Domaine, a digital commerce consultant firm specializing exclusively in the Shopify platform, is significantly expanding its business-to-business (B2B) offerings with the addition of two veteran executives from Merkle.
The move signals the firm’s intent to stake a larger claim in the rapidly evolving B2B ecommerce space, as enterprise manufacturers, distributors, and CPG brands focus on digital transformation. Randy Higgins and Brad Borman — both alumni of Merkle and its B2B-focused agency Shift7 — have joined Domaine as managing directors of B2B.
Higgins most recently led B2B solutions at Merkle and previously served as chief strategy officer at Shift7. He brings deep expertise in digital commerce strategy and complex enterprise systems. Borman was Merkle’s senior vice president of commerce growth and executive vice president of growth at Shift7. He is known for driving revenue initiatives and platform integrations for industrial and manufacturing clients.
Their appointments come as B2B companies, long considered digital laggards compared to their B2C counterparts, face mounting pressure to modernize outdated systems, streamline wholesale operations, and meet rising expectations from digitally savvy professional buyers.
Domaine brings in Merkle specialists
“This is a pivotal moment for B2B commerce,” said Peter Humphrey, CEO of Domaine. “Enterprises are looking to simplify operations and drive profitable growth. With the addition of Brad and Randy, we’re doubling down on the talent needed to help clients unlock the full potential of Shopify’s B2B stack.”
Domaine said it supports over 100 brands across North America and Europe. It aims to become the leading Shopify implementation partner for mid-market and enterprise clients transitioning to digital-first B2B models. The firm plans to combine Shopify’s growing suite of B2B features with its own strengths in commerce strategy, delivery, and design. Shopify’s B2B features include custom pricing, purchase order workflows, and advanced account management.
The hires align with Shopify’s broader push into B2B. Over the past two years, the platform has steadily added functionality for wholesalers and manufacturers. It aims to lure businesses away from traditional, costly legacy systems. Partners like Domaine are critical of scaling those capabilities across industries where ERP, CRM, and complex integration needs remain a barrier.
“The momentum around Shopify in B2B is real,” Borman said in a statement. “Companies are rethinking legacy platforms and looking for more agile, lower-cost alternatives. Domaine is in a strong position to help them make that shift.”
Private equity firm BV Investment Partners is backing the expansion. BV Investment has been supporting Domaine’s growth initiatives. While the companies did not disclose financial terms of the investment, the firm confirmed that the new B2B practice will target companies seeking to modernize institutional sales with everything from digital ordering portals to backend systems integration.
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