# Yaqub Hosseini

Yaqub Hosseini writes about how wholesalers and distributors can make B2B e-commerce easier to use, from online ordering and customer portals to product discovery, sales workflows, and AI.

- Profile: https://b2binfluencer.marketing/creators/yaqub-hosseini/
- LinkedIn: https://www.linkedin.com/in/yaqub-hosseini-7b7250163
- LinkedIn followers: 1,725
- Topics: artificial-intelligence, ecommerce, sales, sales-enablement, digital-transformation, product-discovery
- Based on 15 dated posts, latest 2026-10-08

## Summary

Yaqub Hosseini is useful for explaining how wholesale and distribution B2B e-commerce ordering, portals, discovery, and workflows can be made easier.

- Best for: A B2B eCommerce platform planning a co-marketing webinar and blog series on wholesale digital ordering.
- Not for: A consumer lifestyle brand seeking short-form video creators for paid awareness campaigns.
- Check first: Confirm any current commercial relationship with B2B Wave and which recommendations depend on specific platform features.

### Takeaways

- A slow wholesale rollout often reflects unmapped workflows, not a bad platform.
- A routine reorder at an $8 million business took four emails and two days.
- As AI makes supplier comparisons easier, wholesalers may compete through easier ordering and service.

## Main ideas

- **Effortful ordering loses customers quietly, not loudly**: Hosseini argues that wholesale buyers rarely leave over price or product quality. They leave because buying is work, and they often do not complain first. They saw an $8M-a-year company where a routine reorder still took four emails and two days; customers were not really complaining, just slowly ordering less. Their practical implication: suppliers should treat ordering effort as a churn metric, not a convenience issue.
- **Map the ordering process before choosing the platform**: Hosseini's central process argument is that most wholesalers have a workflow problem, not a technology problem. A business picks a B2B e-commerce platform, uploads a catalog, invites customers, and weeks later the team is still taking orders by email, fixing pricing by hand, and answering where-is-my-order questions. They say the ordering process was never mapped before go-live, and that the platform usually is not the issue.
- **Product discovery is the adoption gate for large catalogs**: Hosseini argues that buyers abandon a portal because they cannot find what they need fast enough, not because they dislike ordering online. Weak search, weak filters, and non-personalized catalogs push buyers to Google, and from there to a competitor. They name a scale threshold for when this becomes serious and trace the knock-on effects, rather than treating search as a usability detail.
- **Treat what buyers browse as a sales signal**: Hosseini argues that portal activity data changes how sales teams work, replacing multiple catalogs sent on hope with follow-up based on real behavior. The intent signals they list are things a portal can record, making the argument an operational suggestion rather than a reporting slogan.
- **AI assistants are becoming how buyers find suppliers**: Hosseini argues that product discovery is shifting from who ranks first on Google to who best matches what the buyer needs first, and that being online is now only the bare minimum. If product information is buried in PDFs, spreadsheets, or outdated catalogs, an AI assistant may never surface it; accurate, machine-readable data therefore becomes part of the sales argument.
- **AI is shrinking the distributor's information advantage**: Hosseini's strategic argument is that distributors have long competed on knowing manufacturers, holding supplier relationships, and understanding pricing and sourcing. Buyers using AI can now research suppliers and compare products much faster. Rather than predicting the industry's disappearance, they point to what still has value and what survivors will have in common.
- **The biggest operational cost is time spent on problems that should not exist**: Hosseini argues that in wholesale operations the largest cost is not freight, headcount, or returns, but the time teams lose managing preventable problems. Because that cost never appears as a line item, they frame it as invisible rather than as a budget problem.

