Daniele Tedesco is responsible for e-commerce at a company most people have never heard of but everyone has touched. Essity makes $15B in annual revenue selling everything from the napkins at Dunkin’ Donuts to incontinence products to medical compression devices. A billion people interact with their products every single day.

As Global E-Commerce Process Owner, Daniele and his team built a single commerce template on SAP Commerce Cloud that powers both B2B and B2C across 14 markets. On one end, they’re shipping a single pair of compression socks directly to a patient. On the other, they’re filling entire trucks with janitorial supplies. Same platform. Same instance. Wildly different customers.

But the most honest moment in this conversation isn’t about architecture. It’s about what happened when some of their brands pushed back on the enterprise solution. Not because it was broken. Because it wasn’t fast enough for teams that wanted to experiment. Daniele’s biggest learning: you can’t police adoption. You have to attract people to it.

We also get into why B2B e-commerce is approaching a major inflection point, how distributor ownership is aging out and digital-native successors are demanding better ordering experiences, the difference between going headless and headful on the same commerce instance, why Essity started with B2C to learn lessons before tackling the B2B side where revenue is 100X larger, how AI fits into a manufacturer’s world where brand trust and hallucination risk create real tension, why machine-readable data and GEO are the unsexy priorities that will matter most in the next 12 months, and how the “wedding cake” template model lets brands customize the top layer while sharing a common foundation underneath.

If you’re managing e-commerce across multiple brands, multiple markets, or both B2B and B2C on the same platform — and you’ve ever struggled to get internal teams to adopt the thing you built for them — this one’s for you.

Want any help Personalizing Every Customer Touchpoint? Check out https://Mobile1st.com

Interested in talking to Justin or getting on the show, find him on LinkedIn: https://www.linkedin.com/in/justinaronstein/

Key Topics:

• Attraction over policing: why forcing platform adoption across brands creates more resistance than buy-in
• Building a composable commerce template that scales across 14 markets for both B2B and B2C on SAP Commerce Cloud
• The “wedding cake” architecture: shared base layer, business-type middle layer, and brand-specific customization on top
• Headless vs. headful on the same commerce instance — and why different business units need different approaches
• Why Essity’s B2B revenue is 100X their B2C — and why they tackled B2C first anyway
• The B2B e-commerce revolution: aging distributor owners, digital-native successors, and a growing digital maturity gap
• PunchOut as a channel for small and mid-sized B2B customers who don’t have an ERP or EDI capability
• Why manufacturers approach AI differently — back office enablement first, customer-facing later, because hallucination risk meets decades of brand trust
• Machine-readable data and GEO as the next SEO — the unsexy cleanup work that will separate winners from everyone else
• How professional buyers already expect Amazon-level digital experiences at work and the gap is only growing
• The Project Hail Mary connection: invisible infrastructure layers that executives never appreciate until they break
• Why capability-focused conversations create neutral ground when internal teams get stuck debating tools