Denis Dyli is the Founder and Principal of Uncap, a Shopify B2B eCommerce agency. He has led the company to become a Shopify Premier Partner, delivering over 350 eCommerce projects and replatforming more than 100 Shopify Plus stores. With over 15 years of experience in eCommerce development and strategy, Denis helps B2B and B2C sellers optimize their eCommerce platforms. 

Here’s a glimpse of what you’ll learn:

• [1:36] How Uncap supports B2B and hybrid eCommerce brands through Shopify
• [6:13] Shopify’s shift into the B2B space
• [11:21] Ideal B2B companies for Shopify
• [16:52] Early adopters of B2B eCommerce
• [21:40] How DTC brands can activate B2B capabilities on Shopify
• [24:15] Why Denis Dyli shifted from Magento to Shopify
• [29:35] The impact of tariffs and AI on DTC commerce

In this episode…

For DTC brands expanding into B2B, legacy platforms can create significant friction. Outdated technology, slow feature deployment, and mounting maintenance costs often hinder growth, especially when buyers expect seamless, digital-first experiences. How can companies modernize their B2B operations to stay competitive and meet evolving customer expectations?

According to digital commerce expert Denis Dyli, DTC brands with Shopify Plus stores can activate B2B capabilities by enabling features like custom pricing, net terms, and B2B storefront templates. He recommends updating themes to support new Shopify accounts and tailoring the logged-in buyer experience to streamline ordering. By leveraging native functionality and apps like Gorgias and Klaviyo, DTC brands can create polished, scalable B2B portals without a complete replatform.

In today’s episode of The Digital Deep Dive, Aaron Conant hosts Denis Dyli, the Founder and Principal of Upcap, to discuss the future of B2B eCommerce on Shopify. Denis talks about digital transformation in the B2B space, B2B companies that would benefit from Shopify’s capabilities, and the impact of tariffs on the digital commerce landscape. 

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Denis Dyli on LinkedIn 
• Uncap
• “The Future of Onsite Search With Charlie Cole” on The Digital Deep Dive
• XGEN AI

Quotable Moments:

• “Shopify is a platform for the community to build on; it’s more than just a tool.”
• “Shopify has the ecosystem to drive that innovation with the community of app developers and agencies.”
• “You cannot resist innovation just because you have a group of customers that are just pulling back.”
• “It's not just replatforming to Shopify. It's rethinking how they are operating the whole business.”
• “There is an innovation wave coming in this industry, and I just want to be part of it.”

Action Steps:

1. Audit your current B2B platform for complexity and cost inefficiencies: Legacy systems often incur high maintenance costs and slow feature deployment, which can hinder growth. Identifying these gaps is the first step toward modernizing your tech stack and improving operational efficiency.
2. Enable Shopify's native B2B features: Features like price lists, net terms, and custom storefronts are built-in and require minimal customization. Leveraging these tools helps brands quickly create tailored buying experiences for wholesale customers.
3. Segment buyer experiences by customer type: Use Shopify’s B2B templates to differentiate between DTC and wholesale users once logged in. This ensures each audience has a relevant, frictionless experience that meets their expectations.
4. Integrate automation tools like Gorgias and Klaviyo: These apps streamline customer service and marketing, allowing your team to focus on growth and personalization. Automation helps scale your operations without adding unnecessary headcount.
5. Refresh outdated themes to unlock newer capabilities: Many Shopify stores use legacy themes that limit access to B2B enhancements. Updating themes enables compatibility with modern features, improving performance and user experience.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.