Scaling Digital Commerce Without Losing the Customer Relationship
Aug 6, 2026 1:30 PM - 2:30 PM EST
Relationship-driven B2B organizations are under pressure to make buying easier and more connected without losing the expertise and personal service customers already trust. This discussion will examine the operational, technology, and customer experience decisions involved in that balance, using RDO Equipment Co.’s commerce evolution as a practical example of how those challenges can be addressed.
BWG Connect, Commerce & AmericanEagle.com invite you to join an interactive event with industry peers to review & discuss practical insights across the digital space.
As always, there will be no sales pitch and all attendees are welcome to listen and learn.
Commerce (Nasdaq: CMRC) empowers businesses to innovate, grow, and thrive by providing an open, AI-driven commerce ecosystem. As the parent company of BigCommerce, Feedonomics, and Makeswift, Commerce connects the tools and systems that power growth, enabling businesses to unlock the full potential of their data, deliver seamless and personalized experiences across every channel, and adapt swiftly to an ever-changing market. Trusted by leading businesses like Coldwater Creek, Cole Haan, Harvey Nichols, King Arthur Baking Co., Mizuno, Perry Ellis, SportsShoes, and Uplift Desk, Commerce delivers the storefront control, optimized data, and AI-ready tools businesses need to grow, serve diverse buyers, and operate with confidence in an increasingly intelligent, multi-surface world.
Connect with Commerce
A web design, development, and digital marketing agency with a passionate belief in the power of technology to positively transform business practices.
Connect with Americaneagle.com
Senior Digital Strategist at BWG Connect
Tiffany Serbus-Gustaveson is a Digital Strategist at BWG Connect, a network and knowledge sharing group of thousands of brands who collectively grow their digital knowledge base and collaborate on partner selection. With over 13 years of experience in the digital space, she has built a strong reputation for driving growth, innovation, and customer engagement across a variety of online platforms. She is passionate about keeping up with the latest industry trends and emerging technologies by speaking with hundreds of brands a year thru the BWG Network.
VP, Product Management at Commerce
Lance leads BigCommerce’s B2B business, where he is responsible for developing and executing the strategy that enables merchants to deliver world-class B2B buying experiences. Before joining Commerce, Lance was Director of Sales for a FinTech SaaS company and also worked in private equity, bringing deep experience across technology, finance, and growth strategy.
Ecommerce Solutions Engineer at AmericanEagle.com
Michael joined Americaneagle.com in 2017 after a career in academia as a university professor of Classics and Ancient History specializing in Ancient Rome. As BigCommerce Practice Lead and Solutions Engineer, he helps clients define project goals, translate business needs into technical requirements, and guide digital transformation initiatives. Michael serves as a trusted ecommerce and technical advisor, helping organizations create effective information architectures, optimize conversions, and deliver impactful digital experiences.
Digital Manager at RDO Equipment Co.
Gordon Moe is the Digital Manager at RDO Equipment Co., where he has spent the past eight years helping modernize digital commerce in the heavy equipment industry. He specializes in bringing people, processes, and technology together to create practical online buying experiences for customers and store teams. Gordon advocates for digital adoption, improves scant product data and long-tail customer journeys, and believes in continuous progress, choosing meaningful improvement today over waiting for perfect solutions tomorrow.
Senior Digital Strategist at BWG Connect
Tiffany Serbus-Gustaveson is a Digital Strategist at BWG Connect, a network and knowledge sharing group of thousands of brands who collectively grow their digital knowledge base and collaborate on partner selection. With over 13 years of experience in the digital space, she has built a strong reputation for driving growth, innovation, and customer engagement across a variety of online platforms. She is passionate about keeping up with the latest industry trends and emerging technologies by speaking with hundreds of brands a year thru the BWG Network.
VP, Product Management at Commerce
Lance leads BigCommerce’s B2B business, where he is responsible for developing and executing the strategy that enables merchants to deliver world-class B2B buying experiences. Before joining Commerce, Lance was Director of Sales for a FinTech SaaS company and also worked in private equity, bringing deep experience across technology, finance, and growth strategy.
Ecommerce Solutions Engineer at AmericanEagle.com
Michael joined Americaneagle.com in 2017 after a career in academia as a university professor of Classics and Ancient History specializing in Ancient Rome. As BigCommerce Practice Lead and Solutions Engineer, he helps clients define project goals, translate business needs into technical requirements, and guide digital transformation initiatives. Michael serves as a trusted ecommerce and technical advisor, helping organizations create effective information architectures, optimize conversions, and deliver impactful digital experiences.
Digital Manager at RDO Equipment Co.
Gordon Moe is the Digital Manager at RDO Equipment Co., where he has spent the past eight years helping modernize digital commerce in the heavy equipment industry. He specializes in bringing people, processes, and technology together to create practical online buying experiences for customers and store teams. Gordon advocates for digital adoption, improves scant product data and long-tail customer journeys, and believes in continuous progress, choosing meaningful improvement today over waiting for perfect solutions tomorrow.
Co-Founder & Managing Director at BWG Connect
BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution.
Co-Founder & Managing Director Aaron Conant runs the group & connects with dozens of brand executives every week, always for free.
