James is the co-founder of Wind & Kite, a web development agency focusing on Magento. Passionate about ecommerce, he leads a successful team to deliver continuous growth for their merchants. James strongly believes that simplicity is the key, working to de-mystify the world of development and produce exceptional results. 𝐉𝐚𝐦𝐞𝐬’ 𝐭𝐚𝐥𝐤 𝐭𝐢𝐭𝐥𝐞 𝐢𝐬 "𝐇𝐨𝐰 𝐁𝟐𝐁 𝐦𝐞𝐫𝐜𝐡𝐚𝐧𝐭𝐬 𝐰𝐢𝐧 𝐨𝐧 𝐌𝐚𝐠𝐞𝐧𝐭𝐨". This talk explores how Lewmar, a marine industry manufacturer founded in 1946, transformed its B2B eCommerce experience. James examines why the previous website was designed around internal business needs rather than those of its customers. Buyers faced a clunky purchasing process and often had to chase updates, while account managers remained heavily involved in the order flow. With more than 8 million prices across a global customer and product base, Lewmar needed a platform that could manage complexity without creating friction. James explains why Magento was selected for its ability to handle extensive price and product lists and integrate with complex systems. He also shows how Lewmar’s new website reduced reliance on account managers, improved customer satisfaction and increased orders, demonstrating that B2B eCommerce can be both streamlined and engaging.

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