For manufacturers and distributors, and the commerce and sales leaders inside them, who want to understand why a new site, portal or app goes unused and how to move buyers onto self-service without forcing them.

You invested in a commerce platform, yet most orders still arrive by phone, email or fax because buyers, and your own reps, keep walking the path they already wore. This session uses behaviour models to explain that moment of choice, reframes the goal from frictionless to friction placed on purpose, and lays out a low-drama method for walking your highest-admin accounts across to self-service one at a time. You leave able to size the opportunity, run the transition next quarter, and carry internal adoption alongside customer adoption.

What you can expect to takeaway:

- A behavioural read on why buyers pick the phone over the site, and how to change the route rather than fight the habit

- A transition method: size cost-to-serve on 80/20, set a target, champion-led concierge handover, cohort rotation

- How to win internal adoption by reframing the rep's role and incentive so self-serve makes them bigger

Level it's for: Director / Head of / Manager (commerce, sales, operations)