An Adobe Commerce Agency
Tom&Co. Digital Transformation
Digital Commerce for B2B Brands: Overcoming the Hurdles to Transformation
The landscape of business-to-business e-commerce is undergoing a seismic shift. Traditional sales models are rapidly giving way to digital-first approaches, compelling B2B organisations to modernise their operations or risk falling behind.
The imperative is clear: by the end of 2025, a staggering 80% of B2B sales interactions are projected to take place online. B2B buyers, increasingly influenced by their B2C experiences, now expect seamless, personalised digital journeys. However, despite this urgency, many B2B companies find their digital transformation initiatives stalled. The path to modernisation is often fraught with internal and external challenges that can bring progress to a halt.
This article delves into five common pain points that cause these delays:
Waiting on a Rebrand: The complexities of evolving brand identity, especially when venturing into Direct-to-Consumer (D2C) models.
Back-End Systems in Flux: The paralysis caused by ongoing ERP upgrades or other core system changes.
Messy Product Data: The daunting task of organising and standardising product information scattered across various sources.
Tough CAPEX Approval: The difficulty in securing investment for digital projects with long-term ROI.
Sales Team Sensitivities: The internal resistance from sales teams who may view digital self-serve as a threat.
The imperative is clear: by the end of 2025, a staggering 80% of B2B sales interactions are projected to take place online. B2B buyers, increasingly influenced by their B2C experiences, now expect seamless, personalised digital journeys. However, despite this urgency, many B2B companies find their digital transformation initiatives stalled. The path to modernisation is often fraught with internal and external challenges that can bring progress to a halt.
This article delves into five common pain points that cause these delays:
Waiting on a Rebrand: The complexities of evolving brand identity, especially when venturing into Direct-to-Consumer (D2C) models.
Back-End Systems in Flux: The paralysis caused by ongoing ERP upgrades or other core system changes.
Messy Product Data: The daunting task of organising and standardising product information scattered across various sources.
Tough CAPEX Approval: The difficulty in securing investment for digital projects with long-term ROI.
Sales Team Sensitivities: The internal resistance from sales teams who may view digital self-serve as a threat.
75
Employees
+14
Years trading
+30
Clients with average growth of over 30% yoy
30%
growth yoy
£360m
Client Revenue
15k
PWA development hours
What Makes Tom&Co the Best in Class for B2B Digital Transformation Projects?
Our dedicated and experienced Strategy team at Tom&Co has successfully led numerous large-scale transformation programs for renowned B2B brands and manufacturers across various industries. Drawing on years of hands-on experience and deep sector knowledge, the team has developed a robust, end-to-end Digital Transformation methodology designed to be clear, actionable, and scalable. This methodology is tailored to engage stakeholders at all levels—executive, operational, and technical—ensuring alignment, clarity, and momentum throughout the business change journey.
Tom&Co’s approach is distinguished by its strategic foresight, collaborative mindset, and unwavering commitment to client success. From diagnosing challenges and uncovering growth opportunities to designing future-proof roadmaps and supporting implementation, the team consistently delivers measurable impact. Their ability to translate complex challenges into tangible actions has positioned them as trusted advisors and valued partners in driving lasting digital change.
Tom&Co’s approach is distinguished by its strategic foresight, collaborative mindset, and unwavering commitment to client success. From diagnosing challenges and uncovering growth opportunities to designing future-proof roadmaps and supporting implementation, the team consistently delivers measurable impact. Their ability to translate complex challenges into tangible actions has positioned them as trusted advisors and valued partners in driving lasting digital change.
1. The Bottleneck of Branding: Waiting on a Rebrand
A common scenario halting digital transformation is the "rebrand roadblock." Many B2B companies, particularly those considering a Direct-to-Consumer (D2C) channel alongside their traditional B2B operations, find that branding becomes a significant bottleneck. The logic is understandable: no one wants to invest in building a new digital presence until the new visual identity and messaging are firmly in place. This delay, however, can be costly, as market opportunities don't wait.
