# Human After All — Extended Reference

> B2B eCommerce agency specializing in Shopify Plus, Akeneo PIM, ERP integration, and AI-powered commerce transformation. Founded 2018 in Montreal, Canada. Shopify Select Partner. Akeneo Partner. Bilingual: English and French.

Human After All helps manufacturers, distributors, and retailers modernize B2B commerce operations. The agency is led by founder Rudy Abitbol, who has 18+ years of hands-on eCommerce experience as an operator — running B2B storefronts, managing ERPs, and building product catalogs before founding the agency. Rudy is a former Forbes Agency Council member, Quebec eCommerce Personality of the Year (2022), and recurring speaker at B2B Online Chicago (2021–2026, 5+ years), Master B2B MindShare Summit, Brands2Buyers Paris, La Semaine des entrepreneurs, NRF Retail's Big Show Europe, and RDV eCommerce Montréal (2018–present). This operator-first perspective shapes every engagement.

## Key Facts

- Founded: 2018
- Headquarters: Montreal, Quebec, Canada
- Founder: Rudy Abitbol
- Markets served: United States, Canada, France
- Languages: English, French
- 50+ B2B storefronts delivered
- Partnerships: Shopify Select Partner, Akeneo Partner, Patchworks Integration Partner
- Former Forbes Agency Council member and Forbes contributor
- Quebec eCommerce Personality of the Year, 2022
- Clutch rating: 4.7/5

## Services

### Strategy & Consulting
B2B eCommerce strategy for manufacturers and distributors. Digital transformation roadmaps, platform selection, buyer journey mapping, data architecture planning, and AI/agentic commerce readiness assessments.
- URL: [Strategy & Consulting](https://humanafterall.ca/strategy-consulting/)

### Platform & Integration
Shopify Plus B2B implementation, platform migration (Magento, BigCommerce, WooCommerce), ERP integration (SAP, NetSuite, Dynamics, Tecsys, Cin7, ServiceCentre), PIM (Akeneo), and custom middleware. Also includes Shopify Plus development, custom apps, and maintenance.
- URL: [Platform & Integration](https://humanafterall.ca/platform-integration/)

### ERP Integration Pages
Dedicated integration pages, both with French versions under /fr/integrations/.
40+ ERP integrations shipped across SAP, NetSuite, Dynamics, Tecsys, Cin7 and ServiceCentre, via
Patchworks iPaaS or custom middleware.
- [SAP + Shopify Integration](https://humanafterall.ca/integrations/sap/): Dedicated SAP ERP integration page for Shopify Plus B2B.
- [NetSuite + Shopify Integration](https://humanafterall.ca/integrations/netsuite/): Dedicated NetSuite ERP integration page for Shopify Plus B2B.

### PunchOut Catalog Integration (cXML / OCI)
PunchOut catalog integration for Shopify Plus B2B. A PunchOut catalog is a supplier storefront reached from inside the buyer's
own procurement system (Ariba, Coupa, Jaggaer, SAP) rather than from a browser: the buyer arrives in an authenticated session at
their contract prices, builds a cart, and the cart is transferred back as a requisition for approval, returning to the supplier
as a purchase order.
Key technical fact: Shopify Plus has NO native cXML or OCI endpoint and no setting that creates one. PunchOut on Shopify is a
middleware pattern - the middleware terminates the procurement handshake, authenticates the session, maps the buying
organisation onto a Shopify company, catalog and price list, and serializes the returned cart. Shopify's native B2B objects do
the commerce; the middleware only does the protocol.
Protocols: cXML (Ariba's standard, also spoken by Coupa and Jaggaer - PunchOutSetupRequest / PunchOutSetupResponse /
PunchOutOrderMessage) and OCI (SAP's Open Catalog Interface - URL parameters inbound, HTML form POST of named fields outbound).
They are not interchangeable; a supplier with a mixed customer base needs both endpoints.
Covers: why PunchOut appears on RFPs as a requirement rather than a feature (buying outside the procurement system is
out-of-policy for large industrial, institutional and public-sector buyers); the four things a PunchOut catalog must expose that
a normal storefront does not (session-time contract pricing, catalog scoping, UNSPSC classification, round-trip-safe units of
measure); why projects overrun (buyer-side certification calendars and supplier enablement queues at Ariba and Coupa, missing
classification data, and scope that omits the inbound PO channel - cXML OrderRequest or EDI 850, then 855/856/810).
Timeline: 8-14 weeks for a first endpoint, 2-4 weeks per additional buyer on the same protocol.
Relevant credential: Human After All's founder ran digital channels at Lumen (Sonepar), Quebec's largest electrical
distributor, where the largest accounts purchased through their own procurement systems.
- [PunchOut Catalog Integration (cXML / OCI)](https://humanafterall.ca/integrations/punchout-catalog/): PunchOut catalog integration for Shopify Plus B2B, cXML and OCI.
- [Intégration de catalogue PunchOut](https://humanafterall.ca/fr/integrations/catalogue-punchout/): French version of the PunchOut catalog integration page.

