21 eCommerce Leaders to Follow in 2026

Quick Summary: In an era of rapid digital commerce evolution, following the right leaders makes a real difference — not just for inspiration, but for strategy, execution, transformation, and growth. This list highlights 21 eCommerce leaders whose insights, research, frameworks, and commentary are shaping the commerce landscape in 2026. Whether you’re architecting a headless platform, optimizing omnichannel experiences, scaling B2B commerce, or leading digital transformation, these voices can sharpen your thinking and move your business forward.

Digital Commerce Strategy & Transformation Leaders

1. James Gurd — eCommerce Strategist & Transformation Practitioner
   Advisor to brands on replatforming, digital transformation, and commerce execution. Co‑host of the Inside Commerce podcast.
   LinkedIn
2. Vinny O’Brien — eCommerce Consultant & Advisor
   A seasoned B2B and DTC eCommerce consultant helping global brands with digital acceleration, marketplace growth, and go-to-market strategies.
   LinkedIn
3. Paul Rogers — Digital Commerce Consultant & Evaluator
   Helps brands navigate complex commerce decisions and align technology with business outcomes. Co-host of Inside Commerce podcast.
   LinkedIn
4. Rick Watson — eCommerce Growth & Strategy Expert
   Focuses on strategic planning for DTC brands, platform optimization, and commerce growth models. Host of Watson Weekly and Watson Weekend podcasts.
   LinkedIn
5. Jason Goldberg — Chief Commerce Strategy Officer, Publicis & Podcaster
   Commerce strategist focusing on retail marketing, omnichannel innovation, and shopper trends. Co-host of the Jason & Scot Show podcast.
   LinkedIn
6. Scot Wingo — CEO, Spiffy and eCommerce Industry Commentator
   Serial entrepreneur and founder with deep roots in eCommerce innovation and strategy. A respected voice in retail tech, logistics, and marketplaces. Co-host of the Jason & Scot Show and host of Retailgentic podcasts.
   LinkedIn
7. Andy Hoar — Co-Founder, Master B2B eCommerce
   Authority on B2B commerce strategy and transformation. Former Forrester analyst.
   LinkedIn
8. Brian Beck — Co-Founder, Master B2B Commerce
   Advises brands on B2B commerce scale and strategy. Author of Billion Dollar B2B.
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9. Justin King — B2B eCommerce Strategist, Author & Speaker
   Recognized thought leader in B2B digital transformation. Co-author of Digital Branch Secrets, host of the B2B eCommerce Show, and frequent speaker on B2B commerce enablement.
   LinkedIn
10. Jason Hein — VP, Global Programming & Industry Insights, B2B eCommerce World
    B2B product experience strategist focused on digital transformation, data modeling, and customer-centric content strategy. Known for translating complex B2B needs into actionable merchandising and digital execution.
    LinkedIn
11. Jason Greenwood — Founder, Greenwood Consulting & Podcaster
    B2B & DTC digital commerce consultant focused on digital transformation for mid-market brands. Host of The eCommerce Edge podcast.
    LinkedIn
12. Brent Peterson — Co-Founder, ContentBasis & Founder of Talk Commerce
    An advocate for open commerce and modular architecture, Brent is a podcast host and consultant who collaborates with global commerce leaders to share knowledge and drive innovation in B2B eCommerce.
    LinkedIn
13. Jono Herrington — eCommerce Strategist & Advisor
    Focused on helping brands evolve their B2B commerce experiences with composable technology and digital transformation strategies.
    LinkedIn
14. Andrew Kumar — Advisor, AI Exchange, MACH Alliance
    Commerce strategist and digital experience expert with deep knowledge in composable architecture and MACH principles. A frequent speaker and contributor in the enterprise commerce space.
    LinkedIn
15. Jason Cottrell — President, MACH Alliance
    A leader in modern commerce implementation and innovation, Jason helps enterprise brands build future-ready commerce solutions through composable architecture.
    LinkedIn
16. Emily Pfeiffer — Principal Analyst, Commerce Technology
    Covers commerce platforms, orchestration, and experience delivery at Forrester.
    LinkedIn
17. Sucharita Kodali — VP & Principal Analyst, Forrester
    An expert on digital commerce, consumer behavior, and retail strategy. Her insights help brands align technology with evolving customer expectations.
    LinkedIn
18. Jordan Daigler — VP, Analyst, Gartner
    Focuses on digital commerce strategy, replatforming, and B2B buyer enablement as part of Gartner’s commerce tech coverage.
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19. Heather Hershey — Research Director, IDC
    Leads B2B and B2C digital commerce research at IDC. Offers insights into commerce tech, buyer expectations, and enterprise decision-making.
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20. Brendan Witcher — VP & Principal Analyst, Digital Commerce
    Focuses on personalization, CX, and strategic application of commerce technologies.
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21. Bryan House — CEO, Elastic Path
    Focused on B2B digital growth and transformation, Brian helps organizations modernize their tech stacks and align commerce capabilities with evolving buyer needs.
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Key Takeaways: This list highlights 21 leaders whose work spans digital commerce strategy, technology architecture, B2B transformation, customer experience, and growth. Following their insights will help you navigate major commerce trends, make smarter platform decisions, and optimize experiences that drive long‑term growth.