Podcast: Scale Global B2B Without Breaking It

Ricardo López spent a decade leading global B2B eCommerce at HEINEKEN before moving vendor-side as Director of Client & Product Solutions at Virto Commerce. He joins Jason Greenwood on THE ECOMMERCE EDGE Podcast to unpack global B2B distribution, the spectrum of digital maturity across markets, and how agentic AI, MCP, and the PaaS-vs-SaaS shift are reshaping enterprise commerce.

Watch on YouTube

Why Watch

Ricardo López brings a rare dual perspective: a decade leading global B2B eCommerce at HEINEKEN, then the vendor side at Virto Commerce. He and Jason get practical about scaling B2B across markets at very different levels of digital maturity, and what that means as agentic AI reshapes the stack.

In this episode you’ll hear:

✅ What a decade running global B2B eCommerce at HEINEKEN teaches you about scaling across dozens of markets
✅ The digital maturity spectrum: meeting buyers where they are, from EDI and Punch Out to self-service portals
✅ Why a portal has to go beyond the cart: invoices, credit accounts, and technical service requests
✅ PaaS vs. SaaS in the age of AI, and how agentic workflows lower the technical barrier
✅ Administering B2B commerce through conversational LLMs and Model Context Protocol (MCP) servers
✅ Where agentic AI and intent-based search are taking B2B platforms next