What Master B2B eCommerce does

Master B2B eCommerce is a privately held professional community and content company serving B2B ecommerce practitioners, primarily digital and ecommerce executives at manufacturers, brands, and distributors. The company was founded in 2021 and is organized as Master B2B LLC, an Illinois corporation co-founded by Andy Hoar (formerly head of Forrester Research's B2B ecommerce practice) and Brian Beck (author of "Billion Dollar B2B eCommerce" and former practitioner at Harbor Freight Tools and PacSun). The company employs a small team (1-10 staff) and operates primarily virtually, with in-person events held across multiple US cities.

The core platform is a vendor-free online forum at forum.masterb2b.com where B2B ecommerce leaders share hard-earned lessons and seek outside perspectives from peers. Layered on top of the forum is a content and events portfolio that includes the annual State of B2B eCommerce research report (now in its third edition), the Friday 15 podcast, two proprietary event formats (Un-Webinars, a debate-style webcast where the audience votes on the winner, and Mythbusters, a myth-debunking session with audience grilling), invite-only Executive Roundtables hosted by the founders, and in-person regional dinners across eight US metros. The site also includes the Master B2B Nexus premium membership program and a co-developed B2B Exchange at Shoptalk conference track. No native mobile app, public API, or proprietary AI model is offered.

The business model combines a freemium community (free practitioner forum membership with auto-renewing paid premium tiers including Nexus and Boardroom), vendor event sponsorships from a roster of more than a dozen enterprise commerce platform vendors (VTEX, SAP, BigCommerce, commercetools, Optimizely, Coveo, Salsify, Spryker, Bloomreach, Algolia, TradeCentric, Pivotree), and research-report-driven lead generation. Specific subscription prices are not publicly disclosed. The go-to-market is community-led and event-driven: word-of-mouth among practitioners, content marketing through research and the podcast, and a regional chapter model that brings founders and chapter co-hosts to in-person dinners across the US.

Name

Master B2B eCommerce

Legal name

Master B2B LLC

Website

https://masterb2b.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Master B2B eCommerce operates a vendor-free online community and event series for B2B ecommerce practitioners, primarily digital executives at manufacturers and distributors. Co-founded by Andy Hoar and Brian Beck, it monetizes via premium membership tiers, vendor event sponsorships, and an annual research report.

Ownership category

akta.pro rank

Product category

Professional Community Services for B2B eCommerce

akta.pro primary industry

Consumer & Public Shows (B2C) Organizers (THAHABAC)

Keywords

• B2B ecommerce community
• Vendor-free peer network
• Executive roundtables
• Ecommerce research reports
• Practitioner webinars

Headquarters

HQ city

Evanston

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Fees: Annual or monthly subscription-based membership fees for forum and community access. Membership is application-based with criteria that may vary by community. Auto-renewal with credit card billing.
2. Event Sponsorships: Companies sponsor events, Un-Webinars, Mythbusters, and roundtables to reach the practitioner audience. Sponsors include technology vendors and platforms (VTEX, Optimizely, Coveo, SAP, BigCommerce, commercetools, etc.).
3. Boardroom Membership: Boardroom membership is reserved for practitioners; separate membership tier with specific benefits. If a Boardroom member becomes employed by a software or services vendor, the company reserves the right to revoke membership.
4. Research Reports: Annual State of B2B eCommerce reports (2023, 2024, 2025) made available for free download, serving as lead generation for the community and sponsorship opportunities.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Master B2B eCommerce operates a vendor-free online community and content platform for B2B ecommerce practitioners at manufacturers, brands, and distributors. Its core offerings include a moderated online Forum, proprietary event formats (Un-Webinars, Mythbusters, Executive Roundtables), the Friday 15 Podcast, annual State of B2B eCommerce research reports, and premium/Boardroom membership tiers, supplemented by sponsored events such as Master B2B + Shoptalk and regional in-person dinners.

Product overview

Master B2B is a professional community platform for B2B ecommerce practitioners, offering a vendor-free online Forum for peer networking and advice, Research Reports including the annual State of B2B eCommerce series, the Friday 15 Podcast for quick insights, and event programming through Un-Webinars (expert debates), Mythbusters (myth debunking sessions), Executive Roundtables (invite-only peer discussions), and in-person dinners and conferences. The platform is built around co-founders Andy Hoar and Brian Beck and serves as a trusted resource for manufacturers and distributors navigating B2B ecommerce.