Launching a D2C arm often necessitates a re-evaluation of the brand to appeal to a new consumer audience, which can be vastly different from established B2B clientele. This process involves more than just a new logo; it requires a deep understanding of new customer behaviours and the development of a brand voice that resonates with end-consumers. The challenge lies in creating a cohesive brand experience that can serve both B2B and D2C audiences without alienating existing partners or confusing new customers. Delays in finalising brand strategy, visual assets, and messaging can lead to protracted timelines and stalled ecommerce projects. For instance, ensuring unified brand assets like product descriptions and imagery across all channels is crucial but can be complex.
Tom&Co's Guidance: We recognise that branding is pivotal. Our Discovery phase is designed to address such strategic considerations early on. We work with you to understand your brand aspirations, whether it's a refresh or a complete overhaul for D2C. If a rebrand is on the horizon, we help factor this into the project timeline, ensuring that digital development can proceed in parallel where possible or is phased appropriately. We advocate for building a strong brand identity that clearly articulates your value proposition to all target audiences. For companies venturing into D2C, we help cultivate a D2C mindset, focusing on building direct customer relationships and leveraging first-hand customer data, which is invaluable for brand and product development
Launching a D2C arm often necessitates a re-evaluation of the brand to appeal to a new consumer audience, which can be vastly different from established B2B clientele. This process involves more than just a new logo; it requires a deep understanding of new customer behaviours and the development of a brand voice that resonates with end-consumers. The challenge lies in creating a cohesive brand experience that can serve both B2B and D2C audiences without alienating existing partners or confusing new customers. Delays in finalising brand strategy, visual assets, and messaging can lead to protracted timelines and stalled ecommerce projects. For instance, ensuring unified brand assets like product descriptions and imagery across all channels is crucial but can be complex.
Tom&Co's Guidance: We recognise that branding is pivotal. Our Discovery phase is designed to address such strategic considerations early on. We work with you to understand your brand aspirations, whether it's a refresh or a complete overhaul for D2C. If a rebrand is on the horizon, we help factor this into the project timeline, ensuring that digital development can proceed in parallel where possible or is phased appropriately. We advocate for building a strong brand identity that clearly articulates your value proposition to all target audiences. For companies venturing into D2C, we help cultivate a D2C mindset, focusing on building direct customer relationships and leveraging first-hand customer data, which is invaluable for brand and product development
2. The Shifting Foundation: Navigating Back-End Systems in Flux
Another significant hurdle is the state of a company's back-end systems. Many B2B organisations find themselves in a situation where crucial systems like Enterprise Resource Planning (ERP) are undergoing upgrades, or other core system changes are in progress. This often leads to a "wait and see" approach for front-end digital commerce development, based on the rationale: "Let’s sort out the foundation before we invest in a new front end." While logical, this can indefinitely postpone vital digital transformation efforts.
Legacy systems can be a major source of delay, with 63% of companies experiencing project slowdowns due to them. These older systems are often difficult to upgrade or integrate with modern ecommerce platforms, lacking documentation and creating dependency traps. Integrating disparate systems (ERP, CRM, PIM) is crucial for data consistency and a unified customer view, but it's a complex undertaking. When these foundational systems are in flux, the risk of building a new ecommerce front-end on unstable ground is high, potentially leading to rework, inefficiencies, and a poor customer experience. The complexity of ERP integrations, which touch numerous other systems, often means that these projects take longer than anticipated.
Tom&Co's Guidance: Our expertise lies in architecting robust integrations and navigating complex system landscapes. During our Strategy phase, we meticulously assess your existing technology stack, including any ongoing or planned upgrades. We understand that a successful ecommerce platform must work in harmony with your core business systems. If your ERP or other back-end systems are changing, we develop a phased approach. This might involve building APIs, using middleware, or planning for a gradual migration to ensure that your digital commerce initiative can progress without being entirely hamstrung by back-end timelines. Our experience with complex ERP integrations, such as the one for Topps Tiles which unified online and in-store operations, demonstrates our ability to create seamless connections even in evolving environments. We advocate for modern, composable architectures that offer flexibility and allow for more manageable, staged integrations
Legacy systems can be a major source of delay, with 63% of companies experiencing project slowdowns due to them. These older systems are often difficult to upgrade or integrate with modern ecommerce platforms, lacking documentation and creating dependency traps. Integrating disparate systems (ERP, CRM, PIM) is crucial for data consistency and a unified customer view, but it's a complex undertaking. When these foundational systems are in flux, the risk of building a new ecommerce front-end on unstable ground is high, potentially leading to rework, inefficiencies, and a poor customer experience. The complexity of ERP integrations, which touch numerous other systems, often means that these projects take longer than anticipated.
