Andy Hoar thinks the industry is fighting over the wrong ground. The storefront and the last mile get the budget because those are the parts a customer can see. Andy's case is that in B2B the money sits in the middle miles, the stretch between the click and the dock where pricing gets calculated, inventory gets allocated and orders get tracked. Bots are already good at that work, in part because the buyer never sees it and doesn't much care how the result arrived.

Andy cofounded MasterB2B, wrote Forrester's first B2B playbook, and his new book is Bot to Bot. He walks me through a distributor wired into a National Weather Service API, which lets it pull orders out of a warehouse sitting in a tornado's path and ship the same product from a neighboring state instead. He describes a construction supplier whose service bot infers which project you're building from what's in your cart, then asks whether you also need the parts you forgot. Where he gets pointed is domain expertise. That has been the distributor's moat for a long time, and he thinks it stops being a moat on the day Amazon's AI advisor is as good as a guy with twenty years behind the counter.

Andy asks rooms of B2B people whether they have a data problem and every hand goes up, which he says nobody ever argues with. I pushed him on whether bad data is an actual blocker or the most convenient thing to point at while the default decision, which is always to do nothing, goes unquestioned for another year. He quotes Mohanbir Sawhney at Kellogg on this: "AI is not replacing what is valuable. It's simply exposing what never was."

There's a long stretch on why nobody actually rips and replaces a platform, and why Andy's answer to almost any platform question is a question back about what business you're in. He's blunt about customer advisory boards, which get staffed by the sales team with its happiest accounts and produce a mutual pat on the back over a quarterly steak dinner. The accounts worth calling are the ones buying one thing from you for reasons nobody has bothered to ask about, and the ones that already left.

He closes on customization, which he calls the kryptonite. Build too much of it and you lose the ability to change direction. His comparison is 1914 to 1918, horseback to aircraft in four years, and his read on Ukraine is that the side adapting faster made scale and firepower count for less than anyone expected. He doesn't say what the equivalent window looks like for a distributor in 2026, and I'm not sure anybody knows.

Andy is running the B2B Exchange with Shoptalk Fall in Nashville. Sponsors and attendees are already sold out two months ahead, so ask about the waitlist.

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