The B2B Commerce Playbook B2C Can’t Follow — And How AI Changes It with Div Makkar, CEO of WizCommerce

B2B commerce requires a fundamentally different strategy than B2C — and most distribution businesses are still running infrastructure built for the wrong model.Div Makkar, co-founder and CEO of WizCommerce, joins Karthik to break down where that gap shows up and what it costs. While consumer-facing ecommerce platforms like Shopify prioritize speed and simplicity, the B2B commerce landscape runs on complex contract pricing, long-term relationships, ERP integrations, and buyer expectations that off-the-shelf solutions weren’t designed to handle. WizCommerce customers typically see their active customer base climb from 25–30% to 60–70% once their wholesale and distribution operations are aligned with how professional buyers actually want to do business.This conversation covers practical ground for leaders in wholesale distribution and supply chain: where AI is delivering real ROI right now (one customer saved $500,000 in six months on product content), why your SMB long tail may be your highest-margin ecommerce opportunity, and what the shift toward AI-driven order and quote automation actually looks like in a B2B environment.