Tom&Co's Guidance: Our expertise lies in architecting robust integrations and navigating complex system landscapes. During our Strategy phase, we meticulously assess your existing technology stack, including any ongoing or planned upgrades. We understand that a successful ecommerce platform must work in harmony with your core business systems. If your ERP or other back-end systems are changing, we develop a phased approach. This might involve building APIs, using middleware, or planning for a gradual migration to ensure that your digital commerce initiative can progress without being entirely hamstrung by back-end timelines. Our experience with complex ERP integrations, such as the one for Topps Tiles which unified online and in-store operations, demonstrates our ability to create seamless connections even in evolving environments. We advocate for modern, composable architectures that offer flexibility and allow for more manageable, staged integrations
3. The Data Dilemma: Taming Messy Product Information
The quality and organisation of product data are foundational to any successful B2B ecommerce venture. However, many businesses grapple with "messy product data." Information often resides in disparate spreadsheets, outdated legacy systems, or even just within the knowledge of individual team members. Cleaning, standardising, and centralising this data is a significant undertaking that requires cross-team coordination and often, investment in a Product Information Management (PIM) system. The perceived cost and complexity of implementing a PIM, coupled with unclear ownership, can lead to this critical task being perpetually postponed.
Poor product data management creates numerous bottlenecks, slowing down everything from Bill of Materials (BOM) creation to procurement and sales. Inaccurate or incomplete product information online leads to a poor customer experience, lost sales, and increased operational costs due to errors and returns. Without a centralised and trusted repository for product data, businesses struggle to scale their digital channels, increase SKU counts, or launch products faster. Manual processes for managing product data are error-prone and inefficient, consuming valuable time and resources.
Tom&Co's Guidance: We emphasize that clean, well-structured product data is non-negotiable for a successful B2B ecommerce platform, especially when dealing with product complexity, large catalogues, and the need for personalisation. Our Discovery process includes a thorough assessment of your product data landscape. If a PIM system is needed, we can help you evaluate options such as Akeneo and integrate it into your ecommerce ecosystem. We help you establish strategies for data governance and a "single source of truth" to ensure consistency across all channels. By addressing product data challenges head-on, we enable you to provide accurate information, improve product discoverability with advanced search and filtering, and ultimately deliver a superior online experience for your B2B buyers.
Poor product data management creates numerous bottlenecks, slowing down everything from Bill of Materials (BOM) creation to procurement and sales. Inaccurate or incomplete product information online leads to a poor customer experience, lost sales, and increased operational costs due to errors and returns. Without a centralised and trusted repository for product data, businesses struggle to scale their digital channels, increase SKU counts, or launch products faster. Manual processes for managing product data are error-prone and inefficient, consuming valuable time and resources.
Tom&Co's Guidance: We emphasize that clean, well-structured product data is non-negotiable for a successful B2B ecommerce platform, especially when dealing with product complexity, large catalogues, and the need for personalisation. Our Discovery process includes a thorough assessment of your product data landscape. If a PIM system is needed, we can help you evaluate options such as Akeneo and integrate it into your ecommerce ecosystem. We help you establish strategies for data governance and a "single source of truth" to ensure consistency across all channels. By addressing product data challenges head-on, we enable you to provide accurate information, improve product discoverability with advanced search and filtering, and ultimately deliver a superior online experience for your B2B buyers.