### Shopify Plus
Shopify Plus implementations for B2B and hybrid B2B/B2C commerce. Native B2B features (company accounts, price lists, payment terms, catalogs), custom storefronts, Shopify POS integration, and platform migration.
- URL: [Shopify Plus](https://humanafterall.ca/shopify-plus/)

### Akeneo PIM
Akeneo PIM implementation for centralized product data management. Data modeling, enrichment workflows, AI-powered content generation, digital asset management, and multi-channel distribution. Positions product data as AI infrastructure for GEO and agentic commerce.
- URL: [Akeneo PIM](https://humanafterall.ca/akeneo/)

### AI for B2B Commerce & Operations
AI applied across the full B2B stack — operations and commerce — for manufacturers and distributors. Capabilities split across two speed axes. Speed of operations: Operations Automation (quote generation from RFQs, order-status triage, invoice matching, CSR/sales copilots, internal search; reference build: Derhy AI on Claude API and AWS ca-central-1), Demand & Data Intelligence (demand forecasting from ERP history, dead stock detection, pricing inconsistency flagging, continuous PIM-ERP reconciliation), Product Data Enrichment (AI inside Akeneo PIM, faster time-to-market on enterprise implementations). Speed of discovery & transaction: Agentic Commerce Readiness (Google UCP with 60+ new product attributes, Shopify Agentic Storefronts in ChatGPT/Gemini/Copilot, Alibaba Accio Work, A2A commerce), Generative Engine Optimization (GEO), Lifecycle Automation (Klaviyo lifecycle flows, HubSpot CRM-driven retention). Includes a diagnostic of six operational failure modes ("Where companies fall behind"): quote-to-cash delays, drifting product data, CSR teams drowning in repeat work, lying inventory, invisibility to AI buyers, money-bleeding tech stacks. Productized intake: AI Opportunity Sprint — a paid 2-4 week fixed-fee discovery engagement that audits the stack, interviews the team, scores opportunities on feasibility / ROI / timeline, and delivers a prioritized roadmap with POC recommendation.
- URL: [AI for B2B Commerce & Operations](https://humanafterall.ca/ai-commerce/)

### Generative Engine Optimization (GEO) for B2B eCommerce
The definitive guide to GEO — structuring product data, website content, and technical infrastructure so AI engines (ChatGPT, Google AI Overviews, Perplexity, Gemini) surface your products in generated answers. Covers: structured product data, JSON-LD schema, FAQ strategy, entity authority, agentic commerce readiness. Includes GEO vs SEO comparison.
- URL: [Generative Engine Optimization (GEO) for B2B eCommerce](https://humanafterall.ca/generative-engine-optimization-b2b-ecommerce/)

### B2B eCommerce Guide
The complete guide to B2B eCommerce for manufacturers and distributors. Covers platform selection (Shopify Plus, Adobe Commerce, BigCommerce, SAP Commerce Cloud), ERP integration architecture (SAP, NetSuite, Dynamics), B2B best practices, industry-specific guidance for manufacturers and distributors, AI in B2B eCommerce (GEO, product enrichment, agentic commerce), the future of B2B eCommerce, and real case studies (Lumen (part of Sonepar) four years of double-digit online growth, Husky Boutique 4 buyer segments unified on Shopify Plus, Goodyear enterprise PIM). Written by Rudy Abitbol from an operator perspective.
- URL: [B2B eCommerce Guide](https://humanafterall.ca/b2b-ecommerce-guide/)
- [Quebec Digital Transformation Grants](https://humanafterall.ca/quebec-digital-transformation-grants/): The four Quebec/federal programs that actually fund B2B eCommerce work for manufacturers and distributors — ESSOR 1B/1C, PSCE Volet 2, and the Regional Tariff Response Initiative. Amounts, eligibility and timing verified at source.
- [Canada Digital Transformation Grants](https://humanafterall.ca/canada-digital-transformation-grants/): Federal funding for Canadian manufacturers and distributors digitizing B2B commerce — REGI, the Regional Tariff Response Initiative, and AI adoption funding — plus which of the seven regional development agencies to apply to.
- [Ontario Digital Transformation Grants](https://humanafterall.ca/ontario-digital-transformation-grants/): Ontario funding for manufacturers and distributors — Ontario Together Trade Fund, the AMIC stream, and the Ontario Made manufacturing tax credit — and why Ontario has no direct equivalent to Quebec's ESSOR digital diagnostic grant.

