The Hidden Levers of Customer Adoption with Carlos Camacho

In this episode of The B2B eCommerce Show, Justin King sits down with Carlos Camacho, Global Commerce Lead at Bausch + Lomb, to unpack the real-world challenges—and practical strategies—behind customer adoption in B2B eCommerce.

Carlos brings nearly two decades of hands-on experience driving digital transformation across manufacturing and distribution, and shares why the success of eCommerce has less to do with platforms—and everything to do with people, process, and internal alignment. Together, they dive deep into the evolution of the B2B buyer, the role of sales in a digital-first world, and what it actually takes to scale adoption globally.

Key topics include:

• Why “eCommerce” may not be the word your customers need to hear
• What today’s buyers really expect—and how to build for them
• How to create win-win adoption strategies across sales, IT, and CX
• The shift from B2B to “A2A” (and what that means for the future)
• How to build a program (not just a project) for lasting digital success
• Lessons from global eCommerce rollouts and what makes them stick

Whether you’re a new VP of eCommerce or a seasoned digital leader, Carlos offers a masterclass in building trust, breaking silos, and getting your customers—and your company—on board with the future of digital.

Guest: Carlos Camacho
Host: Justin King

Show Links

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