The world of B2B eCommerce isn’t for the faint-hearted, but Brett Sinclair has made it his mission to lead the charge. As the founder of the B2B eCommerce Association, Brett brings decades of experience working with major players like Adobe and spearheading projects for manufacturers, distributors and digital leaders. His work focuses on demystifying the complexities of B2B and creating communities that inspire transformation. In this episode’s checkout segment, Brett shares a fascinating mix of personal insights, industry observations and a peek behind the curtain of his relentless drive to reshape B2B eCommerce.
Amazon’s Delivery Magic Meets B2B Realities
When asked which retailer had most inspired him, Brett didn’t hesitate: Amazon. It’s not just the scale of their operations that impresses him, but the precision of their delivery experience. “It’s crazy. I order so much, and they never miss. It’s seamless, every time,” Brett shared.
The influence of Amazon extends far beyond retail. In the U.S., Amazon Business has begun reshaping the expectations of B2B buyers, and this has significant implications for B2B businesses. As Brett explained, “The real challenge for B2B is delivering on customer expectations shaped by B2C.”
Buyers now expect the same convenience and efficiency, but they still need tailored, complex solutions. That’s where B2B can still beat Amazon—by being hyper-focused on customer-specific needs.
With rumours that Amazon Business is heading to Australia, Brett suggests that B2B organisations should prepare to either compete with or leverage the platform in strategic ways. This could mean optimising their own platforms for speed and ease of use, differentiating with unique customer experiences, or even partnering with Amazon to access a broader market. Brett noted that for simple, high-volume purchases, Amazon could dominate. However, for businesses requiring customised pricing, specialised products, or tailored solutions, traditional B2B providers can still shine.
The Tech Powering B2B Conversations
For Brett, tech is the foundation of how he connects, educates and empowers the B2B eCommerce community. When asked what tech he values the most Brett admitted that he is super connected to his Apple Watch. It was only when he lost on the golf course that he realised how much he relied on it. On the professional side, however, Brett’s team is heavily reliant on cutting-edge technology to keep their community thriving. AI transcription tools, such as Fireflies, are at the forefront of their operations.
“Fireflies has been a game-changer for us,” said Brett. It records conversations, transcribes them, and allows us to turn those discussions into valuable resources, whether they’re blog posts, educational materials, or content for social media.” Brett also highlighted Opus AI for its ability to slice and dice video content, “We’re really leaning into AI to create and distribute content. It’s essential for engaging our members and keeping the community thriving.”
But it’s not just about the tools—it’s about integrating them effectively into workflows. Brett emphasised the importance of striking the right balance between automation and human touch.
AI is fantastic for scaling content, but it’s the human insight and community-driven perspective that make our work impactful. The tech amplifies what we do, but it’s not a replacement for authentic connections.
Brett also shared his excitement for emerging tech trends and hinted at future integrations to enhance the association’s offerings further. From AI-powered matchmaking tools to facilitate member networking to more sophisticated content recommendation engines, he’s constantly exploring ways to use technology to elevate the member experience.
Brett’s Go-To Podcasts
For Brett, podcasts are a vital source of inspiration and professional growth. One of his top recommendations is Tropical MBA, which delves into building communities and scaling impactful businesses. “They dive deep into how to engage customers and turn them into advocates. It’s great for anyone wanting to build something meaningful,” said Brett.
Brett also highlights Creator Science by Jay Clouse, a podcast he considers a gold standard for business education. “Every episode is packed with value. It’s a benchmark for what a great podcast can be, and I take something away from it every single time,” he said. An honorable mention also went to The eCommerce Edge Podcast by Jason Greenwood. “Jason doesn’t just share insights—he challenges conventional thinking and pushes the conversation forward. His content is essential for anyone in B2B,” he said.
Balancing Business Growth and Family Life
When it comes to challenges, Brett faces one that many entrepreneurs will recognise: balancing the demands of a growing business with the realities of family life. “I’ve got a three-year-old and an 18-month-old, and last year was brutal,“ said Brett. “Between late-night calls for the association and early mornings with the kids, it was tough. But I’m optimistic about carving out a better balance this year.”
As the founder of a community-focused organisation, Brett knows that being constantly available is both a necessity and a challenge. Members rely on him to facilitate connections, provide guidance and drive the association’s mission forward. However, he’s also realised the importance of setting boundaries to avoid burnout.
You’ve got to be active in a community role—helping people, having conversations—but it can take a toll if you don’t set boundaries.
Brett revealed that he’s actively working on strategies to manage his time better, from delegating more responsibilities to carving out non-negotiable family time in his schedule. He emphasised that finding balance isn’t just about protecting personal time—it’s about showing up more fully for both work and family. “It’s not easy, but I’m learning that stepping back occasionally isn’t just good for me—it’s good for the organisation too,” he said. Through trial and error, Brett is striving to build a sustainable rhythm that allows him to excel as both a leader and a father.
The Checkout is a short snippet of our conversations.