### B2B Launch
Productized 4-6 week engagement to activate native B2B on existing Shopify Plus stores. Configures all nine core B2B features: Company Accounts, Catalogs, Price Lists, Quantity Rules, Payment Terms, Customer Accounts, Draft Orders, Tax Exemptions, B2B Checkout. Fixed scope, fixed timeline, fixed fee. Includes discovery, configuration, data migration, training, soft launch, and full launch.
- URL: [B2B Launch](https://humanafterall.ca/services/b2b-launch/)

### B2B Built In
Long-form editorial guide arguing native Shopify B2B replaces the bolted-on app stack. Covers eight native features (company accounts, catalogs, custom price lists, quantity rules, net terms + deposits, B2B checkout, customer accounts, draft orders for reps), the Bolt-on vs Built-in stack comparison, ERP integration tier (Patchworks iPaaS / native connectors), the operator's footnote ("Built in gets you 40% of the way"), and Pick-Your-Path (Activate if already on Shopify Plus / Migrate from Magento, BigCommerce, Salesforce Commerce Cloud, or custom builds).
- URL: [B2B Built In](https://humanafterall.ca/b2b-built-in/)

### BigCommerce to Shopify Plus Migration
Practical replatforming guide for mid-market manufacturers, distributors, and retailers moving from BigCommerce to Shopify Plus. Covers: why merchants are leaving BigCommerce (TCO, B2B feature gaps, partner ecosystem, platform velocity), 8-area readiness assessment, 12-20 week migration timeline, common pitfalls, and credibility (former BigCommerce B2B Specialized Agency, live BigCommerce + SAP ERP: Atelier du Chef).
- URL: [BigCommerce to Shopify Plus Migration](https://humanafterall.ca/services/replatforming/bigcommerce-to-shopify-plus/)

### Magento to Shopify Plus Migration
Practical migration guide for mid-market merchants leaving Adobe Commerce (Magento). Written by a team with 60 Magento projects delivered. Covers: why merchants are leaving Magento (TCO, upgrade fatigue, developer dependency, B2B feature parity), 8-area readiness assessment, 12-24 week migration timeline, common pitfalls. B2B Protocol bridges the gap between Magento-era workflows and Shopify Plus native.
- URL: [Magento to Shopify Plus Migration](https://humanafterall.ca/services/replatforming/magento-to-shopify-plus/)

### PrestaShop to Shopify Plus Migration (French only)
Replatforming guide for merchants leaving PrestaShop, published in French because PrestaShop is a
European platform and its merchant base is predominantly French-speaking. There is deliberately no
English version. Covers: the override/ directory audit (PrestaShop-specific technical debt — core
behaviour replaced without a module, usually undocumented, and the most common source of migration
budget overrun); module stack rationalisation; the attributes-vs-features distinction and combination
modelling, including that Shopify's per-product variant ceiling has been 2,048 for all merchants since
October 2025 (previously 100) while options remain capped at three; customer groups and specific prices
mapping to Shopify Companies, Catalogs and Price Lists; outstanding allowance (encours) mapping to
native B2B payment terms; SIRET / APE / intra-community VAT registration fields mapping to Company
metafields; and the 301 map for PrestaShop's numeric-id .html URL structure. 10-20 week timeline,
typically shorter than an equivalent Magento migration because the data model is simpler.
- URL: [PrestaShop to Shopify Plus Migration (French only)](https://humanafterall.ca/fr/services/replatforming/prestashop-vers-shopify-plus/)