4. The Investment Hurdle: Navigating CAPEX Approval
Digital transformation projects, especially comprehensive B2B ecommerce implementations, represent a significant investment. Securing Capital Expenditure (CapEx) approval for these initiatives can be a major challenge. The return on investment (ROI) for such projects is often realised over the long term, which can make it difficult to justify when budgets are tight or leadership is inherently cautious about large upfront expenditures. Without a clear, compelling business case that resonates with financial decision-makers, these transformative projects can stall before they even begin.
Many organisations struggle to formally justify branding and digital investments, sometimes trading off critical demand generation dollars or simply pointing to the "outdated nature" of current systems without a concrete ROI projection. This lack of clear financial justification can lead to projects being delayed or downsized to the point of ineffectiveness. Understanding how to frame digital transformation costs, whether as CapEx for long-term assets or leveraging OpEx for certain models, is crucial.
Tom&Co's Guidance: We understand the importance of a strong financial rationale. During our Strategy phase, we work with you to build a robust business case for your B2B ecommerce investment. This includes identifying clear, measurable objectives and key performance indicators (KPIs). We help articulate the value proposition, focusing not just on new technology but on customer-oriented outcomes and operational efficiencies. Our experience, demonstrated through successful projects like Topps Tiles and LeMieux, where significant revenue increases and trade order growth were achieved, allows us to provide realistic projections and showcase the tangible benefits of digital transformation. We help you present a clear ROI, making it easier to gain executive buy-in and secure the necessary investment.
Many organisations struggle to formally justify branding and digital investments, sometimes trading off critical demand generation dollars or simply pointing to the "outdated nature" of current systems without a concrete ROI projection. This lack of clear financial justification can lead to projects being delayed or downsized to the point of ineffectiveness. Understanding how to frame digital transformation costs, whether as CapEx for long-term assets or leveraging OpEx for certain models, is crucial.
Tom&Co's Guidance: We understand the importance of a strong financial rationale. During our Strategy phase, we work with you to build a robust business case for your B2B ecommerce investment. This includes identifying clear, measurable objectives and key performance indicators (KPIs). We help articulate the value proposition, focusing not just on new technology but on customer-oriented outcomes and operational efficiencies. Our experience, demonstrated through successful projects like Topps Tiles and LeMieux, where significant revenue increases and trade order growth were achieved, allows us to provide realistic projections and showcase the tangible benefits of digital transformation. We help you present a clear ROI, making it easier to gain executive buy-in and secure the necessary investment.
5. The Human Element: Addressing Sales Team Sensitivities
Often, one of the most significant, yet underestimated, roadblocks to B2B digital transformation is internal: sales team sensitivities. When a company's sales team has traditionally been the primary engine of the business, any shift towards digital self-serve capabilities can be perceived as a threat. Sales representatives may worry about the impact on their roles, relationships with customers, commission structures, and overall job security. Leaders, in turn, may be hesitant to push changes that could damage morale or performance, especially in challenging market conditions.
This resistance isn't unfounded if not managed correctly. Sales teams may fear that ecommerce channels will cannibalise their sales or diminish the value of their hard-won customer relationships. Without proper communication and a clear strategy for how digital tools will augment their efforts, sales reps might even actively or passively resist the adoption of B2B e-commerce.
Tom&Co's Guidance: We believe that digital commerce should empower, not replace, your sales team. Our approach emphasises that an ecommerce channel is a powerful tool at their disposal. We advocate for a holistic strategy where digital tools complement field sales, handling routine orders and providing customers with 24/7 self-service options, thus freeing up sales representatives to focus on more complex, value-added activities such as consultative selling, nurturing key accounts, and solving intricate customer problems.
A crucial part of our process involves change management. We work with you to:
Communicate clearly: Explain how the new digital tools will benefit both the company and the sales team, addressing concerns about commissions and roles proactively.
Provide training: Equip the sales team to use the new platform effectively, perhaps even enabling them to place orders on behalf of customers or guide them through the online experience.
