Lance Owide

I'm the General Manager of B2B at BigCommerce, where I lead the global strategy for B2B commerce — spanning go-to-market, sales, customer success, and product direction. My focus is on helping manufacturers, distributors, and wholesalers build best-in-class digital buying experiences for their business customers.

B2B commerce is in the middle of a massive transformation. Buyers increasingly expect consumer-grade digital experiences, and AI is accelerating what's possible — from intelligent product discovery and personalised pricing to automated procurement workflows. This sits at the intersection of what I think about most.

Outside of BigCommerce, I spend time exploring how AI is changing the way we build products and companies. I'm particularly interested in applied AI — how large language models and agents can be put to work on real business problems today, not just in theory.

I'm also a mentor on MentorCruise, working with founders and operators on business strategy and go-to-market.