About B2X Partners


B2X Partners is a full-service B2B eCommerce consultancy focused on driving the digital business for distributors and manufacturers.


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 industry experience, 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 digital businesses.

Our Team

B2X is a team of industry experts.
We are a SWAT team, not an army of bodies. We are experts, we are small, we are niche-focused, we are passionate, we are customer-focused and we have delighted customers.


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.

Customer Experience


Mindy Badovick

Director, Client Services
Mindy comes to B2X Partners with over ten years of Project Management experience, working with a variety of clients across B2B and B2C. She’s worked on projects ranging from static content marketing sites to full-fledged eCommerce redesigns, helping to lead clients from initial project concepting through post go-live support.

Craig Lewis

Business Analyst
Craig works as a business analyst working primarily in eCommerce strategy development. Also, Craig supports quality assurance for product data and product taxonomy.
Jay S

Jay Schneider

Director, Client Strategy
In 20+ years in traditional and digital B2B marketing Jay has helped manufacturers and distributors in a variety of industries and markets digitally transform their business. Jay specializes in helping companies build proper internal requirements, technology road-mapping, and adoption of digital processes.



Vivek Shivaprabhu

Chief Technology Officer
A detail-oriented software developer with over 15 years of full stack development experience, Vivek specializes in master data management, natural language processing, sentiment analysis, machine learning and scientific visualization in big data applications. He has designed and developed solutions to build and manipulate complex product ontologies,  implemented enterprise search for multi-million products and has been a trusted partner in technology for many manufacturers and distributors.

Jason Hein

Senior Strategist
Jason Hein is an eCommerce expert and product strategy leader. He brings over 20 years industry-leading experience in industrial distribution, including at Amazon Business and McMaster-Carr. At B2X Partners, Jason works to expand content strategy and develop world-class processes for rich product data and optimized product merchandising.



Sarah Falcon

VP of Marketing
Sarah is a digital marketing professional with over 10 years’ experience driving measurable growth, customer acquisition, engagement and retention. At B2X Partners, Sarah works to analyze, develop, implement and optimize integrated marketing and communications strategies and campaigns.

Chris Boggs

Digital Marketing Expert
B2X Partners is agency partners with Chris Boggs – a leading digital marketing consultant. Chris brings 18 years of experience delivering qualified traffic across industries through organic search engine optimization (SEO), paid search advertising (PPC), social media marketing, and use of web analytics. He brings relevant, real experience in a broad range of industries. Chris is a long-time part-time blogger at various including Search Engine Watch, State of Digital, and others and a regular speaker at digital marketing industry conferences.



Stephan Newenheisen

Operations Manager
Stephan Newenhisen has more than 20 years in international business leadership, organizational and strategic planning, financial analysis and information systems audit. He has 12 years of nonprofit fundraising experience through public speaking and media development. His innovative, assertive and adaptive personality adds to his broad and deep experience in developing new markets that require dynamic problem-solving.

User Experience & Design


Chris Woehrle

Creative Director
Chris Woehrle has over 20 years of experience as an art director and designer, with tenures at such companies as Sony and Time-Warner. His full-spectrum approach to design is informed by years of related work in marketing and web development. His passion for keeping current with leading-edge design tools, technology, and thinking ensures B2X stays at the forefront of eCommerce innovation.

Danilo Barro Jr.

Graphic Designer
Dan has eight years of web design experience and has designed vast array of local and international clients. He is passionate about minimal and professional design and ensures your brand and it’s visual language are translated seamlessly into a successful website.

Winlove Docor

Graphic Designer

Winlove is a web designer with years of experience. He started on his design path by joining web design contest which built his experience and portfolio. He brings a great eye for detail and clean, modern design to his design work.


Carmina Torres

Graphic Designer

Carmina is a web designer and visual artist.
She is a Fine Arts (Cum Laude) graduate and brings her eye for clean design and typography to her work at B2X Partners.


Jan Thomas Villanueva

Graphic Designer

Jan is a creative designer who crafts web and graphic materials. A graduate in Information Technology, he creates branded marketing and digital materials for B2X Partners.


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…