Ep. 10 - Beyond the Cart: Turning WhatsApp and Email into Headless Commerce Channels with Jason Greenwood

Jason Greenwood, a veteran with over 25 years in e-commerce and host of The Ecommerce Edge, explores a radical shift in the B2B landscape. Drawing from his deep experience running brands, agencies, and his own consultancy, Jason explains why traditional web portals might soon be a thing of the past for many business buyers.

The conversation examines the power of multimodal AI and its ability to turn traditional communication channels like WhatsApp, Slack, and email into "headless" commerce engines. Jason shares how manufacturers and distributors can automate complex ordering processes—like parsing handwritten notes or PDF purchase orders—without forcing customers to change their habits.

Show Highlights:

• The "unpopular opinion" that headless and composable commerce will be more impactful for B2B than the B2C or D2C worlds.

• How multimodal AI interprets PDFs, images, and even handwritten orders to automate manual data entry and quotes.

• The rise of agentic commerce, where a digital buying agent on the procurement side communicates directly with a digital selling agent.

• A look at "vibe coding" and how AI allows small teams or individuals to build custom internal tools at a fraction of the historical cost.

• The importance of building a solid data foundation, including product data and PIM systems, before jumping into advanced AI magic.

• How AI acts as an "answer engine" rather than a search engine to save significant time on research and reporting.

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