How B2B ecommerce fails when you ignore the field

Anna Lazzarini, Director of Customer Experience and Analytics at White Cap, speaks about what it really takes to deliver great B2B ecommerce experiences in complex industries like construction supply. She explains why customer feedback alone is rarely actionable, how to translate blunt field complaints into measurable improvements, and why analytics fragmentation can undermine your entire ecommerce program. From omnichannel pricing conflicts to fragmented analytics systems, Anna shares practical lessons for ecommerce leaders trying to modernize legacy infrastructure without alienating the field. Tune in to hear how Anna approaches KPIs, system design, and analytics discipline in environments where getting one order wrong can delay an entire job site.

B2B ecommerce is more complex than B2C with bigger baskets sizes. In this episode of the Ecommerce Toolbox: Expert Perspectives, Anna Lazzarini, Director of Customer Experience and Analytics at White Cap, shares what customer experience actually means in high-stakes industries like construction supply. In B2B contexts, the consequence of failure isn’t an abandoned cart, it could mean a delayed job site.

The conversation dives into the complexity of measuring experience in B2B environments. From account-level order frequency to order fill rate, Anna explains why traditional ecommerce metrics often miss what matters most.

One of the standout discussions centers on translating vague customer complaints into actionable improvements. When customers say “your search sucks,” they’re not giving you query-level analysis. They’re expressing friction. The episode also explores omnichannel challenges, particularly around pricing integrity.

Finally, Anna discusses analytics governance in enterprise environments. Too many definitions of the same metric erode credibility. In her words, analytics can feel like the Wild West unless you define a single source of truth.

What You’ll Learn

How to define customer experience in B2B beyond surface-level UX improvements
Why account-level order frequency is a leading churn indicator
How to rethink cart abandonment in workflow-driven buying environments
How to translate vague field feedback into measurable technical fixes
Why session replay and behavioral data are critical during replatforming
How pricing inconsistencies across channels undermine ecommerce adoption
Why analytics fragmentation quietly damages executive trust
How to approach building a simplified, defensible analytics stack

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