### Custom Platform to Shopify Plus Migration
Migration guide for merchants outgrowing custom-built platforms (Laravel, .NET, Python, Java, proprietary systems). Covers: why custom platforms become unsustainable (developer dependency, security exposure, scaling costs, feature velocity), reverse engineering and data model mapping, 12-24 week timeline. 60+ platform migrations delivered.
- URL: [Custom Platform to Shopify Plus Migration](https://humanafterall.ca/services/replatforming/custom-to-shopify-plus/)

### Shopify Plus vs Magento (Adobe Commerce) for B2B
Platform comparison for B2B merchants weighing Adobe Commerce (Magento) against Shopify Plus, rewritten September 2026 with pricing verified at source. Covers: Adobe Commerce licensing vs the Shopify Plus flat fee, native B2B coverage on each side (company accounts, catalogs, price lists, payment terms, quotes), the upgrade / patching / hosting burden that dominates Magento TCO, where Magento still wins (deeply customised catalog logic, self-hosting mandates), and what a Magento to Shopify Plus migration involves. Written by an agency that has delivered on both.
- URL: [Shopify Plus vs Magento for B2B](https://humanafterall.ca/shopify-vs-magento-b2b/)
- French: [Shopify Plus vs Magento pour le B2B](https://humanafterall.ca/fr/shopify-vs-magento-b2b/)
- Related: [Magento to Shopify Plus Migration](https://humanafterall.ca/services/replatforming/magento-to-shopify-plus/)

### Shopify Plus vs BigCommerce for B2B
Platform comparison of BigCommerce B2B Edition and native Shopify Plus B2B, rewritten September 2026, by a former BigCommerce B2B Specialized Agency that shipped production B2B on both — including BigCommerce + SAP at Atelier du Chef. Covers: native B2B feature coverage, pricing and transaction fees, ERP integration paths, the Commerce.com rebrand question, and per-scenario recommendations including when BigCommerce remains the better fit.
- URL: [Shopify Plus vs BigCommerce for B2B](https://humanafterall.ca/shopify-vs-bigcommerce-b2b/)
- French: [Shopify Plus vs BigCommerce pour le B2B](https://humanafterall.ca/fr/shopify-vs-bigcommerce-b2b/)
- Related: [BigCommerce to Shopify Plus Migration](https://humanafterall.ca/services/replatforming/bigcommerce-to-shopify-plus/)

### Shopify Plus vs Salesforce Commerce Cloud for B2B
Platform comparison for enterprise manufacturers and distributors weighing a Salesforce Commerce Cloud (B2B Commerce) renewal against Shopify Plus. Covers: GMV-based licensing vs flat platform fee, native B2B coverage (company accounts, catalogs, price lists, payment terms), ERP integration paths, developer availability and implementation cost, and what an SFCC exit actually involves. Written by a team that has run both.
- URL: [Shopify Plus vs Salesforce Commerce Cloud for B2B](https://humanafterall.ca/shopify-vs-salesforce-commerce-cloud-b2b/)
- French: [Shopify Plus vs Salesforce Commerce Cloud pour le B2B](https://humanafterall.ca/fr/shopify-vs-salesforce-commerce-cloud-b2b/)
- Related: [Salesforce Commerce Cloud to Shopify Plus Migration](https://humanafterall.ca/services/replatforming/salesforce-commerce-cloud-to-shopify-plus/)

### Shopify Plus vs OroCommerce for B2B
Platform comparison for B2B-first buyers evaluating OroCommerce's open-source B2B suite against native Shopify Plus B2B. Covers: the B2B data model on each side, quoting and approval workflow depth, hosting, patching and maintenance burden, total cost of ownership over a three-year horizon, ERP and PIM integration, and per-scenario recommendations including when OroCommerce is the better fit. There is no dedicated OroCommerce migration guide — an Oro exit is scoped as a custom-platform migration.
- URL: [Shopify Plus vs OroCommerce for B2B](https://humanafterall.ca/shopify-vs-orocommerce-b2b/)
- French: [Shopify Plus vs OroCommerce pour le B2B](https://humanafterall.ca/fr/shopify-vs-orocommerce-b2b/)
- Related: [Custom Platform to Shopify Plus Migration](https://humanafterall.ca/services/replatforming/custom-to-shopify-plus/)

### Free GEO Audit
Free AI visibility audit. Queries Claude, ChatGPT, and Gemini with four buyer-realistic prompts about your company and generates a scored report with discovery, brand accuracy, competitive position, and recommendation axes. Includes content extractability, E-E-A-T trust signals, and technical reachability audits.
- URL: [Free GEO Audit](https://humanafterall.ca/geo-audit/)