Differentiator

Problem solved

Functional benefit

Brands

• Master B2B Forum: Vendor-free online community for B2B ecommerce leaders
• Master B2B Nexus
• Un-Webinars
• Mythbusters
• Executive Roundtables
• Friday 15 Podcast
• Master B2B Boardrooms

Products and services

• Master B2B Forum Vendor-free online community where B2B ecommerce leaders at manufacturers, brands, and distributors connect, share hard-earned lessons, and gain outside perspectives from peers.
• Research Reports (State of B2B eCommerce) Annual industry research publications including the State of B2B eCommerce series, distributed as free downloads to practitioners and used to support sponsorship and lead generation.
• Friday 15 Podcast Weekly podcast providing quick insights on B2B ecommerce topics for practitioners, distributed through podcast channels and YouTube.
• Un-Webinars Proprietary debate-format virtual events where two teams of seasoned industry experts debate key B2B ecommerce issues and the audience votes on the winner; topics cover AI, marketplaces, pricing, and digital strategy.
• Mythbusters Interactive virtual sessions in which an industry expert answers tough questions about widely held B2B ecommerce beliefs, with audience participation; topics include C-suite digital experience, native marketplaces, and composable commerce.
• Executive Roundtables Invite-only roundtables — virtual and in-person — hosted by Andy Hoar and Brian Beck for high-impact 90-minute conversations on the hottest topics in B2B ecommerce.
• Master B2B Events (including B2B Exchange at Shoptalk and regional dinners) In-person events including the Master B2B + Shoptalk B2B Exchange, 2027 Mindshare Summit, and regional roundtable dinners in major US cities that provide networking opportunities for qualified B2B ecommerce practitioners.
• Master B2B Nexus Premium membership tier offering confidential peer conversations and career-advancing connections for senior B2B ecommerce professionals; positioned as part of the Master B2B member ecosystem.
• Master B2B Boardrooms Exclusive membership community reserved for practitioners — not available to software or services vendors — providing enhanced Boardroom-level benefits and access.

Quantifiable outcome

• 3rd annual State of B2B eCommerce Report published in 2025
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

17 partnerships are on record, tiered minor and core.