Align incentives: Develop commission structures that reward sales through all channels, ensuring that sales reps see the ecommerce platform as an enabler of their success, not a competitor. By fostering an understanding that B2B ecommerce enhances their capabilities and improves the overall customer experience, we help turn potential resistance into enthusiastic adoption.
This resistance isn't unfounded if not managed correctly. Sales teams may fear that ecommerce channels will cannibalise their sales or diminish the value of their hard-won customer relationships. Without proper communication and a clear strategy for how digital tools will augment their efforts, sales reps might even actively or passively resist the adoption of B2B e-commerce.
Tom&Co's Guidance: We believe that digital commerce should empower, not replace, your sales team. Our approach emphasises that an ecommerce channel is a powerful tool at their disposal. We advocate for a holistic strategy where digital tools complement field sales, handling routine orders and providing customers with 24/7 self-service options, thus freeing up sales representatives to focus on more complex, value-added activities such as consultative selling, nurturing key accounts, and solving intricate customer problems.
A crucial part of our process involves change management. We work with you to:
Communicate clearly: Explain how the new digital tools will benefit both the company and the sales team, addressing concerns about commissions and roles proactively.
Provide training: Equip the sales team to use the new platform effectively, perhaps even enabling them to place orders on behalf of customers or guide them through the online experience.
Align incentives: Develop commission structures that reward sales through all channels, ensuring that sales reps see the ecommerce platform as an enabler of their success, not a competitor. By fostering an understanding that B2B ecommerce enhances their capabilities and improves the overall customer experience, we help turn potential resistance into enthusiastic adoption.
6. Tom&Co: Your Partner Through Transformation's Obstacles
Embarking on a B2B ecommerce transformation in the face of these common pain points requires more than just technology; it demands a strategic partner who understands the multifaceted nature of such projects. At Tom&Co, our Discovery → Strategy → Delivery approach is specifically designed to anticipate and address these challenges from the outset.
During Discovery, we delve deep into your unique business landscape, including your branding situation, existing systems, data maturity, and internal dynamics. This allows us to identify potential roadblocks early.
In the Strategy phase, we collaboratively develop a tailored roadmap. This includes architecting solutions for system integrations, planning for data migration and management, building a compelling business case for investment, and outlining change management approaches for your teams.
Our Delivery phase brings this strategy to life, employing agile methodologies for flexibility and transparency.We focus on building scalable, robust solutions, often leveraging powerful platforms like Adobe Commerce (Magento), wher our deep expertise is recognised. Our proficiency in headless PWA development ensures fast, app-like user experiences, crucial for modern B2B buyers.
Our proven success, exemplified by the transformative results achieved for clients like Topps Tiles—where we navigated complex ERP integrations, developed distinct B2B trade portals, and significantly boosted revenue and trade orders—underscores our ability to turn challenges into triumphs. We act as long-term business partners, committed to guiding you through every stage of your digital evolution.
During Discovery, we delve deep into your unique business landscape, including your branding situation, existing systems, data maturity, and internal dynamics. This allows us to identify potential roadblocks early.
In the Strategy phase, we collaboratively develop a tailored roadmap. This includes architecting solutions for system integrations, planning for data migration and management, building a compelling business case for investment, and outlining change management approaches for your teams.
Our Delivery phase brings this strategy to life, employing agile methodologies for flexibility and transparency.We focus on building scalable, robust solutions, often leveraging powerful platforms like Adobe Commerce (Magento), wher our deep expertise is recognised. Our proficiency in headless PWA development ensures fast, app-like user experiences, crucial for modern B2B buyers.
Our proven success, exemplified by the transformative results achieved for clients like Topps Tiles—where we navigated complex ERP integrations, developed distinct B2B trade portals, and significantly boosted revenue and trade orders—underscores our ability to turn challenges into triumphs. We act as long-term business partners, committed to guiding you through every stage of your digital evolution.
Let’s Discuss Your B2B Ecommerce Strategy
The digital future of B2B commerce is undeniably here, presenting immense opportunities for growth, efficiency, and enhanced customer engagement. While the path may present hurdles like rebranding delays, system overhauls, data complexities, investment approvals, and internal sensitivities, these are not insurmountable with the right approach and an experienced partner.