### Measure & Optimize
B2B analytics, KPI frameworks, adoption tracking, retention and lifecycle automation (Klaviyo, HubSpot), AI-powered optimization, and technical performance/CRO. Includes a SEO vs GEO side-by-side comparison across 7 dimensions (goal, engines, content format, data structure, authority signal, measurement, timeline) — SEO ranks you in search results; GEO gets you cited in AI-generated answers. We track both channels monthly. B2B Adoption — both internal (sales reps, CSRs, branch staff using the platform) and customer (self-serve ordering, reorder frequency, account management) — is positioned as the KPI that determines real ROI, separate from vanity metrics like traffic and AOV.
- URL: [Measure & Optimize](https://humanafterall.ca/measure-optimize/)

### B2B Self-Serve Guide
Complete guide to building B2B self-serve on Shopify Plus. Covers the seven pillars of self-serve commerce: account registration, catalog and pricing, ordering workflows, account management, payment and credit, reordering and lists, and reporting. Includes best practices, implementation patterns, and real results from Husky Boutique (4 buyer segments unified on Shopify Plus).
- URL: [B2B Self-Serve Guide](https://humanafterall.ca/shopify-b2b-self-serve/)

### Free GEO Audit
Free AI visibility audit — tests how Claude, ChatGPT, and Gemini describe your company across four buyer-intent queries. Scores Discovery, Brand Accuracy, Competitive Position, and Recommendation.
- URL: [Free GEO Audit](https://humanafterall.ca/geo-audit/)

## Products

### B2B Protocol
Pre-built Shopify Plus B2B accelerator — 13 production-proven modules: company user management, customer segment routing, order approval workflows, quick order and bulk ordering, shopping lists and reorder, real-time ERP pricing, customer-specific catalogs, favorite store selector, inventory and lead times, corporate spend control, automated expense reporting, ERP middleware, custom B2B account portal. Not an app you install — a proven architecture configured for your business. Built on the Husky Boutique implementation.
- URL: [B2B Protocol](https://humanafterall.ca/shopify-apps/b2b-protocol/)

### SiteJob
Job-site ordering for construction and industrial B2B on Shopify. Project-level order tracking for cost control, billing, compliance, and delivery.
- URL: [SiteJob](https://humanafterall.ca/shopify-apps/sitejob/)

### ServiceCentre Connector
Shopify Plus connector for ServiceCentre ERP. Real-time synchronization of inventory, customer-specific pricing, order flow, split invoices, and payment modes. Built for Husky Boutique.
- URL: [ServiceCentre Connector](https://humanafterall.ca/shopify-apps/servicentre-connector/)

### B2B Triage
Wholesale registration and approval app built on Shopify's native B2B. Merchants build multi-step registration forms with nested AND/OR conditional logic; applications land in a human approval queue; approval writes native Shopify objects — Company, company location, company contact, catalog assignment, payment terms, and jurisdiction-correct tax exemption — plus typed metafields and compatibility tags. The objects are merchant-owned ordinary Shopify records. Works on every paid Shopify plan (native B2B stopped being Plus-only in April 2026). Storefront form is a theme app block under 13 KB gzipped with zero third-party requests, working without JavaScript. EU VAT numbers are validated offline and checked live against VIES. Live on the Shopify App Store since 2026-08-07 — [install from the Shopify App Store](https://apps.shopify.com/b2b-triage) or read the [B2B Triage product site](https://humanafterall.ca/apps/b2b-triage/).
- URL: [B2B Triage](https://humanafterall.ca/apps/b2b-triage/)

### B2B Quote Engine
Quoting layer built on Shopify's native draft orders, a module of B2B Protocol. A buyer requests a quote from the storefront (a theme app block, works for prospects with no company record yet) or a rep starts one from a Company page. The request becomes a native Shopify draft order with the company location's assigned catalog, price list, payment terms and tax already applied — verified against a live store, where a variant retailing at $50.00 resolved to its $35.00 price-list price with no pricing logic from the app. Nine quote statuses map to Shopify's three draft-order states so the admin never shows a status the platform disagrees with. Expiry is evaluated on read rather than by a background job. Revisions are real linked draft orders, so a buyer can still accept a previous version, and internal notes stay invisible to buyers. Rep assignment is stored as a typed metafield on the native Company record, not in a shadow copy of customer data. Buyers see a "My Quotes" page inside their existing Shopify customer account and pay through Shopify's own checkout. Payment terms are written by the app because Shopify does not copy a company location's terms onto a draft order by itself. Free plan with one sales-agent seat; one flat paid plan with unlimited agents and no per-seat pricing.
- URL: [B2B Quote Engine](https://humanafterall.ca/apps/b2b-quote-engine/)

