Death of the Order Taker
I just got back from Chicago. Two days at Master B2B MindShare, hosting two roundtables on aligning sales teams with eCommerce. The room was split almost perfectly in half. Companies that had cracked …
Read more18+ years operating B2B commerce · Shopify Partner · Akeneo Partner
We help manufacturers and distributors launch, scale, and grow B2B eCommerce.
Shopify Plus implementations, Akeneo PIM, ERP integration, and AI-powered commerce transformation. Built by a team that has run these operations from the inside.
Services
B2B eCommerce on Shopify Plus — from strategy to growth.
Launch
Replatform from Magento, custom builds, or legacy systems to Shopify Plus. Full B2B setup: company accounts, catalogs, net terms, and checkout customization. Migration with SEO preservation and zero-downtime cutover.
Strategy & Consulting →Connect
Integrate Shopify Plus with your ERP, PIM, and CRM. We connect SAP, NetSuite, Dynamics, Tecsys, Akeneo, HubSpot, and more — through Patchworks iPaaS or custom API connectors.
Platform & Integration →Grow
Optimize performance, measure what matters, and scale into new channels. B2B analytics, AI-powered catalog enrichment, Generative Engine Optimization, and conversion rate optimization.
Measure & Optimize →Proof
B2B commerce results — not promises.
HUSKY BOUTIQUE
Four distinct buyer experiences on Shopify Plus — consumers, schools, enterprises, and corporate programs — replacing a one-size-fits-all custom build.
Read case study →
LUMEN
4 consecutive years of double-digit online growth for Quebec's largest electrical distributor. Digital became the default B2B ordering channel.
Read case study →
GOODYEAR
Enterprise Akeneo PIM implementation across North America — bringing product data governance to a global tire manufacturer's catalog of thousands of SKUs.
Read case study →
HERBASANTÉ
Two storefronts from scratch — a D2C Shopify store for consumers and a B2B platform for naturopaths with Odoo integration, product protocols, and self-serve wholesale ordering.
Read case study →Adoption & Analytics
We measure what matters.
Digital order penetration. Customer activation. Rep performance. We build custom dashboards that track the metrics that determine real B2B ROI — not vanity numbers.
Measure & Optimize →
Your Shopify Plus store, connected to everything.
We integrate Shopify Plus with the systems that run your business — ERP, PIM, CRM, and search — through Patchworks iPaaS and custom connectors.
ERP & Inventory Management
Sync orders, inventory, and pricing with Tecsys, SAP, NetSuite, Microsoft Dynamics, and more.
Product Information Management
Centralized product data with Akeneo for consistent B2B and B2C content.
CRM & Marketing Automation
Personalized marketing and sales automation with HubSpot, Klaviyo, and Yotpo.
AI-Powered Search & Merchandising
Enhanced product discovery with Algolia and Bloomreach.
Shopify Plus B2B Accelerator
B2B Protocol
A pre-built implementation framework with 13 production-proven modules: ERP middleware, segment routing, approval workflows, corporate spend control, quick ordering, and a custom B2B account portal.
Built on real B2B operations. Not an app — a proven architecture we configure for your business.
Explore B2B Protocol →ERP Middleware
Segment Routing
Approval Workflows
Spend Control
Quick Order
Real-time Pricing
B2B Portal
Shopping Lists
AI-First Commerce
What is Generative Engine Optimization (GEO) for B2B eCommerce?
Generative Engine Optimization (GEO) is the practice of structuring your product data, website content, and technical infrastructure so that AI-powered search engines — including ChatGPT, Google AI Overviews, Perplexity, and Gemini — surface your products and your company in their generated answers. For B2B manufacturers and distributors, GEO means ensuring that when a procurement team or AI purchasing agent asks “who sells [product category] in [region],” your catalog and your brand appear in the answer.
AI agents are already completing purchases inside Google Search, Gemini, and ChatGPT — without the buyer ever visiting your website. Google's Universal Commerce Protocol (UCP), co-developed with Shopify, is making agentic commerce real.
We help manufacturers and distributors prepare for this shift: structuring product data for AI discovery, implementing Generative Engine Optimization (GEO), and building commerce infrastructure that works for both human buyers and AI agents.
If your catalog isn't structured for machine-readable discovery, your products are invisible to the next generation of B2B purchasing. We fix that.
Learn moreWhy Human After All
Operator-led, not agency-led
We are practitioners who run B2B commerce. Unlike traditional agencies that hand off to junior teams, our senior strategists stay involved from strategy to launch. This operator-led approach means decisions are grounded in real-world experience—not theory.
Human After All
Strategy and implementation in one team
Typical agency
Handoff between strategy and dev
Human After All
B2B and Shopify Plus specialization
Typical agency
Generalist eCommerce
Human After All
Long-term partnership and retainers
Typical agency
Project-based engagements only
"Human After All understands and adapts to our market needs, which isn't easy to do."
— Fred Hunter, Operation Director, DTD 2009
Latest articles
Insights on eCommerce
Weekly practitioner insights. Shopify Plus & Akeneo.
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Read moreFrequently asked questions
Common questions about B2B eCommerce, Shopify Plus, and Human After All.
What is a B2B eCommerce agency?
A B2B eCommerce agency helps wholesale distributors, manufacturers, and retailers build and optimize their online B2B sales channels. Human After All specializes in Shopify Plus B2B storefronts, Akeneo PIM, ERP integrations, and hybrid B2B/B2C commerce. Learn more about us →
Why choose Shopify Plus for B2B?
Shopify Plus supports tiered pricing, net terms, company accounts, quote workflows, and multi-currency—all on one platform. It integrates with ERP, PIM, and CRM via direct apps or iPaaS (e.g., Patchworks), making it ideal for B2B and hybrid B2B/B2C. Explore Shopify Plus services →
What's the difference between B2B and B2C eCommerce?
B2B eCommerce serves businesses (wholesale, distributors) with volume pricing, custom catalogs, and purchase-order workflows. B2C serves consumers with retail pricing and simpler checkout. Hybrid B2B/B2C runs both on one storefront with role-based experiences. See our strategy services →
How does PIM integration improve B2B operations?
A PIM (Product Information Management) like Akeneo centralizes product data so you maintain one source of truth. It improves B2B operations by ensuring consistent product content across web, marketplaces, and sales channels, reducing errors and speeding launches. Explore Akeneo PIM services →
What does an Akeneo implementation involve?
An Akeneo implementation typically includes data model design, migration from spreadsheets or legacy PIM, enrichment workflows, and integration with Shopify Plus, ERP, and marketplaces. Human After All is an Akeneo Partner Agency and handles setup, training, and ongoing support. See our Akeneo expertise →