eCommerce Masters

Joe Twer of BlueSnap shares how modern B2B payments reduce friction, speed cash flow, and drive global growth. About this Episode:  Why are B2B companies spending millions to modernize eCommerce—only to collect payments like it’s still 1999? In this episode of eCommerce Masters, Ethan Giffin sits down with Joe Twer, VP of Global Sales at BlueSnap, to uncover one of the most overlooked blockers to B2B growth: how companies get paid. Joe explains why paper invoices, manual ACH workflows, and outdated gateways create silent friction that hurts cash flow, increases failed payments, and frustrates today’s buyers. Joe shares how leading manufacturers and distributors are rethinking payments as part of the buying experience—not just a back-office task. He breaks down how payment orchestration helps businesses support cards, ACH, recurring billing, and invoice payments across regions while improving approval rates and lowering costs. Real-world examples show how customer portals, global surcharging, and smarter routing remove friction and accelerate collections. The conversation also challenges the myth that “all payment gateways are the same,” explaining how the wrong choice can limit global growth before it even starts. If you’re modernizing B2B commerce but still relying on manual billing and legacy payments, this episode will change how you think about revenue. Essential listening for leaders serious about growth. Chapters 00:00 – Why B2B payments are broken 06:10 – Joe Twer’s path into payments and global commerce 12:45 – Why payments are table stakes but rarely optimized 19:30 – What makes BlueSnap different from traditional gateways 26:05 – Failed transactions, routing, and approval rate optimization 32:50 – Supporting global payments, ACH, and recurring billing 39:20 – ERP and eCommerce platform integrations in B2B 45:40 – Reducing checkout friction and improving buyer experience 52:10 – Surcharging, digital transformation, and final advice Resources Groove Commerce – https://www.groovecommerce.com BlueSnap – https://www.bluesnap.com Stripe – https://stripe.com NetSuite – https://www.netsuite.com Microsoft Dynamics – https://dynamics.microsoft.com SAP – https://www.sap.com BigCommerce – https://www.bigcommerce.com Shopify – https://www.shopify.com Salesforce Commerce Cloud – https://www.salesforce.com/products/commerce-cloud LinkedIn – https://www.linkedin.com YouTube – https://www.youtube.com About the guest: Joe Twer Joe Twer is a global payments leader with deep expertise in helping companies modernize their commerce infrastructure and scale internationally. As Vice President of Global Sales at BlueSnap, powered by Payroc, Joe works with manufacturing, technology, and B2B organizations to unify and optimize their global payment operations. With a background spanning product consulting, solution sales, and program management, Joe brings a unique blend of technical insight and commercial strategy to every conversation. He is passionate about helping businesses consolidate systems, eliminate data silos, and turn payments into a growth driver—not just a back-office function. About the host: Ethan Giffin Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build, and grow their eCommerce sites. An industry expert in eCommerce, digital marketing, and commerce technology, Ethan has spent years focused on conversion rates, search visibility, and web analytics. When he’s not optimizing eCommerce architecture at Groove Commerce, Ethan speaks nationally and internationally as an industry authority. In his free time, he enjoys cooking, traveling, DJing, and collecting rare pocket squares. Connect with us Website: https://www.groovecommerce.com LinkedIn: https://www.linkedin.com/company/groove-commerce/ Facebook: https://www.facebook.com/iGotGroove X: https://x.com/groovecommerce Instagram: https://www.instagram.com/groovecommerce/