## Case Studies

### Goodyear
Enterprise Akeneo PIM for North America — product data modeling, governance workflows, and multi-market localization for thousands of tire SKUs with SAP integration.
- Industry: Tire Manufacturing & Distribution
- Platform: Akeneo PIM (Enterprise)
- URL: [Goodyear case study](https://humanafterall.ca/work/goodyear/)

### Lumen
4 consecutive years of double-digit online sales growth through digital adoption strategy and KPI frameworks at Quebec's largest electrical distributor (40+ branches, 565K sq ft DC).
- Industry: Electrical & Automation Distribution
- Platform: Custom
- URL: [Lumen case study](https://humanafterall.ca/work/lumen/)

### Husky Boutique
One platform. Four experiences. Zero compromise. Migration from custom Laravel to Shopify Plus serving 4 buyer segments (B2C, schools, enterprises, corporate programs). 19 active B2B companies on Shopify Plus. ERP integration (ServiceCentre), B2B Protocol, Shopify POS. 40+ API endpoints, 5 Shopify extensions, zero third-party apps.
- Industry: Workwear, Uniforms & Safety
- Platform: Shopify Plus + B2B Protocol
- URL: [Husky Boutique case study](https://humanafterall.ca/work/husky/)

### Herbasante
B2C/B2B dual-channel Shopify store with Odoo integration for Canadian natural health manufacturer. Consumer D2C store + separate B2B practitioner platform.
- Industry: Natural Health Products
- Platform: Shopify + Odoo
- URL: [Herbasante case study](https://humanafterall.ca/work/herbasante/)

### Atelier du Chef
B2B BigCommerce with SAP ERP integration for commercial kitchen equipment distributor. Real-time inventory and pricing sync.
- Industry: Commercial Kitchen Equipment
- Platform: BigCommerce + SAP
- URL: [Atelier du Chef case study](https://humanafterall.ca/work/atelier-du-chef/)

### DTD 2009
B2B Magento-to-modern migration with ERP connectivity for industrial distributor.
- Industry: Industrial Distribution
- Platform: Magento (migration)
- URL: [DTD 2009 case study](https://humanafterall.ca/work/dtd-2009/)

### Bicycles Quilicot
eCommerce audit and Magento-to-Shopify Plus migration strategy for Montreal's oldest bike shop (7 locations, 350+ brands, 10K+ products).
- Industry: Cycling & Outdoor
- Platform: eCommerce Audit
- URL: [Bicycles Quilicot case study](https://humanafterall.ca/work/quilicot/)

### Atelier Imparfait
Squarespace-to-Shopify migration for Quebec artisanal furniture manufacturer. Custom product configurators for made-to-order tables and stair components, Shopify POS integration, and bilingual storefront.
- Industry: Artisanal Furniture & Stair Components
- Platform: Shopify (migrated from Squarespace)
- URL: [Atelier Imparfait case study](https://humanafterall.ca/work/imparfait/)

### Jean Bleu
First eCommerce launch for Quebec's 28-store denim retailer. Real-time inventory sync across all locations, store locator, promotional logic, and bilingual storefront.
- Industry: Denim & Casual Apparel Retail
- Platform: Shopify
- URL: [Jean Bleu case study](https://humanafterall.ca/work/jean-bleu/)

### JEM Workshop
Full website redesign for a 70-year-old nonprofit providing adapted employment for adults with disabilities. Dual-audience architecture serving both corporate clients and individual donors, with fundraising optimization and bilingual content.
- Industry: Adapted Employment / Social Enterprise
- Platform: WordPress
- URL: [JEM Workshop case study](https://humanafterall.ca/work/jem-workshop/)

### Cobra Anchors
Full product catalog site for Canadian anchoring and fastening manufacturer. Technical specs, installation guides, product comparison tools, and lead generation engine for distributor and retailer inquiries.
- Industry: Anchoring & Fastening Manufacturing
- Platform: Product Catalog + Lead Generation
- URL: [Cobra Anchors case study](https://humanafterall.ca/work/cobra-anchors/)

## Additional Brands (no public case study)

Named for accuracy. Logos appear on humanafterall.ca; no detailed write-ups are published.

