About B2X Partners
(a Salsify Company)

B2X is all about helping B2B companies CHANGE – Strategy, Change Management, Building Teams, Governance and everything  that surrounds your success.


With over thirty years of working with industrial supply and manufacturing companies, B2X Partners brings insights, expertise, and best practices to complex B2B business challenges in a way that is practical, profitable, and focused on sustainable success.


At B2X Partners, we are passionate about helping distributors and manufacturers drive profitable, competitive B2B eCommerce initiatives.


October, 2019 – B2X Partners agrees to be acquired by Salsify

Justin King

Justin King OWNER

Justin King is President of B2X Partners and author of Digital Branch Secrets: eCommerce Playbook for Distributors. This book is a systematic approach for distributors looking to grow their online business, outlining the seven components of a successful eCommerce business. Justin brings nearly 20 years working in Commerce and has been on the forefront of the growth and trends in B2B eCommerce. Justin is a leading speaker on B2B Customer Experience and eCommerce. Prior to B2X, Justin was Chief Evangelist, B2B eCommerce at Oracle Corporation where he built the go-to-market strategy for Oracle’s B2B eCommerce product.


His full bio can be found here.


Recent Awards and Accolades for B2X Partners


Gold National Award from the American Society of Business Publication Editors

For the article: “Be Afraid, Be Very Afraid” in tED Magazine Interview with Justin King, article by Susan BloomLEARN MORE »

Regional Finalist from the American Society of Business Publication Editors

For the article: “Be Afraid, Be Very Afraid” in tED Magazine Interview with Justin King, article by Susan BloomLEARN MORE »

Our Methodology

While there’s plenty of jargon, complexity and hucksters, there is a proven method for running your Digital Branch. We’re calling it the X eCommerce System – it’s a detailed, sales-focused approach to driving a sustainable, successful digital business.


Built on our years of experience of building profitable digital experiences, the X eCommerce System is a 7-point approach to providing an exceptional digital experience. It covers the information and resources you need to drive your Digital Branch – from your website technology, product data, design, and analysis – all centered around providing a great customer experience.

We Work With:

Other eCommerce Platforms:

Oracle Commerce / Commerce Cloud
SAP hybris
IBM WebSphere Commerce

Other PIM Tools:

Stibo STEP
Agility Multichannel

Recent News About B2X

How to Differentiate Your Company from Amazon Business

The Rapid Growth of Amazon Business We had the pleasure of talking with tED magazine about Amazon Business and their $10 billion approach to working with B2B clients. Justin King, President of B2X Partners, discusses how Amazon Business has gone from $1 billion in 2015…

New Book from B2X Partners: Digital Branch Secrets

Unlocking a System for eCommerce Success B2X Partners launches new book: Digital Branch™ Secrets – eCommerce Playbook for Distributors Digital Branch Secrets – the first book from B2B eCommerce agency B2X Partners is a playbook for Distributors looking to compete in eCommerce. The book outlines…

Work at B2X Partners: Part-Time Marketing Associate

Marketing Associate 20 hours/week B2X Partners is looking for a dynamic, driven Marketing Associate to join the Sales & Marketing Team. Reporting to the VP of Marketing, the Marketing Associate will be responsible for supporting our marketing activities. The marketing team is primarily focused on…

New VIDEO: My Passion for Transforming Distributors & Manufacturers

In the past I worked with really large companies like Ferguson, Grainger, and MSC. And all of the sudden I’m now working with the owners of these distributors and manufacturers. These family-owned businesses, the CEOs, the executive team. I just love, and am so passionate about, helping companies change. Companies change from what they did before and their legacies processes to new processes around digital and digital transformation.

eCommerce in Real Life

A satirical look at what it might be like if your brick-and-mortar experience mirrored what happens online. Your eCommerce sites is your “DigitalBranch” like your brick-and-mortar branches. Your branches excel in customer service, product knowledge and personalized care. Sometimes, this doesn’t come across in the online experience.

American Supply Association Branches out with New Partnership with DigitalBranch™ Incubator

Focused on driving their members’ growth, ASA launches complimentary access to the DigitalBranch™ Incubator, an innovative platform created to help PHCP-PVF distributors and manufacturers drive their digital transformation and eCommerce business. Nashville, TN (October 12, 2017) American Supply Association (ASA) and B2X Partners kick off…

Former McMaster-Carr and Amazon Business Product Data Strategist Joins B2X Partners

B2B eCommerce expert and product strategy leader Jason Hein joins B2X Partners, helping independent distributors build competitive eCommerce success. Ashburn, VA (July 10, 2017) B2X Partners, a leading digital agency focused on B2B eCommerce for the independent distributor, announces that Jason Hein joins the company…

Is Amazon a threat to the Independent Distributor?

What does it mean for the average independent distributor that Amazon Business has entered the arena to contend with the likes of Grainger, Ferguson and Johnstone?  Should distributors be worried they will be washed away in the Amazon tidal wave that seems to be spreading…

Who Will Run Your E-Commerce Site?

B2B businesses are starting to see more of their revenue come from e-Commerce than ever before, a 2015 report from Forrester forecasts US B2B e-commerce to grow from $780 billion to $1.13 trillion by 2020. Recognizing this trend and the opportunity it creates, large national…

B2B vs. B2C E-Commerce

Customer expectations for B2B e-Commerce sites are constantly being influenced by their everyday interactions with B2C sites. When B2B customers visit your site they are looking for very specific information and they want to be able to find it as fast as possible. B2B customers…