Rudy Abitbol — B2B eCommerce Expert, Speaker & Consultant

Rudy Abitbol is a B2B eCommerce expert, speaker, and consultant based in Montreal, Canada. With 18+ years of hands-on experience guiding manufacturers and distributors through digital transformation, he helps enterprises build scalable B2B commerce operations that drive measurable revenue growth. His work spans strategic advisory, platform implementation, and keynote speaking at major industry conferences across North America and Europe.

Rudy's operator background sets him apart from typical agency consultants. He spent four years as Director of Digital Channels at Lumen (Sonepar Group), Quebec's largest electrical distributor, where he managed an $8M digital budget, led a team of eight, and delivered four consecutive years of double-digit online sales growth. He integrated ERP, EDI, and PunchOut connectors, launched mobile ordering apps, and made digital the default channel for B2B purchasing. That real-world experience — managing P&Ls, aligning resistant sales teams, and navigating complex ERP integrations — informs every consulting engagement and conference presentation he delivers today.

What I Do

I bridge the gap between digital teams speaking in platforms and UX, and executives thinking in P&L and margins. Both are right. Both are talking past each other. My work closes that gap with strategic clarity and business-first language.

  • Speaking Engagements — Keynotes at B2B Online (Chicago, Atlanta), NRF Retail's Big Show Europe (Paris), MasterB2B MindShare Summit, RDV eCommerce Montreal, Brands2Buyers Paris, and La Semaine des entrepreneurs AI Night. Topics include the B2B Commerce Operating System, AI-driven B2B strategy, Generative Engine Optimization (GEO), and driving sales team adoption of digital platforms.
  • Strategic Consulting — Shopify Plus B2B implementation, Akeneo PIM architecture and data governance, ERP integration (SAP, NetSuite, Microsoft Dynamics), platform selection, digital transformation roadmaps, and AI-powered commerce strategy for manufacturers and distributors.
  • Fractional Leadership — Part-time commerce leadership for mid-market manufacturers and distributors who need senior digital expertise without full-time overhead. Executive retainers, platform assessments, and project leadership through critical implementation phases.

The B2B Commerce Operating System

The B2B Commerce Operating System is a strategic framework designed for manufacturers and distributors to design, build, and scale B2B digital commerce. It organizes transformation into five pillars — Onboarding, Implementation, Adoption, Retention, and Growth & Marketing — each supported by enablers including Data & AI, Product Information Management (PIM), ERP & Operations, and Customer Insights & Analytics. This framework has guided successful transformations at companies generating $500M to $15B+ in annual revenue.

Notable Work

  • Goodyear — Enterprise Akeneo PIM implementation across North America, structuring complex product data for thousands of SKUs
  • Lumen (Sonepar) — Four consecutive years of double-digit online sales growth, 52% B2B sales increase, $15B+ in client annual revenue supported
  • Husky Boutique — Four distinct buyer segments on a single Shopify Plus storefront, combining B2B and B2C commerce

Credentials & Recognition

MasterB2B Nexus Executive Advisor. Forbes Agency Council Member. Shopify Plus Partner. Akeneo Foundation Certified. HubSpot Certified Expert. Quebec eCommerce Personality of the Year. B2B eCommerce Association Ambassador. Founder of Human After All, a B2B eCommerce agency in Montreal. Publisher of The Wholesale Playbook newsletter on Substack, read by 1,700+ B2B commerce professionals weekly.

Frequently Asked Questions

What is a B2B eCommerce consultant?

A B2B eCommerce consultant helps manufacturers, distributors, and wholesalers plan and execute their digital commerce strategy. Rudy Abitbol brings 18+ years of hands-on B2B operations experience to help mid-market companies select platforms like Shopify Plus, implement Akeneo PIM for product data management, integrate ERP systems, and build sustainable digital adoption across their organizations.

What industries does Rudy Abitbol specialize in?

Rudy specializes in B2B commerce for manufacturers, wholesale distributors, and industrial suppliers across North America and France. Core industries include electrical distribution, building materials, automotive parts, commercial kitchen equipment, and natural health products.

What is the difference between B2B and B2C eCommerce?

B2B eCommerce serves business buyers with volume pricing, custom catalogs, purchase-order workflows, net payment terms, and approval chains. Many manufacturers run hybrid B2B/B2C on a single Shopify Plus storefront — consumers see retail prices while logged-in B2B buyers see negotiated pricing and company-specific payment terms.

Book a Conversation

Ready to modernize your B2B commerce operations? Book a conversation to discuss your digital transformation. No pitch deck. No generic discovery call. Just a direct conversation about where you are and where you're trying to go.