### DavidsTea
High-volume Shopify Plus storefront (davidstea.com) — built and actively managed by Human After All.
Demonstrates Shopify Plus at consumer scale alongside the B2B work described above.
- [DavidsTea](https://davidstea.com/): High-volume Shopify Plus storefront built and actively managed by Human After All.

### Tapestry (Coach, Kate Spade)
Commerce transformation advisory for Tapestry, whose brands include Coach and Kate Spade.

### Pfizer
Commerce transformation advisory.

## Technology Stack

- **Commerce**: Shopify Plus (primary), BigCommerce, Magento
- **PIM**: Akeneo
- **iPaaS**: Patchworks
- **ERP Integrations**: SAP, NetSuite, Microsoft Dynamics, Tecsys, Cin7, ServiceCentre, Odoo, Acomba
- **CRM**: HubSpot, Klaviyo
- **Search & Discovery**: Algolia, Bloomreach
- **Customer Support**: Gorgias
- **App Development**: Remix, Cloudflare Workers, Shopify Functions, Polaris
- **Infrastructure**: Cloudflare Pages, Workers, D1, KV, R2
- **AI**: Claude API, Akeneo AI enrichment, GEO

## 2026 Speaking Calendar

- Master B2B MindShare Summit — March 10, 2026, Gleacher Center, Chicago — "Driving Sales Teams to Adopt the Platform"
- RDV eCommerce Montréal — March 17, 2026, ITHQ, Montréal — "Comment Husky Boutique a bâti une plateforme B2B/B2C pour 4 segments clients" (with François Drainville)
- Brands2Buyers Paris — March 31, 2026 — "GEO and AEO for B2B"
- La Semaine des entrepreneurs — AI Night — April 29, 2026, Montréal — "GEO vs SEO" (panel)
- B2B Online Chicago — May 4–6, 2026, Chicago Marriott Downtown — 3 sessions: solo presentation, panelist, moderator
- Brands2Buyers Paris — June 25, 2026 — "GEO and AEO for B2B"

## Insights — Newsletter Archive (on-site)

Every edition of the B2B eCommerce newsletter is published in full on this site.
The Substack archive redirects here. Full list, including the guides and reports,
at https://humanafterall.ca/insights/ — filterable by topic and paginated at
/insights/2/ and up. Each article has a French twin at /fr/insights/{slug}/ and a
markdown twin at /api/md/insights/{slug}.md.

