Make better decisions with
better data.
B2B commerce optimization that connects to commercial outcomes.
Measure & Optimize
B2B commerce optimization isn’t about running Facebook ads. It’s about understanding how your digital channel performs against your operational reality — adoption rates, order frequency, average order value by segment, digital penetration against total revenue, and the gap between what your sales team quotes and what customers can do online.
We build the measurement framework and then optimize against it. From AI-powered process automation to search tuning to technical performance — every improvement is tied to a commercial outcome.
Contact usWe also do strategy, AI for B2B commerce, and platform integration — same team, one roadmap.
AI-Powered Optimization
- Deploy AI tools for product data enrichment, content optimization, and demand forecasting
- Implement Generative Engine Optimization (GEO) so your products surface in AI-driven search and purchasing
- Prepare for agentic commerce — structure product data for Google UCP, ChatGPT shopping, and Copilot Checkout
- Automate repetitive workflows across catalog management, order processing, and customer communications
B2B Analytics & KPI Frameworks
- Build executive dashboards covering B2B from B2C performance for clearer decision-making
- Surface real-time B2B-specific KPIs: digital penetration rate, reorder frequency, self-service adoption, time-to-first order
- Integrate ERP and CRM data into dashboards reporting the full-funnel visibility
- Translate complex into actionable growth strategies — not just dashboards
Technical Performance & GEO
- Homepage speed and Core Web Vitals for SEO and conversion
- Refine Algolia and Bloomreach configurations for relevance, speed, and B2B-specific query patterns (SKU, part number, spec/UoM)
- Audit technical SEO health: prioritize fixes tied to revenue impact
- Optimize checkout flows, reordering UX, and account management for B2B buyer behavior
Retention & Lifecycle Automation
- Set up Klaviyo flows for reorder reminders, dormant account win-back sequences, and post-purchase engagement
- Segment by customer type, order history, lifecycle stage, and reorder patterns
- Sync HubSpot CRM with Shopify for unified contact profiles, pipeline visibility, and churn detection
- Build custom dashboards tracking reorder frequency, customer lifetime value, and churn rate by segment
Measure SEO and GEO side-by-side
Traditional SEO gets you ranked in search results. Generative Engine Optimization (GEO) gets you cited in AI-generated answers. Both matter — but they require different signals, different measurement, and different optimization cycles. We track both.
SEO is a 25-year-old discipline built around ranking on a results page. GEO is a 2-year-old discipline built around being cited in an answer. The refresh cycle differs: SEO rewards keyword-rich landing-form content with backlinks; GEO rewards structured, extractable passages, authority-consistent and machine-readable. SEO results compound over 3-6 months as Google reindexes; GEO citations can appear in days as language models pull from updated content. The outcomes differ: SEO competes for human attention on a results page; GEO competes for inclusion in the answer an AI hands a buyer who never sees a results page at all.
B2B Adoption — The KPI Nobody Tracks
Most B2B eCommerce projects are measured by traffic, conversion, and AOV. But the metric that actually determines ROI is adoption — both internal and customer.
Internal adoption means your sales reps, CSRs, and branch staff actually using the platform to manage accounts, place orders, and serve customers — instead of working around it. If your team isn’t in the system, your data is incomplete and your digital investment will underperform.
Customer adoption means your buyers are self-serving: placing reorders, checking inventory, downloading invoices, and managing their accounts online — instead of calling in. This is where the real margin lives.
We’ve built custom dashboards and Shopify apps that track both: digital order penetration by rep, customer activation rates, self-service vs assisted orders, and reorder frequency by channel. These aren’t vanity metrics — they’re the numbers that tell you whether your B2B platform is actually working.
At Lumen (part of Sonepar), tracking and driving adoption was how we sustained four consecutive years of double-digit online growth. The technology was table stakes. The adoption strategy was the differentiator.
Talk to us about adoption trackingKeep them buying — automatically
In B2B, acquiring a customer costs 5-25× more than retaining one. But most B2B eCommerce teams spend 90% of their energy on acquisition and almost nothing on keeping the customers they already have. No reorder reminders. No win-back sequences. No visibility into who stopped buying and why.
Klaviyo automation is where the leverage is. We build flows that trigger based on real purchasing behavior — not marketing calendars. Reorder reminders timed to each customer’s actual buying cycle. Activation sequences for new B2B accounts that haven’t placed a second order. Win-back campaigns for accounts that have gone quiet. Post-purchase flows that drive product adoption and cross-sell.
CRM-driven retention connects the dots between sales and marketing. We sync HubSpot with Shopify so your team sees a unified view: order history, lifecycle stage, engagement signals, churn risk — in one place. When an account’s reorder frequency drops, your rep knows before the customer leaves.
Repeat purchase optimization removes login friction from the buy-it-again loop. Quick order forms, saved carts, one-click reorder from order history, and B2B-specific UX that eliminates friction for high-frequency buyers. The best retention strategy is a platform that’s easier to use than calling your rep.
We measure what matters: reorder frequency by segment, customer lifetime value, churn rate, time between orders, and reactivation rates. These aren’t marketing metrics — they’re the numbers that tell you whether your B2B relationships are growing or shrinking.
Talk to us about retentionMeasure & Optimize Success Stories
What This Means for Your Business
Know what’s actually driving revenue
Attribution beyond last-click, connecting offline and online B2B sales.
Identify conversion bottlenecks
Funnel analysis specific to B2B buying cycles, not B2C metrics.
Benchmark against industry
Performance context for manufacturers and distributors, not generic eCommerce.
Continuous improvement, not one-time audit
Ongoing optimization cadence tied to business reviews.
Frequently asked questions
What B2B eCommerce KPIs should I track?
Digital penetration rate (online orders as a % of total), customer activation (% of accounts that have placed a digital order), reorder frequency, self-service ratio (assisted vs unassisted orders), time-to-first-order for new accounts, average order value by segment, and rep-level digital penetration. These are the operational metrics — not vanity numbers.
What is Generative Engine Optimization (GEO)?
GEO is the practice of structuring your product data, content, and technical infrastructure so AI engines — ChatGPT, Gemini, Perplexity, Google AI Overviews — cite your products in their generated answers. It overlaps with SEO but measures and optimizes against different signals: schema markup, entity consistency, extractable chunks, and AI citations rather than rankings.
How do you measure AI readiness for B2B commerce?
We baseline your visibility across ChatGPT, Gemini, Perplexity, and AI Overviews for target queries; audit your structured data and schema coverage; assess your catalog’s compatibility with Google’s UCP and Shopify Agentic Storefronts; and identify the highest-ROI gaps. Output is a scored roadmap, not a slide deck.
What is B2B eCommerce adoption and why does it matter?
Adoption is the percentage of your accounts and reps actually using the digital platform. Internal adoption means reps and CSRs running orders through the system instead of around it; customer adoption means buyers self-serving. Adoption — not traffic or conversion — is the metric that determines whether your B2B platform investment pays back.
How do you reduce churn in B2B eCommerce?
Klaviyo flows triggered by real purchasing behavior — reorder reminders timed to each customer’s buying cycle, win-back sequences for dormant accounts, post-purchase engagement. HubSpot churn detection synced with Shopify so reps see lifecycle signals before accounts go quiet.
What email flows work for B2B retention?
Reorder reminders timed to each customer’s actual cycle (not generic 30-day blasts), activation sequences for new accounts that haven’t placed a second order, win-back for dormant buyers, post-purchase product adoption and cross-sell, and rep-handoff flows when an account’s behavior changes.