• OptimizelyminorGTM or Marketing Partner · 1 July 2024Optimizely sponsored a Mythbusters episode on whether B2B ecommerce will make sales teams obsolete. Trevor Pope from Optimizely participated as team member. Optimizely is a digital experience platform seeking visibility among B2B ecommerce practitioners.
• VTEXminorGTM or Marketing Partner · 27 April 2023VTEX partnered with Master B2B for a Mythbusters episode on channel conflict between manufacturers and distributors in ecommerce. Jordan Jewell from VTEX served as the expert guest. VTEX is a commerce platform provider seeking thought leadership exposure through the Master B2B community.
• CoveominorGTM or Marketing PartnerCoveo sponsored the 2026 State of B2B eCommerce Webcast. Daniel McIntyre, Senior Product Marketing Manager, Commerce at Coveo, participated as speaker. Coveo provides commerce search and recommendations technology.
• SAP Commerce CloudminorGTM or Marketing PartnerSAP Commerce Cloud sponsored the 2026 State of B2B eCommerce Webcast. Meghann York, Global Head of Product Marketing at SAP Commerce Cloud, participated as speaker.
• commercetoolsminorGTM or Marketing Partnercommercetools sponsored the webcast on benchmarking and accelerating B2B digital maturity. Ashley von Kluck from commercetools participated as speaker. commercetools is a composable commerce platform.
• BigCommerceminorGTM or Marketing PartnerBigCommerce mentioned as sponsor partner in multiple events including ROI calculations and platform selection Un-Webinars. Meghan Stabler from BigCommerce participated as debate team member.
• SprykerminorGTM or Marketing PartnerSprykker sponsored Un-Webinar on B2B marketplace model. Alex Graf, Co-Founder and Co-CEO at Sprykker, participated on debate team. Sprykker is a composable commerce platform.
• PivotreeminorGTM or Marketing PartnerPivotree sponsored the 2024 B2B eCommerce Predictions webcast. Pivotree provides digital commerce and MDM services.
• CoveominorGTM or Marketing PartnerCoveo sponsored the Un-Webinar on customer loyalty in B2B. Coveo provides AI-powered commerce and customer experience platform.
• SalsifyminorGTM or Marketing PartnerSalsify sponsored the 'Man Vs. Machine' Un-Webinar on B2B customer loyalty. Justin King, VP B2B at Salsify, participated on debate team. Salsify provides product experience management platform.
• BloomreachminorGTM or Marketing PartnerBloomreach sponsored the 'Man Vs. Machine' Un-Webinar on B2B customer loyalty. Jason Hein, Principal Strategist for B2B at Bloomreach, participated on debate team. Bloomreach provides customer experience platform.
• commercetoolsminorGTM or Marketing Partnercommercetools sponsored the 'Double Down or Hunker Down' webcast on B2B ecommerce ROI strategy for 2023.
• AlgoliaminorGTM or Marketing PartnerAlgolia sponsored the Un-Webinar on ChatGPT and site search. Subrata Chakrabarti, VP of Product Marketing at Algolia, participated as debate team member. Algolia provides site search and discovery solutions.
• TradeCentricminorGTM or Marketing PartnerTradeCentric sponsored the Un-Webinar on ecommerce vs. eprocurement investment decisions.
• SLP InternationalminorGTM or Marketing PartnerSLP International sponsored the Los Angeles roundtable on Leading Successful AI Initiatives in B2B.
• OxideminorGTM or Marketing PartnerOxide (logo visible) co-sponsored the Chicago roundtable on omnichannel experiences.
• ShoptalkcoreStrategic or Co-development PartnerMaster B2B has established a significant partnership with Shoptalk for B2B Exchange events. Master B2B + Shoptalk Fall 2026 registration is active. Also planning 2027 Mindshare Summit in partnership with Shoptalk. This represents a key strategic alliance for industry event presence.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• The Drum: Global media brand covering marketing, advertising, and commerce with events, awards, and editorial. Adjacent as a practitioner media brand with sponsor-supported events and research, though broader in scope than Master B2B's B2B ecommerce focus.
• Adweek: Major media brand for marketing, advertising, and commerce professionals with events and research. Comparable as a practitioner media business with sponsorship-driven events serving a B2B audience, though much larger and broader in coverage.
• Insider Intelligence: Digital commerce, advertising, and technology research firm (formerly eMarketer). Comparable as a research/media subscription business serving commerce decision-makers, but broader in vertical coverage and larger in scale.

Direct peers

• Pavilion: Membership community for B2B go-to-market leaders offering peer roundtables, content, and private access to executives. Operates the same peer-only paid community model targeting a different but adjacent B2B buyer persona.
• Practical Ecommerce: Independent ecommerce publication and community for merchants and practitioners. Comparable as a content-led practitioner resource in the ecommerce space, though more SMB-leaning than Master B2B's enterprise focus.
• CommerceNext: Community and conference series for ecommerce and DTC practitioners, with similar founder-led programming and vendor sponsorship model. Comparable as a peer-led practitioner community in adjacent commerce verticals.
• B2B eCommerce Association (B2BEA): Industry association for B2B ecommerce practitioners offering events, networking, and education. Closely mirrors Master B2B's vendor-free practitioner community positioning and event-driven model.
• B2B Marketing: B2B marketing publication and community covering strategies, technologies, and best practices. Comparable as a media-and-community business serving B2B practitioners, with overlapping vendor sponsor ecosystem.
• Digital Commerce 360: B2B and B2C ecommerce research, events, and media organization (formerly Internet Retailer). Directly comparable as a content-and-events business serving digital commerce practitioners and the vendor ecosystem.

Emerging players

• Modern Retail: Digital media publication covering retail and ecommerce operators with research, events, and a practitioner community. Adjacent peer serving a similar digital commerce audience with comparable content and event monetization.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@masterb2bcommerce
• LinkedInlinkedin.com/company/master-b2b-ecommerce

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Master B2B eCommerce