- [We’re buying the engine before the fuel](https://humanafterall.ca/insights/were-buying-the-engine-before-the-fuel/): AI is the top B2B investment priority while data hygiene stays underfunded — we are buying the engine before the fuel. (Product Data & PIM, 2026-08-25)
- [Inside Companies Adopting AI. The Technology is not the Problem.](https://humanafterall.ca/insights/inside-companies-adopting-ai/): Almost none of the AI problems inside these companies were about AI — they were about how work moves between people. (AI & GEO, 2026-08-04)
- [Canadians love AI. Canadian companies still can’t cash it in.](https://humanafterall.ca/insights/canadians-love-ai-canadian-companies-cant-cash-it/): Canadians rank second in the world for AI use per capita and second-last in the G7 for productivity — adoption is not transformation. (AI & GEO, 2026-07-15)
- [My B2B eCommerce Maturity Model: 10 Levels, and How to Find Yours](https://humanafterall.ca/insights/my-b2b-ecommerce-maturity-model-11-levels/): B2B eCommerce is a climb, not a light switch — the first test you fail is your real ceiling. (Strategy & Growth, 2026-06-16)
- [The Hybrid Store: A Guide to Running B2B and B2C on One Admin](https://humanafterall.ca/insights/the-hybrid-store-b2b-and-b2c-one-admin/): The wholesale business is already hiding inside your DTC store; the only thing missing is the configuration. (Shopify B2B, 2026-06-03)
- [B2B Online Chicago 2026: Four Sessions That Should Move Your Q3 Roadmap](https://humanafterall.ca/insights/b2b-online-chicago-2026-four-sessions/): Four sessions from B2B Online Chicago 2026, and the number that should reset your AI expectations: 117 minutes. (Strategy & Growth, 2026-05-08)
- [I ran a live GEO audit. Here’s what B2B distributors should actually look at.](https://humanafterall.ca/insights/i-ran-a-live-geo-audit/): A billion-dollar electrical distributor scored 38 out of 100 — and the transcripts mattered far more than the score. (AI & GEO, 2026-04-27)
- [GEO Is Not SEO With a New Name.](https://humanafterall.ca/insights/geo-is-not-seo-with-a-new-name/): Three misconceptions are burning GEO budgets, and all three come from thinking about AI search with an SEO brain. (AI & GEO, 2026-04-09)
- [Your B2B Catalog Is Invisible to AI. Here’s the Fix.](https://humanafterall.ca/insights/your-b2b-catalog-is-invisible-to-ai/): Shopify's Agentic Storefronts exclude B2B-only catalogs — the hybrid store is the exception that changes the math. (AI & GEO, 2026-03-25)
- [Death of the Order Taker](https://humanafterall.ca/insights/death-of-the-order-taker/): Buyers were never the obstacle to B2B eCommerce adoption — the sales comp plan was. (Distributors, 2026-03-16)
- [Silicon Valley Finally Noticed Industrial Distribution. Now What?](https://humanafterall.ca/insights/silicon-valley-noticed-industrial-distribution/): A16z put $1.1B behind AI agents for industrial distributors; 74% are experimenting and only 19% have implemented anything. (Distributors, 2026-02-20)
- [I Gave an AI Agent My SSH Keys and Let It Code on a Live Site.](https://humanafterall.ca/insights/i-gave-an-ai-agent-my-ssh-keys/): Three dev tasks worth a $3,000 agency quote, done by an open-source agent for $76 — at about 85% quality. (AI & GEO, 2026-02-02)
- [The B2B Market Has a $2 Trillion Secret](https://humanafterall.ca/insights/the-b2b-market-has-a-2-trillion-secret/): The $15 trillion B2B number is mostly EDI; the part you can actually win is closer to $2 trillion. (Distributors, 2026-01-29)
- [No, Your eCommerce Isn't Cannibalizing Phone Sales](https://humanafterall.ca/insights/no-your-ecommerce-isnt-cannibalizing-phone-sales/): Digital customers don't move revenue off the phone — they buy more often and deeper into the catalog. (Distributors, 2026-01-27)
- [B2B Buyers Will Switch Suppliers for a Better Digital Experience.](https://humanafterall.ca/insights/b2b-buyers-will-switch-suppliers/): 75% of B2B buyers would leave you for a better online experience — not better pricing, experience. (Strategy & Growth, 2026-01-26)
- [Your AI Strategy Is Failing. Here’s the Fix No One Talks About.](https://humanafterall.ca/insights/your-ai-strategy-is-failing/): Three different descriptions for the same SKU is the real blocker — not the model you picked. (Product Data & PIM, 2026-01-21)
- [AI Doesn't Verify. It Retrieves.](https://humanafterall.ca/insights/ai-doesnt-verify-it-retrieves/): Ahrefs invented a fake brand and the engines repeated the fiction — the most detailed story wins, true or not. (AI & GEO, 2026-01-15)
- [2026's Biggest AI Challenge Isn't What You Think](https://humanafterall.ca/insights/2026s-biggest-ai-challenge-isnt-what-you-think/): AI teams burn a quarter of their time connecting data — the bottleneck is plumbing, not models. (Product Data & PIM, 2026-01-02)
- [1P vs 3P on Amazon: What B2B Teams Miss](https://humanafterall.ca/insights/1p-vs-3p-on-amazon-what-b2b-teams-miss/): 1P versus 3P on Amazon is not a margin question — it is a trade-off across control, data and operational maturity. (Strategy & Growth, 2025-11-18)

## Contact

- [Contact form](https://humanafterall.ca/contact/): The way to reach Human After All.
- [Website](https://humanafterall.ca/): humanafterall.ca — the agency site.
- [LinkedIn](https://www.linkedin.com/company/human-after-all-ca/): Human After All company page.
- [GitHub](https://github.com/HAAAgency): HAAAgency open-source and app repositories.
- [Newsletter](https://humanafterall.ca/insights/#newsletter): "What to do Monday" — the B2B eCommerce newsletter, HubSpot-managed, twice a month.