Why B2B transformation stalls

The six blockers that stall B2B commerce transformation — product data, ERP, internal buy-in, CAPEX — and how to work past each one.

Tom&Co Team·15 Jul 2025·2 min read

Most B2B brands can see what needs to change. Getting the programme off the ground is the harder part.

The wall tends to go up early. Product data nobody quite trusts. An ERP that was never built to talk to a storefront. A sales team reading "self-serve" as "we're being replaced". And a CAPEX case that has to be won before anyone writes a line of code.

Most of that isn't a technology problem — it's an organisational one. Which is why so many B2B programmes stall in the gap between the business case and the build.

We've pulled together the six blockers we run into most often, and how to work through each one. Rebrand limbo, an ROI story that won't stack up, a sales team that needs bringing with you — we've been there, and helped brands push through.

Read the full piece: Digital Commerce for B2B Brands: Overcoming the Roadblocks to Transformation.

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