🏗️ How to Modernize 125 Years of B2B Distribution with AI, Product Ownership & Ungated eCommerce with Stephan Fulop @ DSG Supply | E729

Deets & Links

Guest: Stephan Fulop, Chief Product & Technology Officer at DSG SupplyWebsite: https://www.dsgsupply.com

Episode Overview

In this episode of THE ECOMMERCE EDGE Podcast, host Jason Greenwood sits down with Stephan Fulop, Chief Product & Technology Officer at DSG Supply.

Stephan shares insights from leading technology and product strategy for a 125-year-old, 100 percent employee-owned wholesale distributor operating across 62 locations in the Midwest.

Together, Jason and Stephan explore how B2B distributors can modernize their digital operations without sacrificing human relationships.

They discuss meeting the expectations of Gen Z and millennial trade buyers, transitioning from gated catalogs to window-shopping experiences, automating non-value-add administrative tasks with AI, and why viewing digital tools as living products rather than temporary IT projects is critical for long-term survival in wholesale distribution.

Timestamps

[0:00:00] - Welcome Stephan Fulop and the 125-year history of DSG Supply[0:02:12] - Serving the trades: Plumbing, HVAC, and electrical contractor needs[0:03:00] - eCommerce as customer choice: Omnichannel options in B2B distribution[0:04:37] - Navigating changing buyer demographics: The shift to Gen Z and millennial trade buyers[0:06:01] - Communication channels in B2B: Sales reps, email, and texting expectations[0:07:15] - Augmenting human workflows: Using AI to automate non-value-add order entry[0:09:26] - Gated vs ungated digital catalogs: Bringing product assortment in front of the paywall[0:12:15] - Managing complex B2B quotes and custom job site pricing with vendors[0:14:00] - Staged job site logistics: Delivering project shipments across multi-month phases[0:15:28] - Adding value beyond the SKU: Wire cuts, pump shop assemblies, and contractor services[0:18:50] - The reality of agentic procurement: EDI 2.0, order trust, and human context[0:22:50] - Rejecting white labels: Strengthening manufacturer partnerships and custom engineering[0:24:39] - Conversational AI and LLM site search: The future of B2B digital storefronts[0:27:14] - Operationalizing real-time customer feedback directly on branch floors and search bars[0:32:10] - Build vs buy in B2B tech: Data ownership, PIM evolution, and internal MCP servers[0:36:56] - Why wholesale distributors need a CPTO: Treating digital experiences as living products[0:44:14] - Culture and employee ownership: Empowering frontline staff to give customers a voice[0:46:19] - Off the clock: Running, deer hunting, and disconnecting from screens[0:47:32] - Flipping the script: Stephan asks Jason about M&A consolidation and digital laggards vs leaders

THE ECOMMERCE EDGE Podcast Home⁠ - https://www.greenwoodconsulting.net/podcast