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Issue 032PositionB2B CommerceRef 118

The real reason customers stop trusting B2B websites

B2B customers expect precision and reliability. When a website consistently fails to deliver accurate pricing, stock, or order data, trust erodes rapidly. This is a critical factor in retention.

Ian Gordon· Business Development Director
5 min readReviewed February 2025
"When a B2B website consistently fails to deliver accurate pricing, stock, or order data, trust erodes rapidly, leading directly to account churn."
Written by
Ian Gordon, Business Development Director at iWeb
Ian Gordon
Business Development Director
31 years at iWeb

Ian co-founded iWeb and leads commercial strategy across enterprise commerce programmes. He writes the notes on rescue engagements, procurement failure, platform selection politics, and the point where a transformation programme becomes an operating-model problem instead of a technology one. Focused on commercial clarity, realistic delivery economics, and the gap between what procurement asks for and what the business actually needs.

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Issue 048Field Note · B2B Commerce

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