After more than two decades working in B2C ecommerce for global brands, David Williams made the move into B2B. In this episode of The B2B Experience, he shares what struck him most about the transition, from the complexity hidden behind the login to the need to serve multiple personas within the same account.

David describes how B2B organisations often carry deep operational and pricing complexity, along with a level of digital maturity that can vary widely across teams. He reflects on the cultural resistance that can slow transformation and why small, continuous improvements often achieve more than large programmes.

The conversation highlights the value of understanding real customer needs, whether through direct research or listening to frontline teams. David discusses the friction in onboarding, the importance of improving self‑service and the opportunity to design digital journeys that save customers time and reduce frustration. He also touches on how shifts in technology are changing expectations across the buying journey.