-founder/) . Outcome 02 02 ### Avoid costly platform mistakes Independent evaluation before committing to Shopify, Magento, or custom. Outcome 03 03 ### Accelerate B2B buyer adoption Change management and enablement that gets your sales team using the platform. Outcome 04 04 ### Build a 3-year digital roadmap Phased approach from quick wins to full digital transformation. [Learn how we work](https://humanafterall.ca/measure-optimize/) . 05FAQ ## Frequently asked _questions_ What does a B2B eCommerce strategy engagement include? + A strategy engagement includes discovery interviews with the operators who actually run your business, a current-state audit across your four core systems — ERP, PIM, CRM, and Commerce — a reference architecture for your specific stack, and a phased roadmap with quick wins sequenced by payback. Most engagements run 8–12 weeks. The work covers platform consolidation, data architecture (ERP → PIM → storefront), B2B buyer journey mapping, multi-market expansion, and AI readiness — including a Generative Engine Optimization (GEO) strategy so your products surface in AI-driven search. What makes ours different is who does it: consulting is led by founder Rudy Abitbol, who spent 8+ years running B2B commerce operations — teams, P&Ls, ERP ecosystems — before founding Human After All in Montreal in 2018. The deliverable is a plan tied to commercial outcomes and revenue, not a slide deck that sits in a drawer. How long does a B2B digital transformation take? + The strategy phase takes 8–12 weeks. The full transformation — replatforming, ERP integration, PIM rollout, sales-team enablement — typically runs 18–30 months, delivered in phases. We sequence deliberately so every phase ships measurable value before the next begins: a storefront on Shopify Plus can be transacting while the deeper ERP and PIM workstreams continue, and early wins buy organizational patience for the longer arcs. The honest variable is rarely technology — it is adoption. At Lumen (part of Sonepar), Quebec’s largest electrical distributor, the eCommerce platform existed for years before the transformation; what produced four consecutive years of double-digit online growth was the adoption strategy — customer training, sales-team alignment, mobile ordering for the field, and KPI frameworks that made digital the default channel. We plan for that human side — change management, training, rep incentives — from the first roadmap, not as an afterthought. Do you work with companies outside of Canada? + Yes. Human After All is headquartered in Montreal, founded in 2018, and active across Canada, the United States, and France. About 60% of our active engagements are cross-border, with North American manufacturers and European distributors making up most of the book. The team operates fully bilingually in English and French — storefronts, product data, and training materials included — which matters for Quebec-based businesses selling across North America and for European brands entering the Canadian and US markets. Our client roster reflects that range: enterprise Akeneo PIM work for Goodyear across North America, B2B commerce for Quebec distributors like Husky Boutique and Atelier du Chef, and strategy mandates on both sides of the Atlantic. We work remotely by default, with on-site sessions where the engagement calls for it, and we speak regularly at industry events including B2B Online Chicago. Time zones have never been the hard part. Get in touch ## Contact us. _Same team, one roadmap._ [Contact us →](https://humanafterall.ca/contact/) &