A monthly blog series spotlighting the innovative solutions, people, and partnerships powering B2B digital transformation—one partnership at a time.
Kicking Things off Where It All Began
Welcome to the first edition of Plugged In, my new blog series celebrating the partnerships that bring Unilog’s connected content and commerce solutions to life. We’re starting where it all began—with one of our longest-standing and most integrated partners: Bob Lewis and the team at ImpaqX.
For over a decade, Unilog and ImpaqX have worked hand-in-hand to help distributors across North America embrace digital transformation on their own terms—with solutions tailored to their business, their customers, and their future.
To kick things off, I sat down with Adam Cusumano, EVP of Product & Marketing at Unilog, and Bob Lewis, CEO of ImpaqX, to explore what defines success in B2B eCommerce—and why this partnership delivers meaningful results.
Built for B2B: A Platform with Purpose
Adam began by sharing Unilog’s guiding philosophy: meeting distributors where they are—and giving them everything they need to compete.
“We’re not building eCommerce just to be online—we’re building to help distributors grow.”
With more than 150 distributors across North America relying on the Unilog solution, our CX1 Platform is purpose-built for the B2B buying experience. But more than that, it’s designed to level the playing field for the Mid-Market Distributors and Specialty Retailers we serve.
Adam explained, “Over the years Unilog and ImpaqX have watched B2B eCommerce trends and strategies evolve—first it was ‘I’ve got a site,’ then ‘You can order from me’ but now we’re in the third phase: ‘Let’s do business together.’ That’s where real growth happens, and it’s where we thrive together as partners.”
The Unilog solution offers:
- Flexible eCommerce workflows built around real B2B use cases
- Rich product content that improves search, comparison, and conversion
- Deep ERP integrations to support customer pricing, availability, order flows, and more
- A robust customer portal that empowers buyers to self-serve—manage inventory, track orders, manage quotes and invoices, and reorder from past purchases—all in one place
- Scalability and customization so every eCommerce experience can be unique
“It’s about helping our customers stay relevant and grow,” said Adam. “That means delivering a digital experience their customers can trust and prefer.”
Strategy + Execution: ImpaqX’s Customer-Centric Approach
For Bob Lewis, success begins with perspective—specifically, the customer’s.
“The most successful businesses in eCommerce understand they’re not just launching a website—they’re inviting customers into a better way of doing business.”
ImpaqX ensures that the digital experience is practical, intuitive, and aligned with the customer’s daily workflows. Through close collaboration, Bob’s team has helped Unilog clients implement unique digital commerce experiences such as:
- AHRI Matchups to streamline HVAC equipment selection
- Trane/American Standard Product Search for accurate spec browsing
- Shop by Job workflows to match how contractors plan and purchase
- Modified Checkout Processes for unique approval and routing needs
- Enhanced Product Restrictions to guide purchases by role or location
- Cart Approval Tools that support distributed purchasing teams
And critically, these aren’t just features—they’re solutions crafted with purpose.
“We don’t build features for features’ sake. Every tool we help implement is intentionally designed to make life easier for buyers during their workday—because when we enhance their productivity, we increase their loyalty,” explained Bob. “We work backward from your unique goals and expectations to influence how we design your eCommerce site, what features you should consider, and how to measure success.”
Whether the objective is customer acquisition, deeper engagement, or defending market share, ImpaqX helps distributors define what success looks like—then builds toward it with intention.
Better Together: Why the Unilog + ImpaqX Partnership Works
What makes this partnership so effective?
“We speak the same language,” Adam said. “ImpaqX understands our technology, but more importantly, they understand our customers. They bring it all together in ways that drive results.”
Bob added, “Unilog provides the platform and flexibility. We bring the strategy and boots-on-the-ground execution. Together, we help distributors grow in ways that make sense for their business.”
For distributors at any stage of their digital journey, the Unilog–ImpaqX partnership offers:
- A solution built for B2B from the start
- A strategic partner who sees your business through your customers’ eyes
- A path forward that’s practical, personalized, and results-driven
Takeaways for Distributors
Winning in B2B eCommerce isn’t about chasing trends. It’s about creating digital experiences that work for your team, your customers, and your market.
At Unilog and ImpaqX, we don’t believe B2B eCommerce comes out of the box. Every distributor has a unique way of doing business—and success starts by recognizing that. What we do believe in is having the right foundational tools, combined with real-world expertise, to shape those tools into a solution that fits your operations, goals, and customer expectations.
With Unilog’s purpose-built commerce platform and ImpaqX’s customer-first execution, you’re not just going digital—you’re building a better way to do business, your way.
