In this episode of The Syndic8 Series, Chris John, CEO of Syndic8, sits down with Justin King, Global Managing Director of the B2B E-Commerce Association, to unpack why B2B needs to stop thinking in terms of “e-commerce projects” and start thinking in terms of digitizing the entire business. Justin traces his journey from early blogger to founder to association leader, then explains why most manufacturers and distributors still struggle with the basics: syndicating accurate product content, keeping data fresh, and treating content as a strategic asset rather than a one-off initiative.They get into the hard realities of product data in B2B—millions of SKUs, slow distributor updates, safety and compliance risk when data is wrong—and where things are headed next: AI, voice, image recognition, EU-style product passports, and traceability.

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