## Work to read

- [The fastest-growing wholesalers make ordering self-serve](https://www.linkedin.com/posts/yaqub-hosseini-7b7250163_b2bcommerce-wholesale-activity-7480622647999979520-HrP_)
- [Most wholesalers have a process problem, not a technology problem](https://www.linkedin.com/posts/yaqub-hosseini-7b7250163_b2bcommerce-wholesaledistribution-ordermanagement-activity-7475913164170153985-DJiF)
- [The buyer’s bar is set by Amazon, not by competitors](https://www.linkedin.com/posts/yaqub-hosseini-7b7250163_b2becommerce-wholesale-customerexperience-activity-7444763420119228417-UQSp)
- [Weak product discovery hurts adoption once a catalog passes 1,000 SKUs](https://www.linkedin.com/posts/yaqub-hosseini-7b7250163_b2becommerce-b2bportal-productdiscovery-activity-7436781661293465600-IYEk)
- [Buyers are starting to find suppliers through AI assistants](https://www.linkedin.com/posts/yaqub-hosseini-7b7250163_i-recently-spoke-with-a-wholesaler-who-said-activity-7498757471864406016-HWVQ)
- [AI is shrinking the distributor's information advantage](https://www.linkedin.com/posts/yaqub-hosseini-7b7250163_ai-is-changing-the-competitive-advantage-activity-7514014139229499392-eYuG)
- [Ask a B2B portal questions instead of building reports](https://www.linkedin.com/posts/yaqub-hosseini-7b7250163_b2becommerce-mcp-wholesale-activity-7500203750439997441-edlV)
- [Customer activity reports turn browsing into sales follow-up](https://www.linkedin.com/posts/yaqub-hosseini-7b7250163_b2bcommerce-b2bportal-salesenablement-activity-7458151216565440512-qqhE)
- [Wholesale’s biggest cost is time spent on problems that should not exist](https://www.linkedin.com/posts/yaqub-hosseini-7b7250163_b2bwave-b2becommerce-wholesalers-activity-7450902142048976896-NhOS)

## Brand relationships

- **B2B Wave** (disclosed_partnership)

## Partnerships

No published sponsorship formats, media kit, or partnership inquiry route are described in Yaqub Hosseini’s posts. They show a consistent editorial approach that could inform a collaboration: start with a practical wholesale problem, explain its effect on buyers or operations, then offer a concrete improvement. Examples include why online ordering projects stall, how a difficult portal experience drives buyers away, and how AI could change product discovery. Posts mention B2B Wave, including one about its MCP support, but do not establish a commercial relationship or sponsored placement. Before pursuing a webinar or blog collaboration, ask about available formats and terms.

## Alternatives

- Ethan Giffin: Choose Ethan Giffin when the campaign centers on the buyer's experience rather than portal features. The posts walk through a mystery shop of a company's own buying process: use a personal email, search for a part as a customer would, place a real order, and time every step. They identify the moment of hesitation as the thing to hunt for. Audiences can complete the exercise live, making it a strong webinar spine for a platform selling ordering software. The posts also describe mid-market distributors serving retail and wholesale buyers on one platform with a single ERP integration, calling it Stage 3 of a B2B eCommerce Maturity Model. That gives prospects a way to locate themselves before the conversation turns to product. A partner selling a maturity or readiness narrative, or whose audience includes agencies and consultants as well as wholesale operators, gets more from this approach than from Yaqub Hosseini's operational teaching.
- Asim Bawany: Choose Asim Bawany when the campaign is about platform selection and implementation method, not the buyer's ordering experience. The posts argue that choosing a platform is the last decision, not the first, and lay out what to settle beforehand: business context, customer segments, team capability, product data quality, integration architecture, and true total cost of ownership, including run cost rather than just build cost. One post announces a Shopware Gold Partner status and explains why the agency calls itself platform-agnostic, citing ten-plus years of work on multi-entity catalogs, contract pricing, ERP-driven order flows, and dealer portals for manufacturers and distributors. The other promotes a panel at a B2B eCommerce event with named co-panelists and a private dinner. For a platform seeking a webinar on evaluation frameworks and a blog series on implementation methodology, this offers more structure than posts about ordering friction.
- Abhijeet Mishra: Choose Abhijeet Mishra when the campaign needs numbers, personas, and a stepped roadmap rather than operational detail. The posts quantify the fragmentation problem: 3.5 hours a week lost per enterprise user across seven or more systems, or 180-plus hours a year; $7–10M in annual savings from consolidating data onto one platform; $450M in incremental sales at one food service distributor after digital personalization; 77% eCommerce penetration; and 18 weeks from kickoff to go-live with an architecture that is composable from the start. The posts name six personas and three quarterly actions. A second post adds alcohol-distribution results—18% fewer order errors after leaving phone and fax ordering, and 2.5x more selling time—plus a role-by-role AI agent roadmap for procurement, finance, ops and supply chain, sales reps, dealers, and customer support. For a food, beverage, or alcohol distribution audience and a webinar built around business-case math and an AI-first roadmap, this is a better fit than Yaqub Hosseini.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/