How to scale the B2B channel in fashion: the vision of José Antonio, CEO of Go2B...

The wholesale channel is evolving.

After years working alongside fashion and footwear brands, the team behind Go2B has seen first-hand how sales teams operate in their day-to-day, which processes work, where friction appears, and which tools prevent B2B channel growth.

This learning allowed us to identify a common pattern in the sector: the need to sell with more agility, have better control of the channel, and improve operational efficiency.

Based on that experience, Go2B emerges as a native B2B platform, designed to respond to those real needs.

In this context, we collect and adapt the main insights from the interview with José Antonio, CEO of Go2B, published in Ecommerce News, to understand how brands that want to scale their wholesale channel are evolving today.

Interview

How does Go2B arise and what need does it respond to within the B2B channel?

Go2B arises after years of working with fashion and footwear brands, where a clear need is identified in the wholesale channel.

Brands seek to sell more, have greater control over their distribution network, and improve efficiency in day-to-day operations. From that learning, an opportunity is detected to build a specific solution for this environment.

What is the main challenge of the B2B channel in fashion today?

One of the key challenges lies in the tools that support the channel.

Many brands are still operating on systems designed for internal management, such as ERP. While ERP plays a critical role, it is not built for the sales process.

This creates friction in everyday tasks like order management, stock visibility, and customer interaction.

“ERP is necessary, but it’s not designed to sell.”

This perspective aligns with a reality we explore in depth in our article The Myth of the B2B Portal, where we examine how many current solutions function more as showcases than as true sales drivers.

How does this situation impact the sales team?

The impact is reflected in the agility of the channel.

When processes take longer than necessary, the sales team loses responsiveness. This directly affects the speed of the sale and the customer experience.

In an increasingly dynamic environment, operational efficiency becomes a key factor.

What differentiates the brands that are evolving their B2B channel?

The difference lies in how they structure their operations.

Beyond digitizing the catalog, brands that are moving forward are building systems that connect data, processes, and the sales team in real-time.

This allows them to make decisions faster and operate with greater control.

What role does technology play in this change?

Technology acts as a business enabler.

Its function is to connect systems, provide real-time visibility, and facilitate the work of the sales team. When this happens, the B2B channel gains efficiency and scalability.

What is a brand prepared to scale its wholesale channel like?

Brands that are ready to scale share several key elements:

• Real-time visibility of the channel

• Agile and structured processes

• Integration between systems

• Sales teams focused on generating business

This approach allows growing with greater control and efficiency.

What is the trend in the future of the B2B channel in fashion?

The channel is evolving towards more agile and integrated models.

Brands that correctly structure their operations will be better prepared to adapt to market changes and scale their business sustainably.

The B2B channel in fashion and footwear is moving towards a model where efficiency, visibility, and integration make the difference.

Brands that understand this change are transforming their operations to gain agility and build a real competitive advantage.

Source: Content adapted from the original interview published in Ecommerce News.