Modernizing a B2B commerce strategy used to mean adding layers of complexity. But that no longer has to be the case. In our latest Fireside Chat, Zaelab CEO Evan Klein joins Nikita Ber from Shopify to share how today’s manufacturers and distributors are simplifying their operations and accelerating growth by rethinking their technology stack.
The discussion unpacks what’s really working for B2B leaders today. From managing change within enterprises to adopting purpose-built platforms like Shopify and leveraging frameworks that remove chaos from modernization efforts, this conversation is packed with practical insight. Here is a preview of the key highlights from the chat. To get the full context and dive deeper, watch the full conversation:
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Shopify for B2B: Built for Complexity, Designed for Scale
A few years ago, asking whether Shopify could support enterprise B2B selling might have raised some eyebrows. Today, the answer is more confident and more evidence-based. Shopify has invested significantly in expanding its B2B capabilities, and enterprise manufacturers and distributors are starting to take full advantage.
Evan Klein points out that the B2B clients Zaelab works with are using Shopify to manage everything from custom pricing models and buyer-specific catalogs to backend ERP integrations and punchout functionality. This is not about replicating DTC features; it’s about solving for the real complexity that defines B2B commerce.
What’s changed is Shopify’s ability to not only support these use cases, but to do so in a way that remains intuitive for both buyers and internal teams. That usability, combined with enterprise-grade extensibility, is what’s making Shopify such a compelling choice for B2B brands ready to modernize.
Key capabilities now built into Shopify’s B2B offering include:
- Custom catalogs and pricing per customer or segment
- Seamless integrations with ERPs and CRM systems
- Net payment terms, PO-based checkout, and multi-user permissions
- Unified backend for managing both B2B and DTC from one place
Accelerate Enterprise Modernization with Portul
One of the biggest challenges in modernizing B2B operations is time. Large-scale changes often require months of discovery, development, and rollout before any ROI is seen. That’s where Zaelab’s solution, Portul, enters the picture.
Portul is a prebuilt Shopify accelerator in Shopify’s Partner Solutions Center. It gives B2B organizations a head start without locking them into a rigid, one-size-fits-all solution. Instead of building from scratch, teams can start with proven best practices, preconfigured logic for common B2B requirements, and built-in flexibility that allows for adaptation as the business grows.
“Speed doesn’t have to come at the expense of customization.”
Nikita Ber, Senior Partner Solutions Engineer at Shopify
Portul helps reduce the time to value by leveraging a modular architecture, which allows organizations to move quickly while still accommodating unique workflows and customer needs. For companies stuck in the discovery phase or facing internal resistance to lengthy projects, this can be the catalyst that finally pushes transformation forward.
PACING Framework to Approach Enterprise Modernization
A lot of digital projects fail because there’s no clear structure guiding them. Teams dive in with the right intentions but get lost in complexity, internal delays, or scattered priorities. That’s why Zaelab developed a framework to keep things on track.
In the Fireside Chat, Evan Klein shares how Zaelab’s PACING model brings clarity and momentum to B2B transformation. Instead of starting from scratch or reinventing the wheel, companies can follow a defined approach that simplifies the process and drives results faster.
“The most successful initiatives Zaelab leads all have one thing in common: discipline. And PACING ensures that discipline is built into the process from day one.”
Evan Klein, CEO of Zaelab
The PACING framework helps align teams, set priorities, and take the guesswork out of digital execution. It’s built for B2B organizations dealing with legacy systems, complex sales models, and internal resistance to change.
Internal Alignment in B2B Commerce
Tech Is Important but people matter more. While technology often takes center stage, the real story of digital transformation is one of people. Resistance to change, fear of automation, and legacy mindsets can all derail even the best-laid technology plans. That’s why change management is a recurring theme in every successful transformation story.
In this conversation, Evan and Nikita go deep on the internal dynamics that often go unspoken: the sales team hesitant to shift from manual quoting, the operations lead unsure how automation will impact their job, or the leadership team struggling to align on priorities.
“Cultural transformation must go hand in hand with technology investment, and that organizations need to reframe the narrative around change as empowering, not threatening.”
Evan Klein, CEO of Zaelab
For B2B companies, that means building buy-in early, being transparent about goals, and ensuring teams feel supported, not sidelined.
Here are four ways to build stronger internal buy-in before and during your digital transformation:
- Identifying internal champions to lead change
- Hosting collaborative workshops before implementation
- Framing automation as a tool for team enablement
- Setting clear, phased goals tied to measurable outcomes
Watch the Full Fireside Chat and Download the Whitepaper
If you’re leading a B2B organization through transformation or simply looking to make smarter technology investments, this on-demand session is worth your time. The full conversation covers:
- The evolution of Shopify’s B2B capabilities and why they matter now
- Real-world examples of manufacturers simplifying operations and seeing faster ROI
- A practical walk-through of the PACING framework
- How prebuilt solutions like Portul reduce implementation time without sacrificing flexibility
- Tips for overcoming internal resistance and building organizational momentum
For a deeper dive, we also created a companion whitepaper, Modernizing B2B Selling Experiences: How to Compete in the Digital Age, which expands on these topics and includes actionable insights for digital leaders.
Watch the full Fireside Chat to see how B2B leaders are simplifying operations and driving growth with Shopify.
