But there’s a persistent challenge we continue to see across the B2B sector - one that isn’t always visible at first, yet quietly shapes every conversation about performance, investment, and growth.

It’s the gap between business ambition and platform capability.

A disconnect between what the company wants to do and what the systems, processes, and structure can actually support. It’s the reason many B2B brands, despite their momentum, find themselves stuck.

A Platform That Manages, But No Longer Enables

We’ve worked with manufacturers, wholesalers, and specialist retailers at every stage of the digital spectrum. Some arrive with fragmented legacy systems wondering if Adobe Commerce or Magento Open Source is right for them (usually, the answer is yes). Others are already running Adobe Commerce, but struggling to make progress. In both cases, the issues are rarely about individual features or teams. They’re systemic, and they sit across all the areas we map within our eEvo Model™: platform, technology, marketing and business structure.

What the model reveals time and again is that many businesses are further behind than they realise. Not because of a lack of investment, or capability, or ambition, but because the platform they’ve built has grown reactively. It’s been extended and reconfigured over time, often to accommodate complex internal requirements or edge-case business rules. While it may still be functioning, it’s no longer enabling the business. It’s managing it.

These businesses typically sit at Level 2 or Level 3 in the eEvo Model™. The fundamentals are in place, and the teams are working hard, but progress feels difficult. Deployments are high risk, support is reactive, improvements take longer than they should, and each small fix creates knock-on effects somewhere else.

None of this breaks the site, but it does break momentum, and that’s where the real cost lies.

Strategic Drag, Not Technical Failure

For a leadership team with a clear growth mandate to expand into new regions, launch new brands, or increase digital revenue, this kind of platform friction can be incredibly frustrating. What looks like a straightforward commercial initiative quickly becomes a technical feasibility exercise. Plans are slowed down, teams become risk-averse, and eCommerce shifts from being a lever for scale to a channel that needs constant hand-holding.

When we engage with B2B businesses at this stage, it’s often after a period of growing internal pressure. One that sees conversion rates flatten, customer feedback get increasingly critical, the cost of acquisition going up, and the board beginning to question why, after years of investment, digital still feels like a battleground.

What’s important to understand is that these aren’t problems caused by bad decisions. They’re the product of accumulation - of well-meaning updates layered over time, often in the absence of a clear, evolving framework for growth.

That clear framework is precisely what the eEvo Model™ provides.

From Friction to Forward Motion

The model creates a structured view of current standings, surfaces areas of misalignment, and provides a roadmap for progression. In doing so, it transforms vague internal friction into specific, actionable insight. It gives digital and commercial leaders a shared language to talk about the state of their platform. Most importantly, it replaces reactive improvement with planned evolution.

What makes the model particularly effective in B2B is its recognition of operational complexity. It doesn’t assume a clean, greenfield build or unlimited resource. Instead, it’s grounded in the practical realities of scaling established platforms in high-dependency environments, where ERP integrations, pricing logic, account structures and product catalogues are anything but simple.

It doesn’t push rebuilds or replatforms as default solutions. It looks for the shortest, safest route to progress, and supports it with the kind of continuous optimisation that allows platforms to improve over time, without disruption.

The First Step is Clarity

If your platform feels slower than your ambition - if your team knows where they want to go, but can’t see a clear way to get there - the most important step is to understand where you are now. Not just at a surface level, but structurally, because until you have that clarity, every decision will carry more risk than it needs to.

The eEvo Model™ is our way of providing that clarity. For the clients we work with, it’s often the point where everything starts to move forward again.

See Where You Really Stand

Most B2B platforms aren’t broken - they’re just misaligned. The eEvo Model™ makes that visible, giving you a clear view of your current level and the practical steps to move forward.