Justin King


Justin King is VP, B2B @ Salsify 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. Salsify acquired his company B2X Partners in 2019.  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.

My Career Highlights

  • VP, B2B @ Salsify

    Salsify.com  | Current

  • Salsify acquires B2X Partners (August 2019)

    Salsify.com  | Current

  • Launched B2X Academy (December 2018)

  • Authored Digital Branch Secrets Book (June 2018)

  • B2X Partners (Started 2016)

    Founder CEO | Current

  • U.S. Department of Commerce eCommerce Innovation Lab

    Contributing Editor | Current

  • SalesWarp

    Advisory Board | Current

  • Court Grabbers

    Board Member | Current

  • Oracle (left to start B2X)

    Global Evangelist, B2B eCommerce & Customer Experience

  • Endeca (acquired by Oracle 2011)

    B2B eCommerce Strategist

  • Rosetta (acquired by Publicis)

    Associate Partner, Manufacturing and Distribution

  • Brulant (acquired by Rosetta)

    Associate Partner, B2B Industry Vertical

  • Started eCommerceandB2B.com (2007)

    Founder, eCommerceandB2B.com | Current

  • Xteric (acquired by Brulant)

    Xteric (acquired by Brulant)


American Supply Association (ASA) Connection | February 2019

Affiliated Distributors (AD) eCommerce Summit | February 2019

UNILOG CIMM2 User Group | March 2019

Raymond James Distribution Investment Dinner  | March 2019

Food Equipment Distributors Association (FEDA) | April 2019

Modern Distribution Management (MDM) Digital Forum | June 2019

“Speaking is the ultimate culmination of my expertise and passion for B2B eCommerce and Customer Experience.

I love speaking to both small and large audiences.”

“As one of our keynote speakers for B2B Online, I had high expectations for the kind of talk Justin would deliver to our audience. But I was unprepared for just how far he surpassed those expectations. He was engaging, interactive and entertaining, while at the same time, delivering actionable content to our eCommerce executives that they found relevant and educational. It was clear from his session that he has his finger on the pulse of the B2B industry and is a real expert in the field. Our attendees trusted his knowledge and walked away from his talk with a better understanding of the space and practical suggestions they could act on. He was truly one of the highlights of the conference and someone I would continually like to hear from as the B2B digital and eCommerce space matures to match his experience.


Caroline Berger
Executive Director
B2B Online

“Justin lit a fire in our attendees – presented expert-level content with enthusiasm and wit. He is a pleasure to work with and learn from.
My group is already looking to bring him back for another session. I highly recommend his work.”


Emily Saving Vice President
Professional & Program Development

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My Story

Like everything else, my story is not about me — it is about colleagues, friends, and family that I have had the privilege of working with to create unbelievable results.

  • I have more than 20 years of eCommerce experience. Most of my experience is in B2B as an entrepreneur, agency guy, and now thought leader. I also did some ERP work back in the day that built my love for supply chain and this very “non-sexy” business of Distribution and Manufacturing.
  • Built a B2B brand and offering for Oracle Commerce. B2B Commerce revenue increased from 3% to over 50% in just 3 years.
  • I helped bring hybris to North America.
  • I am one of the few out there that have experience in all 3 enterprise eCommerce platforms: IBM, hybris / SAP, and ATG & Endeca / Oracle Commerce.
  • I am a speaker, not a writer. Therefore, I write like I speak. I don’t think that good speaking = good writing so feel free to criticize. At least I don’t include the umms.
  • I live in Maryland with my wife and 4 daughters. 4 daughters means that approximately 10,000 words are spoken before 10 a.m. I say that so you will feel sorry for me, but the reality is I love having 4 girls – they are passionate, emotional, intelligent and amazing girls slowly becoming young women.
  • I like sports and watching sports, but those that know my family know that my wife is the true sports fan. When I travel, yes, my wife preps me on what is happening in sports in that city.
  • My biggest mentor and influence in my life is my dad.  He is an amazing man, father, and husband.  My goal is to be half the man that my dad is.
  • I believe that I am funnier than I really am. My lack of self-awareness makes me tell stories that I think are funny, but most of you won’t.
  • My friends call me JK. However, like in the Matrix, I call everyone Mr. or  Mrs. like “Hey Mr. Smith, it’s Mr. King”. I was doing this before the Matrix came out – so I am an innovator.
  • I am a big fan of Dave Ramsey and living debt free. Ask me about it
  • I love to read. I love fiction (Coban, Ludlum, Patterson, etc.) but have been reading a lot of non-fiction recently – mainly about communication, business, and sales. I also try to read my Bible every day.
  • I give credit, and I want credit. If you say something interesting or funny and I use it, I will always give credit. Please reciprocate. It’s only fair.
  • Finally, I am part of the crossfit cult. I have worked hard to make discipline a part of my life. Those that call me JK will snicker at that. Discipline is not the word anyone would typically use for me. However, I am on a roll and loving it. Waking up early, reading my Bible, eating better, and getting my butt kicked in the gym. And yes, crossfit IS a cult. Checkout my cultish gym at crossfitretribution.com.


Justin King
B2B ECommerce Evangelist & Strategist