Let Tom&Co Be Your Guide. We understand the unique challenges that can stall B2B digital transformation. We see the vast potential that lies within your reach, and we possess the deep expertise and proven methodologies to help you navigate the path to sustainable ecommerce success.
Our collaborative approach ensures that we don't just build a solution; we co-create a digital commerce engine perfectly tailored to your unique business objectives, your market, and your customers, helping you overcome the common pain points that hold businesses back.
Take the Next Step: Contact us today for a no-obligation consultation. Let's engage in a meaningful discussion about your specific goals, explore how to overcome the obstacles to your digital transformation, and begin to outline a bespoke B2B ecommerce strategy that will drive growth, foster loyalty, and firmly position your business for a thriving future. Let’s Talk.
Let Tom&Co Be Your Guide. We understand the unique challenges that can stall B2B digital transformation. We see the vast potential that lies within your reach, and we possess the deep expertise and proven methodologies to help you navigate the path to sustainable ecommerce success.
Our collaborative approach ensures that we don't just build a solution; we co-create a digital commerce engine perfectly tailored to your unique business objectives, your market, and your customers, helping you overcome the common pain points that hold businesses back.
Take the Next Step: Contact us today for a no-obligation consultation. Let's engage in a meaningful discussion about your specific goals, explore how to overcome the obstacles to your digital transformation, and begin to outline a bespoke B2B ecommerce strategy that will drive growth, foster loyalty, and firmly position your business for a thriving future. Let’s Talk.
From the blog
Q: What is Adobe Commerce and why is it the best E-Commerce platform?
A: Adobe Commerce (formerly Magento) is one of the most powerful and flexible e-commerce platforms on the market. Trusted by leading global brands, it’s known for its scalability, advanced customisation options, and seamless third-party integrations. Whether you’re looking to create a fully tailored shopping experience, improve site speed, or handle complex operations like multi-store functionality, Adobe Commerce provides the tools you need to build a high-performance online store that grows with your business.
Q: Is Adobe Commerce for B2B or DTC (Direct to Consumer) e-commerce stores?
A: Both! One of Adobe Commerce’s standout features is its ability to support both B2B (Business-to-Business) and DTC (Direct-to-Consumer) stores on a single, powerful platform. It’s designed to handle complex B2B workflows like bulk orders, custom pricing, and account management, while also providing the seamless, user-friendly shopping experience that DTC customers expect.
Q: Why choose an Adobe Commerce agency in London?
A: Working with a London-based Adobe Commerce agency means you get access to local expertise combined with a global perspective. London is home to some of the best e-commerce talent, and agencies like Tom&Co are perfectly positioned to understand the unique challenges and opportunities of UK and international markets. Plus, there’s the added bonus of face-to-face collaboration if needed!
Q: How does Tom&Co work with clients?
A: At Tom&Co, we believe in building long-term, growth-focused partnerships. We offer ongoing development and support retainers that are flexible to your business needs, whether you require continuous site optimisation, new feature development, or strategic advice. Our goal is to help your e-commerce store evolve and thrive over time, not just deliver a one-off solution.
Q: What areas does Tom&Co cover?
A: We’re a London-based agency, but we work with clients across the UK and internationally. Whether you’re a fast-growing UK brand or an established global business, we’ve got the experience and resources to help you achieve your e-commerce goals. We cover D2C and B2B brands.
Q: Is Tom&Co an official Adobe Commerce partner?
A: Yes, we’re proud to be an official Adobe Commerce Solutions Partner (currently Silver). This means we have proven expertise in delivering Adobe Commerce projects and are trusted by Adobe to provide best-in-class e-commerce solutions.
Q: What industries does Tom&Co specialise in?
A: We’ve worked with leading brands across a range of industries, including fashion, homeware, food & beverage, DIY, and B2B e-commerce. Our team understands the unique challenges and opportunities in each sector, allowing us to create tailored strategies that deliver real results.
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